Having tested live, shoppable TV ads that let viewers use their phones and onscreen QSRs to connect to brands' ecommerce sites, NBCU is now rolling them out to its unscripted programming, including "Sunday Night Football."

Digital audio ads are also common components of the local media mix employed by agencies, a Borrell poll shows.

Despite Apple's 1 billion device user base globally, will its iOS device-only reach limit its initial growth? Will its lack of original content and library (not to mention no licensed content as yet) prove liabilities? Predictions are all over the place.

Facebook's proposed $40 million settlement and advertiser pressures may help ensure greater metrics transparency going forward, but the "safety" issues surrounding video and other content are the toughest and most critical of all.

The market is "telling television to change quickly," but is leery of streaming, says TV and radio analyst Marci Ryvicker. Her advice: "Do something different" -- meaning develop emerging advertising opportunities.