"Two advertising ecosystems are converging and colliding on TV screens across Europe. Connected TVs are the focal point for many of the most important debates about the future of media, impacting media measurement, the growth of addressable advertising, converged planning and buying across TV and digital media, the use of data to support targeting, the future of the TV trading model, and the relationships between TV platforms and media owners."
"The growth of consumer streaming viewing and CTV advertising inventory on CTV is unleashing innovation in the advertising ecosystem. It presents not only exciting opportunities, but also important challenges for the media industry, as existing standards, workflows and business practices are forced to adapt and evolve. Launched in November 2020, the European Connected TV Initiative (ECTVI) has just completed an extensive, year-long review of the opportunities presented by the new ecosystem."
Connected TVs are creating a convergence between traditional TV and digital advertising ecosystems across Europe, affecting media measurement, addressable advertising growth, converged planning and buying, data-driven targeting, TV trading models, and platform–media owner relationships. Rapid consumer streaming growth and expanding CTV ad inventory are driving advertising innovation while creating challenges as existing standards, workflows and business practices must adapt. A year-long European Connected TV Initiative (ECTVI) review engaged over 500 senior industry executives and identified major opportunities: lower barriers for new TV video services, expanded consumer choice, new advertising and content-promotion formats, and granular viewing data. Industry responses vary by market and platform.
Read at The Drum
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