Executive Summary (This is a document excerpt)

Ad-supported programming — the heart of the television business — is under siege. Forrester projects that DVR and VOD adoption will lead marketers to cut TV ad budgets, resulting in an ad spending downturn by the 2007 upfront. As the standard linear spot declines, a new wave of alternative ad formats will pick up the slack, taking advantage of new technologies for targeting, interactivity, and measurement. To help marketers identify, track, trial, and promote the formats that matter most, we evaluated the 16 most promising. In the next few years, targeted and VOD commercials will get more traction than interactive formats.

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