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NEW YORK A new study from Interpublic’s Magna concludes that “advanced TV” advertising in the U.S. has been a “missed opportunity for many years,” while forecasting “modest growth starting in 2010.”
Magna defines the segment as video on demand; telescoping; long-form showcases; DVR, interactive program guide and addressable advertising; creative versioning; and advanced trafficking systems.
Spending will be basically flat across those segments this year. However, as the industry takes steps to improve the advanced TV infrastructure, Magna expects $168 million in overall segment advertising by the end of 2010.
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