THE IMPERATIVE FOR ADDRESSABILITY IN LIVE AND LINEAR VIDEO
Yospace has sponsored a research programme by leading international research consultancy MTM that looks at the future of live and linear IP-delivered television in the US, and the advanced advertising opportunities that are being created as a result.
The research found that US TV executives are bullish about the prospects for live and linear channels, despite competition for audiences and ad spend intensifying, due to the fact that live and linear TV is unique in offering mass concurrent audiences. As the online market fragments the value of that reach is growing, delivering “immense value” according to one source.
But with major internet companies aggressively targeting TV ad budgets, investing in premium content and rights and moving onto TV screens, it's clear that the US TV industry needs to maximize the data-driven opportunities created by advanced TV advertising (ATVA) technologies and form partnerships that have previously proven challenging.
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