The future of advertising is online video instead of the traditional 30-second TV spot,...
The future of advertising is online video instead of the traditional 30-second TV spot, according to an interesting take from BTIG's Rich Greenfield. The analyst points to the effective ads on YouTube and Hulu from a number of high-profile companies, while the increasing use of DVRs is also a game changer. Though the broadcast industry (NWS, CMCSA, CBS) still pushes back over the claims, it's hard to argue that those still watching TV on the big screen in real times aren't more easily distracted than in the past with all the gadgets at their sides while ads sail by. (research report registration required)
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