Interactive Trends in the TV Advertising Landscape

Procedia Technology 9 ( 2013 ) 399 – 404
2212-0173 ? 2013 The Authors Published by Elsevier Ltd. Open access under CC BY-NC-ND license.
Selection and/or peer-review under responsibility of SCIKA – Association for Promotion and Dissemination of Scientific Knowledge
doi: 10.1016/j.protcy.2013.12.044
ScienceDirect
CENTERIS 2013 - Conference on ENTERprise Information Systems / PRojMAN 2013 -
International Conference on Project MANagement / HCIST 2013 - International Conference on
Health and Social Care Information Systems and Technologies
Interactive trends in the TV advertising landscape
Pedro Almeida
a,
*, Jorge Abreu
a
, Márcio Reis
a
, Bernardo Cardoso
b

a
Cetac.Media, University of Aveiro, Portugal
b
PT Inova??o, Portugal Telecom, Portugal
Abstract
We have been witnessing significant changes in the television ecosystem, particularly in terms of the any time any where
concept, where an array of technological advances allow viewers to watch their programs without constraints from the TV
programing guides, the viewing location and the type of viewing equipment. This temporal and geographical flexibility
creates conditions for a profound change in the viewing habits, confronting the advertising market with new challenges
that are reflected in the way viewers are exposed to advertising, how they can skip the advertising, and how they integrate
the complementary devices in the viewing practices where TV ads spreads.
In this sense, this paper theorizes about the paradoxical relationship that technology delivers by allowing confronting the
new ecosystem that emerges from it, with the potential it has to open new business models related to the TV advertising
market. So, after an analysis of the emergent television consumption dynamics, the paper focuses on the potential of
interactivity for television advertising, featuring a taxonomy of rising interactive advertising models centred on TV or
complemented with companion devices. It concludes with a discussion on the challenges to the advertising market derived
from the transformations being witnessed in the TV ecosystem.
? 2013 Published by Elsevier Ltd. Selection and/or peer-review under responsibility of
CENTERIS/ProjMAN/HCIST.
Keywords: Interactive Television; TV advertising; Interactive advertising.
* Corresponding author. Tel.: +351 234 370 389; fax: +351 234 370 868.
E-mail address: almeid a@ua.pt.
Available online at http://wendang.chazidian.com
? 2013 The Authors Published by Elsevier Ltd. Open access under CC BY-NC-ND license.
Selection and/or peer-review under responsibility of SCIKA – Association for Promotion and Dissemination of
Scienti?c Knowledge