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Description
Visions of TV becoming more targetable, measurable, and data-driven have floated around the ad industry for years — and some pilots have been conducted — but broad deployment remains elusive. Signs are that we have reached the inflection point where these long-promised capabilities are likely to become a reality in the next two to three years.
Marketers must begin now to know which are emerging as real tools to improve their television advertising effectiveness. But new tools will require changes in the advertising process, compelling marketers to change their marketing plans, align with new partners/vendors, and prepare their organizations for changes in the entire advertising process.
Agenda:
- Three trends converge to break the TV ad model.
- New TV buying approaches create more value for content owners and advertisers.
- The television will not be revolutionized — the future will unfold in phases.
Vendors mentioned: Ace Metrix, Black Arrow, CableVision, Cadreon, Dish Network, Initiative Worldwide, MediaSmith, Microsoft, NBCi, Rentrak, Simulmedia, Starcom Mediavest, TRA, Tremor Video
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