The market research company Generator Research has released a study about the future of traditional tv advertising, the tv spot. The results need to be described as dramatic. According to the study traditional tv advertising will loose 75 % of its revenues within the next 10 years. Primarily this is caused by loosing the distribution monopoly and the shift in media consumption, which is compared to the music industry. Furthermore there will arise new advertising forms characterized by interactivity and new targeting opportunities, which will reach the user at various devices. The latter are computers, interactive tv with or without set top boxes and mobile devices.
Study on the Future of Traditional TV Advertising
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