The Association of Commercial Television

WORLD TELEVISION DAY CELEBRATES THE DIVERSITY OF TV CONTENT AROUND THE GLOBE test

TV professionals around the world celebrate World Television Day on 21 November to remind us that TV is so much more than linear viewing. As part of the annual United Nations initiative, a 30 second-spot will be broadcast on-air and shared online worldwide.

Diversity of TV content that entertains, informs and inspires.

The topic of the 23rd edition of this global celebration is Diversity. TV offers an unmatched variety of premium films and series, trustworthy news, informative documentaries, entertaining shows and more to viewers around the world – millions of stories, just waiting to be discovered, changing the viewers’ perception of the world. This premium content, available when and where they want on a multitude of TV platforms triggers the curiosity, interest and loyalty of viewers, always in a brand safe environment.

The topic of Diversity is a larger societal topic increasingly featured in TV programmes and advertising campaigns. Through the wide range of content on offer, TV plays a powerful role as a force for good and contributes to a democratic debate in society. The diverse quality content can incite viewers to broaden their mind and look beyond the everyday life through inspirational shows.

“Diversity is a critical component of a positive and vibrant society and should be seen as a richness rather than a threat. Every effort to Leave No One Behind can only contribute to a better world “, asserts Caroline Petit, Deputy Director United Nations Regional Information Centre for Europe (UNRIC).

“TV is truly entrenched in the lives of so many diverse people around the world. With millions of stories at their fingertips, viewers are invited to an endless journey of discovery. This is also the trusted environment advertisers are seeking more than ever. We invite everyone to once again celebrate our medium around the world – now and for many more years to come.” says Katty Roberfroid, Director General, egta.

For more information, please visit www.worldtelevisionday.com.

ABOUT THE GLOBAL TV GROUP

The Global TV Group is an informal grouping of broadcasters’ and sales houses’ trade bodies in Europe, the USA, Canada, Australia and Latin America, whose joint objective is to promote television and remind advertisers, journalists, agencies and industry peers about the effectiveness and popularity of TV.

http://www.theglobaltvgroup.com/

ABOUT EBU

The European Broadcasting Union (EBU) is the world’s foremost alliance of public service media (PSM). Our mission is to make PSM indispensable. We represent 116 media organizations in 56 countries in Europe, the Middle East and Africa; and have an additional 34 Associates in Asia, Africa, Australasia and the Americas. Our Members operate nearly 2,000 television and radio channels alongside numerous online platforms. Together, they reach audiences of more than one billion people around the world, broadcasting in more than 160 languages. We strive to secure a sustainable future for public service media, provide our Members with world-class content from news to sports and music, and build on our founding ethos of solidarity and co-operation to create a centre for learning and sharing.

https://www.ebu.ch/home

ABOUT egta

egta is the association representing television and radio sales houses, either independent from the channel or in-house, that markets the advertising space of both private and public television and radio stations throughout Europe and beyond. egta fulfils different functions for its members in fields of activities as diversified as regulatory issues, audience measurement, sales methods, interactivity, cross-media, technical standards, new media, etc. During its more than 40 years’ existence, egta has become the reference centre for television and radio advertising in Europe. egta counts more than 150 members operating across 42 countries.

http://www.egta.com/

ABOUT ACT

The Association of Commercial Television in Europe (ACT) represents the interests of leading commercial broadcasters in 37 European countries. The ACT member companies finance, produce, promote and distribute content and services benefiting millions of Europeans across all platforms. ACT engages with the EU institutions to achieve a balanced and appropriate regulatory framework which will encourage further investment and growth in our sector.

https://acte.be/

ABOUT UNRIC

The Brussels-based United Nations Regional Information Centre for Europe – UNRIC – provides information on UN activities to 22 countries and is active on social media and websites in 13 languages. It acts as the European communication office of the United Nations and its aim is to engage and inform European citizens about global issues. It also liaises with institutions of the European Union in the field of information. Its outreach activities, joint public information campaigns and events are organized with partners including the EU, governments, the media, NGOs, the creative community, and local authorities.

https://www.unric.org/en/

THE AGE OF SHOPPABLE TV ADS, ON A MASS SCALE, HAS ARRIVED test

Advertisers — and NBC Universal parent Comcast — will no doubt rejoice.

