Home Analysis Advertising More effective TV advertising: the ‘how to’ conference you should not miss

More effective TV advertising: the ‘how to’ conference you should not miss

Linda Yaccarino, Chairman, Advertising and Client Partnerships at NBCUniversal, speaking at last year's Future of TV Advertising Global
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TV is a full-funnel medium and if you have any doubts about that, then come to The Future of TV Advertising Global (the London edition of what used to be known as Future TV Advertising Forum) on December 10-11, when the power of TV as an activation medium will be explored in depth. There will be lots of practical detail about short-term attribution and how TV companies can now give advertisers immediate feedback on business outcomes, like website visits.

This event will explore what TV is doing, and what more it can do, to serve digital-first brands, whether it is generating fame or trying to meet short-term goals and demonstrate attribution. Confused.com is among the digital brands that will give its critique of TV. CMO Samuel Day reveals his attitudes to brand growth and how that feeds into his use of media and, in particular, television. He will consider the opportunities that a more data-driven TV advertising environment offers a data-rich company like his, and what he gets from the digital world that he would like TV to replicate. [Serving digital first brands, Day 2]

This event is a chance to soak up some of the best thinking the world of advertising has to offer. Les Binet, the renowned Head of Effectiveness at adam&eveDDB and one half of the Binet & Field research team behind seminal works like The Long and the Short of It and Marketing Effectiveness in the Digital Era, kicks off the ‘Effectiveness under the microscope’ session. He will be discussing brand and activation budgeting in the digital age, and implications for media. Part of his presentation considers how the marketing world learned the wrong lessons from Silicon Valley.

The brand versus activation budgeting debate is playing out in marketing departments across the globe and the future of brands could depend on getting the balance right. Carl Bratton, Head of Effectiveness at Direct Line Group will explain why his company, operating in a performance-driven market, took the decision to invest more in brand building, bucking the market trend towards increased reliance on activation. As well as revealing the business impact of this strategy, he will outline how the marketing team achieved buy-in for a ‘long-play’ at board level, how they tracked the success of the strategy, and when they knew they had called it right.

Andy Pilkington, Media Director, Europe at adidas will discuss how his brand is reducing its use of short-term metrics, before a panel discusses the next steps if we assume Binet & Field are right when they declare that long-term marketing effectiveness is diminished if brands invest more than 40% in activation media and less than 60% in brand-building. If brands need to reduce activation spend to meet Binet & Field’s 60:40 (all-sector average) rule, should they cut all activation channels equally or cull the lowest performers, for example? Are there ways to test or forecast the impact of a 60:40 brand/activation adjustment before committing, and is it possible to successfully abort a ‘go long’ mission if your board loses its nerve?

You can see full details about the ‘Effectiveness under the microscope’ session here.

This year’s conference takes a look at the emerging market for non-broadcaster ad-supported streaming. Richard Broughton, Research Director at Ampere Analysis, discusses the role of advertising and hybrid subs/ads models in non-broadcaster streaming. DAZN Group and Carat are among the speakers on the panel ‘Harnessing the expected growth in ad-supported, non-broadcaster streaming’. Among other things, they will consider the kind of context and audiences found in mid- and long-tail OTT services and their value to premium advertisers, and how a thematic streaming service with no heritage in ad-sales or ad-tech, and only modest audiences, can become part of the planning, buying and reporting ecosystem. [Follow the consumer, Day 1]

Roku expands this theme during a Breakfast Briefing on Day Two about ‘Ad-supported OTT – the awakening’.

There is also a session dedicated to ‘Expanding digital reach’ – looking at advertising around connected TV and BVOD in particular. Ebiquity says shrinking audiences and rising costs threaten broadcast linear TV’s ROI dominance – so can media owners maintain cost-effective reach with linear+BVOD? You can hear the answers to that question and many more, like whether it is time to ditch the linear-first planning mindset and make greater use of pre-broadcast windows and other digital inventory.

The Future of TV Advertising Global excels at providing three things in one place:

  • The big thinking, whether testing popular marketing theory or revealing new research
  • Implementation strategies for advanced advertising (sell-side and buy-side), revealed by the people who live and breathe them
  • A real understanding of the ad-tech that underpins the generational upgrade in TV advertising that we are currently witnessing.


