Is there anything more than packages combining linear and streaming inventory?

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The first significant trend is the rise of ad-supported streaming, driven by consumers cutting the cord and embracing streaming services. It works and we see it clearly in quarterly reports of streaming giants, despite so many opinions that consumers will avoid such platforms. I always say let’s do the tests and then we will evaluate the results. Is it a change? Definitely yes.

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Free ad-supported TV (FAST) channels are on the rise - I have approached this topic in one of my previous posts. As more and more platforms enter this part of the market, buyers are in need to assess the reach and evaluate the value of these new networks. Here I have a simple conclusion when it comes to the rise of FAST TV - it all depends on the economy - prosperous countries seem to be a natural market while emerging regions seem to still be unprofitable.

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Digitally-native companies are also exploring TV advertising as they see new revenue streams beyond social media and programmatic display. These brands are finding similar performance and return on ad spend with data-driven TV purchases. Technology enables them to identify and purchase TV content through the dispersed market, often at reduced prices when buying at a scale. Sometimes all you need to shine is one blockbuster or a well-known franchise - consumers will gather, you just need to keep them instead of a constant acquisition.

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Buyers in the TV ad market are seeking transparent measurement standards to ensure credibility. This increase of new channels requires buyers to address the measuring criteria with universal technology. We got used to programmatic advertising, while Dynamic Ad Insertion (DAI) is rising nowadays. The market evolves and looks beyond the top streaming platforms - the reason is very simple: new revenue streams. We are all in need of finding new possibilities to increase our income.

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#StreamVX #SzymonKarbowski #tvadvertising

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