After testing shoppable ads starting back in May, in linear programming including “Today” (Walmart), the French Open (Lacoste), the Tour de France (Zwift) and “Songland” (Roli), NBCU is rolling out the QSR-driven format across its lifestyle and unscripted programming.

The ShoppableTV technology, created with an undisclosed tech company, looks simple because it’s so simple for the viewer to use. But this live capability is a major leap beyond previous TV/ecommerce methods like adding shoppable links in video.

When a QSR code pops up on the screen during what NBCU has dubbed “on-air shoppable moments,” viewers need only point their smartphone cameras at the code. They are then connected via a link to the sponsor’s ecommerce site to make the purchase.

Sometimes the show’s host plugs the “shoppable moment” and explains how to buy the product using the code; in other cases, it’s just an alert on the screen.

NBCU had earlier reported that its “Today” test of the ads (shown above) inspired 50,000 viewers to link to a “Steals and Deals” site featured on the show and generated six figures in sales. Now it’s reporting that, having reached tens of millions of viewers with the shoppable ads, it’s seeing an average conversion rate that is nearly 30% above the general industry ecommerce rate. The ads are also said to be driving 10% growth on social media.

Back in May, Josh Feldman, EVP, head of marketing and advertising creative, declared that NBCU is “moving fully away from GRP selling to providing business outcomes” with ShoppableTV. “By pairing brands with our premium content, owning every stage of the purchase funnel and removing the barriers consumers traditionally encounter between seeing a product and making a purchase, we’re giving marketers a direct sales channel to millions of viewers across the country.”

Indeed, as Feldman pointed out, this is providing advertisers not only with “branded integrations,” but now with a real-time direct-sales method in the context of audience-measured, linear programming that “people have an emotional attachment to” is “a different business model.”

“We will own every point in the purchase funnel,” Feldman added. “We’ve had a ton of research showing TV has a huge impact on the bottom of the funnel. This will allow us to prove that out in real-time.”

It’s no news that advertisers are increasingly demanding attribution and hard, measurable results — and on that score, you certainly can’t beat direct sales.

And viewers?

Obviously, lots of people are addicted to TV shopping channels, lots of national, ecommerce-based brands (not just steak knives) are now finding it cost-effective to use TV ads as part of their marketing mix, and lots of people already opt to respond to ads in YouTube and other platforms’ videos.

Nor are live, shoppable TV ads entirely new.

For example, Hulu, working with Brightline, began offering live shoppable ad units, including dynamic ad insertion during the available two minutes of ad time in cable networks, a couple of years ago. Personalized, location-based overlays enable buying tickets for local movie theaters, or ordering from a restaurant or retailer, through connected TVs, Multichannel News reported in 2017.

But isn’t there potential for alienating at least some viewers by interrupting the traditional mass, linear TV experience with QSR codes and alerts urging them to grab their phones and buy something? Will none of the rabid fans watching “Sunday Night Football” or talk shows find it annoying, if not objectionable, to have this form of advertising added to the load of standard ads in their programs?

Speaking to TechCrunch about the ShoppableTV rollout, Feldman and NBCU VP strategy and operations Collette Winn assured that the ads will be limited to just one brand per program (for now), and argued that the ads actually improve the viewer experience.

“You’re not searching for the item…what you’re seeing is what you’re able to buy,” Winn asserted. “It’s not in your face. It’s brought in really seamlessly.”

As you might already have guessed, given the earlier mention of shoppable ads on Hulu and NBCU’s coming Peacock streaming service — which will have an ad-supported tier, and is rumored to be considering carrying linear channels at some point — the NBCU execs confirmed that they’re already “experimenting” with how shoppable ads might be used on other devices, including connected TVs. On CTV, the ads “might incorporate more interactions with the remote,” notes TechCrunch.

My guess? Shoppable ads in linear will thrill shopaholics; be noticed initially and then accepted, reluctantly, as part of the price of “free” TV by others; and drive some to pay for options (or more options) that allow them to avoid the growing number of ads and ad formats on traditional linear.

But hey — when it comes to even that last category of viewers, pushing more consumers to subscribe to ad-free subscriber-supported streaming services that the company may also own is also a win, right?

Source: https://www.mediapost.com/publications/article/342592/the-age-of-shoppable-tv-ads-on-a-mass-scale-has.html

AN INDEPENDENT ASSOCIATION OF TELEVISION BROADCASTERS WILL BE ESTABLISHED IN 2020 IN SLOVAKIA test

Television and radio broadcasters are planning collaboration on intersecting topics.

