The Advanced TV market is on an unstoppable growth path. The use of streaming services and Internet-enabled devices will continue to increase, and with it the relevance of Advertising in this environment.

  • Programmatic Everywhere: The Programmatic, i.e. automated, buying and selling of Advertising is becoming the standard and enables even more efficient and data-driven campaigns in real time.
  • Shoppable TV: The direct linking of Advertising and e-commerce will increase. Imagine a viewer being able to place the product shown in the spot directly into their shopping cart using the remote control.
  • Artificial Intelligence (AI): AI will revolutionize campaign optimization by predicting in real time which advertising material will have the greatest impact on which Target group.
  • Convergence of Linear and Digital: The boundaries between classic and digital TV will continue to blur. Future measurement standards will enable a holistic view across all channels.