Several technology developments are promising to revolutionize TV advertising with the same degree of individual targeting now being seen on the web. But will these new methods bring any more money in to a TV advertising game that is already worth circa $70 million per year in the US?
“Fundamentally, it will probably be the same,” Nielsen agency solutions EVP Dave Hohman tells Beet.TV. “Because there will be changes in the way day-parts are sold. Programs (will be) evaluated on the basis of moving to not just delivery but driving (viewer) resonance or reaction or brand equity and sales measures that advertisers are interested in.”
Whilst this may not grow the overall pie, Hohman agrees addressable TV will give advertisers better bang for the same amount of bucks.