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European broadcasters debate ad future, including competition from Facebook and, maybe one day, Netflix

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Mediatel Newsline hosted a debate in Cologne last week, coinciding with dmexco, about the future of advertising in the broadcast industry, including future competition. Sky Media’s Deputy MD, Jamie West, said he does not believe Facebook or Google will buy global Premier League rights, referring to increasing expectations that digital giants will try to gate-crash live sports coverage. He thinks they are more likely to invest in original content – adopting the Netflix and Amazon approach.

Laurence Miall-d’Aout, VP Advanced Advertising at Liberty Global, accepted that the prospect of companies like Amazon, Google and Facebook taking any premium video more seriously is a threat. “They’ve positioned themselves, they’ve been harvesting data, they have the technology, they are global brands, they are trusted,” she commented.

“We keep talking about Netflix like the new premium TV but they haven’t started launching advertising yet and the day they do, I think that could be a huge challenge for traditional broadcasters.”

Allen Klosowski, VP, Advanced Solutions Group at SpotX, and Virginie Dremeaux, Digital Marketing Director at Canal Plus, also provided their views, as did Tim Sewell, CEO of Yospace, Phillipe Boscher, Head of Digital Marketing at TF1 Publicite, Martin Michel, CEO at Sky Media Germany and David Urgell, Senior Vice President of Strategy at Viacom International. You can see more of their discussions at our sister site, Mediatel Newsline. Click here for the full story.


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