There are still "significant barriers" to overcome in the industry's bid to adopt progressive TV advertising across Europe, according to the latest Videology research.
The company's 'TV Nations: Outlook For Progressive TV Advertising Solutions', conducted by research and consulting firm MTM, explored the views and perspectives of agencies, broadcasters and TV platforms in nine countries: Denmark, France, Germany, Italy, the Netherlands, Norway, Spain, Sweden and the UK.
According to the research, industry executives agree that addressable TV advertising can attract new advertisers and campaigns to TV, as well as helping to ensure that TV remains competitive. They predict that progressive TV advertising solutions will help to drive significant growth for the broadcasting industry, with some executives envisaging a billion Euro market.
However, the study finds there are still significant barriers to overcome. Most executives feel the biggest barrier to adoption is the need for collaboration around data and inventory, especially in terms of commercial agreements between TV platforms and broadcasters, and consumer protection. In addition, regulation is perceived to have slowed development in markets such as France and Germany, but industry participants believe this will change over the next few years.
To grow the industry, the study identifies five main priorities for the TV industry:
- Establish common approaches to data protection, privacy and sharing
- Encourage collaboration through joint platforms and standardisation
- Support the development of unified measurement systems that are auditable and transparent
- Drive demand through testing, case studies and ROI analysis
- Develop a compelling set of consumer benefits and a clear value exchange
The full report can be accessed here.