If it is big thinking you want, check out…

  • Karen Nelson-Field, Founder and CEO at Centre for Amplified Intelligence and her presentation on how brands and media owners succeed in the new attention economy. This includes a deep-dive into the relationship between attention and sales. [Setting the scene for a new decade, Day 1]
  • Brian Wieser, Global President, Business Intelligence at GroupM will discuss the future of brands and brand growth, starting with the fundamental purpose of brands and whether we still need them, especially if AI-enabled digital assistants start recommending what to buy. He considers whether brands still need paid media, excess share of voice, emotional connections and reach into occasional users in order to grow. [How brands grow, Day 1]
  • Professor Magda Nenycz-Thiel, Industry Growth Professor, Ehrenberg-Bass Institute for Marketing Science, provides the latest thinking from this world-leading organisation. She reveals what is happening to the performance of big brands and why, and what we can learn from successful newcomers, and what has changed in the search for growth. [How brands grow, Day 1]


For implementation of advanced advertising, and the tech behind it, this is just a sample of what you will find in London:

  • Jeff Eales, Director of Systems and Development at Sky will outline how you achieve one-stop, cross-platform planning, buying and reporting [Next-generation planning, Day 2]
  • Greg McLelland, EVP and CRO at Corus shows how TV has closed the gap with digital. This includes a look at the company’s investment in data to fuel optimised linear buying, which now represents more than 20% of TV advertising investment at Corus. [TV as an activation medium, Day 1]
  • Matt O’Grady, International Commercial Leader at Nielsen Global Media will discuss how we measure connected TV, BVOD and SVOD. [Expanding digital reach: Connected TV, BVOD and OTT, Day 2]
  • There is a presentation and Q&A on ‘Outvertising’ – why better representing LGBTQ+ audiences makes business sense. This includes best practice steps for diverse representation in modern advertising. [Creative Carousel, Day 1]
  • Agencies will appreciate “Oh no, it’s a global brief!” – how great creatives can make great work that works across frontiers and language’. This panel, led by Lindsey Clay, CEO at Thinkbox, includes world-leading creatives. [Creative Carousel, Day 1]


If it’s market trends and consumer research you need, then check out these presentations:

  • Claire Enders, Founder, Enders Analysis: ‘What increased streaming competition means for commercial broadcasting’. Among other things, she analyses the impact of international SVODs, and the potential impact of D2C streaming services like Disney+, on ‘incumbent’ ad-supported media owners and the time they have with viewers. [Setting the scene for a new decade, Day 1]
  • Christian Kurz, SVP, Global Consumer Insights, Viacom: ‘What ‘watching TV’ really means in living rooms around the world’. He reveals the results of a new study that included the use of GoPro cameras to give an inside look at how households consume TV. [Follow the consumer, Day 1]
  • Anne Tucker, Head of Research at Mediatel, and Richard Marks, Director at Research the Media: ‘Room for everyone? SVOD at the tipping point’. This considers the appetite for, and price elasticity associated with, SVOD services. [Expanding digital reach, Day 2]

Other highlights for 2020 include…

  • The power of collaboration. In this session, you can learn about the core objectives behind Blockgraph and how it works, and why its backers believe it removes the barriers to data-driven TV advertising innovation. RTL AdConnect and Mediengruppe RTL Deutschland discuss the alliances they have built in Germany to advance content, data, technology and delivery. This session is where you can decide whether VOZ, Australia’s Total TV measurement and shared audience targeting platform, is worth the attention it is generating. VOZ has been described by senior agency executives as the Holy Grail of measurement and a potential game-changer for ad-supported TV in Australia. The leading broadcasters who are backing the system, including Network Ten and Foxtel Media, are among the speakers. They outline the problem it solves and how it works, and how channel owners differentiate themselves and remain competitive on the shared platform. [The power of collaboration, Day 1]
  • Addressable TV in Europe. This session includes contributions from SBS Belgium (‘Seven things you should know when launching addressable TV’) and Canal Plus Brand Solutions (‘How Canal+ uses STB data as the missing link to connect TV to sales’). [Addressable TV in Europe, Day 1]

 

More information

You can see full details about The Future of TV Advertising Global here.

To register for this event, go here.


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