As a result of the industry’s grown so quickly, so much, there’s been a lot of fragmentation. Others have come in and are trying to get a slice of the pie. “I fear what’s happened in the industry in the last couple of years and there’s a lot more focus on these services,” Mathur said. But it also created a complex, even befuddling ecosystem of middlemen promising to deliver ever-more-targeted inventory for just a little taste of every ad dollar. The programmatic revolution opened up CTV for a broader range of advertisers and revenue opportunities for the thousands of streaming channels out there. ”Īrguably, Mathur said, there are too many players in the ad side of streaming video, at least for new kinds of buyers not acclimated to the market’s complexities.
#COMPANY AD WARS FULL#
Last year, the first full one after the pandemic reshaped US viewing habits, was “dipping the toe in (to connected TV) with linear extensions at the big channels,” D’Alessandro said.
The new division has been in soft launch since the NewFronts / Upfronts ad showcases in April and May. The new division will be headed by Jennifer “JD” D’Alessandro, who was the company’s first sales executive beginning in 2019, and now heads a team of six others under FT +.
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The company has operated as many as hundreds of ad-supported specialty channels, but focuses these days on three more broadly focused services that are distributed across just about all the notable connected TV and OTT platforms: Fawesome, HappyKids, and. But adding a sales team to work with the influx of big brands buying time on connected TVs marks another important evolution.
Future Today streamed about 640 million hours of programming last year, up more than 95 percent from the previous year, Mathur said. ”įast forward through a few generations of video industry developments, and the ad-supported video-streaming business is very different, and much, much bigger. YouMe was the only company that was essentially looking at (connected TV) and monetizing it. “When we started in 2012, 2013, I remember there was one check we’d get each month. “Really, it’s a representation of the industry in general,” said Vikrant Mathur, Future Today’s CEO and co-founder. One of the oldest ad-supported streaming-video companies in the business, Future Today, announced today that it has launched its first dedicated ad-sales team, called FT +.
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