For Marketing Leadership Professionals

Laying The Groundwork For The Next Wave Of TV Advertising

by David Card, May 28, 2009

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 . . .

For Consumer Product Strategy Professionals

Preparing For The Coming Online TV Backlash

An Open Letter To An Industry On The Verge Of A Big Mistake

by James L. McQuivey, Ph.D., March 13, 2009

Online TV viewing has been a smash hit in the US, driving tens of millions of viewers to watch hundreds of millions of TV shows each month. However, the online TV model is coming under fire inside the secretive halls of content producers and rights holders. . . .

For Marketing Leadership Professionals

In-Store TV Goes Prime Time With Wal-Mart

Smart Network Will Bring Insights And Accountability

by Lisa Bradner, September 5, 2008

Wal-Mart announced the rollout of its Smart Network to 2,700 stores starting this month. Smart Network will bring together in-store television, creative execution, and in-store metrics. It will enhance marketers' insight into the effectiveness of in-store . . .

For Marketing Leadership Professionals

Personal TV: The Reinvention Of Television

Personal TV With Targeted Commercials Will Take The Waste Out Of TV Advertising

by David Graves, August 25, 2008

TV advertising has been suffering from media fragmentation and ad skipping. Under pressure from advertisers, traditional television networks finally team up with cable multiple system operators (MSOs) and telco services to build a modern ad-supported . . .

For Interactive Marketing Professionals

Video Advertising in Europe

Increasing User Acceptance of In-Stream Ads

by Nate Elliott, August 7, 2008

Video advertising will grow to account for one-fifth of European online display ad spending—nearly €1 billion—in 2012. However, that growth is dependent on sites' ability to drive further user acceptance of in-stream video advertising.

For Consumer Product Strategy Professionals

How Video Will Take Over The World

What The Rise Of OmniVideo Means For Consumer Product Strategy Professionals

by James L. McQuivey, Ph.D., June 17, 2008

TV is already the world's most powerful medium, yet it is about to evolve into a form that will be even more powerful, something Forrester calls OmniVideo. OmniVideo includes today's TV content experiences and devices but goes far beyond these, creating . . .

For Consumer Product Strategy Professionals

What It Really Means To Watch TV Online

by James L. McQuivey, Ph.D., May 8, 2008

The days of thinking of online video as mostly a YouTube phenomenon are officially over. Instead, the Internet-connected PC has become another TV set in people's lives, one that fulfills all the same needs that the still-beloved TV set in the living room . . .

For Consumer Product Strategy Professionals

Advertisers See A TV+Web Future

by James L. McQuivey, Ph.D., April 4, 2008

Forrester and the Association of National Advertisers (ANA) surveyed 78 US advertisers representing nearly $15 billion in advertising budgets. More than half of them — 62% — told us that TV advertising is less effective than it was two years ago, which . . .

For Consumer Market Research Professionals

Interactive TV's Renaissance

Electronic Program Guides Train TV Audiences To Interact With TV

by James L. McQuivey, Ph.D., August 14, 2007

Television industry strategists are again whispering the once disgraced term "interactive TV." What failed in expensive tests that go back as many as 30 years is now poised to come to fruition thanks to advances in technology and changes in consumer behavior. . . .

For Interactive Marketing Professionals

On-Demand Video Advertising

Embracing Consumer Control of Video Content

by Nate Elliott, February 21, 2007

As consumers gain access to a growing number of on-demand video offerings—including DVRs, video iPods, cable and IPTV on-demand services, and mobile video—advertisers face difficult questions about the future relevance and effectiveness of traditional . . .

Asking For The Order: DRTV Reconsidered

by Lisa Bradner, July 17, 2006

Many brand marketers have long regarded direct response television (DRTV) as the backwater of advertising — home to the Chia Pet and The Clapper. In reality, DRTV is a thriving medium and comes closer to representing the future of advertising than does . . .

For Interactive Marketing Professionals

Can Nielsen Reinvent Media Measurement?

Marketers: Don't Wait For Perfect Measurement, Focus On The Bottom Line

by Josh Bernoff, Peter Kim, June 28, 2006

Nielsen will expand its measurement of video media with "Anytime Anywhere Media Measurement" (A2/M2), which will include Internet streaming and portable devices, and will also measure engagement. It's a good idea, but Nielsen historically takes awhile . . .

Advertisers Face TV Reality

by Peter Kim, April 14, 2006

Forrester and the ANA (Association of National Advertisers) surveyed 133 national advertisers representing almost $20 billion in ad spending. More than three out of four told us that traditional television commercials have become less effective in the . . .

Cable Ad Sales: Think Fees, Not Inventory

by Eric Schmitt, July 13, 2005

Cable operators are capitalizing on their unique position in the TV industry to invest in new advertising systems. These new technologies offer advertisers compelling benefits like ad targeting, interactivity, and lead generation. But operators' current . . .

Expanding TV's Reach To The Retail Point Of Sale

How To Benefit By Reaching Receptive Consumers In Stores

by Nikki Baird, June 17, 2005

In-store television networks can reach consumers who are otherwise opting out, fast forwarding, and just plain tuning out advertising. Retailers, manufacturers, and media companies benefit from reaching consumers at a point when they are naturally receptive . . .

TV Ad Technology Vendor Profile: TiVo

by Eric Schmitt, May 18, 2005

TiVo's digital video recorders are popular, in part because they allow consumers to skip commercials easily. But even as its users gnaw away at television's traditional business model, TiVo offers advertisers an alternative. Behind its network of consumer . . .

TV Ad Technology Vendor Profile: GoldPocket

by Eric Schmitt, April 8, 2005

GoldPocket Interactive allows advertisers to create and deliver interactive ads to set-tops, PCs and wireless devices. The system works by enhancing standard 30-second commercials with overlay graphics, polls, direct response widgets, and games. But to . . .

TV Ad Technology Vendor Profile: Visible World

by Eric Schmitt, April 8, 2005

Visible World's ad delivery system can be used to enhance both broadcast and cable commercials, but it has the most to offer in a cable environment. There it reaches approximately 28 million cable households — by far the most of any new TV ad system. . . .

What Next For TV Advertising?

Sixteen New Ad Formats That Will Serve Advertisers And Save the TV Business

by Eric Schmitt, December 23, 2004

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 . . .

The Mind Of The DVR User: Media And Advertising

DVR User Survey Reveals A 54% Reduction In Ad Exposures

by Josh Bernoff, September 8, 2004

This is the second document from our online survey of 588 digital video recorder (DVR) users. DVR users report spending nearly 60% of their TV time watching recorded or delayed programs in which they skip 92% of commercials. As a result, the average DVR . . .