There will be a structural change in the Association of Independent Radio and Television Stations (ANRTS) at the beginning of 2020. While television and radio stations are planning to continue collaborating on all relevant media topics, in the future there will be various formal institutions representing both types of media. Commercial television stations decided to establish an independent Association of Television Broadcasters, whose founding members include Markíza-Slovakia, s.r.o., Mac TV, s.r.o. a C.E.N., s.r.o., similar to the Association of Commercial Television (AKTV) in the Czech Republic.

The departure of television broadcast operators from ANRTS occurred by mutual agreement and with the understanding that these media types – television and radio – need to focus on their own development and legislature. Both audiovisual media groups, however, remain in close contact and will support each other in their mutual interests within the scope of media sphere.

The Association of television broadcasters intends to focus upon the legislation of television broadcasting, copyrights, and the formation of a Slovak television market so that these processes are in compliance with European audiovisual legislature. Additionally, it will promote a correct market environment in Slovakia and free economic competition. One of the Association’s key goals remains protection of free speech and free spread of information via television broadcasting. The Association is also planning a close coordination with its Czech partners.

“The Association of Television Broadcasters has a lot of work ahead, but also visions which will guide us to a future meaningful development of television broadcasting. Today nobody doubts that television as a medium is changing and provides many options to choose from. To be able to do that it needs not only energy and investments but, most of all, good legislature and a transparent space to implement its plans,” said Marcel Grega, JOJ Group’s CEO and President of ANRTS.

“Private radio will continue in protecting its interests via the existing Association and we are ready to continue mutual constructive collaboration in the areas that connect us and in which we see mutual interest,” said Ivan Antala, CEO of Radio Express and Vice-President of ANRTS’s Radio section.

Source: http://www.anrts.sk/wp/?p=1181

MEDIA INDUSTRY LAUNCHES TV CHARTER FOR “RESPONSIBLE AND TRANSPARENT” AD MEASUREMENT test

The association of TV and radio sales houses egta has launched a “progressive TV Charter on television companies’ commitment towards the responsible and transparent measurement of advertising in the TV/video ecosystem.”

Launched with support by The Global TV Group, the charter has been signed by most of egta’s 155 member sales houses in over 42 countries, along with trade bodies such as Screenforce, Thinkboc, ThinkTV and the VAB.

As revealed to Digital TV Europe by an egta spokesperson, senior executives at egta member companies who have endorsed the charter include: Jan Isenbart, chief research officer at ARD Werbung AS&S; Jamie West, deputy managing director at Sky Media UK and group director of advanced advertising at Sky; Stéphane Coruble, managing director at RTL AdConnect (RTL Group); Colleen Fahey Rush, EVP, chief research officer, Viacom Media Networks; Jean Mongeau, general manager and chief revenue officer Media Solutions at CBC/ Radio-Canada; Guido Modenbach, managing director market intelligence at SevenOne Media; and Kavita Vazirani, EVP, insights and measurement at NBCUniversal.

A release from egta says that the charter “aims to raise the bar with regards to measurability, transparency of data and accountability and defines first-time measurement standards for the entire TV industry,” adding that it serves to remind advertisers that they must meet the brand safety demands as outlined in the Global Media Charter, published by the World Federation of Advertisers in 2018.

Malin Häger, President of egta and sales manager and chief commercial officer at TV4 Sales said: “In a fast-evolving media landscape characterised by changing viewing behaviour across screens and platforms, audience measurement too must evolve. As a growing amount of companies develop proprietary solutions in an attempt to solve part of the equation, it seems increasingly clear that the adoption of common industry guidelines is a much better option and that setting standards for viewability, transparency, accountability and data comparability is imperative to creating a level playing field.”

Jamie West, deputy managing director at Sky Media UK and group director of advanced advertising at Sky said: “To compete in this era of transformation and increasing digital competition, TV must evolve and adapt to the challenges of a multiscreen and cross-platform environment and in doing so, set the bar high when it comes to the measurability, transparency and accountability that marketers demand and deserve. If TV – with the premium content and brand-safe environment it provides – is to continue to deserve the recognition and loyalty of advertisers and marketers, it is vital that all players across Europe and across the globe adopt common principles. I support this TV Charter as it establishes simple standards that allow for comparability on a global level and creates a foundation for our industry to move forward together.”

