Broadcast Turns Up the Heat for Online Advertising Monies
13/11/2014
There has been considerable buzz about the rise of digital video advertising, a widespread perception that people no longer watch TV and that advertisers will follow the eyeballs online where targeting is apparently so much easier, Jill Hind, COO, Enders Analysis told IBC. We believe that TV will remain the dominant way to view video for many years to come.
Figures from GroupM show that TV revenue is growing in real terms although the year on year increases are slowing. TV spot ads will actually rise 5% in 2015 in contrast to online video advertisments which will rocket 50% in 2015, but from a significantly smaller base.
Enders research reveals a marked decline from 2010 in TV viewing, with decline driven by younger age groups, but predicts that linear TV will still be at 77 % (from todays 98%) in 2020. Another 8% of that total will be from catch-up watching the main TV and Enders also suggests that viewing of video on smartphones and tablets will be dominated by content from the main broadcasters.
Jamie West, Director, Sky AdSmart & Commercial Development, argues that the TV advertising market needs to be shaken up. We can compete on a level footing with digital media that claims to be the only market that can offer addressability, targeting, reporting and understanding return on investment.
TV trading across the world operates just as it did in the days of Mad Men, he suggested. It trades in the UK against a dozen regularly used target audiences. Sky Adsmart turns that on its head.
Sky Adsmart is the payTV broadcasters addressable advertising service.
Adsmart is all about moving the conversation from competing with TV to competing with the full media mix, he explains. TV advertising in the UK is worth £4.3bn he said but Adsmart competes in a £8.3bn market.
This is because the technology which has taken 5 years and £100m investment is able to access new revenue opportunities from online retailers, insurance and banking as well as local businesses like car dealers, estate agencies and regional theatre tours.
Sky is currently ramping up its ability to target advertisements across multiple platforms and this month it is taking a further step by allowing advertisers to deliver advertisements to Sky homes based on the first two letters of their postcode - much more precise than a national or even a regional buy.
This means we compete on a level footing with regional and local media, he stated.
Rikard Steiber, EVP and Chief Digital Officer at Swedens Modern Times Group is also optimistic about attracting new revenue to TV.
We recognise that there is another pile of money from brands who dont advertise on TV, he says. This is an opportunity for broadcasters to offer a chance for those advertisers to connect to their audience through our media.
Programmatic buying the automated trading of video inventory is gaining ground quickly. With programmatic, the brand doesnt talk to media sales people any more. It is like a trade index for stock. There will be a number of new currencies to buy. Broadcasters should be helping advertisers to do realtime bidding, programmatic buys and providing the metrics they need to measure the effectiveness of their advertising.
Doubts are being thrown on the validity of online data. The share price of AIM, listed online advertising company Blinx, fell dramatically in February year when allegations were made in a blog about irregularities inflating Blinx advertisements viewing figures. Although the allegations were proved themselves to be grossly inflated, if not outright false, Blinx attributed a stock warning in July to more general industry-wide issues of efficiency and effectiveness compounded by the accusations.
Hind identified concerns about the quality of digital inventory and the transparency of online ad campaigns as blocks to the growth of online video advertising.
Online has huge a challenge to reach its true potential, she says. There is a knowledge gap where marketers and advertising agencies often dont seem to understand the full potential of online advertising and programmatic buying.
Another challenge is the lack of a shared audience measurement system which enables a shared trading currency.
As viewing and money moves away from the TV set it is incredibly important that both broadcasters and advertisers get to understand their overall audience and how effective their campaigns are, she says. Project Dovetail from UK ratings agency Barb, will be a significant boost to the UK online sector when it is finalised in two years' time. she said.
Will online be fighting TV for every last penny of the ad budgets? They fulfil different functions now and probably always will, she said. TV is about bringing mass audiences and widening the field of opportunity for brands. Online is very different. It reaches audiences at the right moment, it builds relationships and gets them to act.
Steiber concludes: There is an opportunity for broadcasters to bag new money. But the proposition must be about combining TV with the digital to offer advertisers the power they need.
Follow the conversation on IBC VOD: New Advertising, New Money where is the pot of gold at the end of the new-TV rainbow?
Following the Viewer: Audience tracking and measurement in the digital era
LINK: | http://www.ibc.org/page.cfm/action=library/libID=2/libEntryID=259/list... |
See more stories from ibc |
Most recent headlines
04/08/2024
Dalet Appoints Santiago Solanas as CEO to Lead Next Era of Growth and Innovation
Dalet, a leading technology and service provider for media-rich organizations, is excited to announce Santiago Solanas as its new Chief Executive Officer (CEO)....
03/06/2024
Dalet and Veritone Reach Agreement to Distribute, Transact and Monetize Media Archives
Dalet, a leading technology and service provider for media-rich organizations, a...
28/04/2024
Mediahaus delivers the first SRT live-streaming sports production over 5G with URSA Broadcast G2
Mediahaus delivers the first SRT live-streaming sports production over 5G with U...
