New research finds significant untapped revenue potential in live IP-delivered television

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Staines-upon-Thames, UK – 07 September 2017
Yospace, the industry leader in dynamic ad insertion (DAI) technology, has sponsored a research programme that has found live programming still holds significant value among both consumers and broadcasters, and that the untapped advertising potential of live IP-delivered television must be realised in the near future in order to counter the threat posed by major internet media companies.

The findings come from a research paper conducted by international research consultancy MTM, looking specifically at the growth of live IP-delivered television in Europe and the advanced advertising opportunities that are being created as a result.

The paper found that live event programming — such as major sports events and reality television — plays a major role in the popularity of live IP-delivered television, accounting for approximately 70% of simulcast viewing on broadcasters’ OTT video services in the UK. On a wider scale, live and linear TV accounts for 60% of total video viewing in the UK market.

Tim Sewell, CEO, Yospace, says: “We are living in what many TV executives are calling the ‘golden age of TV’, and this research proves that there is robust demand for a strong supply of high-quality TV content. Although this content is now being delivered in numerous ways, broadcasters still see the incredible power that live, linear TV still has in attracting concurrent audiences at scale as unique.”

The research paper also predicts that major internet media companies such as Amazon, Facebook and Google will dramatically scale up their investments in live TV as they attempt to extend their offerings. In particular, the acquisition of rights to premium live events among these companies is expected to increase significantly.

However, despite the threat of increased competition, most TV executives interviewed as part of the research programme continue to be optimistic about the commercial prospects for linear and live IP-delivered TV. This is providing that broadcasters and pay TV platforms can develop advanced TV advertising capabilities, such as DAI, that leverage first-party data in order to grow their businesses and defend against online competition.

“In order to stave off the competition, broadcasters need to ‘supercharge’ their live IP simulcast advertising with the next generation of advertising technology. Certain broadcasters have already invested heavily in data-driven targeting and DAI technology, and others will probably look to follow suit in order to protect the revenues afforded by live, linear television as it moves to a digital environment.”

The research programme included a round-table seminar of 20 of Europe’s leading TV executives and a series of one-on-one interviews. The full findings can be downloaded from the Yospace website:
http://www.yospace.com/future-of-live-and-linear-video

Yospace will be exhibiting at IBC on stand 14.C18, and members of the team will be available to discuss the report findings further.

Yospace and MTM launch the Linear IP Video Forum at Connected TV World Summit

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Connected TV World Summit, London, UK – 18th May 2017
Yospace and MTM are pleased to announce an exciting new research programme exploring the evolution of the linear and live video streaming market across Europe.

The programme will look to answer questions that include:

  • How will the live video streaming market evolve across Europe?
  • How are new advertising capabilities such as dynamic ad insertion, sequential targeting and programmatic trading developing, and what commercial opportunities do they enable?
  • How are best-in-class broadcasters innovating with advertising in linear streams?

“We have seen a leap forward in the adoption of dynamic ad insertion over the last few years, but we’re only in the foothills in terms of the full revenue potential,” said Tim Sewell, CEO of Yospace. “It’s an exciting time for the industry and it’s fascinating to see what’s happening at the cutting edge of broadcasting, both on the ad stitching and programmatic sides. MTM are experts within this field and we’re really looking forward to sharing the results of our programme.”

“We are excited to partner with Yospace to explore the future of live and linear video in a multi-platform TV market” said Jon Watts, Managing Partner, MTM. “Our market is entering a period of unprecedented change, as broadcasters increasingly distribute linear and live video across IP-connected platforms and major internet businesses and platforms compete to own the live IP video advertising space. We will explore how the market is evolving, identify best practices, and outline key success factors. We are encouraging active discussions and collaboration among broadcasters and TV platforms.”

Yospace and MTM will present their findings later in the year. To register your interest in the results, go to: http://www.yospace.com/mtm

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About Yospace

Yospace is the foremost provider of Dynamic Ad Insertion technology in the world today. Its server-side solution allows live streams and on demand content to be monetised in a way that is true to the user experience of broadcast television, while allowing advertising to be curated to the interests of the individual viewer.

Yospace services major broadcasters and network operators across the globe, including DirecTV in the US; Sky Media, ITV, BT Sport, Channel 4 and STV in the UK; BFMTV in France; Canal 13 in Chile; TV4 in Sweden; Seven West Media, Channel 9 and Network Ten in Australia; TV3 and TG4 in Ireland.

www.yospace.com


About MTM

MTM is a leading international research and strategy consultancy, focused on the media, technology, communications and advertising industries. MTM helps companies understand and respond to digitally-driven change, providing award-winning consumer research and industry analysis, strategic advice and support for organizational change.

For more information, please visit www.mtmlondon.com or email Jessica.keogh@mtmlondon.com.

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Media Contact

Paul Davies
Marketing and Communications, Yospace
pauld@yospace.com
+44 1784 466 388