The Stack: TV Titans Transforming the Landscape; APAC Ad Market Thriving

by Aimee Newell Tarín on 28th Jun 2024 in News

This week on The Stack: TV Titans Transforming the Landscape; APAC Ad Market Thriving; Latest Industry Partnerships; Today’s MadTech Daily Podcast

Our digest news this week was dominated by the TV giants. Disney+ has shaken up the landscape by agreeing to reduce CPMs for advertisers by up to 15%. This move has put pressure on the other players in the arena to match Disney and follow suit in lowering rates. Meanwhile, Paramount+ decided it was time to hike prices for consumers. With CPMs getting lower, we may well see other players increasing the prices of their services to balance out the costs. Turning our attention to the UK’s broadcasters, Channel 4 appears to be leading the race. According to the latest figures from Barb, Channel 4 is the country’s only major broadcaster to have grown its overall viewing figures across both streaming and linear so far this year.

In the APAC region, the ad market is thriving: according to the latest industry predictions, it’s expected to see growth of 8.5% this year to reach over £200bn. Like in other markets, digital pure players are responsible for the promising figures – traditional media ad revenues in the region are expected to rise by less than 1%.

Looking at the biggest industry partnerships from this week, we saw Target team up with Shopify with the aim of further expanding its online marketplace. The move will allow vendors using Shopify’s e-commerce platform to apply to sell their products through Target’s marketplace.