With the continued boom in AVOD services, 2023 represents a “perfect storm” for the ad-funded streaming model. Steven Broadhead, VP Sales, EMEA at Unruly, says the arrival of high-profile players in the market coincides with consumers accepting the trade-off between adverts and high-quality content.
Advertisers are also embracing the creative potential of CTV, notes Broadhead. QR codes, branded frames and End Cards are among the methods brands are using to make the most of the screen, while voice-to-action functionality enables CTV viewers to interact in a lean-back environment.
In this video interview, filmed at TV Rise 2022 in Barcelona, Broadhead considers the marketing potential of ACR data, dynamic creative and ad-supported streaming tiers.
