Advanced advertising “imperative” to competing with major internet players

MTM report says TV execs are "bullish" about live and linear prospects
By James Groves,

The implementation of advanced advertising is “imperative” for broadcasters looking to compete with major internet players, according to the latest MTM report. 

The report, sponsored by Yospace, found that US TV executives are bullish about the prospects for live and linear channels, despite intensifying competition for audiences and ad spend.    

Live and linear TV is unique in offering mass concurrent audiences and, as the online market fragments, the value of that reach is growing – delivering “immense value” according to US executives.

TV executives are increasingly looking to develop and deploy addressable solutions over IP networks delivered to connected devices and, crucially, smart TVs. TV executives are increasingly looking to develop and deploy addressable solutions over IP networks delivered to connected devices and, crucially, smart TVs.

The report compiled the four key priorities that TV executives see for the US industry:

- Enhance the linear consumer experience with fewer – but more relevant – TV ads, to retain audiences

- Apply data and addressable solutions to linear streams, to maximise the value of the inventory delivered over their IP-based services

- Collaborate, where appropriate, to provide cross-publisher solutions to advertisers, reducing market fragmentation

- Work with MVPDs to enable the roll out of ATVA solutions on TV platforms, across a wider range of inventory

Jon Watts, managing partner, MTM, said: “It’s clear that broadcasters and MVPDs are looking to advanced advertising solutions to help them compete with the data-driven offerings of the major internet companies. The question is whether they can work together and forge partnerships that unlock the insight and inventory required to deliver addressability at scale.”