The Association of Commercial Television

TV ADVERTISING ISN’T DEAD, IT’S EVOLVING test

The back-to-school season this year was also the back-to-TV season for department stores. The top brands in the category spent $247.8 million from July 1 to Aug. 31, according to iSpot. That’s a 9.3% jump over the same period last year.

Indeed, a new study from Adobe, CMO.com’s parent company, which surveyed 1,000 U.S. TV buyers, found that marketers still rank TV higher than most digital formats—including audio, display, native, out-of-home, search, and social—in the “ability to build an emotional connection with a brand.”

However, less than a third (28%) of brands have integrated digital audience data into their TV ad buys, though 68% plan to do so in the next 12 months. Adobe’s survey results confirm what many in the industry already know: Despite recent progress in extending automation and data-driven buying to TV, most TV buys are still planned and executed manually with limited targeting and measurement.

Chris Geraci, chief investment officer at OMD, said he’s seeing a 5% jump in linear TV sales this year. “What you’ve got is a relatively strong economy, you’ve got good business results from consumer-facing companies, so you’ve got larger marketing budgets and you end up with more television spending,” he told CMO.com.

Ralph Heim, VP of media and sponsorships for Sonic Drive-in, concurred. “It still remains the biggest reach vehicle out there,” he told CMO.com.

That wasn’t the script analysts had in mind for 2018 after digital ad spending overtook TV ad spending for the first time the year before. Audiences for individual TV shows also continue to dwindle, with younger viewers cutting the cord in droves.

But as Walmart, Target, and the other top department store brands realize, people are still watching TV programming—whether it’s on a TV set or another device. The days when the whole family used to watch TV together may be rare, but marketers can be more sophisticated about their TV spending now. Addressability lets them target by personality and interest rather than demographics. New metrics connect ad exposure to results in real time and identify which ads are working best. Innovations are making TV advertising more compelling.

TV Is Still At The Center
One reason for TV advertising’s continued viability is, quite simply, it works. WARC, for instance, found that among the 100 global campaigns it has deemed most effective, a greater proportion were TV-led in the 2013 to 2016 timeframe than in the prior three years. After leading with social media, WARC saw more advertisers returning to TV to ensure maximum reach.

Research has shown that consumers pay more attention to TV advertising. A study by professor Karen Nelson-Field of the University of Adelaide, for instance, used eye-tracking to show that TV commanded twice the active viewing of YouTube. It also commanded 15 times the active viewing of Facebook.

“There is a reason most brand advertisers start their annual media planning around the TV upfronts. TV still commands a lion’s share of ad dollars and is unique in its ability to make an emotional connection with consumers,” said Keith Eadie, VP and GM of Adobe Advertising Cloud.

The challenge, Eadie said, is that TV viewing is now splintered across so many devices, apps, and networks. That makes reaching a critical mass of the target audience with the right creative at the right frequency hard. It can also “lead to issues like bombarding people with too many ads or not reaching a target audience in sufficient numbers for a campaign to work,” he told CMO.com.

Advertisers are navigating this environment by combining data about consumers with new delivery mechanisms for TV advertising, like addressable ads. Savvy advertisers are also putting TV at the center of omnichannel campaigns. If a consumer sees an ad on TV, they’ll then see an ad on their digital devices reinforcing that message.

New Ways To Target
Like outdoor or radio, television is a mass medium best-suited for reaching large, anonymous audiences. The prime metric for traditional TV, the Gross Ratings Point, is based on an estimation. Advertisers have no way of knowing whether the people who were theoretically exposed to an ad during such programming actually saw it, and they don’t know much about them except for their age and demographic.

But in the age of digital advertising, marketers can target on a more granular, addressable level. Behavioral targeting, which parses consumers’ online activities to gauge interest, has been around for more than 10 years. For instance, L’Oreal has used behavioral targeting to show TV ads to everyone who has bought lipstick in the past 30 days.

“It interests us to connect to see that a household is a QSR user and that household just went to [a competitor]. We know we share customers with [that company], and we’d like to get them back,” Heim said. “’Creative conquesting’ is the term that’s often thrown around for that type of targeting.”

The problem is, addressable TV represents just 3% of the overall market right now, according to eMarketer. Addressable TV is also expensive; marketers often find it’s cheaper to do a national buy than execute a targeted buy.

