Trends Report

TV Ads Break Their Content Shackles

TV Ad Targeting Enters The 21st Century, And Marketers Will Finally Be Able To Target Audiences, Not Just Content Type

May 21st, 2014
Jim Nail, null
Jim Nail
With contributors:
Luca Paderni , Samantha Merlivat

Summary

Historically, television had just one way of delivering advertising: embedding it directly in the show so everyone who tuned in saw the same ad. But consumers' increasing appetite to watch TV on demand via cable video-on-demand (VOD) services, online streaming, and mobile apps is opening the door to delivering different ads to different individuals. This year, Forrester sees significant progress in implementing dynamic ad insertion (DAI) technology. But each platform — web browser, mobile, VOD, DVR, and linear TV — demands different ad insertion solutions, so each will progress at a different rate. This report will help marketers understand the state of dynamic ad insertion on different platforms, what opportunities it brings to enhance TV ads' effectiveness, and how best to test these new targeting options.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.