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ANALYSIS: Changing channels

We examine the future of television advertising, new formats and how B2B brands can leverage product placement 

Figures released from the Internet Advertising Bureau (IAB) this October revealed that online adspend overtook TV spend for the first time. Online set out its stall from the very beginning as the 'measurable' advertising channel. And it has now stolen a march on TV. ITV, for one, is widely reported to be suffering financially - so what can TV chiefs do to turn the tide of demand?