Save or Share this Report

For CMO Professionals

TV's New Advertising Frontier

New TV Advertising Options Point Marketers Toward The Future

November 16, 2010

Primary author headshot


  • By David M. Cooperstein
  • with Dave Frankland,
  • Cory Munchbach

Why Read This Report

After 50 years of the 30-second spot, "innovations" like infomercials, and product placements, the world of TV advertising is about to go through a massive change. The promise of interactive TV is finally coming to advertisers in a variety of ways. New formats that tie devices together, click-to-act banner ads on-screen, and inventory management systems that maximize available ad space will change the relevance and value of TV-based advertising and point to a more interactive landscape for the TV screen in the near future.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($499 USD).