The Concept of TV Advertising is Forever Changed

by | Jun. 16, 2014

With the pervasiveness of the Internet and connected apps coupled with persistent consumer demand for video everywhere, the concept of TV has forever changed and so has the business that supports­ it—advertising.

In 2009, Parks Associates published a report that analyzed the addressable and interactive components of TV advertising. Based on the state of the market at the time, Parks Associates defined advanced TV advertising as TV ads sold, purchase, and inserted in non-linear mode via a pay-TV service provider set-top-box (STB) or digital video recorder (DVR). At the time, TV programs were not viewed in alterative media environments (e.g., online or via a mobile app) at significant rates.

As we revisit the topic in our latest report, The Evolution of Advanced TV Advertising, we quickly realized that to assess the market properly we had to redefine the meaning of advanced TV advertising. Today, consumers watch TV programs on mutliple devices and, as a result, the concept of advanced TV advertising has changed to include any type of advertising that supports a TV program, irrespectively of the device on which the program is distributed and viewed.

What do you think? Have the lines that previously seperated "traditional" TV advertising from other digital ad formats supporting TV programs officially blurred?

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