Five trends in five years will make current TV buying strategies redundant, according to report
A report from Forrester claims established TV buying strategies will soon become ineffective as a result of consumers embracing new viewing platforms.
Report: Different viewing behaviours are changing advertising landscapes
The report warns the TV advertising market to expect disruption in the next five years, which can be attributed to five new viewing behaviours among consumers.
On-demand viewing and TV anywhere options have expanded the range of platforms on which consumers watch television and that change in behaviour is particularly true of the 18-44 age demographic, according to Forrester analyst Jim Nail in a blog on the report.
Access to original online professional content must be considered as well, Nail said.
“YouTube isn’t just cat videos anymore. There is an explosion of high quality professional content that won’t ever be broadcast.
“I’ll be watching these experiments closely to see how well they engage viewers,” he said.
The study showed that across Europe the 16-24 age group spent the most time viewing TV on computers, although in the UK the demographic lagged behind other countries in the adoption of viewing on smartphones.
Nail also pinpointed ‘addressable advertising’ and programmatic buying as trends that are changing the advertising landscape.
“The dream of delivering different video ads to different viewers to match their interests is a marketer’s dream,” he went on.
“Internet ad buying has had to adopt this more automated, data-driven mechanism to manage the complexity of online advertising. Now, TV buyers want it too.
“The big agency holding companies, distributors and programmers all see it coming, and while there is some concern about pricing pressure in this kind of transparent, open market, there is optimism that it will actually draw more buyers to the market and thus support prices.
“AOL made a big bet in this space last week by buying programmatic buying technology firm Adapt.tv.”
However, Nail added that the change would be gradual and marketers still had time to adapt their strategies.
“Change won’t come overnight, so marketers have time to educate themselves, their teams and their management,” he said.
“Long-form video content will continue to attract the lion’s share of consumers’ viewing time and will remain the anchor of advertising plans.
“An increasing portion of those viewing activities will happen on new devices and sites. Advertisers must evolve their strategies and processes to take full advantage of new ways to reach and engage viewers.”
The report surveyed more than 22,000 European online adults and conducted interviews with companies including Adap.tv, AOL GoViral, BBC, BskyB, Virgin Media and YouTube.