The rise of Netflix has given ad-funded media and ad buyers alike the collywobbles.<\/p>\n

Analysis from nScreenMedia suggests U.S. Netflix viewers, by substituting free viewing for subscription video-on-demand, are missing 2 billion ad views every day, totaling missing ad sales estimated at between $3 billion and $6 billion annually.<\/p>\n

So what’s an ad buyer to do? The woman in charge of helping one major ad agency plan the future destination for billions of dollars says the industry wants to get better understanding.<\/p>\n

Maggie Zhang,\u00a0SVP on-linear video research and insights at Amplifi<\/a>, the media investment arm of Dentsu Aegis Network, had this video interview with Beet.TV<\/p>\n

In it, Zhang says: “In order to understand the audience shift from linear platforms to OTT-connected TV platforms, we need to drive further understanding of the audiences that are viewing ad-supported content on OTT platforms as well as the impact of SVOD, which is ad-free subscription-based OTT services, and the subscribers and also understand the impact of linear TV ratings as a result of the increasing amount of SVOD subscription.<\/p>\n

“We have done a lot of analysis and internal research on these audiences and the impact on linear ratings. We are having more in-depth analysis of OTT ad-supported viewers as well as SVOD viewers on the OTT platforms. And potentially, the insight will be able to drive and inform at lot of our cross-platform video investment decisions.”<\/p>\n

Earlier, eMarketer had forecast<\/a> US TV ad spending would this year dip below the $70bn mark as audience viewing behavior shifts more and more toward OTT options, with the number of OTT viewers growing 2.7% to reach 198.6 million.<\/p>\n

This video is part the Beet.TV preview series \u2018The Road to CES 2019.\u201d The series is presented by\u00a0dataxu<\/a>.\u00a0 For more videos,\u00a0please visit this page<\/a>.\u00a0<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

The rise of Netflix has given ad-funded media and ad buyers alike the collywobbles. Analysis from nScreenMedia suggests U.S. Netflix viewers, by substituting free viewing for subscription video-on-demand, are missing 2 billion ad views every day, totaling missing ad sales estimated at between $3 billion and $6 billion annually. So what’s an ad buyer to […]<\/p>\n","protected":false},"author":15,"featured_media":58106,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7740],"tags":[6616,7761],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/58101"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=58101"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/58101\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/58106"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=58101"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=58101"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=58101"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}