--- title: "Harvard Business Review: Pixalate weighs in on 'marketing and [the] evolution of TV'" description: The Harvard Business Review conducted a survey on Marketing and the Evolution of TV, sponsored by Google. 'Television is in the midst of an enormous evolution where consumers can watch programming on any internet-connected device with a screen,' wrote HBR. image: https://www.pixalate.com/hubfs/Blog_Media/Blog%20photos/hbr-quote-jalal.png --- [![pixalate-full-logo](https://www.pixalate.com/hs-fs/hubfs/Pixalate_Logos/pixalate-full-logo.jpg?width=150&height=60&name=pixalate-full-logo.jpg "pixalate-full-logo")](https://www.pixalate.com) Search **Menu** ** ** ![](https://www.pixalate.com/hubfs/Blog_Media/Blog%20photos/hbr-quote-jalal.png) [Thought Leadership](https://www.pixalate.com/blog/topic/thought-leadership) | [CTV](https://www.pixalate.com/blog/topic/ctv) | 2 min read # Harvard Business Review: Pixalate weighs in on 'marketing and [the] evolution of TV' Written by [Tyler Loechner](https://www.pixalate.com/blog/author/tyler-loechner) Feb 9, 2018 5:00:00 PM *February 9, 2018 — By: [The ](https://hbr.org/sponsored/2018/02/marketing-and-evolution-of-tv)**[Harvard Business Review](https://hbr.org/sponsored/2018/02/marketing-and-evolution-of-tv)* The *[Harvard Business Review](https://hbr.org/sponsored/2018/02/marketing-and-evolution-of-tv) *conducted a survey on marketing and the evolution of TV, sponsored by Google. "Television is in the midst of an enormous evolution where consumers can watch programming on any internet-connected device with a screen," wrote HBR. ### From 40% to 80%: Internet-based TV set to explode in U.S. households by 2020 ![hbr-quote-jalal.png](https://www.pixalate.com/hs-fs/hubfs/Blog_Media/Blog%20photos/hbr-quote-jalal.png?width=640&name=hbr-quote-jalal.png) "According to a Harvard Business Review Analytic Services survey and interviews with marketing experts, this evolution of TV will continue to march forward and offer marketers promising new opportunities to reach their audiences," the research report continued. "For example, Jalal Nasir, founder and CEO of Pixalate, a firm specializing in providing fraud protection and analytics for advanced TV advertising, stresses that the evolution of TV is on the cusp of dramatic growth," the research report reads. "According to his firm’s research, 40% of U.S. households with an internet connection already own an internet-connected TV device. By 2020, that number is expected to climb to 80% or more." ### Knowledgeable marketers set to change marketing strategies to a 'great extent' to keep up  ![hbr-survey.png](https://www.pixalate.com/hs-fs/hubfs/Blog_Media/Blog%20photos/hbr-survey.png?width=640&name=hbr-survey.png) According to a *Harvard Business Review* ("*HBR*") survey of 390 of its subscribers, the majority of the most knowledgeable marketers (as it pertains to Connected TV/OTT) expect to change their strategies to a "great extent" in the coming years as a result of the changing landscape. "Marketing executives most familiar with the prospects of advanced TV are already making moves," wrote *HBR*. "These businesses are three times as likely to be changing strategies to a great extent in response to consumers watching network, cable, and other professionally produced video on devices other than traditional TV sets—50% versus an average of 14% compared to their less knowledgeable peers." [Read the full report here](https://hbr.org/sponsored/2018/02/marketing-and-evolution-of-tv). *Sign up for our blog to stay updated with new stats, trends, and analysis on digital ad fraud.