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Description
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 phenomenon has implications that question the status quo in traditional TV advertising based on so-called linear viewing.
This year, Forrester sees significant progress in implementing dynamic ad insertion (DAI) technology. The digital technology that enables time-shifted viewing is also opening the door to new advertising targeting challenges that marketers will need to navigate to improve efficiency and efficacy in their TV advertising campaigns. And while many challenges remain before addressable TV advertising takes hold, the capabilities exist today for marketers to execute more targeted TV campaigns for time-shifted inventory.
This Webinar helps marketers understand the state of dynamic ad insertion, what opportunities it brings to enhance TV ads' effectiveness, and how best to test these new targeting options.
Agenda:
- Dynamic Ad Insertion Is Growing With Time-Shifted TV
- Dynamic Advertising Gives Marketers New Opportunities To Target TV Ads
- What Marketers Should Do From 2014 To 2016 To Understand These Capabilities And Evolve Their TV Planning
Key takeaways:
- There is significant progress with regards to DAI in 2014, but each platform demands different ad insertion solutions and raises its own set of opportunities and challenges.
- DAI enables new ways of aggregating viewers into audiences that marketers want to reach.
- Advanced forms of viewer targeting are emerging alongside DAI, enabling smarter targeting across platforms.
- Trial campaigns in the US and UK show the value of addressability.
Vendors mentioned: Adobe, BlackArrow, Canoe, FreeWheel, and Google DoubleClick.
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