Extract - The TV industry has laboured for two long under a situation where ad format development has followed three divergent paths on the three major platforms, with the free platforms failing to deliver anything meaningful.
Decipher believe that the UK TV market needs a co-ordinated approach to developing new advertising solutions on the free platforms, and that the BBC are right to seek to co-ordinate an outcome. However, the UK TV advertising industry needs to confront the difficult truth that the BBC does not hold its interests at heart when pursuing this kind of initiatives.
Project Canvas is too important for the advertising industry to leave to the BBC. The advertising industry now needs to claim a place at the table in the Canvas debate, to ensure that we don’t end up with a platform that does not have advertising at its heart.
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