Deutsche Telekom this morning announced that MagentaTV, the German telco’s TV offering, will enable addressable advertising from mid-2024. Addressable ads will be traded programmatically through Equativ, a French ad tech firm which owns an ad server, supply-side platform (SSP) and demand-side platform (DSP). The telco recently revamped MagentaTV, which offers live TV and on-demand content, including free ad-supported streaming TV (FAST) channels. The platform carries a range of different broadcaster content, and the partnership with Equativ allows major TV broadcasters to market their own inve ..read more

CTV spending surged in the UK last year, according to the latest IAB Digital Adspend report, as advertisers look to invest in cookieless environments. Conducted alongside PwC, the study found that ad spend on CTV devices (£1.2 million) grew 21 percent YoY, accounting for 17 percent of all video spend in 2023. The reseach showed that the UK digital ad market grew 11 percent YoY, reaching £29.6 billion in 2023. The report notes the growth rate outpaces GDP at 0.1 percent, revealing the appetite among advertisers to capitalise on growing engagement in online entertainment, and its associated ..read more

Nordic streaming company Viaplay has reported a solid start to 2024, becoming the latest European broadcaster to indicate signs of recovery in the TV ad market. The company’s sales climbed 6 percent YoY during Q1, matching the quarterly growth rates of both MFE and ProSiebenSat.1. The recent run of results suggests signs of life for TV ad sales, following a difficult year for European broadcasters. And for Viaplay it was tougher than most, forcing the company to reverse its international rollout and exit several markets, including the UK, Poland and the Baltics. But the strategy of focusing on ..read more

Market research firm Ipsos this morning announced it will add UK viewing data from YouTube into its online audience measurement platform, Ipsos iris. The integration will allow media owners, agencies and advertisers to analyse viewing data across online video publishers in one place, according to Ipsos, enabling businesses to shape content and advertising strategies. Ipsos iris reports viewing across uniform demographics, and will provide YouTube measurement across more than 500 audience segments. “We are thrilled to bring YouTube’s rich data into Ipsos iris,” said James Oates, Head of Ipsos i ..read more

When Google first announced its intention to sunset third-party cookies, a lot of alternative identity providers rushed to position themselves as the one and only identifier needed to replace the cookie. Since then however, with no one solution having established itself at the top of the pile, most have started talking about themselves as one part of a portfolio approach. Not so with Utiq, the identity solution created by four of Europe’s biggest telcos: Vodafone, Deutsche Telekom, Orange, and Telefónica. Utiq is currently rolling out across European markets, and is still in dev ..read more

RTL AdAlliance has been one of the most active European proponents on the sell-side of ‘total video’ – that is, thinking about video across all screens and devices as a whole, placing video into different silos. This, ultimately, is what sellers want says Sebastian Busse, Director of Partnership Development at RTL AdAlliance. The key is to make it as easy and simple as possible for buyers to access all video across digital devices from one source. And catering to the buy-side is an evolving process, says Busse. They want to be able to buy multiple broadcasters’ inventory from one source, spark ..read more

In this week’s Week in Review: Netflix reports on ad growth, Sony mulls a bid for Paramount, and Axel Springer’s CEO explains why he no longer fears Google: it’s already won. Top Stories Netflix’s Ad Tier Grew by Two Thirds in Q1, but Scale Remains an Issue Netflix said its ad membership grew by 65 percent quarter-on-quarter in Q1 this year, following two quarters of similarly high growth, as it continues to scale its ad offering. And 40 percent of new subscribers signed up for the ad-supported tier, in markets where that tier is available. Netflix didn’t give a specific number for how many us ..read more

Impact Media, a new programmatic ad buying platform enabling advertisers to only pay for ads which reach certain minimum thresholds for attention, announced its launch today. Advertisers big and small are increasingly integrating attention metrics into their ad planning and measurement, seeking to eliminate spend on ads which go unseen and ignored by audiences. But many tools allow advertisers to target high attention media and use attention metrics for optimisation, rather than guaranteeing attention. And the ongoing debate around made-for-advertising websites – which continue to draw ad spen ..read more

Following a tough year for European broadcasters, in which ad revenues fell for many of the major players in a tough ad market, the early signs for 2024 are more promising. Following ProSieben’s announcement earlier this week that it’s seen a recovery in TV advertising revenues (though it didn’t detail the extent of this recovery), MFE announced it has seen six percent year-on-year ad revenue growth in the first quarter of 2021. In Italy, its largest market, ad revenues were up by five percent while in Spain, growth hit eight percent. This last stat is particularly noteworthy. MFE’s Italian br ..read more

One of the current game-changers in the world of sport broadcasting is the wave of clubs and sports leagues launching their own streaming services, allowing teams to serve video content directly to fans across connected devices – and unlike traditional TV deals, around the world. FC Barçelona has just launched Barça One, a free ad-supported streaming service, housing the La Liga team’s live content, news shows and documentaries. The new platform replaces Barça TV+, a paid subscription service that launched in 2020. The new offering is free with ads, and has a premium ad-free option for €2 per ..read more