Build-up to IBC2024: Content Everywhere Companies take Stock
In just a few weeks’ time, the great and the good of the global media and entertainment industry will convene at the RAI in Amsterdam for this year’s IBC. As usual, technology innovations and new business models will be on show, along with the usual presence of informative and influential speakers during the IBC Conference. And it’s already evident that products and services leveraging AI and generative AI are set to feature heavily this year.
Dave Dembowski, senior vice president of global sales at Operative, describes the challenges brought by shifting consumer behaviour on connected TVs (CTV).
“Not only do audiences want the streaming experience, but they are also becoming more selective with their streaming subscriptions and embracing FAST. Live sports have become the draw for media companies to capture the mass audiences of linear TV, and streaming has provided advertisers with an opportunity to drive measurement beyond just awareness metrics,” he says.
Dembowski says this means that media companies are scrambling to accommodate both audiences and advertisers on the influx of new channels, “which can be risky and create a lot of complexity for the industry”.