active-TV technology: TV advertising set for massive slump

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Thursday, March 23, 2006

TV advertising set for massive slump

Active-TV ecosystem developers,

The shift in TV advertising due to the increasing availability of the Digital Video Record (DVR), is a growing topic of concern for advertisers. The Extended-PC and Extended-Notebook’s role in support of new forms of advertising is important. This is the reasoning behind the development of overlay media applications, synchronised to IP or broadcast content. The PC’s overlay media application carries the advertising material. It is also the “push red” entry into interactive TV and promotional IP-TV channels.

Many of the technologies used in 2’ advertising, supported by the PC browser, are likely to make their way to the 10 location via Extended-Notebook browser projection. The Extended-PC with active-TV technology is positioned to support the transition to new forms of advertising. Ecosystems supporting this are likely to have greater access to content paid for via advertising revenue. They may also cost less due to advertising and brand promotion subsidies.

more at http://www.brandrepublic.com/bulletins/br/article/548813/tv-advertising-set-massive-slump-us-research-says/