ITV’s advertising strategy focused on deeper client and agency partnerships, business outcomes and addressable...
The UK broadcaster has been giving more details about its future advertising strategy, which includes more resources to support agency planners and a determination to talk more directly with clients. The focus is on business outcomes and deeper partnerships. Broadcast linear addressable has been de-prioritised, with ITV Hub now the focus for TV targeting. The company thinks the TV industry should talk more about its short-term impact for brands, as well.
GroupM has just published its annual commentary on ‘The State of Video’ and it paints a confused picture of simultaneous decline and renewal, with audiences down but prices up, youngsters down but older viewers more attractive, measurement insufficient, but digital less trusted, linear effectiveness undiminished but ROI under-valued. Given the emerging priorities for media buyers, however, TV has reason to be optimistic, but it has to double-down on its advertising transformation.
A selection of streaming providers, representing the digital side of incumbent media owners and OTT challengers, were recently asked to identify the biggest challenges when going direct-to-consumer, and the strategies to overcome them. Marquee TV, Crunchyroll owner Ellation, Viacom International, 7TV (the ProSiebenSat.1 Media and Discovery joint-venture) and TV Player gave their insights, from creating a marketing funnel to replace the Pay TV bouquet, to trying to replicate that bouquet in the streaming space, to dealing with ‘binge-and-bolt’ behaviours.
Executives at ProSiebenSat.1 Media and its joint-venture streaming platform subsidiary, 7TV, were emphasising the importance of broadcaster alliances at Videoscape Europe this week. The broadcast group also revealed plans to take a more digital-first approach to distribution, releasing content for streaming in advance of its availability on broadcast TV. There may be more focus on ‘local’ content too, in the battle against Amazon Prime and Netflix.
There is debate about whether we need aggregators in a world where consumers can ‘stack’ a bunch of direct-to-consumer apps. If we assume that every channel owner wants full independence for their streaming service, there is limited scope for bundling, too. Recent developments suggest this extreme scenario will not materialise, as more streaming services are coming under a shared roof.
Traditional broadcasters are working hard to defend their businesses from the rising tide of streaming services, but according to a leading media and tech analyst, it is a battle they are unlikely to win. He expects more FAANG domination because of their bigger budgets. Some commercial channels are being held back by the "burden" of public service requirements.
There are only two distribution HDR formats: HLG and PQ. At IBC, the UHD Forum wanted to clear up any confusion: Dolby Vision is not a separate HDR standard but PQ with a dynamic metadata format on top. HDR 10+ is a dynamic metadata system. The reason it matters is that HDR televisions produced since 2016 all support both PQ and HLG, so it is not a concern that there are two formats in play. Both of them use a single, ‘static’ setting for a given programme to convey dynamic range. Interest is now turning to which dynamic variants the market should settle on. These change the setting as the picture changes.
Sky has revealed how it will integrate Netflix in an onboarding deal that goes beyond hosting an STB app, single billing and universal search and recommendation. A brand new £10 a month subscription pack called Ultimate On Demand combines Netflix with Sky box-sets. Sky Q UHD and multiroom customers get the Netflix Premium plan with Ultra HD and four simultaneous streams, while Sky Q HD customers get the HD and two-stream version of Netflix in the package. The line is drawn not between SVOD and Pay TV but between household types.
The Viewthority platform-as-a-service streamlines the content and security workflow in an effort to increase transparency and trust and simultaneously reduce technology friction and cost when content owners hand their assets to service providers. It could encourage distribution of content to more endpoints. It is also an example of how, in an increasingly cloud and SaaS-based world, vendors with bright ideas can move up the value chain.
The ‘Ad-Tech Start-Up of the Year’ competition is back, hosted at Future TV Advertising Forum. Companies who are helping to evolve video/television advertising can present their solutions to a panel of industry leaders, in front of an international audience encompassing media owners, agencies, brands and other data/tech vendors. The competition is free to enter.