Source: https://www.digitaltveurope.com/2019/10/21/industry-launches-tv-charter-for-responsible-and-transparent-ad-measurement/

PARADOX: STREAMING WARS WILL BE GREAT FOR TV ADVERTISERS test

We’re in the midst of the streaming wars, as Netflix, Amazon Prime, Hulu and a host of smaller players like Tubi, Fubo and CBS All Access fight to win new streaming video subscribers.

The battle is escalating, with new entrants from Disney (Disney+), AT&T’s WarnerMedia (HBOMax), Apple (TV+) and Comcast/NBCUniversal (Peacock).

All of them want lots of sign-ups, and they want them fast. Their products are coming to market priced to sell, aiming to separate viewers from their legacy pay TV packages. Collectively, these companies are spending tens of billions of dollars a year on original shows and movies.

If they are successful, it would be bad for the television industry, right? And for TV advertising in particular, since less viewership means fewer eyeballs to sell?

Paradoxically, I don’t think it will be bad at all. In fact, it’s quite likely the streaming wars will end up benefiting the TV ad business. Here’s why:

Little or no ad load from new streaming subs. Netflix, Prime and a chunk of Hulu don’t have ads. Neither will Disney+, HBOMax and Apple’s streaming products. Since lack of ads will be a real selling point in all of these services, we’re not likely to see ad loads in these services any time soon. 

Taking viewers out of TV and moving them into ad-free streaming services means the legacy TV ad load only becomes more important and valuable because it is still the only way to reach remaining viewers at any kind of scale.

Much of America can’t access streaming services. It’s critical for folks to understand that 35% of America don’t have fixed broadband at home (according to Pew Research) and 20% of those who do have suboptimal speeds for watching HD programming (Microsoft).

Unlimited content, fixed wallets. Streaming services are a luxury. The number of folks who have the discretionary income to buy them isn’t unlimited. 40 million Americans participated in the food stamps program last year.
Over-the-air TV is free to all. Low-cost bundles from cable or satellite are in many lower-income homes, where people watch lots of ad-supported TV. While those folks don’t buy as much as wealthier populations, they do spend a lot on food, cars, phones, insurance, gasoline, etc.

95% of the premium video ad load is on linear TV, 5% on OTT. When you look at where viewers watch premium video advertising, linear TV represents the vast majority of impressions. First, because it reaches so many people: 300 million in the US, for an average of four hours per day.Second, because linear TV shows so many ads — 16-18 minutes of ads per hour — while OTT services show either none, or little: typically two to six minutes per hour.

Since the bulk of the services coming out don’t have much ad support, OTT streaming services won’t add much relative ad load to replace what iinear TV will lose due to audience erosion.

In the world of TV, less means more. As everyone in  TV advertising — or in the world of any other scarce, valuable, supply-constrained commodities — knows, less of it means higher prices for what is there.

As we have seen over the past few years, declining ratings for top TV shows have been offset by higher prices on a cost-per-thousand basis for spots on those shows. That’s  how the market operates.

Thus, linear TV viewership losses to streaming services that aren’t accompanied by comparable ad load growth by those services means TV ad dollars will largely stay on TV, and will be priced higher. A bit paradoxical, for sure — but the likely reality, just as sure.

Best place to find people who like to watch TV is on TV. Finally, TV advertising will benefit because billions of dollars will be spent by streaming services to find people to subscribe to their services. No media channel is better for that than TV. They will get most of those billions. Simple as that.

So, will the streaming wars be good for TV advertising? What do you think?

Source: https://themediaonline.co.za/2019/10/paradox-streaming-wars-will-be-great-for-tv-advertisers/

DON’T CHANGE THE CHANNEL: TV IN ALL ITS FORMS IS KEY TO REACHING YOUR AUDIENCE test

Media buying has traditionally been about blending ingredients together for the perfect marketing mix. But with so many new channels and such fragmented audiences, this age-old recipe is rapidly becoming more difficult to follow. So, what’s to be done?

 The age of total video

TV is complicated these days. In just one household, a family could be watching live TV, streaming, watching downloads and checking out highlights online – all at the same time. They might be using a second screen to chat with friends, play games or send emails too. And of course, this might all be happening on different devices, inside the house and on the go.

