Percorrer por autor "Pudzich, Hanna"
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- The future of television advertising : a qualitative study on the impact of the disruptor addressable TVPublication . Pudzich, Hanna; Pinho, André de AlmeidaToday’s literature does not take the big impact that television advertising has on the business model of free-TV channels into consideration when future scenarios of the rapidly changing television industry are predicted. The problem this master thesis strives to understand is how the disruption of addressable television enables targeted advertising and the extent of its impact on the current television advertising business model and its stakeholders. Moreover, it is investigated, how the German television advertising market potentially will look once the impact of the disruptor is fully developed. Examined through secondary research and expert interviews, the impact addressable television has on the industry is highly relevant as all stakeholders currently focus on implementing innovative technologies, new strategies and improved services in the said field, mainly driven by the demand in the market. Furthermore, the most likely scenario for the industry in approximately five years will be that the disruptor ATV has changed and influenced the industry by becoming the main advertising format for large advertisers, and therefore being responsible for the biggest share of revenue generated from television advertising for marketers and agencies.