I recently heard L.L.Bean’s chief sales and brand officer walk through the company’s brand refresh and corresponding marketing campaign. He showed some TV spots (most of which elicited laughs, like this winner), and I was reminded of the company’s expanded TV spend. Is TV dead? Hardly.

But it is about to change more radically than it has in 30 years, applying data and analytics to improve targeting.

Consider NBCUniversal: At AdExchanger’s Industry Preview event in January, Linda Yaccarino, chairman of advertising sales and client partnerships, spoke of an acute need to improve measurement and fix the “us versus them” mentality of linear versus digital. Since then, NBCU has created its own audience guarantee that crosses NBC’s linear and digital properties, and it announced that it’s joining OpenAP, the consortium of FOX, Turner, and Viacom that enables marketers to make data-driven TV buys across the networks.

Data-driven TV is no longer some future capability that is often predicted but never arrives — it is rapidly gaining traction today. I argued in March that the inflection point for addressable and advanced TV is here.

Advertisers, where are you in adopting data-driven TV? Don’t get left behind as this industry evolution accelerates in the next three years. But simply applying traditional linear TV or digital video planning approaches won’t be effective. My new report identifies three steps to an omnichannel video strategy by updating processes, data, and skills.

Your consumers have no problem switching between linear and digital (or using both at the same time). To keep up with their accelerating shift to an omnichannel video lifestyle, it’s time for your brand to develop an omnichannel video strategy.