See. Desire. Acquire. The future of TV advertising

摘要

Getting to know consumers' intentions, desires and ultimately actions during and after exposure to advertising has become 'sine qua non' in an almost fully digitalised era. Consumers can watch TV content whenever and wherever they want and are no longer passive, but there is plenty more that advertisers can do to better use the power of the screen to target their audiences. According to Discovery's latest research report. The Future of TV Advertising, conducted in ten countries in Central and Eastern Europe, the Middle East and Africa, the majority of viewers clearly indicated that a TV brand they trust works as a quality content assurance not only for programming, but also for advertising. In fact as much as 70 per cent of consumers would go as far as to say that TV quality would be compromised without advertising. It's all about creating the right affinity between viewers and the brands via smart and efficient ideas.