“Addressable appeals to certain advertisers at certain times when they’re trying to do certain things,” OMD’s Geraci said. “By and large, television is still a mass-reach platform.”

New Ways To Measure Results
It’s no secret that using sales as a proxy for TV advertising success just doesn’t work. Historically, the lag between exposure and sales results has been weeks, making it impossible to reshape a campaign if it’s not working. But nowadays marketers are more equipped to assess what’s working in real time.

According to Adobe’s Eadie, tools are available that measure television advertising by brand recall, sales, store visits, and more. Additionally, advertisers can also solve common attribution problems, such as in-market bias—where a viewer who was already going to buy a given product sees an ad and the marketer incorrectly attributes the sale to the ad.

“Many attribution models are flawed today, and some platforms still grade their own homework, so we’re taking a statistical approach through experimental design for brands to independently measure results across media,” he said.

In addition to connecting exposure to results, marketers can also measure things like interruptibility—the frequency in which viewers tune out of an ad.

New Ways To Buy
The final way in which TV advertising is evolving is in how it’s bought and sold. While about 80% of display ads are bought and sold via programmatic, programmatic TV makes up just 2.8% of the overall TV spend, according to eMarketer.

Programmatic TV lets marketers execute TV buys on the same dashboard in which they execute their digital buys. It also lets marketers experiment with A/B testing and ad select, allowing viewers to pick the ads they want to see.

“When TubeMogul PTV—which subsequently became Adobe Advertising Cloud TV—first launched nearly four years ago, it was unthinkable that a major media company would open its entire portfolio of broadcast and cable television to automated, data-driven buying through private marketplaces,” Eadie said. But NBC Universal has since offered that level of inventory in partnership with Adobe Advertising Cloud.

The result of all these innovations is that while TV has become much more fragmented, there are new ways to make TV advertising more effective.

“If the world was passing TV by, if there was no way to optimize television, and you didn’t have this more sophisticated data, you wouldn’t be seeing the trends we’re currently seeing, which is a continued strong marketplace for ad-supported TV,” Geraci said.

 

Source: https://www.cmo.com/features/articles/2018/9/20/tv-advertising-isnt-deadits-evolving-.html#gs.0neSVOY

A GOLDEN AGE FOR TELEVISION ADVERTISING test

Ignore the doom-mongers, writes Ebiquity’s Dr Nick Pugh – here are five reasons why TV is in rude health

Throughout the infancy, childhood, and teenage years of the digital revolution, the obituary of TV has been written time and again. “It’s too slow”, “It’s not interactive enough”, “it’s a medium of monologue not dialogue, so digital natives have abandoned it”. Op eds and bylined articles have read like funeral orations. Unsurprisingly, many of these pieces were written by the founders and the funders of the very channels and platforms their authors predict are chasing TV into its grave.

The facts are rather more nuanced. Despite the gradual appearance of some clouds on the horizon, the truth is that we are living during a golden age of TV. Misperceptions and actual channel performance are very different realities. Here are five reasons why TV is in such rude health.

1. TV delivers audience

It is often claimed that TV audiences are drying up and the opportunity to share commercial messages with consumers is receding. Between 2010 and 2018, all adult impacts in the U.K. have remained remarkably stable – in fact, according to BARB data, they’ve actually increased, from 867.4m to 873.6m. Added to that, there’s a well-established relationship between TV and PPC results.

Why else would so many digital-only companies and brands choose prime-time, destination TV slots, including X-Factor and live sport?

It is true that among the much-coveted 16-34-year-old demographic, impacts have shrunk by a little over 20%, falling from 203.5m to 158.1m (BARB again). And it’s also true that 16-34s are both the economic powerhouses of the future and are the most active on social and digital media channels.

The question is, will they sustain today’s viewing habits as they age, or revert to the habits of their parents?

2. TV commands attention

The rise and rise of ad-free, subscription-based television platforms – with Netflix and Amazon Prime the market leaders both in the U.K. and around the world – has been taken as proof that advertiser-funded TV is on the wane. Yet again, the evidence suggests a different story. Yes, more and more consumers are watching – often binge-watching – box sets, films, and series on subscription TV.

But this viewing and these subscriptions are incremental, not substitutional. While 2018 can boast record subscriptions in the U.K. to Netflix (9.1m) and Amazon Prime (4.8m), the same is true of subscriptions to the three leading pay TV cable and satellite platforms, all of which carry advertiser-funded channels: Sky, Virgin Media, and BT Sport (15.1m).

