‘Digital TV must overcome its contradictions if it wants to attract more ad dollars’

If you talk to a young person about linear TV, they may snigger at the idea of checking listings in a print newspaper, writing out a schedule or remembering to tune in at exactly the right time. They might think it baffling that revellers used to get home from the pub and ‘see what’s on’.

These are the same youngsters who post on social media about spending half an hour finding something to watch on Netflix and then ignoring the show to stare at their phones. Don’t worry, this isn’t going to be a wistful article about the value of serendipity, but it is about contradictions; namely those in over-the-top (OTT) and video-on-demand (VoD) advertising.

Ad growth lags user growth

OTT services (which viewers access over the internet, sometimes via their TV sets) have seen rapid growth.

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