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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.
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Vendors mentioned: Adobe, BlackArrow, Canoe, FreeWheel, and Google DoubleClick.
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The digitalization of the TV ecosystem is well underway, and while many challenges remain before addressable TV advertising takes hold, the capabilities exist today for marketers to execute addressable TV campaigns for time-shifted inventory. Marketers sh
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 stre
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