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Adam Thomas from Ovum: Digital threat is significant and its impact is felt in mature markets like the US
17 de agosto de 2015
Thomas: Los próximos cinco años son cruciales para determinar el futuro de la publicidad en TV
Advertising in TV will reach US$ 224,000 million for 2020, according to the conclusions of the Global TV Advertising Forecasts report, 20052020, presented by Ovum. This performance reveals the lasting strength of the media at a moment when it is disputed from multiple angles.”The digital threat is relevant and persistent: it’s impact can be felt strongly in more mature digital advertising markets like the US” said Adam Thomas, Lead Market Analyst at Ovum’s Global TV. The firm thinks that the next five years are crucial to determine the future of the advertising value chain of TV broadcast. “The scope and impact that TV offers in prime time continues to be unmatched by other media. However, opportunities open for commercial stations and TV service providers are broad and have to be capitalized soon”. He adds that digital and TV strategies and technologies are merging increasingly. “It is one of the trends that defines the current age of advertising” assured Ed Barton, Head of TV, Principal Analyst at Ovum.TV and channel distributors are also venturing into the online context and are placing their available content on devices connected to the Internet. Broadcasters and pay TV operators continue to evolve, with the launching of streaming services centered on the linear TV experience, increasing broad offers à la carte that are already available.
