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The Changing Dynamics of Television Advertising
Helsinki Inst for Information Technology , Cambridge, MA, USA.
Helsinki Inst for Information Technology, Berkeley, CA, USA .
2010 (English)Conference paper, Published paper (Refereed)
Abstract [en]

Advertising on the online video platforms has yet to meet the expectations that advertiser and platforms have placed on it. However, the growing trend of using the Internet to access video offers advertisers the opportunity to target viewers more accurately than broadcast television ever has.

The complicated commercial television broadcast dynamics are evolving to facilitate online distribution. Many actors in the broadcast value network are adjusting their value propositions and new nodes are emerging to pair viewers with programs, and advertisers with relevant viewers. These changes are occurring because the Internet as an interactive distribution channel does not recognize television channels, schedules or regional broadcasting areas.

The changes will affect the way television networks and other video platforms sell advertisement spaces. Audience measuring changes and advertisers start dynamically serving advertisements unlike in the past when networks did the placement. The platform owners will evolve from sellers of static and predefined advertising inventory to providers of dynamic advertisement opportunities to targeted segments.

Place, publisher, year, edition, pages
2010.
National Category
Computer and Information Science
Identifiers
URN: urn:nbn:se:kth:diva-61285DOI: 10.1145/1809777.1809825Scopus ID: 2-s2.0-84889236930ISBN: 978-1-60558-831-5 (print)OAI: oai:DiVA.org:kth-61285DiVA: diva2:478866
Conference
EuroITV 2010, 8th European Conference on Interactive TV and Video, Tampere, Finland.
Note
QC 20120119Available from: 2012-01-17 Created: 2012-01-17 Last updated: 2012-01-19Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
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