TV's Future: A Collaboration Among Advertisers, Broadcasters and Advertising Agencies

In the midst of environmental changes surrounding terrestrial broadcasting and TV devices, such as the diversification of viewing devices due to consumers' digital shift and the growth of the connected TV market, this presentation will examine the future of TV advertising from the perspectives of three parties.

We will discuss initiatives related to performance-based TV advertising, the effectiveness analysis of TV distribution and program-linked commercials, and the visualization of the value of sponsor-provided programs, showcasing the true value of television that deserves attention in the current trends, accompanied by relevant case studies.