The study by Deloitte, on behalf of RTL Group, found that the majority of advertising professionals do not believe that targeted and interactive advertising will make a significant impact in Europe in the next five years.
Marketers have also called for more data and measures to enable more forms of targeted advertising, and assess the success of campaigns that combine traditional TV viewing with platforms such as online, tablet and mobile devices.
Deloitte believes that broadcasters must develop ways to capture and analyse viewer and behavioural data to improve the way ads can be targeted.
The majority of industry professionals, however, believe that online TV advertising is complementary, rather than a threat to, traditional TV advertising.
Global lead for technology, media and telecommunications at Deloitte, Jolyon Barker, says: “Getting smarter about what ads are delivered to whom and when is an appealing idea and adds a new string to the bow of marketers and planners. However, advertisers are not willing to invest until they see proven results, underpinned by metrics they can trust.”