3. TV dominates spend

The spend behind TV advertising is reliable and robust. In 2010, advertisers in the U.K. invested £4.1bn in TV advertising. In 2017 – following the great recession of 2008-2010 and its medium-term consequences – the figure had risen to £4.8bn.

The same pattern is repeated in all major media markets around the world. Brands know that, if you want to build a brand and drive awareness at scale, the way to achieve this is through TV. TV is very often still the centrepiece of the media plan.

4. TV delivers the best efficiency

Across every sector and every category, the ROI data indicate that TV is the most efficient media available to advertisers. TV delivers the strongest ROI in the short term (£1.73 for every £1 invested), more than radio (£1.61), print (£1.44), online video (£1.21), online display (£0.82), and out-of-home (£0.57). Short-term – for campaigns measured in weeks and up to six months – ROI is holding up. In 2008, TV’s ROI was £1.70, whereas today it’s £1.73.

What’s more, TV has the strongest impact in the longer term too, and offers the largest multiplier effect of any medium. TV’s long-term ROI is £4.20 for every £1 invested, compared with £2.44 for online video, £2.43 for print, £2.09 for radio, £1.11 for out-of-home, and just £0.84 for online display.

5. TV is the most effective medium

No other medium delivers ROI at scale or offers as strong profit return as TV, enhancing profit better than any other channel. In a major meta-analysis of almost 2,000 campaigns by major brands from 2009 to 2016, our Profit Ability study for Thinkbox found that TV delivers 71% of profit return of all advertising investments, despite accounting for just 54% of total spend.

This study compared TV with radio, print, out-of-home, online display, and online video, as detailed in Figure 1., above

Emerging challenges

TV is clearly evolving and changing, with advances in addressable TV making it more targeted yet. Also, when linear TV is flighted together with video on demand and other online video, it is possible to extend reach in saturated markets.

Although the figures show that, on average, people spend only a few minutes less each week watching linear TV, advertisers are starting to face up to very real challenges of building reach, which is increasingly hard and expensive to deliver. And while broadcaster video on demand – think ITV Hub and All 4 – is growing in popularity and usage for streaming, the amount of information available regarding programme access is limited at best.

But for now, and for many, measurable reasons, TV is decidedly not dead. Because of its ability to capture audience and attention at scale, it is still often the single biggest line item in a media budget – particularly for FMCG brands, but also retail, financial services, travel, and automotive.

Not without reason, these are the biggest spending advertisers on the planet. TV is demonstrably more efficient and effective – and creative – than other channels, both for short-term sales activation and long-term brand building.

TV is dead? Long live TV!

 

Dr Nick Pugh is Head of Effectiveness UK at Ebiquity

Interested in the TV advertising landscape and want to hear more? Attend the Future TV Advertising Forum in London on December 4th, 5th and 6th to with keynotes from Europe, US and Asia and over 750 attendees. www.futuretvads.com

 

Source: https://mediatel.co.uk/newsline/2018/09/25/a-golden-age-for-television-advertising/

WHAT WE LEARNT AT FUTURE TV ADVERTISING FORUM CANADA – CONFIDENCE IN TV IS RETURNING test

The ad-supported TV industry in Canada is moving fast to provide the data-driven environment that advertisers want, including more defined audience planning and better attribution to prove the value of television buying. The stand-out message from Future TV Advertising Forum 2018 was that Canadian TV has its self-confidence back, with a better product to ‘sell’ to advertisers.

Buyer-sentiment towards TV, which was on a negative trajectory in 2015 when this event launched in Toronto, has improved. Everyone can see the progress as Canada belatedly modernises its ad-supported TV ecosystem. This coincides with growing concerns that increased digital buying may boost efficiency but does not help effectiveness, especially in the long-term and especially when it comes to brand health.

Here are some of the themes that emerged from this year’s event, with our three big take-aways at the bottom.

 

Theme 1: Prove it and we will buy it.

Attribution is one of the top priorities for ad-supported television in Canada – and perhaps the single biggest priority. Time and again we heard the sentiment that ‘if you prove it, we will buy it’, and this applied not only to agency/broadcaster relationships but to brand/agency relationships.

