Now that they’ve found ways to monetize the data coming off the smart sets they sell, original equipment TV manufacturers (OEMs) want to make sure they’re getting their share of the cash migrating from linear to connected TV.
Hisense’s VIDAA business, which provides the operating system software behind the electronics giant’s smart TVs, has struck a deal with Nexxen to float the native “home screen” ad units shown to viewers on the latter’s DSP. The deal will open up more native home-screen inventory for advertisers – but brands and networks are still grappling with investment obstacles baked into the channel.
Buyers now have a smorgasbord of BVoD, streaming and FAST channels through which to reach consumers at home. But smart TV inventory commands higher engagement rates from viewers because they remain within the home screen menu while choosing which TV show or film to watch.
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