As television viewers spend more and more time watching video content through connected TV and OTT video services, advertisers are also concerned about this trend.
Although inventory purchased through programmatic advertising is not yet uncommon, it will grow rapidly in the next 12 to 24 months.
Online video advertisers are turning to connected TVs and OTTs, hoping to reach more viewers. However, early adopters have discovered that online data matching connected TVs and OTT advertising is not simple. Marketing staff who want to understand connected TV and OTT performance metrics and compare them with standard web video ads also found this to be a rather complicated task.
Traditional TV advertisers are also focusing on connected TVs and OTTs as a means to reach audiences lost due to digital streaming. However, media buyers must understand the difference between targeting and measuring audiences. Most of the internet-connected TVs and OTT inventory that is programmatically purchased must be accessed directly from the connected TV equipment manufacturer or OTT service provider. In the next two years, inventory will increase, but if the industry is still as scattered as it is now, scale is still a problem.
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