Table of Contents
ABOUT DATAMONITOR
OVERVIEW
- Outline of the brief
- Key findings from The Future of TV Advertising
JUSTIFICATION
- Numerous challenges facing TV advertising
- Digital TV threatens traditional advertising business models
- iTV technologies present both threat and opportunity
- New opportunities presented by interactive TV
- Making the TV a direct marketing environment
- Extending the branding experience
- Sponsorship and advertiser-funded programming
- iTV gives rise to new marketing inventory
- Numerous creative issues to be overcome
- Appropriate focus - direct marketing or branding?
- Same creative values needed for interactivity as standard advert
- Sustainable usage dependent on entertaining experience
- Entertainment vital to driving usage
- Determinants of success
- Red-button fatigue
THE FUTURE DECODED
- Advertising and the PVR
- Don't wait for mass-market PVR uptake
- Exploit the strengths of PVRs to transform the ad experience
- Potential for targeted advertising, but not without problems
- Recognise advertising as being an opt-in option
APPENDIX
- 2002 digital and interactive TV market reports
- 2003 digital and interactive TV market reports
- Interactive TV SPP management team
- How to contact experts in your industry
- List of Tables
- List of Figures
- Figure 1: UK PVR and IDTV uptake in comparison to other technologies
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