Observed Signal · Sep 24, 2026 · Market Signal · Source: AdButler · Impact: 5/5
How Broadcasters Are Packaging Video and Audio Into One Buy
Explore how broadcasters combine video and audio in one advertising buy, and what it takes to manage delivery, pacing, and reporting across both.
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Recent verified developments and strategic activity across this market segment.
Broadcasters Must Unify Inventory to Win Ad Spend
An interview with Dirk von Borstel, Managing Director at Virtual Minds, argues broadcasters must unify their linear TV and connected TV (CTV) inventory and ad propositions to win back ad spend migrating to other media. While CTV offers new opportunities, it lacks the scale to compete with major platforms on its own. German and Austrian examples show that effectively combining linear and CTV offerings enables broadcasters to better compete for ad budgets. The discussion also notes that tech companies can play a significant role in consolidating reach across broadcasters, underscoring the need for an integrated ad-tech stack. Filmed at TV Rise 2025 in Lisbon, the interview frames cross-channel strategy as a key driver of broadcaster monetization in a converging video ecosystem.
Unifying Video Ads: Strategies for a Fragmented Landscape
Video advertising is increasingly fragmented across linear TV, Connected TV streaming, social video, digital signage, and cinema programmatic spots. Ahead of ADZINE CONNECT VIDEO, the piece explores moving from channel-centric planning to holistic, user-focused strategies that integrate each format's strengths while offsetting weaknesses through cross-channel coordination. Publicis Media's Robert Buendge advocates a holistic approach that links channels to reflect user behavior across devices. Carat Deutschland's Christopher Przyborowski emphasizes planning along the full customer journey with the user at the center. Britta Brumbach of Unbound Media notes linear TV's continued reach alongside digital formats driving consideration and conversion. Omnicom Media Group Germany's Thorsten Decker cautions against relying on a single KPI like net reach due to fragmentation. The article covers data integration from AGF, ACR-based tech (Samsung, SambaTV), All Eyes on Screens, Telekom, and Nielsen/Audience Project for deduplicated reach, plus Data Clean Rooms for privacy, arguing for a single source of truth and common standards; automation requires standardized metrics to avoid chaos.
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