1、ITS ONLY LIVE ONCEHOW TV ADVERTISERS CAN CAPTURE AUDIENCES IN THE MOMENT.And How Streaming is Changing the GameTABLE OF CONTENTSWhy Live Advertising Matters in a Multiscreen World.3Part One:The State of Live AdvertisingAppetite for Live Viewing Is Stronger than Ever.5Why Live TV Is So Special to Vie

2、wers.6Why Live TV Is So Important for Advertisers.7Part Two:The Shift to StreamingA New Game in Town:Live Events on Streaming Services.9Why the Move to Streaming Matters.10The Path to Programmatic.11Powering Impactful Results by Advertising in Live Events.12Part Three:Best Practices in Live Programm

3、aticProgrammatic Advertising in Live.15Monetizing Programmatic Advertising in Live.16What the Industry Is Saying About Advertising in Live.17Why Live Will Always Matter.19Sources.202|Its Only Live Once:How TV Advertisers Can Capture Audiences in the Moment 2024 FreeWheel,A Comcast Company.All rights

4、 reserved.Over the past decade,television has changed in extraordinary ways.As content fans out across devices,there is more programming available to viewers than ever before to watch wherever and whenever they choose.Despite the overabundance of viewing choices,and shifting content preferences,one

5、type of programming has stood the test of time:live events.From sports to awards shows,live events continue to draw viewers at record numbers,eager to see what happens the moment it happens.And advertisers are paying attention eager to grab large,engaged audiences,often watching in groups,as they tu

6、ne in for their favorite events.Today,as live eventsas well as daily live programming such as news begin to also make the move onto streaming platforms,the opportunity for advertisers grows.But challenges also present themselves,as advertisers work to have their message heard in an environment with