In a context where linear TV consumption is declining, and where the Internet presents fierce competition in terms of viewing time and its ability to attract ad spend from advertisers, the TV sector is looking to reinvent itself so it can remain attractive and still benefit from bountiful advertising budgets.
With individualisation of audiovisual consumption, the popularity of pay-TV in most Western countries and TV sets now connected to the Internet, it is now technically possible to offer advertisers similar conditions to those they enjoy on the Internet.
This study seeks to clarify the different flavours of programmatic TV, the advantages and disadvantages, how the new value chain is organised and who the major players are.
It also analyses the strategies being taken by broadcasters, satellite operators, cable operators and telcos. The opportunities and threats with programmatic for all TV stakeholders are also examined.
Finally, it looks at the key factors that will influence future growth of this market and provides forecasts for the market in 2021.
Adapting programmatic advertising to the world of TV
The different forms of programmatic TV
Advantages and disadvantages of targeted ads on TV
Programmatic TV organisation and players
TV broadcaster positioning
Broadcasters in test phase
TV distributors, the major players of addressable and programmatic TV
Factors likely to affect the growth of programmatic TV
Market forecasts for 2021
Geographic Area and Players
ABC TV Group
Omnicom Media Group
ONE by AOL
Starcom MediaVest Group
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