Ten Take-aways from the Future TV Advertising Forum

December 8, 2014 - Ten Take-aways from the Future TV Advertising Forum

By Volker Ballueder

I had a great two days at the Future TV Advertising conference in London (Dec 2 & 3), the event was well attended by leading industry figures. Having joined the TV lead part of the media industry about a year ago, and having helped to build the programmatic part in digital marketing the years before, it was interesting to see those two worlds collide over the two days.

I thought I would share my top ten take-aways from the conference:

Brands seem to accept that there is some wastage' in TV, though they also consider that it is not really wastage and calculate their budget to actually prospect beyond their guaranteed audience .

Dynamic Advertising Insertion is now being rolled out and is currently one of the most important tech deployments. Advertisers, content rights holders and operators are very bullish about DAI following numerous cases showing real sales uplift and better CPM.

Broadcasters deliver audiences based on the programmes they produce or buy. Importantly, they are building their own data around their shows. This might not be a revelation but it helps the digital side to understand the importance of audience buys for advertising on TV. Broadcasters are getting ready for programmatic trading.

Dynamic ads insertion or programmatic TV is in its infancy with little scale beyond a few broadcasters like Sky.

Some agencies, including Vizeum, Kantar Media (WPP) and Xaxis are exploring the correlation of offline (TV) and online via TV data, analytics and TV Sync.

Engaging and interactive TV ads are very much happening and broadcasters are devising highly innovative creatives: TF1 showcased some great examples of addressable advertising, integrating real-time data feeds into their messaging.

Programmatic TV seems to be led by the programmatic space not the broadcasters. Although broadcasters are working hard in building data strategies, they are slow in adopting the real time aspect of digital marketing with notable exceptions like ITV or Channel4 in the UK.

There is a wide range of multi-screen second screens technologies now available but it is early days with only a few early movers that can deliver ads cross devices. The whole cross device debate is again driven by the digital side, with the likes of Innovid standing out.

Similar to audience creation on TV, it is critical to deliver engagement and content that leads to audiences engaging with brands (communities) in the offline world . Joiz Groups showed some compelling examples.

Last but not least - one of the main take away is that DATA is key. Whether it is Civolution's second screen signal and TV analytics, or the audience and community data from Joiz. Only with the right data, combined with insights and analytics, can we make the jump from TV lead audiences to online audiences, amplifying both worlds.

What are your thoughts?

LINK:	http://www.civolution.com/2014/ten-take-aways-from-the-future-tv-adver...
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