Trends Report

Convergence Disrupts Europe's TV Ad Market

Consumers' Adoption Of New Viewing Platforms Will Reshape Europe's Television Ad Industry

August 12th, 2013
JN
Jim Nail
With contributors:
Luca Paderni , Samantha Merlivat , David Cooperstein

Summary

As European viewers get used to more choices — with more channels, pay services, and viewing devices — an increasing share of their viewing will fall outside the bounds of established advertising strategies, and proven media planning practices will fail to deliver the audiences and results that marketers depend on. But industry structures, regulatory schemes, competitive environment, and the pace of consumer adoption will vary in each country across the region. Marketers must prepare for this new ecosystem by testing new approaches to TV advertising, planning and piloting innovative formats outside the 30-second spot, and evaluating the ROI potential of the new capabilities of addressable advertising.

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