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.
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