The collaboration means a new source of income for the publishers, broadcasters and YouTube operators of an interactive online TV channel that make use of the technology company in Zwolle. For advertisers, the cooperation means an expansion of the range of advertising on interactive TV channels. The cooperation is a result of the increasing popularity of the OTT and connected TV markets.
Whereas online TV viewing was a rare phenomenon a few years ago, today more video content is produced and watched worldwide than ever before. In the Netherlands, too, online consumption of (video) content continues to increase. The OTT market in the Netherlands alone grew by 7.2% to €566 million in 2018. The changing viewing behaviour, as a result of which OTT and connected TV are becoming increasingly popular, has led to a strongly increasing interest in advertising opportunities within OTT services. This was one of the main arguments for TradeCast to add the AVOD video advertising platform to their video and broadcasting platform.
“At TradeCast TV, our mission is to change traditional publishing and broadcasting worldwide. We give our customers back control over their content, data and business models,” said Remko Peters, Commercial Director TradeCast TV.
“We believe this can only be achieved by offering the very best and most complete technology to broadcast this content and generate revenue from a single source. This ultimate freedom of broadcasting also means freedom to create new business models, for example with branded content, automatic advertising interruptions or premium content subscriptions. By adding the SpotX platform to our technology, we are greatly expanding our programmatic advertising solution.
Marco Ruivenkamp, Managing Director SpotX Benelux, added: “OTT enables accurate identification of viewing households and therefore offers very detailed target group segmentation to advertise as targeted as possible. It provides additional reach to complement video on desktop and mobile, but advertising via OTT also increases engagement. In my opinion, this is one of the main reasons why the interest in advertising opportunities within OTT services is growing among advertisers. Of course, I am proud that SpotX is then the platform where these advertisers can now find the most extensive OTT offer in the Netherlands.