Usually the shifts come when some mediums stop being saturated - Apple uses outdoor media in specific areas for example (something traditional for high end prod

Usually the shifts come when some mediums stop being saturated - Apple uses outdoor media in specific areas for example (something traditional for high end products, like Rolex, Aston Martin, etc). I think that one of the main problems of TV is the cost of production is increasing, and they don't want to kill their margins. Even the live content is dropping it's quality - that's why sports are still kings of audiences. Ad fraud, viewability and brand safety are defintly hot questions atm, but tools are already being set in place to help it (I don't think there's a definite solution) - some brands blew it out of proportion though, other brands are using this to drop down the costs. But yeah, it's just another weapon - TV is definatly the heavy artillery.