Advertisers to Invest in Targeting TV Viewers

Forrester and the ANA (Association of National Advertisers) surveyed 133 national advertisers representing almost $20 billion in ad spending. More than three out of four told the researcher that traditional television commercials have become less effective in the past two years.

As a result, advertisers are formulating strategies to coexist with DVD recorders (DVRs) and are both shifting their spending online and experimenting with new TV ad formats and placements.

Respondents also cited measurement as a particular problem with TV. Advertisers need to invest more in measurement and targeting to make television work again, while networks need to support change by reconsidering long-standing processes, improving measurement platforms, and refocusing on their content.

How Cloud Fuels Digital Business Transformation

Across the globe, many CEOs invested in initiatives to expand their digital offerings. User experience enhancements that are enabled by business technology were a priority in many industries. Worldwide end-user spending on public cloud services is forecast to grow 21.7 percent to a total of $597.3 billion in 2023 -- that's up from $491 billion in 2022, according to the latest market study by Gartner. Cloud computing is driving the next phase of digital transformation, as organizations pursue disruption through technologies like generative Artificial Intelligence (AI), Web3, and enterprise Metaverse. Public Cloud Computing Market Development "Hyperscale cloud providers are driving the cloud agenda," said Sid Nag, vice president at Gartner . Organizations view cloud computing as a highly strategic platform for digital transformation initiatives, which requires providers to offer new capabilities as the competition for digital business escalates. "For example, generativ

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Mobile Device Market Still Awaiting Recovery

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