The Renaissance was a period of European history that marked the transition from the Middle Ages to modernity. Taking its name from the French word for “rebirth,” it was a time of social, artistic, economic, philosophical and cultural change that pulled Europe from the Dark Ages and set the stage for the scientific and industrial revolutions that followed.
In many ways, I believe we are living through a renaissance in TV viewing and advertising today: Driven by viewers, adoption of streaming services will propel the industry from the dark ages of panel-based guesswork to an enlightened age of accountability and addressability.
The age of exploration
More than half (51%) of all households worldwide will own a smart TV by 2026, corresponding with 1.1 billion homes, according to Strategy Analytics. The TV will soon sit at the center of all connected homes.
In an age where the attention economy is more palpable than ever, TV viewers rarely differentiate between the services that stream their shows; instead, content and costs drive their consumption habits. Proliferation, viewing habits and other specific dynamics will put search at the center of the evolution of TV advertising.
At Publica, our CTV ad server powers over 4 billion ads on connected TVs every month. We see firsthand the number of new AVOD, FAST and vMVPD players entering the market to meet viewers’ needs for affordable TV content. SVOD fatigue is real. Just look at recent reports from Netflix warning that subscriber growth will slow substantially early this year.
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