Campaign – With streaming giant Netflix about to launch its Basic with Ads plan later this week, and Disney+ bringing in its own ad-supported tier in December, the TV ad world looks set for a shake-up.

Streaming wars between the likes of Netflix and Disney+ in competition for viewers and subscribers has existed for years. But now a new battle looms around ad sales. Some forms of ad-supported visual entertainment needs to lose sales in order for Netflix and Disney+ to win them, and the most likely source is traditional TV.

…Greg Paull, Co-founder & Principal at R3, says that if you’re looking at ROI, linear TV doesn’t tick the boxes. “Advertisers are looking for opportunities to maximise their investment, and linear TV doesn’t offer them features like audience targeting, ad performance tracking, ad optimisation, or a range of formats.”

Read the full article here