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December 23, 2004 What Next For TV Advertising?Sixteen New Ad Formats That Will Serve Advertisers And Save the TV Businessby Eric Schmitt with Josh Bernoff, Chris Charron, Jim Nail, Jennifer Joseph |
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This is an excerpt
Executive Summary
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.
TABLE OF CONTENTS
- Ad-Supported TV Is Under Siege
- TV Is Headed For A Reckoning, Not A Funeral
- Analyzing Alternative TV Ad Formats
- Putting New TV Ad Formats To Work
RECOMMENDATIONS
- How To Adapt To The New Ad Format Jungle
WHAT IT MEANS
- The Impact Of Alternative Formats
- Supplemental Material
- Related Research Documents
This is an excerpt
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