We're in the golden age of television, with an abundance of choice for viewers not only when it comes to what to watch, but how to watch it. Traditional linear appointment-to-view broadcasting has been replaced with a rich ecosystem of on-demand options.
While connected TV is growing in the West, in mobile-heavy Southeast Asia the industry has seen explosive growth of both niche and mainstream OTT players offering original and acquired content streamed over the internet.
With many of these platforms supported by ads, the impact on advertisers is profound. Ad-funded TV is much more dominant in Asia than the rest of the world, especially when it comes to emerging markets. But with a lack of cross-platform data to quantify the reach and scale these new platforms provide, the opportunity for advertisers is poorly understood.
Working with Kantar, The Trade Desk has commissioned new research that for the first time paints a clear picture of what the future of TV looks like in Southeast Asia, from usage to ad behaviour to audience insights, on both a regional and country level.
Watch the panel with Kantar and The Trade Desk to learn what the research uncovers and how marketers can take advantage of this new chapter in the history of TV.