ORLANDO, Florida – The biggest challenge for television advertising buyers and sellers is changing their mindsets and embracing new infrastructure. While it would have been much more difficult a decade ago, the infusion of digital into the TV space has made these changes unavoidable.

This is how Fariba Zamaniyan surveys the TV landscape while attending the annual Masters of Marketing conference of the Association of National Advertisers. A former Nielsen executive who is now SVP, Sales & Client Service for TiVo, Zamaniyan explains how many of the thousands of brand marketing people in attendance have changed their thinking.

“What might have been more of an obstacle in the past with lots of these folks in the background is much more of a reality today than it was 10 years ago,” Zamaniyan says. “The challenge is change. Whether it be infrastructural or just a mindset change.”

The influx of digital media is forcing a rethinking of how media plans are brought to market and executed against, according to Zamaniyan.

“Now the technology and the availability of consuming content outside of traditional linear TV is forcing the marketplace to rethink,” Zamaniyan says.

A longtime set-top box data provider, TiVo recently upped its game in its acquisition by Rovi, best known as the company that has provided onscreen TV guide listings and metadata that power the media-search function on many platforms, along with advertising analytics and cloud services.

TiVo’s viewership data merged with Rovi’s analytics tools will enable better targeting of media spend for marketers and improved advertising inventory yield for media sellers.

“We feel very strongly that the measurement business and building efficiencies into media planning, the ability to measure them and execute against those plans is really critical to the growth of the industry,” says Zamaniyan.

We interviewed her at the ANA Masters of Marketing annual meeting in Orlando. This video is part of a series produced at the conference. Beet’s coverage is sponsored by Cadent. For more videos from the series, please visit this page.