While it's true that the $70 billion (¥6.9 trillion) television advertising budget in the U.S. ad industry is shifting toward digital, small changes are emerging due to technological progress.
Earlier this year, U.S. satellite broadcaster DirecTV began selling ads targeted directly at individual households, rather than by program or geographic market. DirecTV reports that "addressable advertising," where advertisers can directly track effectiveness, now accounts for 10% of its revenue. Cablevision and Dish Network have also launched similar services, which are still small but growing rapidly.
Advancements in targeting technology are beginning to bring smaller advertisers, especially those with limited budgets, back to television. For example, auto parts company K&N resumed TV advertising after several years, targeting men aged 25 and older who perform their own car maintenance and repairs.
In the future, TV ads could potentially be sold through ad exchanges and demand-side platforms, similar to online advertising.
Details at AdAge→ http://bit.ly/1fyV2n4
$70 Billion TV Ad Market Eases Into Digital Direction
Baby Steps Start After Years of Resisting Change
Published: October 14, 2013
