Europe’s TV landscape is evolving rapidly, paving the way for a programmatic marketplace. It’s in every stakeholder’s interest to collaborate on key issues such as standardisation and measurement.
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| Ian Daly
The answer depends on whether the question is referring to viewing, inventory or investment.
We need to revert back to the basics of TV campaigns — reaching mass audiences and building brands. Let’s focus on the quality of the content and less on buying mechanisms driven by preference, convenience or even agendas.
The UK launch of free Fox-owned streaming service Tubi this summer has already made a dent in rival FAST offerings from Paramount and Amazon.
Netflix’s ad tier membership grew 35% quarter on quarter, but co-CEO Greg Peters warned that ads will not be a “primary driver” of the company’s revenue in 2025 as the streamer looks to beef up its offering for advertisers.
Other digital channels often see data stuck in a one-way system. This is not the case with streaming, writes Freewheel’s head of Demand Sales UK & Intl.
Connected TV is an ideal channel to bring branding and performance marketing together as brands shift adspend into streaming platforms.
At Amazon’s London upfronts event on Wednesday, the retail and streaming giant revealed Prime Video’s UK audience reach, new ad formats and investment in live sport.
Tech is radically changing media and advertising, but our first Future of Media Manchester event reminded us that what matters most to creativity and sales is the same now as it was 200 years ago, writes the editor-in-chief.
FAST may be growing strongly, but its adoption by brands is still hampered by limitations in measurement and a lack of understanding from advertisers.