There is a pressing need for agencies to prove the value of their work – including their media plans and buying – to brands who are cost-driven and who may well use procurement officers to oversee spend. Most agencies are convinced they can do a better job if given more budget, but they need to justify extra fees by proving outcomes.

There is a sentiment in Canada that moving back towards an agency fee model, where agencies are paid primarily based on the time/talent they put onto accounts, would be desirable. Proving outcomes is therefore a cornerstone to improving overall transparency in the ecosystem.

Meanwhile, the channel owners need to prove that exposure on TV is causing good things to happen, whether that is more sales, more people visiting showrooms, more traffic to websites, improved brand sentiment or greater brand market share, etc. Attribution underpins much of the progress that can be made. Given that TV is a proven winner (and a major econometrics study presented by Ebiquity confirmed the short-term and long-term profitability of using TV), better attribution is a potential game-changer.

The good news is that TV providers are now showing direct outcomes, like sales lift, that is linked back to TV exposure. Rogers Media (the media solutions/sales arm of Rogers, one of Canada’s major BDUs (and broadband/wireless providers), Volkswagen Group Canada and the Montreal-based agency Touché presented a case study showing audience-based buying of auto-intender segments with verified vehicle sales lift tied to the TV campaign.

The science behind attribution and econometrics is advancing quickly. For a long time, digital sellers from the non-broadcast world (i.e. Google/Facebook) have benefited from the ability to demonstrate direct (albeit often short-term) outcomes from media placement. This significant advantage over TV is about to be diminished.

As the media data and analytics experts at 605 demonstrated at this Toronto event, STB viewing data is the foundation for some powerful attribution capabilities. The company flagged is work with Walmart in America (see this story) to enable ongoing analysis of brand sentiment, focused on ‘persuadable shoppers’. There were campaign optimisations to find this segment more effectively on linear schedules and focus on the most successful creatives, with evidence of outcomes.

That impressive body of work was possible using a large population of STB devices for viewing data – totalling 10% of all U.S. households. One of the important messages for the Canadian market is that you do not need 100%, or 50% or even 25% of homes providing STB data to deliver some comprehensive attribution on brand health as well as sales impact.

 

Theme 2: TV as a platform

There was a view in Toronto that TV needs to become more like Google in the sense that Google (and indeed Facebook) present themselves as a platform/ecosystem that delivers a good deal of scale from one buy. The call for ‘TV as a platform’ was led by Noah Levine, SVP, Advertising Data and Technology at Fox Networks Group, whose company is one of the founding members of OpenAP, the U.S. initiative that provides audience-based buying at scale across the inventory of multiple broadcaster groups who use the same commonly-defined audience segments so there is complete consistency for advertisers that want to find first-time home buyers or car lease expirees or travel enthusiasts or luxury shoppers, etc. via standard linear TV.

Levine argued that broadcasters should stop trying to differentiate themselves with proprietary data-sets that nobody else has. He flagged the need for combined scale, especially when selling smaller (niche) audience segments.

It emerged at this event that there is meaningful support for a Canadian version of OpenAP, and three major channel owner groups (Corus, the public broadcaster CBC and Blue Ant Media) revealed publicly that they would back such an initiative.

OpenAP is one of the most important collaborations in TV advertising worldwide. Another important initiative globally comes from Finecast (backed/owned by GroupM), which is trying to create a single unified buy for all addressable TV inventory that resides on television screens (via broadcast or connected TV and covering both linear and on-demand).

You can see how, if an advertiser/agency could cover a decent proportion of their audience-based linear TV planning and buying (and reporting) through a single platform, and a decent chunk of their addressable TV buying through a single platform, life becomes noticeably easier. One of the biggest challenges for advanced TV advertising everywhere is to remove complexity from the planning and buying process, so that it can be normalised.

Initiatives like OpenAP and Finecast (accepting that Finecast is focused on helping GroupM agencies today) do demonstrate how TV can become something of a ‘platform’ buy rather than a succession of individual broadcaster/BDU sales house buys.

Finecast was in Toronto, as was Sky from the UK, which provides its own example of collaboration and unified buying, planning and reporting in the addressable space, thanks to its far-sighted decision to partner with its No.1 Pay TV rival, Virgin Media, and make the Sky AdSmart addressable system available in Virgin households as well as Sky homes. See story here.

