This is the hybrid decade where consumers watch large amounts of broadcast TV and significant volumes of premium digital video, including BVOD. To viewers, it is all TV. To media owners and buyers, it is an exercise in forecasting and delivering de-duplicated reach across a growing number of touchpoints and trying to manage frequency. It is all about Total TV.
We have to master broadcast+digital and linear+VOD, and the nuances of building reach across pre-broadcast, broadcast, post-broadcast and never-broadcast release windows. Anyone targeting 16-34s must be thinking about broadcast, BVOD, YouTube, TikTok and a growing number of AVODs, with lots of it watched in a connected TV environment.
This is the future of TV advertising – and Total TV is at the heart of this year’s Future of TV Advertising Global. Better still, we are back in the room, in London, in person.
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