Addressable TV is forecast to become a billion Euro market, with growth driven by new-to-TV advertisers.
London, April 27th, 2017— Videology, a leading software provider for converged TV and video advertising, today announced the findings of an independent study into the future prospects for progressive TV advertising across Europe.
In “TV Nations: Outlook For Progressive TV Advertising Solutions”, research and strategy consulting firm MTM conducted an in-depth review of developments across Europe, exploring the views and perspectives of agencies, broadcasters and TV platforms in nine countries: Denmark, France, Germany, Italy, the Netherlands, Norway, Spain, Sweden and the UK.
The TV and video advertising market is experiencing a period of disruption, transitioning towards a more diverse, data-driven and digitally-advanced landscape. And although TV advertising has been resilient, there is now a consensus that the industry needs to invest in the development of progressive TV advertising solutions across Europe.
Industry executives agree that addressable TV advertising can attract new advertisers and campaigns to TV, as well as helping to ensure that TV remains competitive. Indeed, they predict that progressive TV advertising solutions will help to drive significant growth for the broadcasting industry, with some executives envisaging a billion Euro market.
However, the study finds there are still significant barriers to overcome. Most executives feel the biggest barrier to adoption is the need for collaboration around data and inventory, especially in terms of commercial agreements between TV platforms and broadcasters, and consumer protection. In addition, regulation is perceived to have slowed development in markets such as France and Germany, but industry participants believe this will change over the next few years.
To grow the industry, the study identifies five main priorities for the TV industry:
1. Establish common approaches to data protection, privacy and sharing.
2. Encourage collaboration through joint platforms and standardisation.
3. Support the development of unified measurement systems that are auditable and transparent.
4. Drive demand through testing, case studies and ROI analysis.
5. Develop a compelling set of consumer benefits and a clear value exchange.
The full study is available for download here.
Videology (videologygroup.com) is a leading software provider for converged TV and video advertising. By simplifying big data, we empower marketers and media companies to make smarter advertising decisions to fully harness the value of their audience across screens. Our math and science-based technology enables our customers to manage, measure and optimize digital video and TV advertising to achieve the best results in the converging media landscape.
Videology, Inc., is a privately-held, venture-backed company, whose investors include Catalyst Investors, Comcast Ventures, NEA, Pinnacle Ventures, and Valhalla Partners. Videology is headquartered in New York, NY, with key offices in Baltimore, Austin, Toronto, London, Madrid, Singapore, Sydney, Tokyo and sales teams across North America.
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MTM is an international research and strategy consulting firm, specialising in media, technology and advertising. MTM helps clients in the private, public and not-for-profit sectors around the world understand and respond to digitally-driven change, providing award-winning consumer research, industry analysis, strategic advice, and support for new ventures, business development, and organisational change and transformation. MTM’s approach combines in-depth knowledge of our sectors, a unique combination of skills and capabilities, and wide-ranging engagement with the market. Headquartered in London, MTM is a private company working with clients around the world.
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