Growth in video consumption across devices failing to deliver revenue

Flat growth in TV advertising creates need for new advertising strategies among broadcasters

London, UK, 11 July, 2012: Research into global video trends has revealed that the growth in IP-delivered content is not being matched by a comparable level of investment in advertising across connected devices. The research - a collaboration between sell side video ad management platform, Videoplaza and analyst house IHS Screen Digest - found that TV remains first choice for reaching audiences at a national scale for building brand awareness.

However flat growth over the next five years (CAGR of 1.4% Western Europe, 2.5 % US) means that media companies must diversify to reach their increasingly connected audience. As the definition of television continues to change, large-scale brand advertising has not yet found a way to tap the potential in IP-delivered video.

Sorosh Tavakoli, CEO of Videoplaza said: "The rush to deliver content to the growing range of connected devices presents a business and technology challenge to traditional TV platforms, caught between old business models and the need to innovate. This research highlights that as media companies move to address the connected audience, they must complement their content with a clear IP monetisation strategy."