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The future of TV advertising

A slow start for advanced technologies


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A Deloitte analysis of the TV advertising market finds that advanced TV advertising – such as targeted and interactive advertising – is unlikely to make a significant impact in Europe in the next five years.

This report reinforces previous Deloitte research indicating that traditional television advertising continues to dominate the advertising industry. In the US, advanced TV advertising is still in an experimental phase and faces a number of major challenges before it will achieve mainstream acceptance:

  • TV and advertising executives expect little change to traditional TV advertising in the next 3-5 years
  • Traditional TV advertising will remain key for brand advertisers;
  • There is a strong appetite for more data on viewers and viewer behaviour;
  • 93% say that new forms of advanced TV advertising will not cannibalise traditional brand building campaigns.

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