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There are huge changes afoot in how, when and where consumers access TV content in all its forms, where options are more myriad than ever. Over time, TV advertising will be inevitably and profoundly changed as well – every ad will be dynamically served, targeted and measured. As a result of this phenomenon, marketers should evolve to a model of video advertising that is data-driven, fluid and multi-screen / platform. This report reveals the market realities that are making television more “programmatic” in two fundamental ways: Taking audience targeting beyond age and gender in order to more tightly match inventory with niche audience segments, and, Enabling automation to streamline the buying and selling process.