What is the future of TV Advertising ? Get more than rumours.

1. Local TV station advertising revenues are estimated to hit $22.3 billion this year with local cable TV getting to $7.5 billion according to article by MediaPost-Local TV Advertisers Buy Online/Mobile To Complement TV Media**.** A recent survey says that nearly 70% of advertisers plan to increase or maintain their local cable TV ad spend this year. More than half of advertisers are able to quantify their advertising results on local cable TV. Nearly 40% of advertisers believe local cable TV is “very and/or significantly important” for their plans over the next 12 months.
2. Consumers Favor Premium Video From Big Media as posted by MediaPost. According to results from Hub Entertainment Research, 34% of digital TV viewers would rather watch online video from “big media,” with only 14% preferring video from “independent” creators. Premium video -- from TV networks and big TV-film production companies -- continues to climb in digital video advertising prices, the cost per thousand impressions.
3. Most Internet Users Say Pay TV Is Too Expensive as per article posted by eMarketer. According to a recent survey of US adults, 61% of respondents strongly agreed that pay TV services are too expensive. According to the study, respondents felt that they should not need a bundled telephone, internet and television service to get the lowest price on these services. The 13 largest pay TV providers in the US, which account for approximately 95% of the market, saw a net loss of 470,855 subscribers in Q2 2015.
4. Marketers want to get a more accurate picture for how advertising really makes people feel. Few U.S. companies are starting to experiment with using facial recognition to track reactions of American TV viewers to commercials and TV shows as posted by fortune- Now Advertisers Can Watch You Watch TV
5. Digital TV Viewers Gain Momentum, But Traditional TV Still Dominates as per article by MediaPost. According to eMarketer, in 2016, 164.5 million Americans will watch digital TV — 50.8% of the U.S. population, which is up from 47.8% last year. Traditional TV usage will dominate in years to come. This year, 205.7 million U.S. adults will watch TV through traditional channels, including cable and satellite providers, and by 2018, 202.1 million U.S. adults will watch traditional TV.

• Traditional TV is seeing competition from video streaming providers like Netflix and Amazon, Over-The-Top (OTT) devices such as Chromecast and Roku, and streaming content on a myriad of personal devices.
• As for advertising, TV is where we see the majority of spending. It’s a $72 billion-a-year industry in the U.S., compared to $50 billion for digital advertising.

• However, if TV is going to stay the leader amid this digital disruption, it needs to make some changes – and make them fast.

Read Kvantum blog which states advertising performance point of view on Future of Programmatic Advertising .

Find below a few more open question to consider and discuss further.