Advertising Week: Our Highlights

October 8, 2020

Over the last 8 days, RTL AdConnect has participated in 2 speaking slots over the course of Advertising Week and is proud to have been a sponsor of one of the days’ tracks. The week’s agenda was purpose-built to bring the marketing, media, technology, and creative industries together to drive change. Below is a more detailed analysis of the events we participated in and some of our other highlights.

Keynote “Leveraging the premium power of content” by Jean-Baptiste Moggio

Throughout the lockdown, content consumption on all devices skyrocketed; it was up between 5-15% worldwide. Even as lockdown restrictions were eased, this trend seemed to continue since daily average viewing times continued to rise year-on-year going into the Autumn.

Although all video touchpoints were viewed more, they are not equal for advertisers. High quality context brings double digit uplift to the same ad; and sales uplifts from an ad campaign lasts significantly longer on linear TV and BVOD services.

 

“High quality contexts always bring double digit uplift to the same ad.”

© Jean-Baptiste Moggio, Head of Marketing at RTL AdConnect

Since broadcasters don’t struggle for premium content, their next challenge is solving the fragmentation issue as broadcasters generally operate on a local level. As such, RTL AdConnect launched its programmatic buying tool, VMP Connect, which provides simplified access to the whole of RTL Group’s BVOD portfolio as well as its affiliated partners.

Throughout the rest of our sponsored track, representatives from Nielsen, Spotify, LinkedIn, Reddit, Google and Twitter presented sessions on consumer trends and how best they can be engaged.

Panel “Moving TV Forward” featuring Stéphane Coruble

On 6 October, our CEO, Stéphane Coruble, joined a panel to discuss the future of TV. He was joined by industry experts including Walt Horstman from TiVo, Andrew Ward from Ampersand, Noah Levine from 605 and Sona Mirakian Pehlivanian from NY Interconnect.

It soon became clear that TV has unparalleled strength in the Total Video marketplace; its scale, reach, and premium, brand-safe contexts make it an ideal medium for advertisers. However, the next challenge is to bring simplification to this complex landscape. Advertisers ought to be able to manage their investments through one portal automatically and flexibly.

Therefore, RTL AdConnect launched its programmatic buying tool, VMP Connect, in April. VMP Connect is advertisers’ one-stop shop to premium content, thereby helping US brands enter European markets and reach larger audiences.

“Sustainable investment is the biggest potential gold mine since the Industrial Revolution.”

© Richard Curtis CBE, founder of Comic Relief, film director

Outside of our contributions to the week, there were many sessions worthy of note that both highlight some of our key takeaways, such as the acceleration of digitalisation, and inspire us. Here are a few of our favourites:

Great Minds in Conversation with Richard Curtis

Richard Curtis CBE, founder of Comic Relief, discussed the challenges of fundraising throughout the pandemic, specifically referencing the filming of Comic Relief USA from his own bedroom.

After interjections about his motivations for doing so which date back to his childhood, Curtis explored how companies must turn to a sustainable business plan, not only to help the environment but also to attract the younger generations who are the main drivers of the climate revolution. As such, companies must advertise their purpose as they are the “necessary heroes” of the next 10 years due to their resources and influence.

© Manchester Evening News

COVID Reset at Noon: Reigniting Retail with Theo Paphitis

Theo Paphitis, Chairman of Robert Dyas, Ryman and Boux Avenue and former dragon, explored the acceleration of e-commerce platforms in the retail industries throughout the crisis. Due to the great uncertainty in the market, Paphitis stated that it has been a great time to adapt your business models as consumer expectations have evolved.

rē•spin: In conversation with Halle Berry, Kendra Bracken-Ferguson and Quynh Mai

Halle Berry, an American actress, producer and former model, spoke about her new business alongside business partner Kendra Bracken-Ferguson. During the session, Berry and Bracken-Ferguson launched their inclusive health and fitness platform which aims to provide inspiration, resources and products to support everyone’s health and well-being.

After the announcement, Berry opened up about her own well-being issues and her subsequent motivations for launching the platform.

If you missed the action, replays from the events will be available shortly. We would like to thank Advertising Week for delivering a week of insights, facts and figures that peaked everyone’s interest in the media and advertising landscapes.

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