What do clients expect when it
comes to new technologies such as targeted tv-advertising and non
linear advertising-content?
Clients want to reach their audience where they are and they want
to optimise the money they invest by minimising the wastage. The
new developments multiply touchpoints but they also dilute the
audience. The appetite for new technologies is quite big, but we
should always keep in mind that it's not because it's new there is
a need for it but a thorough analysis on our audience media
behaviour and consumption should be a must before planning
anything. Clients certainly expect a good use of these new
technologies.
What does advanced TV-advertising mean for the media
strategy?
What's going on within your TV screen is not all, but what's
happening in front of it! Advanced advertising has changed the TV
landscape but on a broader scale also the media consumption - and
from a planning perspective the role we give to the media channels.
The overall approach needs to be much more integrated. Not only
media wise but also from a creative standpoint. There are numerous
engaging opportunities that can complement a TV strategy with the
rise of the two-screens technology.
Is there a cannabilisation between the new technologies
and the classic 30" spot, or do they support each
other?
There is still a strong appetite to consume TV advertising. Even
if advertisers tend to build their strategy around new technologies
there is still a great portion allocated to 30'' spots. The
challenge relies more on making the content relevant to the
audience and incentivize people to engage further through new
technologies.
How can budgets shift with new
technologies?
Because the technology offering is new, it is usually tailored to
the advertisers the media owners are pitching for. It is also
extremely flexible. Another advantage is that the launch very often
supported by PR initiatives or dedicated advertising budget
developed by the media owner and the investment is very often cost
efficient and such additional exposure can be invaluable for an
advertiser.
Which problems occure with
these new technologies, does the market need to further
develop?
New technologies usually offer incremental reach but they also
make it hard to track and measure effectiveness. New players are
coming on board too. The recent digital developments will re-shape
the TV world and we should expect content led publishers to
leverage their online content and push it through TV. Tomorrow's
media landscape should be even more cluttered with 'TV based TV
channels' or 'print or online content based TV channel'.
The interview was first
published here on screen.tv.