 

Theme 3: Addressable advertising remains elusive

Addressable advertising on BDU (Pay TV) systems remains elusive in Canada. At the debut 2015 Toronto event, addressable formed a large part of the debate but the difficulty establishing the business case for BDUs, and in establishing multi-BDU commitments to deliver combined scale, and the lack of dynamic advertising insertion technology in set-top boxes, has limited progress.

There is growing optimism that the technology nut can be cracked, at least, especially as the Canadian BDU market splits between operators using the X1 set-top box platform (licensed from Comcast) and the MediaKind (formerly Ericsson Media Solutions) MediaFirst/Mediaroom platform. That consolidated vendor landscape for the STB/user experience/service delivery functions will make it easier to get the STB population upgraded.

There is good news from Canada for other markets where it is hard to get Pay TV operator or free-to-air addressable TV moving. This market is demonstrating (as Australia is) that you can dramatically improve the television advertising ‘product’ even without addressable if you focus ruthlessly on improving your understanding of data, covering audiences and outcomes. There is much to be gained in linear planning/buying alone.

It is increasingly clear, globally, that addressable TV (including household-level addressable TV advertising) is part of a continuum anyway – one that will include classic linear spot buying, audience-based linear buying and addressable. Addressable is one part of a fast-growing toolbox.

Thus, an advertiser could run a mass-awareness linear campaign, focus on some key audience segments with audience-based linear buying (still at large scale) and then use addressable to get in front of hard-to-reach consumers, achieving incremental reach in a cost-effective manner via TV (once the cost-of-additional-reach curve starts to become unfavourable on standard TV).

Canada, like Europe, does not benefit from the inventory share that U.S. MVPDs get, and which drove the business model there as operators used addressable advertising on their share of the ad breaks. It was pointed out in Toronto (by Jeff Eales, Director of Systems and Development at Sky) that one of the business justifications for addressable is the ability to target the right content and package promotions to the right customers.

 

Theme 4: Be more like Google

The sentiment was expressed more than once that TV needs to be more like Google. This means, as Noah Levine at Fox noted, treating TV as something closer to a unified platform than a collection of isolated audience pots.

There were separate calls for TV to demonstrate business outcomes like brand lift and sales lift, rather than only demonstrate media outcomes like reach and frequency. Marketers believe this is what Google provides.

Some in TV will argue that Google (and Facebook, and much other digital) outcomes are short-term in nature but that is not the point. Marketers feel they are getting outcomes from Google, and they like it. The ability to deliver outcomes takes us back to attribution (Theme 1) and econometrics.

There were also suggestions that TV needs to more of a solutions partner than a media seller. This can apply to agencies (who are looking for ways to move up the value chain) as well as to broadcasters and BDUs. An obvious example is using advertiser data to create custom audience segments that TV can then target, whether as an audience-based linear buy or an addressable buy. That, however, requires buy-in from the brands who need to share their own data and insights. This is happening in leading markets (e.g. the U.S. and UK) and is now starting to happen in Canada – with a couple of FTVA case studies proving the point.

 

Theme 5: Industry collaboration

Collaboration was not an explicit theme of Future TV Advertising Forum Canada, but it underpins the best examples of progress in the market. Audience-based buying uses advertiser data to determine the audience targets that are needed, combined with BDU data to understand the homes where you find the target consumers and what they watch, combined with outcomes data from an advertiser (like website traffic that can be linked to TV exposures).

Historically, the Canadian market has been a hard place to get everyone working together as there are so many powerful, competing vertically integrated companies who are fighting big battles around broadband and wireless. Nevertheless, progress is being made on this front. Think TV Canada is a unifying force and there are media companies who are willing to lead and bring others with them.

On a separate level, it is the collaboration between Numeris (the Canadian audience ratings service), Kantar Media and comScore that is making the next-generation, total TV (multiscreen) audience measurement system, VAM, possible (VAM stands for Video Audience Measurement). As we heard last week, the beta trials for the new measurement system start in Ontario next April and in Quebec next July. Few companies (if any) can do everything on their own today; this is another example of the need for expanding ecosystems and new partnerships.

Some collaboration in Canada is being forced upon the industry from above: the regulator, the CRTC, has demanded the creation of a shared STB audience measurement system. This is due to be ready next year, giving channel owners access to STB viewing data, though the exact output from the project is either a tightly guarded secret or still a work-in-progress. This remains (to the best of our knowledge) the only attempt anywhere to regulate a shared STB audience measurement system.

