TELEVISIÓN Versión en español
Tomás Gennari from Business Bureau: There are increasingly more advertisers who invest in OTT platforms
Nastascha Contreras| 10 de febrero de 2016
Gennari: Aún queda camino por recorrer en las ventas publicitarias para las plataformas VOD y TVE
The BB New Media Essentials study, in its Second Wave, revealed that 95% of young people, aged 15-24, use a second screen while they watch contents, compared to 64% of adults, aged 45-54 years old. Another outstanding finding: 50% of people who own a connected Smart TV use it daily to watch content online. The average time users spend watching content (ATS) has increased 5%, users spend 12 minutes more watching content on OTT and VOD platforms.Does this influence advertisers´behaviors? According to Tomás Gennari, Chief Business Intelligence Officer of Business Bureau, the answer is affirmative. “BB monitors advertisers who invest in OTTs through video-rolls within contents. They are increasing more and more. However, in a poll carried out among key opinion leaders in the industry, we found that the ad sales goals established by Free VOD and TV Everywhere / Authenticated VOD are not being met. There is still a long way to go in this sense, but the trend towards digital is persistent” he explained. Gennari added that with the Second Wave of the BB New Media Essentials they deepend the focus of the study, since, aside from measuring the most used platforms, they stopped to see what features are valued the most in each one, and included the market portion that does not watch contents online.
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