Keeping TV ahead of the curve

Keeping TV ahead of the curve

Market news |
With new competition, TV needs to continue to cement its position as the primary influencer of consumer spending. As a result we are seeing TV create more sophisticated advertising formats, for example, Best Buy used its Facebook page to host a charity auction for clothes worn by Ozzy Osbourne and…
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With new competition, TV needs to continue to cement its position as the primary influencer of consumer spending. As a result we are seeing TV create more sophisticated advertising formats, for example, Best Buy used its Facebook page to host a charity auction for clothes worn by Ozzy Osbourne and Justin Bieber in an ad that ran during the Oscars.

This shows that TV advertising can work closely with new media formats, providing more value than new media can provide alone.

Additionally, sponsorship of major TV series are now commonplace across Europe, and product placement has recently become legal in the UK. Nescafe took the first slot, spending £100,000 to have a coffee machine featured in the background of a daytime show.

TV companies are now looking to take advertising to the next level by replacing traditional broadcast advertising with a more targeted approach where consumers see personally relevant TV. This has the potential to substantially increase the value of the TV ad market, but is also highly disruptive to today’s business practises.

To this end, TV Genius has been working with a number of operators to integrate its content discovery platform into their targeted advertising solutions. The following white paper from TV Genius goes into a lot more detail: Getting the Right Ads in the Right Place: Enhancing Targeted Advertising with Content Discovery.

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