The conversation that TV is dying, is pretty much dead
On 2 December 2015, more than 500 executives from the media world met in London for the Future TV Advertising Forum. The topic: How will the future of TV advertising look like?
The conference held in the heart of London, and host sponsored by RTL Group, was well attended by executives from international advertisers, media agencies, sales houses, content owners and broadcasters. After a short welcome, the event was opened by a fireside chat with Helen McRae, UK CEO and Chair of Western Europe at Mindshare. Asked about her view on the current state of the business, she said: “The conversation that TV is dying, is pretty much dead. But something has changed; The definition of TV has expanded into video in its totality: nowadays I have to look at data and measurements every single day. We have seen a lot of changes already in 2015 and this will continue”.
During the first session in the morning, Rhys Noelke, Senior Vice President Strategy at RTL Group discussed with Robert Andrews, Media Strategy Consultant; Nikki Mendonça, President EMEA, OMD; Richard Brooke, Media Operations and Strategy Director for Europe, Unilever; and Pippa Glucklich, Co-CEO, Starcom Mediavest Group about the ongoing digitisation of TV and its implications for advertising clients and agencies.
Richard Brooke said: “These are exiting times: there are new opportunities every week coming from digital. But: advertisers need audiences. Let’s not get inflicted by all those opportunities, but come back to reality: TV is a great medium. Quality content is expensive. For advertisers it’s about scale, it’s about reach and about eyeballs. TV does a great job for that”.
Rhys Noelke added: “For us as a broadcaster, technology will be a part of the future. We will continue to create great content and thus create audiences. Nonetheless, this is not about scheduling our content on our TV channels anymore – we also have to be present in other eco-systems such as MCNs and ad tech will enable monetisation here. That’s why we have already invested into the field of programmatic advertising with SpotX and Clypd”.
On the second panel of the day, Henry Rivero, Senior Executive, Digital Technology & Special Projects at RTL Group, discussed about the current state and future of programmatic advertising. He highlighted RTL Group’s recent investments in the field and highlighted that advertising markets differ vastly. As the industry is converging to a more global tech approach, “we have to take into account the size of the markets, different cultures and of course different regulations and of course the costumer perspective from both the buying and the selling side”, he said. “And this is what we did, when we opened offices for SpotX in the Netherlands and Germany”.
Besides insightful presentations and lively debates, the conference was a great networking opportunity for the attendees among which were also executives from RTL Group, Mediengruppe RTL Deutschland, RTL Belgium as well as SpotX and Clypd. The conference can also be followed on Twitter with the hashtag: #ftvads.