How will the evolution of television be? The keys, in DMEXCO

The changes experienced in the television environment in recent years have given way to the appearance of new forms of advertising, which are now decisive for advertisers.

The TVone of the advertising media par excellenceyesterday made his star appearance in DMEXCO, the fair that has been held this week in Cologne. In recent years, streaming platforms such as Netflix, HBO, Prime Video or Disney +, among many others, have experienced a huge and fast growing that has totally changed the landscape of audiovisual entertainment in just a few years.

So linear television is no longer what it used to be. This is what he has implied during a debate at this fair Malte Hildebrand, Managing Director of Screenforce, a company specializing in digital marketing on television. “The time when we had classic television is over. Traditional television will founder unless it adapts to new digital technologies«, settled. In this sense, he reiterated that “the success of the data is that it can help linear television to transform into digital television».

He also recalled the difficulties that some modest platforms have when trying to compete with the giants such as Netflix, although he stressed that there is a ray of hope for the most local companies. “It is very difficult, but something can be done to fight against the big platforms. The main advantage they have over them is the duality: the offer of linear Television, on the one hand, and digitalon the other”, he argued in reference to the programming they offer.

For Constanze Gilles, General Manager Direct to Consumer at Zattoo Germany, linear television “has its advantages”, as he explained at the table on television held at DMEXCO. For example, watching a specific program at a specific time is convenient for those who do not want to think about what content to watch. «The beautiful thing is that consumers today have many options and many experiences that fit every moment“, said.

Streaming platforms bet on ads

If the way of consuming content through television has undergone notable changes, the advertising plane has made it even more so. Netflix recently announced that it would include ads within its catalog as part of an advertising plan that could arrive next November. In the same way, Disney+ plans to launch a subscription with ads which seems to be just around the corner as well.

Carol Starr, Senior Ad Revenue Director for Europe Pluto TV (Paramount), was positive about this scenario and pointed out that it is “a good sign” that there are more platforms determined to bet on the digital television advertising

However, most experts agree that, when it comes to to size the results of these announcements, there is still great uncertainty. Gregor Fellner, Director and Business Developer at Rakuten Advertising, spoke about it and warned that many advertisers “are used to the web and there are things that cannot be measured on television.” Thus, in his opinion, the industry has to do “hard” work to achieve a uniform and clear measurement.

Programmatic advertising, a new successful ecosystem?

In the marketing environment, the concept of programmatic advertising is increasingly resonating with more force. This combination of words no longer sounds foreign to advertisers, nor to conference attendees Programmatic Advertising in Europe celebrated in DMEXCOin which you mark as Rakuten, Lufthansa or Yahoo have discussed with the agencies PubMatic and Ad Science on programmatic advertising in Europe, revealing what the latest trends have been in this advertising channel, which has more and more room within the connected tv.

According to Carol Starr, on PlutoTV more than 60% of advertisers use programmatic advertising on television, to which Gregor Fellner added: «We have to learn from traditional television to transfer the knowledge to a new contextual advertising ecosystem«.

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