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May 28, 2009 Laying The Groundwork For The Next Wave Of TV Advertisingby David Card, Kim Le Quoc with Mary Beth Kemp, James L. McQuivey, Ph.D., Nate Elliott, Jean-Yves Lugo |
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Executive Summary
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.
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
- Related Research Documents
This is an excerpt
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