Forrester/ANA’s TV Forecast: Numbers Drop, Sparks Fly

Geoffrey Precourt

Geoffrey Precourt, Warc's U.S. Editor, reports from the ANA's "TV & Everything Video" forum on the seminar given by David M.

Forrester/ANA's TV Forecast: Numbers Drop, Sparks Fly

Geoffrey Precourt

The shift from program to presentation was not subtle. "The Future of Television and Video Advertising" was how the Association of National Advertisers (ANA) had billed an afternoon seminar that was part of the organization's "TV & Everything Video" forum in New York City.

But, when the first slide popped up on the screen behind David M. Cooperstein, Forrester Research vp/role manager-marketing leadership, it was clear that the message for traditional broadcasters would take a more unwelcome tone.

The stark language was also the title of a new ANA/Forrester report (the...

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