This, along with addressable TV advertising, was a key focus for discussion at the first-ever Future TV Advertising Forum Canada, in 2015. As with addressable, it has been somewhat overtaken as a topic of conversation but could make an important contribution to the health of ad-supported TV in Canada moving forwards.

 

Our three big take-aways from FTVA Canada 2018

In conclusion, here are the three biggest learnings that we brought away from Future TV Advertising Forum Canada:

No.1. The Canadian TV industry has rediscovered its mojo and is aggressively modernising, led by some pioneers and determined leaders. The progress over the last 18 months is quite dramatic. The TV industry is more united. Canada is starting to close what was a worrying gap between its own data-driven capabilities and those found at the leading media houses in Europe and the U.S. The provision of audience-based buying, now proven in-the-field with some impressive results, is a major advance.

No.2. Closely related to No.1, the mood is more positive and not just from the supply-side. Marketers, in private conversations and on stage, are talking more positively about TV than they were three years ago. There are television fans at brands who are increasingly imposing their views and that is being made easier for them now TV is presenting a more united front and providing more evidence (thanks in no small measure to the work of Think TV Canada).

No.3. There is increasing potential for some very meaningful collaboration between the broadcast groups, like a Canadian version of OpenAP. The U.S. initiative (OpenAP) brings Fox, Turner, Viacom, NBCU and Univision together and is the embodiment of broadcast industry collaboration. It is a big step on the road to where TV needs to be as an advertising ‘product’. Canadian OpenAP would be a potential game-changer, we think, in the battle with digital, especially if you have this plus a meaningful attempt to unify, simplify and ultimately normalise addressable TV buying.

Find out more about Future TV Advertising Forum Canada here and check out Mediatel’s other FTVA events in LondonSydney and now Manchester.

 

Source: https://www.v-net.tv/2018/09/25/what-we-learnt-at-future-tv-advertising-forum-canada-confidence-in-tv-is-returning/ 

THE FUTURE OF TV IS NOW (OR NEVER) test

From cord cutting, shaving and cord nevers to addressability, dynamic ad insertion and increasingly ad free experiences, the ad environment is more dynamic and complex than ever before. And now—right now—we are at a critical inflection point. This can either signal an industry renaissance marked by more relevant ads (fueled by rich data) or it could be the industry’s death knell.

The more complicated media consumption gets, the more we retreat to comfortable metrics and our marketplace remains the same. In speaking with many peers and sales leaders, by all accounts our recent upfront was nearly entirely transacted on an age/sex currency. We simply cannot continue to create, buy, sell and deliver multi-channel ads using outdated currency and measurement metrics.

At the risk of being overly dramatic, the future of the ad supported video ecosystem lays in the balance. It was a sobering and pervasive theme at this year’s upfront and it has roused top executives throughout the industry to work for crucial change.

Shifting consumption patterns combined with the growth of data and custom audiences have created a perfect storm – one that necessitates a different market approach and changes the paradigm by which we operate. We all find ourselves grappling with the same questions: Why do we not have a true cross-channel currency that works across linear and digital in a similar manner? Why do we continue to commoditize the business, driving efficiency against an outdated metric? Will the industry survive if we continue to operate this way?

Through the years we have seen a number of industry initiatives that have required collaboration across all parts of the ecosystem. I have had the good fortune of being intimately involved with two of these, namely the 4A’s/IAB Terms & Conditions 3.0 and 3MS (Making Measurement Make Sense). These kinds of efforts are time consuming and sometimes frustrating, but ultimately very helpful in keeping the industry relevant and in line with consumer, marketer and agency expectations.

While these initiatives have produced valuable industry standards, they have taken a very long time to bear fruit. As a case in point, the 3MS initiative kicked off in March of 2011 and took nearly three years to produce meaningful output. We no longer have the luxury of time. The pace of change is accelerating and our industry standards aren’t keeping up. We cannot go through another broadcast year upfront with the same approach.

At Magna, we have been following (and predicting) the steady decline of linear television ratings and the rise of streaming consumption. By next year, we will see over 50 percent of adults’ video consumption on demand. Additionally, we predict that in the next 5 years streaming will make up half of the weekly video time for adults (18 to 49). Mobile streaming and OTT video will be the dominant streaming modalities and we are already seeing astronomic growth in these areas.

