It has a large and increasingly switched-on populace, and, when it comes to television, more and more of that consumer base is going straight to over-the-top. In this video interview with Beet.TV, the CEO of a company GroupM has established to work on addressable TV advertising in the UK has an observation that may be surprising to some. “It’s not as progressed as here in the US,” says Jakob Nielsen of Finecast. “(The) US is not as progressed as in China. I’ve spent quite a bit in time in China seeing that.” Spend on OTT TV and movies in China will total $12.22bn by 2022, the massive majority of Asia-Pacific spending, according to a Broadband TV News forecast. A host of new streaming boxes and services has emerged there in the last couple of years. Nielsen says Finecast will have to take a different approach in every market in which it launches.
Watch the video on BeetTV here.