DGAP-News

Media and Games Invest SE: Tapping Into an Additional Innovative Growth Opportunity by Proving Successful Reactivation of Games Audiences Through Connected TV - Seite 3

The average amount of time that consumers spend on games continues to increase, and games are becoming an increasingly omnichannel experience, with gamers routinely moving from one device to another. New advertising paradigms are required to reach gamer audiences, and MGI’s end-to-end multichannel Ad-Software-Platform is now uniquely positioned to unlock these cross-channel connections, helping publishers and advertisers to connect with consumers on multiple platforms serving relevant advertising experiences.

Connected-TV Market

CTV refers to TV devices like Smart TV’s or game consoles, that are connected to the internet either directly or via an adapter, which is a fast-growing market segment, and which are thus the counterpart to cable or satellite subscriptions, which are still dominant at present, but declining. The industry experts at eMarketer predict that by 2030, only 35% of U.S. households will have pay TV, compared to 58% today. The advantages of CTV for the audience are obvious. They are no longer limited to one screen and are also no longer limited to watching content at the moment it is broadcasted. Viewers can stream live content or watch video on demand, and they can access a vast selection either by subscribing to subscription services or by accessing ad-supported free content. The number of streaming providers has grown exponentially in recent years and audiences are feeling the burden of juggling multiple subscriptions. As a result, the new term "subscription fatigue" is discussed in trend reports. This trend could significantly accelerate the path for ad-supported video-on-demand (AVOD) in the coming years. Publishers can monetize their content with advertising instead of subscriptions with CTV devices, which would then play an important role in the process. With the right platform in combination with efficient as well as anonymized data analytics, advertisers can tailor their ad content to the right audience and content genre to drive engagement much more efficiently and accurately than with linear TV. As a result, audiences have the advantage that they can enjoy content for free and have fewer subscriptions to handle.