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Declining viewership and the rise of on-demand
media is causing a massive re-think of the traditional
television revenue model
The de-massification of media
towards personalized feeds,
coupled with relatively cheap
subscription costs and "all-
you-can-eat media" has led to
an uprising of online and on-
accounted for about half of the overall 3%
decline in TV viewing among U.S.
Image by: "Methodshop.com'. Sourced from: Flickr
and proliferation of
television content has led
to serious declines in TV
advertising revenue and
return on investment.
The growing trend of
Image by: Zechariah Judy. Sourced from: Flickr
LESS OF IT LIVE
We are consuming more television but watching
and ad revenues are shrinking. 
have a new
relevance in our
Photo by: Cory Doctorow. Sourced from: Flickr
How can the industry replace or retain
some of its
in annual ad revenue?
with brands to create
based on big data 
Networks have been experimenting with some
But, the real money is in bringing
from online to the small screen. 
Businesses must move from
interruption marketing to
permission marketing to
retain their audience. Brands
have become the new
publishers and their content
"status-update worthy." 
is desired marketing communications that appear in-
It minimizes disruption and is consistent with the
experience a consumer is enjoying. If it is virtually
indistinguishable from other material, we are less
likely to turn away. 
Native advertising on
network TV started to heat
up in 2016. Networks are
attempting to write story
lines around the products
advertisers are trying to
And the only way to avoid
the product placement
would be to stop the show
revenue in 2021.
US Native Display
revenue in 2016.
Sponsored content will be
the fastest growing native
format over the next five
Native ads will result in
fewer, more targeted
Viceland airs 10
from standard 16
minutes per hour.Minutes
commercials by 4
minutes per hour.
Viceland launched their network on
a Native Advertising model.
Last season, Fox’s “Empire” partnered with
Pepsi for a 3 episode arc. It culminated in a
music video starring a main character
Advertising savvy brands will capitalize on their
native advertising with real-time marketing, joining
the conversations around the buzz their shows create
as they happen. 
On demand and online
media are changing the
face of television, and
the rise of native
advertising means the
content on our screens
might have more to it
than meets the eye.
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The Next Generation of TV Advertising
All photos included are Creative Commons Zero Licensed unless otherwise noted.
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A Secret". Business Horizons 58 (6): 599-606. doi:10.1016/j.bushor.2015.06.003.
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