TV is evolving with the times and people are watching in myriad ways. It’s digital, it’s on every device – and it’s not held back by a schedule. The rise in online and on-demand video has been stratospheric across Europe: a 2019 report from the European Commission shows four in 10 have a TV and/or film subscription. In Germany, Austria, and Switzerland, revenues from Pay TV and paid VOD (video on demand) rose by 14% to around €4bn in 2018. This is forecast to grow another 13% this year to €4.5bn. Meanwhile, 42% of Internet users in France watch online video content every day, with this rising to 53% in Spain.

This is the age of total video.

Young people love ‘TV’

The reality is that TV is evolving and should be seen as total video. The lines are blurring when you define what it is, from traditional linear broadcast TV, live streaming or VoD. It doesn’t matter what you call it, TV can now be any kind of video content.

The European Commission’s report finds that an enormous 86% of Internet users aged 15–24 say they have streamed or downloaded film and TV content in the last year, alongside 72% of those aged 25–39. As these young people grow up, marketers will need to focus on them as they become the key demographic with purchasing power.

In the UK, OTT services like Netflix, Amazon Prime Video and Now TV are increasingly popular, with the new Disney+ slated to be available from November 2019, which will only add to the competitiveness (and the revenues) of this marketplace. There is a clear shift from viewing video content on actual TV sets to watching it on multiple platforms and devices.

We consumers live in the golden age of television. But for marketers, it can be overwhelming. An increasingly fragmented video landscape and novel watching behaviours across devices are prompting marketers to endlessly (and exhaustingly) question and reevaluate their media spend.

Europe leads the way on innovation

The main thing to remember, however, is that it’s a golden age of video for marketers, too.

Of course, with cross-device viewing behaviours, video campaigns must be cross-device too. This requires meticulous planning and a profound understanding of viewing behaviours. But there has never been more insight into viewing patterns which can be used to plan and design campaigns, from the creatives to the messaging. With algorithms to tailor content for consumers, marketers also get a look in at individual preferences and can use this to personalise and deliver the best brand experiences they can.

The market is still adapting to this new total video cross-device reality. Measurement is moving forward in order to cater for all four screens (TV, desktop, smartphone, tablet), but we are still far from having an ideal unified currency to measure all formats.

A simple solution to a multifaceted problem

To solve the headache of cross-device campaigns, marketers should have one unique source to plan, buy and optimise campaigns across all channels, allowing them to deliver what consumers want in a more effective and simple manner. That way, businesses are uniquely positioned to benefit from the era of total video, from new ways of buying and selling video inventory internationally, and from new TV formats which allow them to truly connect with consumers and compete with tech giants. That means less time planning and buying across markets, less spend on creating a different campaign for each market, and therefore more time and money for optimising and tailoring campaigns.

This is what EBX (European Broadcaster Exchange) is doing: addressing the demand for quality online video campaigns at scale, by providing an automated and data-driven way to plan, buy and sell inventory across Europe. It is the biggest European broadcaster exchange, the result of a joint venture founded by Mediaset (Italy and Spain), ProSiebenSat.1 Media (Germany), TF1 Group (France) and Channel 4 (United Kingdom), which together are working to simplify the world of premium video.

TV is increasingly cross-border with new ways of watching appearing every day – each of which represents a new way for brands to connect with new customers. But the digitisation and fragmentation of the media landscape doesn’t have to be a headache. Marketers just need a new recipe book to ensure they are getting the most out of the golden age of TV, just like their customers are. The key ingredients are an understanding of the shifts in consumer trends and all-purpose tools to reach target audiences segments effectively, no matter when, where or how they are getting their telly.

Source: https://www.v-net.tv/2019/10/04/dont-change-the-channel-tv-in-all-its-forms-is-key-to-reaching-your-audience-2/

NETWORKS, TV STATIONS EYE NEW WAYS TO MEASURE ALL THE VIEWERS OF THEIR CONTENT test

Television executives have long maintained that every viewer counts. Never have they taken such a flurry of steps to make sure they can count every viewer.

