#IBC2022


DON’T CALL IT A COMEBACK: TV ADVERTISING IN THE 2020S


Rob Gallagher, P of esearch, edia  ntertainment, mdia


“People hate ads and the future of TV will be ad-free like etflix, right ell, no, not really.” This prediction caused quite a stir when I made it at the end of the 2010s. Then, the online streamers groundbreaking ad-free subscription service was on the up, leading some to sound the death-knell for T advertising. et, our consumer research revealed that


three out of four internet users said theyd prefer seeing ads to paying a high monthly fee for a completely ad-free online video service. ne in two said theyd most prefer a service with a traditional TV-like amount of ads but no monthly fee. Time has proven our consumer research right and T advertisings doomsayers wrong  and spectacularly so. roadcast T advertising has had challenges, but revenues have held up relatively well. ore importantly, next- generation online services with T-like advertising have been embraced warmly by both consumers and the industry. Our latest consumer survey wave found


that  of  internet users were regularly watching ad-supported video on-demand A services, compared to  for subscription ones. Just under 50% were users of free ad-supported streaming T AT services  which offer a highly traditional ad-funded T-like experience.


“We’re forecasting that global online video revenues from TV-like in-stream advertising will overtake those from subscriptions next year and reach $163 billion in 2027”


isney is expecting that most subscribers to isney will opt for the cheaper, ad- supported offer once it rolls out later this year, pointing to its ulu service where around  of users are on such plans. And, of course, etflix is planning to launch an ad-supported offer. ere also finally seeing traditional T ad dollars move to digital, starting in the  as the big channel groups isney, NBCUniversal and Paramount move into


NEW GEAR FOR ST2110, SAFELINK AND DANTE Cobalt Digital BY DAVID FOX


The afeink ateway, previously hardware only, is now available as software, including support for P, TP,  and IT ain Profile, with encryption and authentication. It can support up to eight streams, each of which can be sent to eight destinations. sing low-latency eliable


Internet treaming Transport, SafeLink serves as a secure pipeline that ensures video is transported


safely even for live productions that experience network delay. Also new is Indigo -- , offering support for high- density native 4K ST2110 audio and video processing using openGear. It includes dual 25G thernet interfaces and supports uncompressed  on obalts 9904-UDX-4K card. Support for T- seamless redundancy switching should improve network reliability, while I I-  allows automatic discovery and configuration. Indigo offers advanced


streaming and take advertisers with them. At this years upfronts, digital accounted for  of isneys bookings and  of niversals. As a result, were forecasting that global online video revenues from TV-like in-stream advertising will overtake those from subscriptions next year and reach  billion in .


This shift will open up an array of opportunities for technology vendors, as native streamers, established media firms and connected TV platform providers look to develop their plays. Key tech solutions to look for at IBC will include privacy- focused measurement and first-party data services, dynamic ad insertion, omnichannel campaign facilitation and AAT content and service aggregation. o, whether people love it or loathe it, advertising is here to stay  and evolve, grow, and help media and entertainment firms and their technology partners succeed. 8.D01


87 OPINION


Must dash: The DashBoard GUI controlling Cobalt’s SafeLink software


processing with IP inputs and outputs and eliminates the need for external gateways. hen combined with the 9904-UDX- 4K openGear card it can natively


process ,  and  IP streams without compromising uality. Also launched is the Px- ante-x. 10.B44


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