Millennials might not be watching TV the traditional way, but they’re obviously consuming a huge amount of television content—but because it’s on their mobile devices, traditional ads need to evolve.

Millennials might not be watching TV the traditional way, but they’re obviously consuming a huge amount of television content—but because it’s on their mobile devices, traditional ads need to evolve. “Interactive TV,” or content that encourages shares, likes and dislikes, feels natural to them because “many digital-native Millennials grew up, or at least came of age, thinking of media consumption as a tactile experience.” (Gigaom)