Faced with infinite choice, how today’s consumer watches TV has changed. Enhanced availability of premium programming anywhere and everywhere has resulted in increased viewing on mobile, tablets and especially on over-the-top (OTT) platforms, as people seek out the best screen available to watch their favourite shows. A new era for TV has arrived, sparking an evolution for the advertising that supports it.
Advertisers are following these changes in viewing habits, but the corresponding shift in media investment is slower than consumer adoption of these new screens. But it’s just a matter of time. In 2015, OTT and video ad revenues across Western Europe were recorded at $6.4 billion, but this figure is due to double in the next four years — reaching $14.64 billion in 2021.
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