UK addressable TV has more to deliver, while online video posts record highs

Report Overview

UK addressable TV has more to deliver, while online video posts record highs

Already a Subscriber? Login here to view Full Report

UK addressable TV has more to deliver, while online video posts record highs
The market for addressable TV looks constrained despite its benefits, with Sky AdSmart taking less than 2% of overall TV ad revenues. Meanwhile, online video revenues for Google, Facebook and others have surged dramatically
Agencies are seemingly enraptured by online video – a highly profitable medium to buy – despite concerns about a lack of effectiveness, safety and transparency
For broadcasters to compete better radical collaborative action is needed including industry-wide adoption of AdSmart, and overhauling the trading arrangements which hinder its take-up