Staines-upon-Thames, UK – 07 September 2017
Yospace, the industry leader in dynamic ad insertion (DAI) technology, has sponsored a research programme that has found live programming still holds significant value among both consumers and broadcasters, and that the untapped advertising potential of live IP-delivered television must be realised in the near future in order to counter the threat posed by major internet media companies.
The findings come from a research paper conducted by international research consultancy MTM, looking specifically at the growth of live IP-delivered television in Europe and the advanced advertising opportunities that are being created as a result.
The paper found that live event programming — such as major sports events and reality television — plays a major role in the popularity of live IP-delivered television, accounting for approximately 70% of simulcast viewing on broadcasters’ OTT video services in the UK. On a wider scale, live and linear TV accounts for 60% of total video viewing in the UK market.
Tim Sewell, CEO, Yospace, says: “We are living in what many TV executives are calling the ‘golden age of TV’, and this research proves that there is robust demand for a strong supply of high-quality TV content. Although this content is now being delivered in numerous ways, broadcasters still see the incredible power that live, linear TV still has in attracting concurrent audiences at scale as unique.”
The research paper also predicts that major internet media companies such as Amazon, Facebook and Google will dramatically scale up their investments in live TV as they attempt to extend their offerings. In particular, the acquisition of rights to premium live events among these companies is expected to increase significantly.
However, despite the threat of increased competition, most TV executives interviewed as part of the research programme continue to be optimistic about the commercial prospects for linear and live IP-delivered TV. This is providing that broadcasters and pay TV platforms can develop advanced TV advertising capabilities, such as DAI, that leverage first-party data in order to grow their businesses and defend against online competition.
“In order to stave off the competition, broadcasters need to ‘supercharge’ their live IP simulcast advertising with the next generation of advertising technology. Certain broadcasters have already invested heavily in data-driven targeting and DAI technology, and others will probably look to follow suit in order to protect the revenues afforded by live, linear television as it moves to a digital environment.”
The research programme included a round-table seminar of 20 of Europe’s leading TV executives and a series of one-on-one interviews. The full findings can be downloaded from the Yospace website: www.yospace.com/future-of-live-and-linear-video
Yospace will be exhibiting at IBC on stand 14.C18, and members of the team will be available to discuss the report findings further.
Yospace is the foremost provider of Dynamic Ad Insertion technology in the world today. Its server-side solution allows live streams and on demand content to be monetised in a way that is true to the user experience of broadcast television, while allowing advertising to be curated to the interests of the individual viewer.
Yospace services major broadcasters and network operators across the globe, including DIRECTV in the US; Sky Media, ITV, BT Sport, Channel 4 and STV in the UK; Canal 13 in Chile; TV4 in Sweden; Seven West Media, The Nine Network and Network Ten in Australia.
Media & Communications Contact, Yospace
+44 1784 466 388