With audiences becoming consumers of video that streams from a panoply of screens, maneuvers to measure them are becoming commonplace. In recent weeks, local TV stations have declared they intend to stop using traditional ratings to account for viewership of their programming, vowing instead to rely on total viewer impressions, which count all ways a show is consumed, linear or otherwise. Indeed, both NBCUniversal and Hearst have announced that their stations have already made the change, with other groups intending to follow suit between now and 2020. Meanwhile, national TV expects to introduce “out-of-home” audiences —
people who watch TV in bars, offices, hotels and the like — into ratings next season.

“Some of our views are here, and some are over here, and some are here,” says Frank Comerford, chief revenue officer and president
of commercial operations for NBCU’s owned- and-operated TV stations, referring to the different ways audiences can watch programs. “For us to really reflect that accurately, we need to count all of those different things.”

Simply put, the systems in place to calibrate couch-potato activity no longer meet the demands of the marketplace, says Jonathan Steuer, chief research officer of Omnicom Media Group, one of the largest buyers of advertising time. “We are piloting interplanetary travel with a tachometer and a speedometer and a steering wheel that only moves 30 degrees in either direction, which isn’t really helpful,” he says.

Television viewership for decades has been determined by Nielsen, which can tell advertisers how many people are watching linearly, and then break that large mass into smaller chunks based on age, gender and other qualifying attributes. In an era when video audiences are migrating to new kinds of consumption of everything from segments on CNN to “This Is Us,” however, the group of people who crowd in front of a big living-room screen has started to dwindle, and the digital sessions sprouting in their place are more difficult to track. That’s prompting networks, stations, media buyers and technology firms to ramp up efforts to provide new kinds of counting metrics.

TV has long offered Madison Avenue the biggest audiences possible — and it still does. Fox, which will broadcast Super Bowl LIV in February, is seeking $5.5 million for a package of inventory tied to the game, a gargantuan price tag. But there’s a growing sense that smaller pockets of viewers can have value as well, if media outlets can carve them out properly.

In these days of multiple screens, some local TV programs don’t generate the audience size that would guarantee a ratings point. And yet, as advertisers use “programmatic” technology and brews of data to find clusters of first-time car buyers, likely moviegoers and expectant mothers, size may matter less — as long as advertisers can put their commercials in front of clusters of viewers more likely to be interested in their pitch.

As for counting out-of-home viewership, the added injection may not pump national ratings back to previous heights, but TV executives expect it to augment daytime and sports programming significantly. Already, Nielsen has estimated that sports programs get approximately 11% of their total audience on average from out-of-home viewing, while 7% of the audiences for news comes from out-of-home venues.

Advertisers will no doubt push back. Is someone who’s watching a TV show in a doctor’s office or perusing the news with the sound off in a restaurant as valuable as someone watching the same program in more traditional fashion? In some cases, TV networks in this year’s upfront market offered more favorable pricing terms to agencies that accepted some out-of-home measures.

To be sure, changes won’t happen with a snap of the fingers. Aside from financial haggling, there are also matters of logistics. Many advertisers — and media buyers — need to rework systems designed to facilitate ad purchases. “The tools have to be built. You have to find money and motivation and software providers to help make that change,” says Omnicom’s Steuer. “You need a couple of dominoes to fall, and you need everybody to say they want it, and then there’s a time lag between when you say you wanted it and when it’s done at your company.” 

Source: https://variety.com/2019/biz/news/networks-tv-stations-count-viewers-1203349757/

TV IS NOT BROKEN, THE MEASUREMENT OF THE MEDIUM IS, SAYS ASTRO CEO HENRY TAN test

The proliferation of digital has led to shrinking budgets in the traditional space such as TV. According to Zenith’s Advertising Expenditure Forecasts, traditional TV ad revenues to shrink annually from 2019 to 2021, falling from US$184 billion to US$180 billion in 2021. Interestingly however, while everyone is turning towards digital, four companies – Facebook, Amazon, Netflix and Google – also known as FANG on Wall Street, increased their spending by 70% to US$1.6 billion last year in the US.

Astro’s CEO Henry Tan said during the Malaysian Media Awards and Conference organised by the Media Specialists Association titled “Game Changers”, that the issue of the shift in budgets does not lie with TV itself but the way the medium is being measured. According to Tan, “old, archaic methods” are still being used to measure TV. On the other hand, digital allows companies to obtain live data, enabling them to know who exactly is being engaged. He explained:

“Digital advertising has far more information, is far more fact-based and sounds more intelligent and accountable. Therefore, it is thought of as being more effective.”

