Pune, Maharashtra -- (SBWIRE) -- 09/01/2015 -- This report explores how live TV will need to change its advertising practices to handle growing competition from the Internet and protect its status as top mass medium.

It compares the way ad revenue is progressing for both TV and the Internet, and looks at the rapid changes in TV viewers' behaviour.

The report examines whether live TV needs to borrow certain recipes from the Web, to line up with viewers' new habits and advertisers' new demands.

It explores the new possibilities opened up by the simultaneous use of the second screen by TV viewers, to deliver a new, more interactive and targeted experience to users and advertisers alike.

It concludes by assessing the development outlook for these new brands of advertising, and details the obstacles that are likely to impede television's path to merging with the Internet.

Complete report available @ http://www.rnrmarketresearch.com/advertising-and-the-second-screen-when-tv-becomes-interactive-and-targeted-market-report.html.

Companies referenced in this report

Producers/Broadcasters/Media companies

ABC
Antena 3
BBC
CBS
Channel 4
Channel 7
DirecTV
Discovery
Disney
Endemol
Fox
Fox Televisions
Foxtel
HBO
ITV
Mediaset
Modern Times Group
MTV
NBCUniversal
Network Ten
RTL
TF1
Univision
USA Networks

Automated content recognition or augmented reality applications

Beamly (Zeebox)
Blippar
Shazam
Viggle

Inquire more @ http://www.rnrmarketresearch.com/contacts/inquire-before-buying?rname=402488.

Internet companies

Facebook
Google
Instagram
iTunes
Pinterest
Twitter
YouTube

Technological solutions providers

AdMore
Audible Magic
BrightRoll
Chirpify
Civolution
Clypd
Gracenote
Intrasonics
Mediamind
PlaceMedia
Preplay
SlingPlayer
TubeMogul
VUDU
WideOrbit
Yume
Zenterio

Advertisers

Adidas
AT&T
Coca Cola
Dove
Expedia
Heineken
Honda
KIA
Lenovo
Oreo
Procter & Gamble
Red Bull
Verizon Wireless
Waitrose
Weetabix

Media agency

Starcom MediaVest Group (SMG)

Ratings & audience measurement companies

BARB
Médiamétrie
Nielsen

Slideshow contents

How much does ad revenue contribute to TV financing?

The weight of ad revenue to TV financing
Growing competition from new ways to watch videos penalising top commercial TV stakeholders
The ad market's move to the Internet

Why TV industry players need to adapt to the new paradigm

Using second screens as the main tool for targeted and interactive advertising
Big data and programmatic buying adapted to TV
Advertiser strategies for TV and the second screen

What does the future hold for TV advertising?

Likely development of new forms of targeted advertising on the second screen in partnership with all of the ecosystem's players
Still potential obstacles to the development of these new form