27/04/2024
L3Harris Chair and CEO Christopher E. Kubasik Discusses 1Q24 On CNBC's "Closing Bell: Overtime"
On April 26, L3Harris Chair and CEO Christopher E. Kubasik joined CNBC's Mor...
27/04/2024
Audinate Adds Major New Features to Dante Connect
PORTLAND, Oregon Audinate Group Limited, the developer of the Dante AV-over-IP solution, announced significant new additions to Dante Connect, its cloud-based D...
27/04/2024
Bell Media Launches New Portfolio of FAST Channels
TORONTO Bell Media has launched 10 English and French-language FAST channels featuring entertainment, factual, news, and sports programming. The new free stream...
27/04/2024
Study: Broadcast TV Evening News Avoids Serious Economic Issues
An extensive new analysis of the news segments in the broadcast evening news programs of ABC, CBS, NBC and PBS has found that broadcasters devoted most of their...
27/04/2024
Hughes Opens Manufacturing Facility and Private 5G Incubation Center in Maryland
GERMANTOWN, Md. EchoStar's Hughes Network Systems has opened a new manufacturing facility and private 5G incubation center in Germantown, Maryland....
27/04/2024
Broadcasting Legend Harry Pappas Dead At 78
Harry Pappas, one of three brothers who founded Pappas Telecasting Companies in 1971, died April 24. He was 78 years old....
27/04/2024
Televisa Selects Synamedia For Broadcast Distribution Overhaul
ATLANTA and LONDON Mexican telecommunications and broadcast company Televisa has selected Synamedia for an overhaul of its broadcast distribution....
27/04/2024
Participate in the Survey - The Impact of AI on Media and the Creative Industry
Participate in the Survey - The Impact of AI on Media and the Creative Industry Pascal Wagner April 26, 2024 0 Comments By participating in this surve...
27/04/2024
SDVI Rally Access Workstation Earns Two Top Awards at 2024 NAB Show
SDVI Rally Access Workstation Earns Two Top Awards at 2024 NAB Show Brie Clayton April 26, 2024 0 Comments SDVI, the leading platform provider for clo...
27/04/2024
Berklee's Music and Health Institute Launches Community Health Musician Certificate
Berklee's Music and Health Institute Launches Community Health Musician Cert...
27/04/2024
Charter Reports Higher Q1 Profits Despite Broadband, Video Losses
Charter Communications reported higher first-quarter profits despite continued cord-cutting and competition for broadband customers....
27/04/2024
Environmental Groups Aim To Make Unscripted TV More Sustainable
Two environmentally-focused groups are partnering to engage the unscripted TV world in finding better ways to address climate change. Reality of Change is an ec...
27/04/2024
Sarah Garcia Named Weekend Anchor at Telemundo 40 in Texas
Sarah Garcia has been promoted to weekend anchor at KTLM McAllen, Texas, known as Telemundo 40. Starting April 27, she will anchor Noticias Telemundo 40 weekend...
27/04/2024
CBS Sports Kicks Off FAST Channel for UEFA Champions League on Pluto TV
CBS Sports said it launched a new 24-hour free, ad supported streaming television (FAST) channel devoted to the UEFA Champions League....
27/04/2024
Brian Roberts's Pay Rose To $35 Million at Comcast
Comcast chairman and CEO Brian Roberts received $35.4 million in compensation in 2023, up 11% from the previous year, according to a proxy statement filed by th...
27/04/2024
John Lithgow Goes Back to School in Art Happens Here'
Art Happens Here With John Lithgow, which sees the actor study dance, ceramics, silk-screen printing and vocal jazz with students in Los Angeles, debuts on PBS ...
27/04/2024
FETV Wants Upfront Buyers Seeking Cable Viewers To Join Its Family
Remember Leave It to Beaver? Bewitched? Dragnet? When cable ratings were rising?...
27/04/2024
Catchy Comedy Features Gomer Pyle, USMC' Weekend Marathon
Next up for the weekend binge at Catchy Comedy is Gomer Pyle, U.S.M.C. Every weekend, Catchy Comedy features The Catchy Binge, a marathon of a classic sitcom....
26/04/2024
Sundance Film Festival CDMX 2024 kicks off today at Cinpolis
Sundance Film Festival CDMX 2024 kicks-off today with screenings in 5 theaters in Mexico City and the opening-night film, FRIDA, directed by Carla Guti rrez...
26/04/2024
Interview: Lourdes Portillo, Director of Las madres de la Plaza de Mayo, La Ofrenda
[Editor's Note: This interview is part of a larger feature about the women d...
26/04/2024
Career insights instead of everyday school life
Once again this year, SGL Carbon opened its doors to interested children and young people. On the occasion of the German Girls and Boys Day, which took place on...
26/04/2024
L3Harris Technologies Reports Strong First Quarter 2024 Results, Increases 2024 Profitability Guidance
Orders1 of $5.5 billion; book-to-bill of 1.06x Revenue of $5.2 billion, up 17%,...
26/04/2024
What Makes A Network Resilient?
