AdExchanger Research to Marketers: Prepare For Future Where Consumers Control Total TV Viewing

NEW YORK, Jan. 21, 2015 /PRNewswire/ -- Marketers must be prepared to apply the flexibility, measurability and precise targeting of digital to traditional TV advertising in the near term in order to keep up with the profound changes in consumer TV consumption, according to AdExchanger Research, a practice designed to provide thoughtful analysis on the digital media and marketing technology ecosystem.

According to a new report by AdExchanger Research, the digital revolution is vastly reshaping television allowing consumers full control over how, when and where they access TV content.  Over time, TV advertising will be inevitably and profoundly changed as well – every ad will be dynamically served, targeted and measured. As a result of this phenomenon, marketers should evolve to a model of video advertising that is data-driven, fluid and multi-screen / platform.

Joanna O'Connell, lead analyst at AdExchanger Research, revealed these insights and predictions today during her presentation at Industry Preview, AdExchanger's annual conference on the year ahead in digital marketing technology, which is being held at the Grand Hyatt in New York City.

"Television is still king when it comes to brands," said O'Connell.  "However, the entire television advertising ecosystem needs to advance with the changes brought on by digital to be able to connect with consumers at the time and place they want to be reached."

According to the research, marketers must also consider how programmatic thinking – which is pushing digital advertising itself forward – is increasingly affecting television.  AdExchanger Research reveals market realities are making television more "programmatic" in two fundamental ways:

1. Taking audience targeting beyond age and gender in order to more tightly match inventory with niche audience segments
2. Enabling automation to streamline the buying and selling process

In order to help CMOs, TV buyers and digital buyers prepare for the transformation of TV advertising, the report delivers specific tactics and ways for the industry to stay apace with this fast-changing market.

The report, titled "The Bloodless Revolution: How Digital Thinking is Reshaping Television Advertising," is available for purchase by visiting research.adexchanger.com.  

About AdExchanger Research

AdExchanger Research was formed in 2013 by AdExchanger to provide thoughtful analysis on the digital media and marketing technology ecosystem. As a complement to AdExchanger's editorial and publishing arm, our research practice is intended to provide ongoing guidance, advice, support and interpretation of the dynamic digital landscape. Visit AdExchanger Research at research.adexchanger.com.  

About AdExchanger

Founded in 2008, AdExchanger is an integrated media company – which includes publishing, conferences and research – devoted to the data-driven, digital marketing space. AdExchanger enables the exchange of ideas between all members of the "ecosystem," including agencies, advertisers, publishers, data providers, ad networks, media traders and marketing technology companies. The goal of this exchange is to help improve understanding and efficiency. The publication has 140,000 monthly unique visitors and a daily newsletter with more than 16,000 subscribers. The company also produces the leading conference in programmatic media, PROGRAMMATIC I/O, and Industry Preview, which provides an exclusive look at the year ahead in digital marketing technology. Visit us at www.adexchanger.com and follow us on Twitter at @adexchanger to stay informed on the latest news.

SOURCE AdExchanger Research

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