However, according to him, every piece of research including the FANGs’ behaviour, says that TV is still the most persuasive medium of all ad behaviours.

Despite the rise of digital, the popularity of TV has not declined. Instead, Tan said digital “has accelerated and promoted TV’s popularity”. What has changed, however, is that consumers no longer watch TV in a linear manner but instead, are watching it online or on the go on their mobile phones and tablets, for example.

“Again, the measurement tools available in our industry today do not account for all of that. While the progress of technology has offered consumers the flexibility of watching TV when and where they want, the measurement has not caught up,” Tan said. He added that when companies try to please consumers and offer them more flexibility, they end up being “penalised by the research”.

For example, if a consumer watches TV on demand on their mobile phones instead of linear TV, such behaviour is not included in industry research. This is the same case for radio, with consumers listening to radio on the go not being tracked in research studies, Tan explained.

As such, he urged companies to analyse what exactly they are buying into – whether it is effectiveness or measurement of TV. He added that if the measurement is flawed, industry players should collaborate to change it as a whole as there is no need to change the medium if it is effective and persuasive.

Tan also pointed out the issue of media research being siloed into TV, radio and digital, using different measurements and currency. “This is absolutely ridiculous. It’s the same consumer but research is done in silos. It’s as if the people listening to radio are different from the ones watching TV. If they are the same consumer base, why is the research carried out differently?” Tan said.

Besides siloed media research, another piece of information that is absent in today’s industry is the cross media consumption pattern, Tan said. He explained that companies are unable to find out the behaviour of consumers across the different types of media they consume.

To be true game changers, Tan said the industry needs to work together collectively and come up with a standard measurement for all mediums. According to him, such a move would be “revolutionary” because everyone is talking about it but nobody is moving this agenda forward. Tan added that a standard measurement will also offer clarity and transparency. He also explained that “not everything new is good and not everything old is bad”. Tan added:

“Be smart. Get the best of both worlds, don’t follow blindly but instead think about things. The most important thing is that the industry must work together to change the game.”

Are Malaysian brands ready for addressable TV?

Addressable TV is one area that allows brands to deliver targeted advertising on TVs based on the household content consumption. It has the ability to show targeted ads to different households and reach more specific audiences with better creative flexibility.

While it be an interesting way of offering personalised advertisements to consumers, Tan said addressable advertising matters to certain brands not all. He explained that for companies selling basic common denominators such as shampoo, for example, addressable TV would not make sense since they are trying to reach the masses. On the other hand, addressable advertising would make sense for companies in the luxury sectors. He added:

“This is what I mean about being smart. Addressable TV is great but if you are a brand that’s supposed to be marketing to the masses, why bother subcategorising?”

“There is a rule in place for different solutions. You cannot take one solution and apply it across the board, that would be wrong. So companies have to think about what is relevant to their brands and services,” Tan explained.

Separately, the local entertainment scene has come a long way, he added. Tan recounted the time when Malaysian movies in particular were “struggling” to maintain box office sales. According to him, it used to be big news when a movie amassed RM4 million in box office. Also, in 2017, local movies only contributed 5% of the total box office nationwide, Tan said.

However, things changed in 2018 when three to four Malaysian movies crossed the RM30 million box office mark, which is “something we have never seen before in history”, Tan said. He added that the contribution of local movies to nationwide box office increased to 15% within a year. “This tells you that there is an interest in local entertainment. That’s really exciting to me because all of us are working hard together to champion and promote Malaysian content,” he added.

Source: https://www.marketing-interactive.com/tv-is-not-broken-the-measurement-of-the-medium-is-says-astro-ceo-henry-tan/

ONLINE VIDEO 2019: MEN PREFER FILMS, WOMEN TV SHOWS test

When it comes to online video offerings Czech Internet population prefers to watch films and TV shows. Trends in video content consumption, however, vary by age group. “The Internet Video 2019” study conducted by Nielsen Admosphere offers a detailed view of TV through the eyes of the often ignored group of respondents aged 37–51. TV viewers of this age category rarely watch TV shows in a foreign language and prefer comedies.

“The Online Video 2019” included 1,308 participants from a population of active Internet users, aged 15+.

