The digital evolution is unstoppable and particularly impactful, also in the media sector. These evolutions also have an effect on the reach of advertising campaigns on TV. The downward trend in live viewing, coupled with high ad avoidance in delayed viewing, is putting pressure on the market.
VIA already presented a vision statement in August to formulate solutions. At the same time, the idea arose to compile a white paper that provides an overview of the evolutions and maps the recipes for advertising reach building in the future.
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