* ### Search Blog Search ### Follow Pixalate ### Subscribe to our blog *By entering your email address and clicking Subscribe, you are agreeing to our [Terms of Use ](https://www.pixalate.com/terms)and [Privacy Policy.](https://www.pixalate.com/privacypolicy) Previous Story [← Invalid Traffic (IVT) was lower than average during the 'Big Game' in 2018](https://www.pixalate.com/blog/2018-big-game-invalid-traffic-ivt-trends-report-blog) [** ](https://www.pixalate.com/blog) Next Story [Pixalate Week in Review: February 5 - 9, 2018 →](https://www.pixalate.com/blog/programmatic-ad-fraud-news-week-in-review-february-9-2018) ## You May Also Like These Stories on Thought Leadership [![](https://www.pixalate.com/hubfs/Q%26A%20with%20Krush%20Media%20-%20cover.png) ](https://www.pixalate.com/blog/krush-media-qa) [Case Studies](https://www.pixalate.com/blog/topic/case-studies) ### [Q&A with Steven Slaughter, Head of Ad Ops & Yield at Krush Media, on managing a clean CTV and Mobile Ad Supply Chain](https://www.pixalate.com/blog/krush-media-qa) Jun 27, 2023 12:00:00 PM | 4 min read [![](https://www.pixalate.com/hubfs/Q%26A%20with%20Screencore%20-%20cover.png) ](https://www.pixalate.com/blog/screencore-qa) [Case Studies](https://www.pixalate.com/blog/topic/case-studies) ### [Q&A with Jess Okan, Co-founder and CEO of Screencore, on strategies for minimizing ad fraud in the connected TV ecosystem](https://www.pixalate.com/blog/screencore-qa) May 30, 2023 7:00:00 AM | 6 min read [![](https://www.pixalate.com/hubfs/Oleksandra%20Kazantseva.png) ](https://www.pixalate.com/blog/bizzclick-qa) [Case Studies](https://www.pixalate.com/blog/topic/case-studies) ### [Q&A with Oleksandra Kazantseva, Head of Programmatic at BizzClick, on transparency, trust, and security](https://www.pixalate.com/blog/bizzclick-qa) Apr 17, 2023 2:00:00 PM | 4 min read ** ### Subscribe to our blog *By entering your email address and clicking Subscribe, you are agreeing to our [Terms of Use ](https://www.pixalate.com/terms)and [Privacy Policy.](https://www.pixalate.com/privacypolicy) ![pixalate-logo-red-small](https://www.pixalate.com/hs-fs/hubfs/2018NewTemplate/pixalate-logo-red-small.png?width=208&name=pixalate-logo-red-small.png "pixalate-logo-red-small") ** By entering your email address and clicking Subscribe, you are agreeing to our [Terms of Use](https://www.pixalate.com/terms) and [Privacy Policy](https://www.pixalate.com/privacypolicy) Products [Analytics](https://www.pixalate.com/products/analytics) [Blocking](https://www.pixalate.com/products/blocking) [Media Rating Terminal](https://www.pixalate.com/products/mrt) [Publisher Trust Indexes](https://www.pixalate.com/rankings/?group=app&reportId=publisherTrustIndex) [Seller Trust Indexes](https://www.pixalate.com/rankings/?group=app&reportId=publisherTrustIndex) [IoT Device Rankings](https://www.pixalate.com/rankings/?group=app&reportId=iotDeviceReach) Resources [Blog](https://blog.pixalate.com/) [Press](https://www.pixalate.com/press) [Careers](https://www.pixalate.com/jobs) [Team](https://info.pixalate.com/pixalate-leadership-team) Contact Email [** sales@pixalate.com ](mailto:sales@pixalate.com) [** privacy@pixalate.com ](mailto:privacy@pixalate.com) US: [** +1 888 749 2528 ](tel:+1%20888%20749%202528) EU: [** +44 (0)800 011 2050 ](tel:+44%20(0)800%20011%202050) Slack: [Join ATSAPI Slack Channel ](https://atsapi-pixalate.slack.com/join/shared_invite/zt-10dtow5cj-OEtlNr5yzJkrZMQUqcEEow#/shared-invite/email) Offices Global Offices US 1775 Greensboro Station Place, Suite 425, McLean, VA 22102 UK 20 North Audley Street London, W1K 6WE, United Kingdom EU 10 Earlsfort Terrace Dublin 2, D02 T380, Ireland Singapore 10 Anson Road, #22-02 International Plaza, Singapore 079903 [![facebook](https://www.pixalate.com/hubfs/footer/icons/facebook.png) ](https://www.facebook.com/pixalate) [![x](https://www.pixalate.com/hubfs/footer/icons/twitter-x.png) ](https://twitter.com/pixalateinc) [![linkedin](https://www.pixalate.com/hubfs/footer/icons/linkedin.png) ](https://www.linkedin.com/company/pixalate) ![wechat](https://www.pixalate.com/hubfs/footer/icons/wechat.png) [![slack](https://www.pixalate.com/hubfs/footer/icons/slack.png) ](https://atsapi-pixalate.slack.com/join/shared_invite/zt-10dtow5cj-OEtlNr5yzJkrZMQUqcEEow#/shared-invite/email) [Terms of Use](https://www.pixalate.com/terms) [Privacy Policy](https://www.pixalate.com/privacypolicy) [GDPR Compliance](https://www.pixalate.com/gdpr) Disclaimer Copyright © 2025 Pixalate [Back to top **](https://www.pixalate.com/blog/harvard-business-review-marketing-evolution-tv-ott-connected-hbr#) # Disclaimer Disclaimer: The content of this page reflects Pixalate’s opinions with respect to the factors that Pixalate believes can be useful to the digital media industry. 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