Improve Digital has released its 2017 Video Market Map, looking at the continued growth of video across Europe. According to Improve Digital, video is forecast to become what it calls “the most important growth driver” for 2017, with conversion rates online expected to continue to be higher than television advertising. Kyra Steegs, Improve Digital's senior director of video, says that the map also shows out-stream video continuing to grow apart from in-stream video in terms of “ad length, ad content, targeting and pricing”. However, she warned that whilst online continues to creep ahead of television, the trend is not guaranteed to continue indefinitely. She explained in an interview with Exchange Wire that “broadcast content providers are preparing themselves for the next step – programmatic TV”. Steegs added that whilst collecting data from television viewers for advertising is not a possibility now, the increasing popularity of Smart TVs was making this possible for the future.