19.04.2019, Luxembourg, RTL AdConnect
During the Adweek that took place in London from the 18-21 of March, RTL AdConnect hosted a panel made up of four panellists to discuss the Future of Broadcast.
Related to RTL Group and RTL AdConnect, on the panel there was Stéphane Coruble from RTL AdConnect, Kim Younes from M6 Publicité and Samantha Glynne from Fremantle, and finally Steve Forde from ITV. The panel was moderated by journalist Kate Bulkley.
Altogether they brought different perspectives to the table, raising important issues around the way content is consumed nowadays and what will happen next.
Stephane Coruble discusses a general point throughout the debate, TV does not stand for television only: “At RTL we consider that TV means Total Video”. Content consumption has changed and can’t be reduced to the big screen, as he says “we switch from ‘viewers’ to ‘users’ from a device point of view. Our customers are everywhere and using different devices.” Broadcasters are searching for alternatives in advertising while adapting to local legislations. He mentions targeting via OTT, and the possibility of “ad stitching using technology like Yospace in order to make sure we are changing the ads within the linear feeds but adapted to the right audience watching online.” In Germany, addressable TV is allowed, more and more households are HbbTV enabled and the results have been very convincing: “this is the holy grail that all advertisers are looking for” according to him. Kim Younes agrees on saying that addressable TV could be positive for everyone, advertisers could reach their very core target and not just anyone. Content has evolved so much over the past years and can’t be consumed or distributed globally in the same way as the audience is never the same. Samantha Glynne shares her experience. “At Fremantle, we’re here to create irresistible entertainment for an ever-changing audience.” Now, you can also find premium content that is based on specificities and audiences’ needs, it is more about quality content. Brand integration has also gained power in the content broadcasted, they take part in television shows – amongst others, and it is carried out quite smoothly: brands form part of the storytelling which entertains people. She sees a strong appeal for this kind of storytelling: “we do about 300-400 brand integrations around the world every year, and that seems to be growing rather than decreasing”. However, you have to acknowledge that this phenomenon doesn’t happen everywhere.
Kim Younes brings up a very interesting and unexpected fact about viewers, research has proven that people don’t want to make a choice: “It’s the FOBO syndrome: Fear of a Better Option – I choose this content but maybe there is something else which is more interesting.” Broadcasters address that issue; they make the choice for the audience. When it comes to editing their programmes, it’s as important as packaging for instance, especially in the digital world.
Steve Forde from ITV is presenting another way to consume content: subscription BVOD “SVoD is another opportunity for us where, in the past people won’t have had the opportunity to access that content (maybe through Netflix, some of the stuff that was on there) but it will be the first time that a complete set of British box sets will be available for the viewer beyond the catch-up window.” This new service is added to ITV Hub and Hub+ which are based on a different segmentation.
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