'Innovation in TV Advertising in Flanders' in: Media Innovations. A Multidisciplinary Study of Change, pp: 191 - 206, eds: Tanja Storsul & Arne H. Krumsvik , 2013
With the transition towards digital television, users are believed to have more control, which co... more With the transition towards digital television, users are believed to have more control, which could lead to disruptive changes in the television business model. Advertisers and media planners are challenged to find new ways to reach their target audience, taking into account the possibilities that digital television offers to users, broadcasters and distributors. Digital television can thus be seen as an innovation not only for users but also for advertisers and other players within the television sector. This chapter discusses the challenges for different actors in the TV value network due to digitalisation, referring to issues of convergence, specialisation of media, differentiation of audiences and increased user control. Focus is particularly placed on the TV advertising sector and its role in the value network for commercial television. What are the main characteristics, strengths and weaknesses of advertising on digital television? These questions are answered through interviews with experts in the Flemish TV advertising sector.
Proceddings of the 9th international interactive …, Jan 1, 2011
The paper explores the potential challenges in digital TV audience measurement and Internet audie... more The paper explores the potential challenges in digital TV audience measurement and Internet audience measurement related to three important consequences of digitalisation: the convergence of media, the specialisation of media in relation to the differentiation of audiences and the shift in control from broadcasters to audience members.
'Innovation in TV Advertising in Flanders' in: Media Innovations. A Multidisciplinary Study of Change, pp: 191 - 206, eds: Tanja Storsul & Arne H. Krumsvik , 2013
With the transition towards digital television, users are believed to have more control, which co... more With the transition towards digital television, users are believed to have more control, which could lead to disruptive changes in the television business model. Advertisers and media planners are challenged to find new ways to reach their target audience, taking into account the possibilities that digital television offers to users, broadcasters and distributors. Digital television can thus be seen as an innovation not only for users but also for advertisers and other players within the television sector. This chapter discusses the challenges for different actors in the TV value network due to digitalisation, referring to issues of convergence, specialisation of media, differentiation of audiences and increased user control. Focus is particularly placed on the TV advertising sector and its role in the value network for commercial television. What are the main characteristics, strengths and weaknesses of advertising on digital television? These questions are answered through interviews with experts in the Flemish TV advertising sector.
Proceddings of the 9th international interactive …, Jan 1, 2011
The paper explores the potential challenges in digital TV audience measurement and Internet audie... more The paper explores the potential challenges in digital TV audience measurement and Internet audience measurement related to three important consequences of digitalisation: the convergence of media, the specialisation of media in relation to the differentiation of audiences and the shift in control from broadcasters to audience members.
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