We’re excited to announce that the CTV Advertising Guide Europe 2027 is now available to download. You can get your free copy here.
After a frantic few years for Europe’s CTV advertising market, in which local broadcasters launched revamped streaming offerings and the international media giants spun up ad-supported subscription tiers in Europe, the dust has now settled a little. That’s not to say we’re not seeing significant change — M&A continues to reshape the landscape, with ITV’s media and entertainment arm set to be acquired by Sky, Paramount Skydance buying Warner Bros. Discovery, and RTL completing its acquisition of Sky Deutschland.
At the same time, CTV budgets are continuing to scale, data strategies are becoming more sophisticated, AI and retail data are playing a growing role, measurement capabilities are evolving, and both buyers and sellers are pushing for more convergence between CTV and linear ad sales.
The guide provides an overview of how to navigate this rapidly changing market, and gives buy-side and sell-side insights on the major challenges and opportunities in CTV advertising.
What’s inside?
- Landscape maps for CTV advertising in five European markets
- An interview with Lisa Rousseau, Head of Prime Video Advertising and Freevee EU
- Market data from IAB Europe and EMARKETER
- Insights from Netflix, Disney, Teads, ITV, Google Ad Manager, Epsilon, Channel 4, Smartly, WPP Media, Heineken, and more
- Best practices for supply path optimisation, omnichannel marketing, CTV planning, and creative optimisation
- An overview of broadcasters’ AI initiatives
- A guide to converged CTV and linear ad sales
- Discussion of transparency, measurement, and CTV’s definition debate
Click here to download your free copy. We’ll also be posting 1,000 physical copies of the guide to brands, agencies, and publishers, please get in touch if you would like to request a copy.
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