Five Considerations For Communications Modernization In The 21st Century In the digital-enabled battlespace, the Joint Force needs to shoot, move and communica...
26/04/2024
CBS Sports Launches New Free Streaming Channel
CBS Sports has launched Champions League as a new, 24-hour streaming channel that will serve as the year-round destination for nonstop highlights of the UEFA ...
26/04/2024
Roku Streaming Homes Hit 81.6M
Despite tough competition in the streaming space, Roku reported solid results in Q1 2024, beating revenue expectations, with total net revenue up 19% YoY to $88...
26/04/2024
Sarah Farrell Named General Manager Of Pinewood Toronto Studios
LONDON AND TORONTO Pinewood Toronto Studios has appointed Sarah Farrell as general manager of the Studios in downtown Toronto....
26/04/2024
Quantum to Offer Advanced Filesharing Technology and Performance in StorNext and Myriad Solutions
Quantum to Offer Advanced Filesharing Technology and Performance in StorNext and...
26/04/2024
FilmLight Colour Awards welcomes 2024 entries and introduces new Emerging Talent' award
FilmLight Colour Awards welcomes 2024 entries and introduces new Emerging Talen...
26/04/2024
Picture Shop Announces Chris Evans as Head of Unscripted
Picture Shop Announces Chris Evans as Head of Unscripted Brie Clayton April 26, 2024 0 Comments Picture Shop announced Chris Evans will lead Unscripte...
26/04/2024
Participate in a Survey - The Impact of AI on Media and the Creative Industry
Participate in a Survey - The Impact of AI on Media and the Creative Industry Pascal Wagner April 26, 2024 0 Comments By participating in this survey,...
26/04/2024
Hi Barbie! Mattel Launching First FAST Channels on Samsung TV Plus
Toy maker Mattel said it is working with Samsung to launch its first free ad-supported streaming television (FAST) channels later this year....
26/04/2024
Marty Moe Named President Of Trusted Media Brands
Trusted Media Brands (TMB) said it named Marty Moe as president....
26/04/2024
Ron Howard Directs Jim Henson Documentary for Disney Plus
Ron Howard is the director on Jim Henson Idea Man, a documentary that premieres on Disney Plus May 31. Henson of course created Kermit the Frog, Miss Piggy, Big...
26/04/2024
Kraken Skate Away From RSN Root Sports for Deals With Tegna, Amazon
The ice continues to melt under the regional sports network business as the Seattle Kraken of the National Hockey League have made a long-term deal to broadcast...
26/04/2024
Warner Bros. Discovery Launches Olli First-Party Data Platform
Heading into the upfronts, Warner Bros. Discovery said it launched Olli, a first-party data platform advertiser can use for converged, targeted advertising camp...
26/04/2024
The Equalizer' Gets Season 5 on CBS
CBS has renewed the drama The Equalizer, which will see season five on in 2024-2025. Queen Latifah stars....
26/04/2024
The CW Inks New Deal for Miss USA, Miss Teen USA
The CW has entered into an exclusive multiyear broadcast partnership for the Miss USA Pageant and the Miss Teen USA Pageant. The 73rd Miss USA Pageant will air ...
26/04/2024
Fuse Urging Young Viewers To Vote With Blunt Campaign
Fuse Media isn't mincing words in a campaign urging its young viewers to register and participate in the 2024 elections....
26/04/2024
Neil Gaiman's Sandman' Universe Expands With Dead Boy Detectives'
Dead Boy Detectives, a series from Neil Gaiman about a detective agency staffed by ghosts, debuts on Netflix April 25. George Rexstrew and Jayden Revri are in t...
26/04/2024
The Story Collective opens largest film and TV studio in the heart of London
The Story Collective has gradually repurposed the former Mortlake Brewery to include production offices, workshops and sound stages By Matthew Corrigan Publi...
26/04/2024
Richard Perkett joins Amagi as chief product officer
Perkett joins the company following a 25 year career in product management, product marketing, engineering and user experience (UX) across multiple industries ...
26/04/2024
Teradek Announces Smaller More Robust Built-in Antennas f...
Teradek, the industry leader in wireless video transmitters and receivers, announced today the launch of new Bolt 6 LT 750 and Bolt 6 Monitor Module 750 RX with...
26/04/2024
Amagi Names Richard Perkett Chief Product Officer
NEW YORK Amagi has appointed Richard Perkett chief product officer (CPO)....
26/04/2024
NAB Board Election Results Announced
WASHINGTON, D.C. The National Association of Broadcasters (NAB) has announced the results of the 2024 NAB Radio and Television Board of Directors elections. The...
26/04/2024
Mattel to Launch First FAST Channels on Samsung TV Plus
EL SEGUNDO, Calif. & NEW YORK Mattel has announced a deal to launch its first three 24/7 free ad supported streaming (FAST) channels on Samsung TV Plus, Samsung...
26/04/2024
NextGen TV Launches In Portland, Maine
PORTLAND, Maine Viewers here can now receive the NextGen TV signals of five local stations with the launch of ATSC 3.0 service from host station WPFO, which is ...