As connected TV’s grow in popularity, there are opportunities and challenges such as growth of advertising, measurement and creativity, according to a new white paper from IAB Europe.
The white paper provides an overview of the status and key opportunities and challenges in connected TV advertising.
Unveiled at the Future of TV Advertising Forum in London, the paper touches upon measurement an creativity considerations and was written by members of IAB Europe’s Programmatic Trading Committee and Video Task Force including Adform, Carat, Freewheel, Publicis Media Group and SpotX.
In the paper, connected TV is defined as content that is transported from a provider to a connected television screen over the internet outside the closed networks of telecom and cable providers. This includes smart TVs and televisions that are connected to the internet through devices such as gaming consoles (Xbox, Playstation,etc.), Blu-Ray Players or streaming devices (Roku, Apple TV, Amazon Fire TV, Chromecast, etc. ). Topics such as the challenges and opportunities provided by connected TV, the growth of advertising revenue in the big five TV market and measurement are covered in the paper.
Alison Fennah, Executive Business Advisor at IAB Europe explains, “As connected TV grows in Europe, and more television advertising becomes available to buy programmatically, it became clear that this topic should be addressed by IAB Europe in order to share the learnings of our committee members with a wider audience.”
Simon Halstead, Chair, IAB Europe Programmatic Trading Committee and Head of Open Demand, International, Oath, adds, “Over the past year the Programmatic Trading Committee has developed white papers and fielded research on a variety of topics including the use of data, attitudes to programmatic and the size of the programmatic market(1) which have helped explain key topics and trends to the industry. This paper forms part of the Committee’s objective to provide insight and guidance on key developments in the industry.”
Joanna Burton, VP European Strategy at SpotX and Leader of the IAB Europe Connected TV White Paper, continues, “Connected Television combines the benefits of targeting techniques, digital delivery and measurement on the TV set. It is an emerging area, expected to generate €825 million Euros in advertising revenue by 2020 in the big five TV markets in Europe alone, and is relevant to both the broadcast and digital advertising industry,”
The paper was unveiled at the Future of TV Advertising Forum with a preview of the paper presented by Emmanuel Josserand, Brand, Agency and Industry Relations at Freewheel, followed by a discussion on the key topics featuring Brandon Keenen,Senior Digital Commercial Director at CNNi, Raquel Melero Velayos, Audience Ads and Programmatic Manager at Atresmedia, Martin O’Boyle Managing Director of Partnerships PMX, Publicis Media and Malin Hager, Sales Director of TV4 moderated by Joanna Burton, VP European Strategy at SpotX.
All Committee outputs can be accessed here: https://www.iabeurope.eu/category/research-thought-leadership/programmatic/
Find out more about becoming and member and taking part in initiatives such as this white paper here