Nick Manning, group chief executive of OMD, told the Westminster Forum conference that advertising agencies are facing a period
of "seismic
upheaval" as the technology behind IPTV and PVRs sweeps away existing business models.Manning claimed that the rapid growth of PVR uptake in the UK was quickly moving towards a "pay per receive" model, and demonstrated his point by highlighting that ad revenue now accounted for less than 9% of BSkyB's total income.
He added: "There are now more than two million homes with a PVR or equivalent. By 2010, over 15.2% of ad impacts will be lost too PVRs. The potential of IPTV is huge. It will transform all of our businesses."
