Consultancy MTM teamed up with Yospace to research the evolution of the linear and live video streaming market across Europe, and the two companies are presenting some of the findings in Hall 14 this week.
As on-demand video content consumption grows, broadcasters are looking to defend audience share by strengthening their live event and appointment-to-view content offers.
As broadcasters distribute this live video across a growing range of IP platforms, many industry executives see compelling new opportunities for advanced advertising – such as dynamic ad insertion and sequential targeting.
But it is a complex market, with major internet businesses and platforms competing to own the live IP video advertising space. The research paper investigates what the optimum approaches are for broadcasters, and what it will take to succeed.