Decoding Europe's CTV Revolution: Insights from LG Ad Solutions' Ed Wale
In the latest video from our series CTV By The Sea, LG Ad Solutions’ VP Europe, Ed Wale, discusses how the CTV revolution is playing out in different European markets and what the future holds in store.
ED WALE: We hear a lot of news stories from the U.S market about cord cutting and the growth of streaming. We're moving at different paces, at different speeds, in different markets across the globe.
In some markets in Europe, the progression from linear to streaming is more advanced. From our proprietary data set, we see that in some markets like the UK, over 60 percent of viewing time is spent with streaming. If you compare that to a market like say, France or Italy, those markets are a little bit further behind in that progression.
But this whole transition is an interesting point for advertisers as they try to address fragmentation in the marketplace. That's part of the value add that we bring at LG, and indeed across device manufacturers. We have the ability to see audience trends across that fragmented landscape, and manage reach and frequency, and also reach hard-to-reach audiences that perhaps have disappeared off into subscription video on demand services.