TV ads set for exciting future

The claim that social media is becoming an increasing threat to TV ad revenue (MW 26 March) is inevitably sparking debate.

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.

Tim Hipperson
Chief executive, G2 UK

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