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The era of advanced TV advertising has begun, creating new capabilities for the medium and promising to make television advertising even more effective. But it also means greater complexity for the broadcasters, advertisers and agencies trying to unlock those capabilities and capitalize on that promise.
So Thinkbox, the marketing body for commercial TV in the UK, joined forces with The Drum to create Navigating today’s TV, an online discussion intended to explore what advanced TV advertising is, what it can do for advertisers, and what still needs to be done to realize the potential of the biggest change to TV advertising since the arrival of color.