October 2019

The Future of Content in a Total Video World

A DISCUSSION AT ADVERTISING WEEK NEW YORK

Advertising Week in New York is always a welcome opportunity to hear thoughtful conversations with industry leaders discussing the present and future of an ever-changing industry. This year was no exception, and RTL AdConnect participated in many debates and shared findings from its latest TV Key Facts.

To kick things off, Daniel Bischoff, CMOO of RTL AdConnect, unveiled key facts and figures from RTL’s new TV Key Facts report covering video consumption, content trends and latest market innovations. TV’s on-going dominance – globally, it accounts for the majority of people’s ‘video day’ whether watched live, recorded or online – was a key finding. This trend is marked in Europe but also in the US, where live TV accounts for 67% of daily video consumption and TV daily viewing time is 4h02.

Stéphane Coruble, CEO of RTL AdConnect, joined an insightful panel discussion the following day with Tom Hidvegi, Creative Strategist at Coca-Cola; Stefan Heinrich, CMO & GM International at Cameo; Samantha Glynne, SVP Branded Entertainment at Fremantle; and William Swann, Head of Entertainment at BBH. Together, they discussed the ins and outs of staying relevant to the audience when building creative marketing strategies in a total video world. All agreed that content and emotions are key.

Never before has there been so much content produced and distributed, attendees heard. And while total video consumption is increasing everywhere in Europe, TV is getting the lion’s share amongst all audience age groups. The shift in consumer behaviour was also underlined, and the industry cautioned that it needs to better understand its audience – youngest generations, especially – and adapt if they are to keep building strong relationships through video content.

Branded content is also flourishing, and brands have never had more platforms to communicate on. Every platform brings something different to the table, which also means they all have different ‘languages’ – in terms of how best to use them, Stefan Heinreich said.

Generation Z processes ads faster, which means attention to details is higher even though attention span is shorter. Emotion is key for grabbing attention – creating “the magic moment”, as Tom Hidvegi from Coca-Cola calls it. And it’s emotion that makes a message stick with a viewer, whether it’s branded or not.

The need for a full and proper discussion about the importance of the message versus the product, was also highlighted. Thinking more about what a brand stands for, what are its core messages and values, and how to communicate this – creating quality content for the audience, rather than just pushing a product – are all critical considerations, attendees heard.

This discussion also touched on the needs for ambitions to shift to great content whether its branded or not, rather than simply focusing on ‘brand content’ – such an approach might focus on ensuring a show has a particular ethos in line with a brand’ values rather than having a product skew, Sam Glynne suggested, referencing Fremantle’s collaboration with BBH for Got Talent.

It’s also about considering “the consumers as co-creators in this process”, Stéphane Coruble said. “Those changes come with more investments in creators and creatives.”

The panel also urged the industry to challenge received wisdoms and conventional thinking to be more flexible. The time has come for a new business model to be considered between agencies and their clients, it was suggested. “We’ve been hearing TV is dead. Nothing is dead, nobody’s dead. We just don’t have all the answers yet,” said Tom Hidvegi. “Creative processes become more and more exciting and we need each other equally.”

Greater collaborative effort to satisfy the consumer while producing less but better advertising, it was agreed, is an important next step.

Check out the video to learn more: