6 min Read
With digital streaming gaining steady ground, Connected TV ad rates have finally surpassed traditional Linear TV.
Half a century ago, 3 people founded Apple Computer in a garage in Los Altos to invent the personal computer. Unbeknownst to them, they were laying the foundation for what was to become the world’s most valuable company many decades later.
Today, the tech world has pivoted so sharply, that Apple is forced to reinvent itself yet again.
The entertainment industry has also evolved steadily to take advantage of developments in technology. Today’s entertainment industry can be classified into 4 categories, based on the viewership touchpoints.
Where the viewers gather, can the ads be far behind?
The astronomical ad rates for the recently concluded IPL 2026 bears testimony to this. Btw, the IPL 2026 Advertising Rate Trends also confirmed the new pecking order, which acknowledges the relative purchasing power of their respective viewers.
More & more consumers are switching seamlessly between screens while on the move, to stay connected with their favourite streaming content. Marketers will naturally want to track & measure ad viewership habits across these screens & platforms.
When all touch points are based on authenticated login-ins, this should be easier than consuming a cookie!
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