TV is like casting a net and catching America, which is precisely why the team at Publicis.Sapient likes to keep that net as wide and deep as possible and not confine their client strategy to just digital. According to Terrance Nixon, digital media and online video offer tremendous opportunities for today’s brands, but he still sees huge value in the traditional TV experience and how it was originally designed to bring people together. What is at risk, he says, is overloading that experience with too much data. When TV gets too refined in its ability to target, it strips away the people aspect of the experience. Strategies like OTT are definitely being explored and utilized by Publicis.Sapient as they work with clients to trust and experience new mediums, but it is always accompanied with studies and research to prove-out their investments and bring new levels of innovation to the table.