Support linear TV with CTV ads in Europe

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 01, 2021, 11:15 AM UTC

In Europe, Subscription Video on Demand (SVOD) revenues grew from 2.1 million to 9.7 billion in the last decade.

With the demand for streaming services growing in Europe, the market is inundated by international connected TV (CTV) and over-the-top (OTT) players. Though Adverting-based Video on Demand (AVOD) is new to Europe, the arrival of subscription services like Pluto and others are building momentum for growth.

Since European viewers can only watch video content from local broadcasters, advertisers should gather data to deliver personalised ads. Advertisers must position CTV and OTT as supplements to linear TV since it still dominates European homes.

Knowing how many people watch linear TV over CTV can help advertisers focus on linear strategies while expanding into digital TV. Moreover, with The European Connected TV Initiative, standardising measurements for targeting and more, advertisers can deploy targeted ad campaigns on CTV.

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