A website, www.thepower-ofpaytv.com, aims to deliver a one-stop advertising information resource, incorporating facts, platform data, case studies and industry news.
Paul Corrigan, Casbaa consultant, said the association decided to act on the insight that despite pay-TV’s reach increasing to more than 250,000,000 homes regionally, the platform only accounted for 15 per cent of total advertising revenue. “The niche-targeting opportunities offered by multi-channel TV are an attractive and cost-effective solution. However, many marketers are failing to recognise the growth of pay-TV, and so there is a risk that they are failing to build a relationship with an increasingly large proportion of their customer base,” he said, adding that the new site is specifically focused at regional advertisers.
Paul Corrigan, Casbaa consultant, said the association decided to act on the insight that despite pay-TV’s reach increasing to more than 250,000,000 homes regionally, the platform only accounted for 15 per cent of total advertising revenue. “The niche-targeting opportunities offered by multi-channel TV are an attractive and cost-effective solution. However, many marketers are failing to recognise the growth of pay-TV, and so there is a risk that they are failing to build a relationship with an increasingly large proportion of their customer base,” he said, adding that the new site is specifically focused at regional advertisers.
Casbaa figures show that Taiwan and Korea are leading other markets in terms of penetration, with pay-TV reaching almost 90 per cent of the population.