In general, currently the most frequently watched types of Internet video content are films, TV shows and music videos. The specific ranking, however, differs for various socio-demographic groups. For example, men prefer to watch films (at least several times per week), then comedic videos, followed by music and news. Women prefer by far TV shows, then films and, finally, music videos. The 37+ group particularly loves to watch films; younger viewers watch mostly music videos and TV shows.

The most watched types of online video content

At least several times per week

Base: Those, who watch online video, N=1277

Films, TV shows, Music clips, News, Funny videos

An independent piece of the “The Online Video 2019” study is a survey of the relation between TV shows and respondents aged 37–51, the so-called Husak’s children. Eighty-nine percent of such respondents, who watch video content of all types on the Internet at least sometimes, indicated that they watch TV shows when doing so.

But TV show viewers of this age category don’t have a particular way of watching content. “A little bit against the expectation, a relatively frequent way of watching TV shows with the so-called Husak’s children is binge-watching. This is preferred by 47% of them,” according to Lucie Vlčková, Senior Research Manager, of Nielsen Admosphere. The remaining 53% prefer to watch individual episodes – thus (among other things) in a way television broadcasting offers it.

The so-called Husak’s children prefer the genre of comedy TV shows (according to 72% of viewers), then crime TV shows (61%) and then adventure (47%).

The most popular are TV shows in the Czech or Slovak language – either Czech or Czech/Slovak dubbing production (90%). Only 6% prefer to watch TV shows with Czech subtitles, 2% with English subtitles, and 2% in English without subtitles.

What is your preferred way of watching TV shows?

Base: Respondents ages 37-51 who watch TV shows, N=459.

In Czech, Slovak (even dubbed)

With Czech subtitles

With English subtitles

In English with subtitles

Other

Source: https://www.nielsen-admosphere.cz/press/video-na-internetu-2019-muzi-nejvice-sleduji-filmy-zeny-zase-serialy/

WILL D2C BRANDS CHANGE HOW TV ADS ARE BOUGHT, SOLD, MEASURED? test

The emergence of digital-first, direct-to-consumer brands as a significant, growing pool of new TV advertisers was a big theme this past spring during the upfront. I believe that D2C brands will become such an important part of the TV ad industry over the next few years that they will end up reshaping in their own image much of how TV advertising operates.

Why do I believe this? One, because television generally, and TV advertising specifically, are in critical phases of transformation. Two, because digital technology and approaches are transforming every part of the industry. Three, because generational change in key leadership roles on both the buy and sell side are accelerating that change. Four, because TV companies themselves are all transforming to become direct to consumer.

And five, most importantly, because nothing reduces resistance to change like money. D2C brands represent not only a significant pool of new ad dollars for television — but these brands and ecommerce are quite likely to represent the dominant spend on TV within five years.

What might the D2C-reshaped world of TV advertising look like? Here are some of my thoughts:

More focus on audience. Most D2C brands launched in a digital ad world that focused on audiences first and content second. While they certainly also value the importance of context and positioning, it is critical for them to find their audiences wherever and whenever they are on TV. 

As former P&G executive and fellow columnist Ted McConnell famously says, ”brands don’t have remnant customers — so why should they view any audiences at any time as ‘remnant?’”

More focus on automation. D2C brands are expert in customer analytics, and they want to leverage data from their analytic systems across all of their media buys. That means buying units and time more precisely. That means buying across many properties. That means making and changing buys at the last moment. Faxes, phone calls and handshakes won’t be enough for them. Real automation in the TV ad “demand fulfillment” will become table stakes for TV companies.

More focus on scatter. D2C companies operate much more dynamically than legacy brands with their long, slow supply chains and complicated networks of distributors and retailers. D2C companies need more nimbleness, and most will be happy to embrace the flexibility of scatter over discounts in the upfront.

Less pomp and more performance. Folks who allocate D2C advertising budgets are under much more scrutiny for ROI on a daily basis than most of their legacy brand counterparts, so I suspect that we’re going to see less focus on the “pomp” that the TV industry showers on legacy marketers and media folks, and more focus on performance. In other words, there will be less focus on hosting celebrations of splendor honoring TV ad buyers on a weekly basis and more focus on discussing and improving the CAC (customer acquisition cost) of TV ad campaign spots relative to search, social and cost-per-click ads.

What do you think? Will D2C brands reshape the TV ad world in their own image?

Source: https://www.mediapost.com/publications/article/339074/will-d2c-brands-change-how-tv-ads-are-bought-sold.html

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