The market research company Research And Markets claims that the recent concerns over PVRs and VOD killing TV advertising are not true.The company beleives that although TV distribution is becoming fragmented as people change their viewing habits it will not lead to the end of TV advertising.
The research company states that more people will be watching video in future and although they will be doing it in different ways (placeshifting, PVRs, internet etc), there will still be ways to advertise to them.
Research And Markets states that content owners will lose control over viewing habits and will have to work harder to find a captive market mass, but will be able to use interactive marketing which has potential to give a greater return on investment.
I found the company's press release a little misleading. To me what Research and Markets has said is that new technology will cause the death of TV adverts as we know it, but at the same time will present opportunities that will at first be difficult to utilize, but will be more effective in the long term.
This basically boils down to the fact that advertisers are going to have to change in order to effectively reach their audience.
