Page 59 - TAM Review 2019

enjoy Box Sets of their favourite shows as and when

they choose. BVOD is fast becoming a mass medium
in its own right. It combines with Linear TV to create a

phenomenal environment for advertisers to reach large

audiences. The TAM Integration Study demonstrates

combined weekly reach of over 90% for All Adults and
c. 84% for 1534’s. A recent study from Thinkbox also

showed that TV advertising accounts for 94.6% of the

video advertising people actually see.

Yes the fact viewing is more fragmented is making

measurement more complicated and
yes the fact we still are unable to measure Linear TV and

BVOD as one and at scale together is a frustration for all.

However progress is being made in a number of areas
to improve measurement and the delivery of advanced

advertising solutions for partners.
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All Irish broadcasters are collaborating through TAM to 1
deliver a new integrated Video Panel that will measure

all viewing across all screens. We will see the first data

from the VISTA project in 2020
Broadcasters are also harnessing their first party data

to create VOD advertising opportunities that can offer

multi layered targeting for advertisers across their

multiple delivery platforms. Review 20

Sky’s Ad Smart innovation offers addressable solutions

in its TV Homes and has introduced scores of new
advertisers to TV. Ad Smart is now in Virgin Homes and is

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