MadFest x Dmexco; Brand Innovators
Over the course of last week, RTL AdConnect has been involved in keynotes and Q&As at two virtual events. At MadFest, we had two speaking slots, filled by our Digital Sales Director Nicole Haman who spoke about the programmatic buying landscape, and by our CEO Stéphane Coruble who explored the effects of the pandemic on the media industry. At Brand Innovators, our Director of International Sales & Business Development for Benelux & The Nordics, Saskia Van Gulick, moderated a fireside chat on the effects of in-housing media agencies’ functions. Both events were run in partnership with Dmexco, whose digital platform hosted every session. Below is a more detailed analysis of the sessions that took place.
Fireside Chat on In-Housing with Blake Cahill, moderated by Saskia van Gulick
Blake Cahill, SVP of Digital Marketing & E-commerce at Philips, shared how Philips has organised their in-house agency model and what work it leaves to traditional agencies to drive performance. Cahill stipulated that the principal advantage of moving to an in-house model was that it enabled greater flexibility of campaign management; reports, that would have been released infrequently by media agencies, are updated daily by the Philips in-house team. This enables investments to be altered quickly and efficiently, which ultimately drives ROI. Philips particularly suit this model as they are a multi-national enterprise, meaning that they can alter campaigns based on local idiosyncrasies. However, Cahill believes that the creative process ought to partly remain in the hands of external agencies and that media agencies’ expertise across various medias remains vital to driving performance and ROI. This balance is the key to Cahill’s idea of a successful in-house model. Cahill further describes Philip’s long-standing commitment towards promoting sustainability. Philips has committed to taking 70% of their energy supplies from renewable sources by 2025, as well as abiding strictly by the UN sustainability goals.
© Mobile Marketing Magazine
“We listened, teamed up and launched our own SSP in the middle of the crisis. “
© Nicole Haman, Digital Sales Director at RTL AdConnect
Keynote on Next Generation TV Buying by Nicole Haman
Demand had been growing for greater programmatic buying capabilities pre-COVID, once the pandemic hit, the need for a tool that allowed simplified, automated access to ad-buying increased drastically. Luckily, we at RTL AdConnect had already been developing our own programmatic buying tool, VMP Connect, with a focus on creating metrics that allow advertisers to easily see their ROI. This SSP is agnostic to any DSP, thereby facilitating the advertisers’ buying process further. The benefits of the tool are already clear to see; advertisers and agencies can reach up to 20 million unique users programmatically. RTL AdConnect is proud to be ahead of the curve in the programmatic buying landscape.
Keynote on Then the World Stopped by Stéphane Coruble
As the world was forced inside their houses for months on end, consumers sought trustworthy information on the pandemic and a window of escapism; as such, they turned to TV. Viewing times skyrocketed globally; across Europe’s 5 biggest markets, daily average viewing time increased by 81 minutes. Not only did people watch more television, they consumed more content generally. Total Video viewing was up by 14% in the UK. Despite larger audiences, both broadcasters and advertisers had to react creatively to the lack of content production possibilities. M6 in France created a brand-new format, Tous en Cuisine (Everyone in the Kitchen) where they connected celebrity chef Cyril Lignac with various celebrities from their own homes. Advertisers in Spain also grouped together for an unprecedented ad break, in which they all shared the slot. Although Ad spend is down, TV is still relevant and broadcasters need to continue investing in exclusive, original content.
“The great thing about TV is that it adapts to every situation “
© Stéphane Coruble, CEO of RTL AdConnect
If you missed out on all the action, be sure to catch up with us this week at Advertising Week where we will have two speaking slots and plenty more information to share with you. Get your tickets here.