Paul Gubbins, VP, CTV strategy and Marketing at Publica, reveals how programmatic advertising is now “front and centre” of CTV conversations, having been on the periphery just three years ago.
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Ruth Cartwright says the UK’s set-up for trading TV and video is hampering Sky as it competes with global streaming giants.
Free ad-supported TV is growing much more slowly in Europe than the US because of the continued strength of regional broadcasters, according to a leading TV market analyst.
Growth reflects unique consumption behaviour in different markets.
TV operators face a “creative tension” with global digital platforms because of their structural approaches to regional versus global ecosystems.
Commercial TV operators could explore mergers, changing their business model or expanding into other activities, but those all pose challenges. Diversifying core capabilities might be the best answer yet.
Media trading currencies remain crude in an era that demands sophistication. TV can lead the push to change this amid the abundance of data and research available.
MTM research also found that churn rates remain a concern, with users reporting “content fatigue”.
Netflix, Disney+, Max and Paramount+ combined will generate AVOD revenue of $2.4bn and SVOD revenue of $16.2bn in the region by 2029.
In a special edition of The Media Leader Podcast, editor-in-chief Omar Oakes and reporter Jack Benjamin report live from last week’s Connected TV World Summit in London.