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

Report Overview

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

PublisherEnders Analysis.
Publish Date March 19, 2018
Sector Media, Telecom.
Company Channel 4, Facebook, Google, ITV, SKY, UK TV, viacom, Virgin Media.

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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