The US TV ad market is growing twice as fast as that of the UK, driven by addressable budgets. We need to emulate its initiatives here to drive growth.
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The digital media measurement, data, and analytics vendor reckons the industry stands to lose $700,000 per billion impressions on CTV inventory without protections to ensure a suitable, viewable and fraud-free environment. But things are improving, and rapidly.
Engagement is the key focus for Disney as it touts “customer choice” over a focus on a specific subscriber tier.
It marks first time Netflix is distributing a broadcaster’s shows in the country.
For brands, the combination of retail media and streaming allows them to move across the funnel to reach consumers earlier.
The Media Leader talks to Thomas Bremond, managing director of Comcast Advertising International, about why now is the time for TV to demonstrate its performance capabilities.
| Maria Iu
GameBreaks launched in the US and Canada earlier this year, allowing advertisers to brand remote-controlled games.
Capitalising on CTV will enable brands to spread their wings beyond the saturated space of social and democratise the region’s digital ecosystem.
YouTube’s size makes it irresistible to marketers. This is how brands can play the platform without getting played.
Today’s CTV market demands accountability and outcomes from investment. With Europe still lagging behind the US, transparency is key here.