Abstract
TV remains the most popular advertising medium, and total global TV advertising revenue is forecasted to rise (PWC, 2016). But, what do we mean by TV? Until recently, there was a clear divide between TV content and online video. TV programs were mainly delivered through linear platforms (cable/satellite) while online video was delivered over the Internet.
Research presented at the 16th International Conference in Advertising (ICORIA) which was held in Ghent (Belgium) in June 2017.
Research presented at the 16th International Conference in Advertising (ICORIA) which was held in Ghent (Belgium) in June 2017.
| Original language | English (US) |
|---|---|
| Title of host publication | Advances in Advertising Research |
| Subtitle of host publication | Powers to Consumers |
| Editors | Verolien Cauberghe, Liselot Hudders, Martin Eisend |
| Publisher | Springer Gabler |
| Pages | 29-42 |
| Number of pages | 14 |
| Volume | IX |
| ISBN (Print) | 978-3658226800 |
| State | Published - 2018 |