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THE MEDIA MARCH 2017_DIGITAL

TV advertising Does TV advertising have a future in South Africa? While digital growth in South Africa is now all pervasive, TV remains the ultimate reach builder, writes CHRIS HITCHINGS. www.wagthedog.co.za AAttending the Future of TV advertisin g conference held in London late last year (Dec 2016), it became clear that clients and media agencies – Unilever, Group M, OMD, Publicis, Dentsu Aegis, among others – agreed that traditional TV remains a critical component of the media mix on a global basis, but also that the landscape is changing fast and broadcasters are having to adapt to remain relevant. The challenges are well documented. There’s a shift from linear channels to on-demand (time-shifted) viewing and viewing impressions are moving to non-advertising supported platforms such as Netflix. Then there’s the issue of multi-screening across devices including phones, tablets etc and time spent on digital platforms, such as search and social, all of which are impacting traditional TV viewing. So, what are international broadcasters doing to mitigate the impact of these challenges on their advertising revenue streams? 1. Programmatic Global broadcasters are exploring how best to bring the benefits of programmatic trading into the TV environment. It’s early days, but real progress is being made in automating administration and exploring the possibility of real time dynamic ad insertion. Taking the learnings from digital to eliminate obstacles and streamline the buying process makes total sense. 2. Addressability While TV’s ability to reach mass audiences remains attractive for many advertisers, addressability is becoming increasingly important for those wanting to target tighter market segments. In Britain, Sky’s Adsmart product can now send different ad executions to Sky homes based upon their various demographics or postal codes. Addressability means that broadcasters can charge higher CPMs for tighter targets, and can also bring in a new set of smaller, regional advertisers. 3. Data Effective targeting requires a critical understanding and management of consumer/audience data. By way of example – last year Sky invested in a DSP called Data Xu to assist them in better understanding programmatic advertising, enabling early campaign engagement and building deep data partnerships with their clients. The evolution of TV So yes, TV advertising is evolving internationally and responding to the challenges by bringing some digital learnings into the broadcast landscape to improve their product set and sales offerings. One of the critical debates at the conference took place around how to measure advertising effectiveness across multiple screens. Should a YouTube advert seen on a small mobile phone screen on a train on the way to work be given the same score/attribution as the same advert being While TV’s ability to reach mass audiences remains attractive for many advertisers , adressability is becoming increasingly important for those wanting to target tighter market segments. To page 24


THE MEDIA MARCH 2017_DIGITAL
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