However, the findings by Deloitte showing that 90% of TV viewers fast-forward through ads is nothing new. While the figure is high, we shouldn’t be too surprised.
TV will always play a role in the media and marketing mix, but not TV as we’ve always known it. What we will start to see is the emergence of digital and insight-led techniques meaning that TV will become much more personalised. Brands using TV will use data-driven engagement strategies, making advertising more about two-way dialogues and social interaction.
Deloitte’s findings, therefore, should be seen as an indication of how exciting the future of advertising can and will be.
Chief executive, G2 UK