Television advertising reaches a revolutionary digital “inflection point”

Geoffrey Precourt & Stephen Whiteside

Research from the Association of National Advertisers (ANA) and Forrester has found that television advertising is rapidly entering a new, data-driven age.

“TV’s resistance to the digital revolution is finally crumbling.”

Such was the headline finding from a study by the Association of National Advertisers (ANA), the industry body for client-side marketers, and Forrester, the research firm, into evolving television and digital video advertising strategies.

More specifically, this insight came from a survey of 126 members of the ANA conducted in January 2018 – a quantitative foundation that was supplemented by qualitative interviews with senior marketers in the beverage, hospitality, and insurance categories.

But the results from “The ANA/Forrester Q1 2018 US State Of TV And Online Video Advertising Online Survey” also...

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