Without much fanfare, a number of folks from all sides of the industry have been meeting to discuss issues like these. The initiative has been named “The Future of Television” (or FoT for short) and is being facilitated by EY.

It started with a discussion at the end of last year acknowledging the number of well-attended industry gatherings that clearly signaled a desire for change. The need was now to facilitate an ongoing dialogue and establish broad action items. A key part of our process included a discussion around what dystopia would look like (an ad free world with reduced consumer choice, radical consolidation and skyrocketing cost of content creation) and agree on what utopia would be (a new value equation for all parts of the ecosystem, putting an end to the commoditization of the business).

The initiative has now been divided into three work streams: Currency, Data/Measurement and Platforms, each of which is meeting independently as I write this and meeting again just before Q4 as a collective group. We are finally gaining momentum to make meaningful progress across the industry.

We simply cannot continue to utilize the same currency and measurement approaches of the past 50 years. We must work towards a common cross-platform foundation that acknowledges and addresses changes in media consumption and leverages the rich data in the ecosystem. The future of our industry depends on it.

David Cohen is president-North America for Magna Global.

 

Source: https://adage.com/article/media/future-tv/314735/

MARKETING SUPERSTAR MARK RITSON WILL START HIS EUROPEAN TOUR IN PRAGUE test

The Association of Commercial Televisions has been continuing their education activities by organizing their third conference aimed at marketing professionals in the fall. For the first time they will join forces with the Slovakia’s Association of Independent Radio and TV Stations (ANRTS) to give Czech and Slovak marketers the opportunity to hear one of the most outstanding contemporary marketing experts, Australian professor Mark Ritson, live. In addition to him, the conference “Boost Your Media Performance“ will host the head of research at Thinkbox, GB, Nicole Greenfield-Smith, marketer Chris Goldson from the British commercial leader ITV, and other representatives of Czech and Slovak advertisers, who will speak about up-to-date topics within the client panel. Petr Šimůnek will be the host of the conference.

Last year, AKTV began their operations with a conference on the most common myths about television and online advertising with a presentation by Les Binet, British effectivity guru. At the beginning of this year, Australian professor Karen Nelson-Field accepted AKTV’s invitation to came and present the results of her research on effects of advertising via various platforms. The star of the third conference, which will take place on October 1st in Prague, will be university professor and marketing expert Mark Ritson.

Apart from world-recognized expert Mark Ritson, the conference will also host the head of research at the British marketing association Thinkbox Nicole Greenfield-Smith, who will present the results of this year’s research Profit Ability: the business case for advertising. Chris Goldson, Director of Creative Works and Commercial Marketing, from the most watched British commercial TV Group ITV, will share his best practice with the participants of the conference. Together with discussion participants in the client panel, we will discover the focus on Czech and Slovak conditions and needs.

“After enthusiastic reaction to our previous event we decided to expand the concept of our conference to more topics and speakers, invite our Slovak colleagues as co-organizers, and thus give the opportunity to participate to significantly more interested parties. Our goal is to provide Czech and Slovak advertisers with the newest findings directly from leading world experts, who do not usually present in the Czech Republic, without the necessity of travel to London or Paris,” says Jan Vlček, AKTV President.

 ”I’m personally very excited about our first Czech-Slovak conference, in particular about our star speakers, leading marketing experts renown from major conferences abroad. It is a unique opportunity for us, as well as our guests, to get access to the newest findings and trends which will then help us in local business, too,” adds Marcel Grega, ANRTS President.

Media partners of the conference are Hospodářské noviny, industry-focused website Mediaguru.cz, and Slovak marketing and media magazine Stratégie.

For more information please go to www.AKTV.cz/konference.

 

Mark Ritson is a Professor of Marketing at Melbourne Business School and Adjunct Professor of Marketing at Singapore Management University and other world leading business schools. He has a PhD in Marketing from Lancaster University. He is widely acknowledged as one of the world’s best marketing experts. Outside the academic sphere, Mark has worked in brand strategy, market research, segmentation, CRM, and marketing communication. He has worked as an in-house expert for LVMH – the largest luxury group, which includes Louis Vuitton, Dom Perignon, Fendi, Tag Heuer, Dior and Hennessy.

Mark has been writing columns for Marketing Week regularly for 10 years. He has received numerous awards, both for journalism and academic work, including one of the most prestigious prizes in marketing, the Ferber Award, for his doctoral thesis.