NEW YORK: A majority of US brand owners are interested in exploring innovative technologies and services to enhance their television advertising, a study has found.

The Association of National Advertisers, the trade body, and Forrester Research, the insights group, surveyed 124 advertisers in 16 major industries in the US.

Overall, television should take 47% of media expenditure this year, a figure which had grown by six percentage points compared with similar analysis published in 2010.

Some 76% of respondents reported that media budgets will be "stable" in 2011. Another 62% thought their media agency was well-equipped to help them exploit the changing viewing trends and possibilities which are currently observable.

Among the shifts set to reshape the TV market this year is the rising uptake of alternative measurement methodologies, to be coupled with existing data from Nielsen, which remains the most trusted source.

For 72% of interviewees, the quality and accuracy of information provided by set-top boxes, for example those offered by TiVo or Apple, is likely to improve in the next few years.

An additional 47% stated that unique visitor or viewer numbers would eventually become the industry standard for measuring audience figures across different channels.

Advertisers expressed rising confidence in set-top box technologies capable of targeting ads at specific customer segments. Nearly three-quarters of marketers had a "strong interest" in this area.

Elsewhere, almost half of participants are testing or plan to utilise "advanced" television advertising, such as by including interactive features in spots on video-on-demand platforms or cable stations, in the coming 12 months.

A further 18% of the panel had already leveraged "synchronised" ads on at least two screens - say, PC and television - while 31% expected to deploy this kind of model in 2012.

In all, digital is still the top priority for advertisers, 70% of which will spend more on web ads in 2012. Social media and mobile came next in this list.

Indeed, ads on the latter channel were the main video alternative to linear 30-second spots when contributors considered areas where they were likely to boost expenditure in 2012, the study said.

Data sourced from Forrester; additional content by Warc staff