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Rovi's Jeff Siegel looks at some of the latest advertising techniques that broadcasters should be throwing into the mix to help boost programme viewing.

First the humble telephone went 'smart' and now it's time for Television - and the news for advertisers is very good indeed, with a study showing that connected TV viewers are 'exceptionally receptive' to ads.

Jeff Siegel, senior vice president, worldwide advertising, Rovi Corporation looks at how branded content is developing and moving more and more from online marketing to the larger screen.

Jeff Siegel, senior vice president, Worldwide Advertising, Rovi Corporation, says broadcasters, content owners, device manufacturers and advertisers will be paying close attention to how consumers are viewing, interacting and engaging with the broadcast and live streams of the Games as it will serve as a gauge to the industry for what the winning model is for the ecosystem moving forward...

Jeff Siegel, senior vice president, worldwide advertising, Rovi Corporation, gives insights from phase one of Rovi's smart TV advertising study in the UK (in partnership with Decipher)...