Go Back   Eurocardsharing > General Discussions > General Satellite News > Latest Satellite News

Latest Satellite News Discussion, Decipher calls for free-to-air ad network at General Satellite News forum; Decipher calls for free-to-air ad network December 3, 2013 11.59 Europe/London By Julian Clover Media consultancy Decipher has said a ...

LinkBack Thread Tools Display Modes
Decipher calls for free-to-air ad network
Bacteria's Avatar
Posts: 96,016

Level: 124 [♥ Bé-Yêu ♥♥ Bé-Yêu ♥♥ Bé-Yêu ♥♥ Bé-Yêu ♥♥ Bé-Yêu ♥]
Life: 4638 / 4638
Magic: 32005 / 90522
Experience: 68%

Thanks: 1,107
Thanked 5,577 Times in 1,419 Posts
Join Date: Oct 2006
Age: 35
Decipher calls for free-to-air ad network - 03-December-2013, 15:00

Decipher calls for free-to-air ad network

December 3, 2013 11.59 Europe/London By Julian Clover

Media consultancy Decipher has said a new ad network is needed to support the UKs free-to-air TV sector.

The consultancy argues that the next round of TV innovation os being held back by the failure of the free-TV platforms Freeview, Freesat and YouView to invest in consumer data and ad tech systems. The whole UK ad-tech market is suffering as a result.

Decipher has released a report The Failure Of Future Ad Tech in the UK that says the desire of UK broadcasters to develop their own, individual ad-tech systems, while understandable given the failure of the FTA platforms to invest, is ultimately self defeating.

Broadcasters cant win an arms race against the platforms and the media agency groups. They need to pick sides, and let those two groups fight it out, says Decipher MD Nigel Walley. If I was a broadcaster, I would be picking the TV platforms because they are inherently interested in TV. However, in the UK the broadcasters arms are tied by the fact that the free-to-air platforms arent building anything.

The report calls for the creation of a single, unified ad network optimised for TV to service Freeview, Freesat and YouView in the UK, and their constituent broadcasters. The report makes the case that it should deeply integrate into each of the three platforms, and at the same time support the development of the next stage web ad-tech platforms in each of the FTA broadcasters multiplatform players. The report recommends that it should be a shared build across the PSBs so that it can deliver them the economies of scale needed to compete against the combined forces of the media agencies and the global web ad-tech groups.

The report also makes the case that BT TV and TalkTalk must be treated as pay-TV platforms, given their broader triple play intentions.

Reply With Quote


Currently Active Users Viewing This Thread: 1 (0 members and 1 guests)
Thread Tools
Display Modes

Posting Rules
You may not post new threads
You may not post replies
You may not post attachments
You may not edit your posts

BB code is On
Smilies are On
[IMG] code is On
HTML code is Off
Trackbacks are Off
Pingbacks are Off
Refbacks are Off

Forum Jump

ECS on RSS ECS on Twitter ECS on Facebook ECS on Youtube
Follow us on:

Powered by vBulletin
Copyright 2002 - 2010, Jelsoft Enterprises Ltd.
SEO by vBSEO ©2011, Crawlability, Inc.