Digital Advertising: It Ain't All That...

As content providers scramble to deliver their programs to every possible electronic device and every potential consumer, a wave of discontent is pushing back against the financial model. Advertisers and their agencies are questioning the value of digital advertising, and in many cases moving their advertising dollars back to more traditional platforms such as broadcast television and radio. In the wake of recent data breaches, security of personal data is becoming a huge issue. This, coupled with questions over online viewablity, brand safety, and outright fraud, are keeping many mainstream advertisers on the digital sideline.

PageBreak Takes: As digital advertising dollars shrink, so too will the number of OTT program services. Providers will be forced to migrate to a subscription-based model, and only those services offering quality, exclusive content will survive.

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