More media bubisnesses are looking towards YouTube as a place to publish and monetise archive content that doesn’t fit into owned-and-operated streaming properties, the company says.
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It marks first time Netflix is distributing a broadcaster’s shows in the country.
| Maria Iu
The companies made a joint return to Cannes to convince advertisers of TV’s abilities.
For brands, the combination of retail media and streaming allows them to move across the funnel to reach consumers earlier.
The broadcasters’ self-serve ad marketplace is aimed at small to medium-sized businesses and digital-native advertisers used to buying their own media in social and digital environments.
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.