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24 May 2021
Streaming may make TV ads more expensive
TV channels, services, programmesVideo on demandTV & Connected TV planning & buying
Advertising against premium TV content is likely to become more expensive and have less of a halo effect for the brand than it does now as streaming services become increasingly important, a new GroupM report says.
Why it matters
Wider use of streaming platforms around the world will bring greater opportunities to apply addressable advertising concepts to television, but advertisers will need to decide on the value of ads running alongside professionally produced content versus any other video content.