Everything is coming online and IAB Canada continues to add new committees to keep up with the rapid advancement of traditionally analogue media channels. Over the past few years we’ve seen the rise of digital out of home (DOOH) and the explosion of digital audio both enjoying rapid increases in investment driven by programmatic enablement. For years, Connected TV seemed off in the distance as the next media darling poised to take sight sound and motion to the next level in Canada along with its fair share of the media pie. Now, it looks like the wait is almost over.
Television and digital have been converging for some time now. SmartTVs are on the rise and streaming apps are quickly replacing traditional access on set top boxes. IDC predicts that by 2025, each citizen will have more than 9 connected devices – the reality we are moving towards only accelerates the fusion of video distribution.
With Canadians continuing to cut the cord and increasingly dispensing with cost prohibitive bundles of quality TV content in favour of streaming services such as Netflix and Amazon, viewing habits have been changed forever. Canada is a leader in driving digital video consumption. According to a 2019 eMarketer report, almost two-thirds of Canada’s population watch digital video, which is almost twice as much as the worldwide average.
In the US, the 2020 IAB Digital Video Revenue study reported that more than 50% of ad buyers plan to shift broadcast advertising budgets to connected TV. Connected TV offers the same high-quality content and big screen experience of linear television advertising combined with the targeting, in-market optimization and robust measurement of digital. It’s truly a match made in heaven.
What is happening in Canada?
To help our members get a better understanding of the Canadian Connected TV landscape and how to leverage this exciting and complex medium, IAB Canada is excited to present Advanced TV Week 2020 – Next Level Sight, Sound & Motion.
This four-day event series will run from July 20th to July 23rd and provide leading-edge digital content from the biggest names in Canadian media, research and advertising. Each day provides a concentrated deep-dive into specific aspects of the Advanced TV landscape. Topics will include; viewing trends and usage rates, the Canadian broadcaster and device landscape, connected TV/OTT video apps, social TV, advanced TV measurement, programmatic TV and more. Visit the IAB Canada website to register today.
Advanced TV week is free for IAB Canada members to attend.