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For Marketing Leadership Professionals

Laying The Groundwork For The Next Wave Of TV Advertising

May 28, 2009

By David Card, Kim Le Quoc with Mary Beth Kemp, James L. McQuivey, Nate Elliott, Jean-Yves Lugo

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Why Read This Report

As consumers skip ads with digital video recorders, use video-on-demand, or multitask, the effectiveness of TV ads drops. Forrester found that 21% of the entire US population usually or systematically fast-forwards past TV commercials, and Early Adopters — i.e., high-income technology optimist consumers — spend only half of their time with live television. Marketing leaders must get ready for the future of television by accelerating integrated campaigns, experimenting with DVR-based and targeted advertising solutions, re-evaluating complementary media, and squeezing their suppliers.
Tags: Consumer Electronics & Technology, DVRs, Marketing Attitudes, Marketing Measurement, Media & Advertising Trust, Media & Entertainment, Television, Television Advertising
US $ 499
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TABLE OF CONTENTS

  • Three Technology Trends Are Remaking TV Viewing
  • Today's TV Technology Adoption Signals Future Viewing Patterns
  • Tomorrow's Television Creates New Ad Opportunities For Marketing Leaders

  • RECOMMENDATIONS

    Get Ready For The Future Of Television
  • Supplemental Material
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