IAB Europe, the leading European-level industry association for the digital advertising ecosystem, is today launching a white paper to provide an overview of the status and key opportunities and challenges  in connected TV advertising.  Unveiled at the Future of TV Advertising Forum in London, the paper touches upon measurement an creativity considerations and was written by members of IAB Europe’s Programmatic Trading Committee and Video Task Force including Adform, Carat, Freewheel, Publicis Media Group and SpotX.

In the paper, connected TV is defined as content that is transported from a provider to a connected television screen over the internet outside the closed networks of telecom and cable providers. This includes  smart TVs and televisions that are connected to the internet through devices such as  gaming consoles (Xbox, Playstation,etc.), Blu-Ray Players or streaming devices (Roku, Apple TV, Amazon Fire TV, Chromecast, etc. ). Topics such as the challenges and opportunities provided by connected TV, the growth of advertising revenue in the big five TV market and measurement are covered in the paper.

Alison Fennah, Executive Business Advisor at IAB Europe explains, “As connected TV grows in Europe, and more television advertising becomes available to buy programmatically, it became clear that this topic should be addressed by IAB Europe in order to share the learnings of our committee members with a wider audience.

Simon Halstead, Chair, IAB Europe Programmatic Trading Committee and Head of Open Demand, International, Oath, adds, “Over the past year the Programmatic Trading Committee has developed white papers and fielded research on a variety of topics including the use of data, attitudes to programmatic and the size of the programmatic market(1) which have helped explain key topics and trends to the industry.  This paper forms part of the Committee’s objective to provide insight and guidance on key  developments in the industry.

Joanna Burton, VP European Strategy at SpotX and Leader of the IAB Europe Connected TV White Paper, continues, “Connected Television combines the benefits of targeting techniques, digital delivery and measurement on the TV set.  It is an emerging area, expected to generate €825 million in advertising revenue by 2020 in the big five TV markets in Europe alone, and is relevant to both the broadcast and digital advertising industry,

The paper was unveiled at the Future of TV Advertising Forum with a preview of the paper presented by Emmanuel Josserand, Brand, Agency and Industry Relations at Freewheel, followed by a discussion on the key topics featuring Brandon Keenen, Senior Digital Commercial Director at CNNi,  Raquel Melero Velayos, Audience Ads and Programmatic Manager at Atresmedia, Martin O’Boyle, Managing Director of Partnerships PMX, Publicis Media and Malin Hager, Sales Director of  TV4 moderated by Joanna Burton, VP European Strategy at SpotX.

The paper is available for download here

(1) All Committee outputs can be accessed here: https://www.iabeurope.eu/category/research-thought-leadership/programmatic/

About IAB Europe

IAB Europe is the leading European-level industry association for the digital advertising ecosystem. Its mission is to promote the development of this innovative sector and ensure its sustainability by shaping the regulatory environment, demonstrating the value digital advertising brings to Europe’s economy, to consumers and to the market, and developing and facilitating the uptake of harmonised business practices that take account of changing user expectations and enable digital brand advertising to scale in Europe.


Kauser Kanji has been working in online video for 19 years, formerly at Virgin Media, ITN and NBC Universal, and founded VOD Professional in 2011. He has since completed major OTT projects for, amongst others, A+E Networks, the BBC, BBC Studios, Channel 4, DR (Denmark), Liberty Global, Netflix, Sony Pictures, the Swiss Broadcasting Corporation and UKTV. He now writes industry analyses, hosts an online debate show, OTT Question Time, as well as its in-person sister event, OTT Question Time Live

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