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The TV Ad Exodus, Part 2: Melding With the Web

Posted by Mort Greenberg on September 20, 2008

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Article Author: Paul Korzeniowski

“Growth in TV advertising is flattening out, and it’s easy to see where a lot of that momentum is going. In response, television networks are partnering with online entities and putting their programming on the Internet. Web and television technology further fuels the convergence.”

Part 1 of this two-part series discussed the efforts made by the television industry to maintain advertising‘s relevance in the face of technologies like digital video recorders.

TV advertising has remained flat recently (at most low single-digit growth), and it’s clear where companies are placing a growing portion of their money: the Internet. Screen Digest forecast that online advertising will grow an average by 17 percent from 2008 through 2012. “The Internet has become a primary advertising medium for many corporations,” Gordon Borrell, president of Borrell Associates, an advertising market research firm, told the E-Commerce Times.



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