This revolution promises to reshape the future of advertising as we know it.
In recent years, advertising has undergone significant transformations with the emergence of digital platforms and the rise of streaming. Now, with the arrival of TV 3.0, the market finds itself on the brink of yet another major shift in the media and communications landscape. This new generation of television promises not only a technological revolution, but also a profound impact on the way brands interact with consumers.
TV 3.0 is the definitive fusion between the tradition of linear TV and the interactive capabilities of digital media. As such, advertising gains new potential, with the possibility of even more advanced personalization and audience segmentation. In addition to unprecedented integration with digital platforms. The new technologies promise to transform the viewer’s experience, offering extremely high-quality image definition, immersive sound and interactivity with content and ads in real time.
To understand how this transformation will affect the creation and production of advertising campaigns, the propmark spoke with leaders from some of the main advertising agencies in Brazil. Ogilvy, WMcCann, DM9, GUT, Artplan, Dentsy and Publicis share their expectations and visions on how TV 3.0 can change the dynamics of media and bring new opportunities and challenges to the advertising market.
Each of these experts offers a unique perspective on how TV 3.0 could change the advertising landscape. From data integration and the possibility of more personalized campaigns to the challenges of adapting to new technologies and the need to balance quality and quantity of content, this revolution promises to reshape the future of advertising as we know it.
Read the full report in the print edition of August 19.
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