Ever since display advertising burst onto the scene, there have been questions about its ‘viewability’. Some analysts – particularly those with a vested interest in traditional ad channels, such as print and television – have always claimed that an unacceptably high proportion of these ads simply aren’t seen by the people they are targeted at.
In February, it was announced that the UK’s two oldest broadcasting rivals, the BBC and ITV, were planning to join forces and launch a new, Netflix-esque streaming service called BritBox. Now that the initial surprise (and there was a lot of it!) has died down, everyone has started to wonder what the development might mean […]