Advertising and the second screen


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56pages

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When TV becomes interactive and targeted

This report explores how live TV will need to change its advertising practices to handle growing competition from the Internet and protect its status as top mass medium.

It compares the way ad revenue is progressing for both TV and the Internet, and looks at the rapid changes in TV viewers' behaviour.

The report examines whether live TV needs to borrow certain recipes from the Web, to line up with viewers' new habits and advertisers' new demands.