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Posted by Jim Nail on August 12, 2013
My new report, Convergence Disrupts Europe's TV Ad Market, looks at the fascinating landscape of TV advertising in Europe. The bottom line: disruption is coming that will make established TV buying strategies and practices ineffective. Marketers need to understand this change, and over the next three to five years, adopt new tools and strategies in order to achieve the reach and results they want from their video advertising.
While each country has unique attributes that both drive and hold back this evolution, five trends are unmistakable across the region:
As a US-based analyst, one of the most fascinating aspects of the research was the convergence of over-the-air, pay TV, and online TV into hybrid set top boxes. Here, cable and satellite have bundled local stations, so if you have one of those options, you don't watch over-the-air TV. But if you want to watch online, you need a separate set-top box, like an Xbox or a Roku. In the UK and France especially, over-the-air is still the bulk of viewing time, especially since the conversion to digital transmission. PayTV is supplemental, largely for sports or other specialized programming. But set top boxes like YouView and Sky Broadcasting's "kit" in the UK pull multiple program sources into one box, making switching between over the air, PayTV, and online content seamless. I envy them, stuck with my cable box and locked into only Comcast offerings!