Introduction
Welcome to the second edition of The Insider, MediaCom's series of
short, sharp, interactive programmes designed to keep you up to
speed with important issues in the advertising world - all from the
comfort of your own desk.
Back in September, Sir Martin Sorrell reminded us of the
importance of digital and in this quarter we consider how digital
is threatening to change TV: the way we receive it, the way we
watch it and the way advertisers will use it to convey their
messages.
"TV is the world's biggest advertising medium but it isn't
immune from the rise of digital. Discovering how TV will evolve and
how our relationship with it will change will be high on any brand
marketer's agenda. I hope this Insider programme and our expert
commentary will encourage you to think about the implications for
your brands and the actions you need to take," says Stephen Allan,
Global Chief Executive of MediaCom.
In this newsletter, MediaCom's insight leaders debate the
future of TV, consider the continuing importance of compelling
content and discuss the key changes in the way we now watch
programmes, notably the increasingly interactive nature of our
viewing. You'll find links to these articles below.
Webcast
This month's webcast sees guest speaker Gerhard Zeiler, CEO, RTL
Group, share his thoughts on the future of TV. On 21 March at 15:00
GMT, the RTL boss will join MediaCom expert Sue Unerman, CSO of
MediaCom UK, to discuss the impact of digital and explain how
consumers, technology and media investment are all adapting to
these changes.
To help advertisers respond to this changing landscape,
MediaCom's panel will also discuss the importance of video neutral
advertising strategies for reaching key audiences and the growing
strength of a small number of key media owners.
A downloadable white paper will be made available after the
webinar to summarise the core issues covered and provide clear
guidance on the actions marketers will need to take. The next issue
of MediaCom's Blink magazine will also be devoted to understanding
the future of TV*.
Watch the recorded
webcast here.