A successful telco advertising strategy starts with a deceptively simple question: what does the operator genuinely need to own? The opportunity is growing. European video advertising rose 19.6% to €34 billion in 2025, according to IAB Europe, while Connected TV in Europe is forecast to expand at around 11% CAGR through the early 2030s (Grand View Research). […]
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As telecom operators seek new growth beyond connectivity, advertising is emerging as a strategic opportunity. Operators are using first-party data, premium inventory, and AI to build scalable media businesses.
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The future of TV advertising is no longer about launching streaming apps. Broadcasters are building integrated platforms that connect audiences, data, and advertising to create scalable, cross-screen businesses.
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Broadcast doesn’t need to become digital—it needs digital-grade tools. With AI-driven ad decisioning and real-time optimisation, broadcasters can unlock the full value of their premium inventory and compete on performance, not just reach.
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As we approach 2026, TV advertising has reached an inflection point. Fragmentation across systems, measurement, and demand is no longer sustainable. The future belongs to platforms that unify inventory, automate trading, and apply intelligence at scale—combining broadcast reach with digital precision to make every impression measurable, relevant, and valuable.
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TV advertising isn’t in decline—it’s being reinvented. As streaming reshapes advertiser expectations, broadcasters who combine linear reach with programmatic automation can unlock digital budgets without sacrificing control, brand safety, or premium value. The winners will be those who turn TV into a fully connected, data-driven advertising platform.
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Summer Reads: Explore the latest in TV and CTV advertising—from programmatic strategies and addressable TV insights to groundbreaking broadcaster collaborations and CTV growth trends. Perfect for staying ahead in a rapidly evolving ad landscape.
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Empowering service providers to meet the demands of the next-gen broadband and video era In the broadband and video services market, the pace of change is relentless. Today’s consumers expect more than just fast internet or clear video—they demand seamless, personalised, and secure digital experiences across all devices, anytime, anywhere. For service providers, especially those […]
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A look back: when TV was local and we took it for granted If you grew up in London, UK, (and you are as old as me), you’ll remember tuning into Channel 3 and watching Carlton and London Weekend TV. What we probably didn’t realise at the time was that our Northern cousins had a […]
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