Box, stick or platform – what shape is your internet TV experience? There are a growing number of routes to internet TV for consumers, and that means confusion and headaches for marketers, at least for now.

In this video interview with Beet.TV, IPG Mediabrands global innovation officer Chad Stoller says all kinds of moving pictures – whether on TV, mobile or something else – now simply constitutes “video”.

But he sees “a tremendous mount of fragmentation” getting in the way of seamless ad buying for at least another two to three years.

“The over-the-top device is a friction-ful device,” Stoller says, adding that apps can make things complicated.

“It’s a terrible device to interact with, other than changing channels or switching the volume or between apps. It’s not something (wherein) I want to type in the flights I’m searching for or the career batting average or Lucas Duda.

“Where smart TVs and apps could converge could be for services like notifications – for instance, a notification you get on your TV about a flight landing, maybe a sports score.”

This video is part of “The Road to DMEXCO ’16,” a lead-up series with key influencers on the topics and trends to be addressed at DMEXCO.  This series is presented by YuMe.  Please visit this page for additional segments.