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A recent finding revealed that TV advertising is being impacted by the Internet and by mobile services that provide highly personalized content delivery. But there's more to the story. People in the online and mobile industries lack an understanding of how traditional TV works, reports In-Stat, a research firm.

According to the research conducted by In-Stat, traditional TV advertising that is attached to popular content is still the best way to obtain repeatable audiences during the flight of an ad campaign. The research firm also claims that specialized program services focused on ethnicity, language, sports and communities will continue to increase the number of customer-based TV advertising outlets.

It also says that the fastest growth among advertising campaigns will come from geographic-based efforts and Hardware-Based Addressable Advertising will dramatically expand during 2010.

"Advertising buyers understand the current complex nature of the US media delivery industry, and it will take them time, effort, and education to learn how to adapt what they already do to the new hardware-based opportunities that seem so promising," says Gerry Kaufhold, In-Stat analyst.

Other findings of the report included:

· Hardware-Based Addressable Advertising solutions already exist on the Internet, and solutions based on Set Top Box addressability will be growing on a market-by-market basis as Cable TV and TelcoTV services implement emerging advertising insertion technologies in their headends.
· Key problems still to be solved include transcoding, metadata definitions, media management, and creating integrated selling and purchasing solutions that work across all the possible delivery platforms.
· Companies to watch include MediaBank, DG FastChannel, and Run Digital Media.