Two thirds of European video distributors are expecting to generate a key part of their ad revenue from investments around linear TV, according to a new study.
Altman Solon has analysed the ecosystem around Total TV – the combination of linear and digital delivery – through senior leadership interviews at more than 60 traditional broadcasters, pay-TV, streaming platforms, ad agencies, and marketers.
“New ad products across Total TV – specifically around attribution, shoppable TV, and dynamic creative – are empowering European video distributors to deliver more integrated and data-driven ad buyer offerings,” said Altman Solon Director Daniel Weinbaum. “However, the study also shows how more education and consensus with brands are needed to boost adoption of these products, particularly for linear addressable and digital, which are key growth areas for video ad spend.”
According the study, 80% of European distributors plan to invest in free ad-supported streaming, accelerating a trend to capture audiences shifting to digital. Meanwhile, 69% of European distributors consider cross-platform measurement tools to be a high-priority, planned product investment to enhance the capture and use of impressions-based data shared across multiple platforms.
