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.

Takeaways

• An hour of linear TV viewing in the US contains an average 16 minutes of advertising, an hour of streaming...