Marketers try to untangle converged TV

Examines the benefits and drawbacks of streaming, linear, and converged TV and how advertisers can optimise their strategies to reach audiences across platforms.

Gary Waters/

The signposts pointing to the future of TV advertising are cropping up with increasing frequency. In mid-September Amazon kicked off its exclusive coverage of the NFL's "Thursday Night Football" on Amazon Prime Video, marking the first time that Nielsen included ratings from a streaming service in its weekly television-viewing report. In early August, the recently merged Warner Bros. Discovery said it would launch a free, ad-supported streaming service targeting 130 million global subscribers by 2025. That was followed by an announcement from the Walt Disney Co. that it would roll out an...

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