ITV CEO Carolyn McCall discussed the launch of ITVX and what’s next for ad-funded TV as Netflix and Disney+ enter the fray.
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This is expected to be the first time Netflix discusses the new ad-supported offer and its advertising strategy at a public conference anywhere.
Netflix has long benefited from the illusion that it is a tech company, rather than ‘just’ a media company. History is now repeating itself as the streaming giant prepares to launch an advertising platform.
COO and CPO Greg Peters described the initial demand from advertisers as “very strong” in the company’s earnings call, despite mixed sentiment from some buyers.
In brief: the streaming company beat earnings estimates as it looks to introduce ads and crack down on password sharing.
The number of VOD-enabled households in the UK fell by 234,000 to 16.18 million quarter-on-quarter, Kantar streaming data has revealed.
TV companies have an opportunity to boost their ad revenue now if they are willing to “be brave” with their measurement, Andy Brown and Ian Whittaker told The Future of Media.
The ad tier will cost users $6.99/month, and ads will play before and during shows and films.
Increased minutage on linear, ad tiers on streaming services and a “screen-neutral” AV approach could present diverse opportunities for broadcasters, agencies and advertisers.
In brief: Netflix picked both firms to give advertisers assurance that ads are run in the correct spots and views are analyzed according to industry standards.