ABSTRACT
In developed markets, the penetration of Pay TV services in homes is high, ranging from 50 per cent to as high as 90 per cent even. Movies can either be rented by accessing near-video on demand channels or downloaded into the set-top box for playback during the specified rental period. The advertiser’s ads are generally stored or hosted in an ad decision service that itself is maintained by the digital media agency they have appointed. Ad exchanges help advertisers meet potential buyers of their spots in a ‘marketplace’ environment. This platform is critical because streaming media services cannot possibly meet every potential advertiser in the market unless they have a large sales team. The Pay TV window is usually where premium linear channel premieres, like an HBO or a Fox Movies channel, get to showcase the movies to a larger market of audiences.
