Join us at the Future of TV Advertising Global on December 10-11, held at Kings Place in London.
The Future of TV Advertising Global is the premier strategy and thought-leadership event for TV advertising globally. This year’s main focus is making TV the best performance media it can be, delivering on short-term objectives as well as long-term brand building, and identifying the conditions needed to make TV the centrepiece of multi-channel marketing, including for direct-to-consumer and other digital-first brands. RTL AdConnect is also proud to be an official partner this year.
Tuesday 10 at 14.20
Panel: Next generation advertising in Europe
Advertisers want reach – something they find with global companies like Google. And they want brand safety – which is not so easily found unless you advertise in local media. But do advertisers really have to choose? Local alliances may be the answer: Ad Alliance in Germany is a unique and exclusive initiative reuniting the leading media companies Mediengruppe RTL Deutschland, RTL Group’s German broadcaster, together with Grüner and Jahr, Spiegel Media, Axel Springer and Ad Tech Smartclip. They have joined forces with affiliates to deliver quality content and advertising to the audience while at the same time providing reach and brand safety alike for advertisers.
In this interview, Martin Hoberg, Managing Director for Smartclip Europe will talk about the alliances that have secured his company’s success so far across content, data, technology and delivery. What lessons can be learned from successful alliances ‘made in Germany’, and how can these be rolled out to other markets large and small?
Stéphane Coruble, CEO of RTL AdConnect will introduce international trends transforming the global market today. We’ll also hear how one of the world’s most important commercial broadcasting networks – RTL Group (European leader in broadcast, digital and content) – offers solutions to the modern marketers’ dilemmas: quality environments, premium content, scale and advanced targeting.
Moderated by: Daniel Knapp, New Venture
Panel discussion resume
Redefining TV and finding strength in collaboration
At the Future of Advertising Global event in London this month, it was clear that the business of TV ads has changed a great deal and that the competition is no longer what it used to be. Presentations around the art of collaboration highlighted how vital and urgent it is that organisations should all be working together in order to take on American giants like Apple, Google and Amazon which may have a small slice of the pie now but are growing so quickly that to ignore them would be to lose in years to come.
Working together is something that Stephane Coruble, Managing Director of RTL AdConnect, and Martin Hoberg, General Manager of SmartClip, are both very familiar with. They sat down with Dr Daniel Knapp of New Venture to discuss the new definition of TV and the benefits of working closely with the competition.
Dr Knapp illustrated clearly that a decade makes a real difference in TV-land. In 2008 the Kangaroo streaming initiative was blocked by the European Competition Commission, whereas today, the trade news is full of the partnerships and teamwork that is helping traditional TV survive.
Technology from the digital sector has informed the TV world and enabled the recent launch of D-Force a demand-side platform and joint venture that sees past competitors working together. So how can this work? “I think the antitrust regulations haven’t totally changed,” said Hoberg. “We still have the issue that we are not allowed to do everything and maybe for good reason. But in this case, it was possible because it’s always the question of the market definition and the market definition of being on the demand side platform jointly is totally different to collaborating in the TV business or bundling TV with digital and therefore it’s a great opportunity for us to set up the demand-side platform especially for addressable TV.”
As broadcasters have been fighting hard in the market for so long it may seem that fierce competitors make strange bedfellows, but given so many in the business are familiar with each other already from work on joint industry committees, there are still opportunities for companies to find a match when faced with larger digital foes. D-Force, built on leased software, includes a high level of support for clients and along with display and video inventory, it includes addressable TV as an option. Something that is not usually available to buy automatically.
Technology is one area where combined work can succeed against the new school of broadcasters, but pan-European collaboration, especially when offering services to the U.S. or Asia is equally important. “We have a big operation including 12 markets in order to take on the great evil empire,” says Coruble. “It’s part of our DNA to consider the complex statistics of the European market and find the best solutions.
While digital has been the darling of development, Coruble points out that TV is still a huge contender, 61% of total video watched in the UK is still linear TV and in Italy this rises to 91%. “There are discrepancies from one country to another, even in the small region like Europe,” he says. “You need to take into account what is important for your client. RTL AdConnect is not only a programmatic solution or just a digital video, or brand integration or 30 second TV spot solution, we’re combining all the different assets that we have to provide the best ideas.”
Adding the proliferation of screens in the home and the multiple ways that each household can watch many sources to the fragmentation of statistics around viewing times of linear TV across the continent, it’s time that everyone was on board with the wider view of what TV is.
Coruble says that although you might see 120 million subscribers to SVOD, that doesn’t mean the whole world watches this way. “The TV world has evolved,” he says. “It has to take into account all of the screens and we call that total video. We could be reinventing the wheel for each market but that raises costs when selling internationally. In the end you need to identify your client’s KPIs and identify who you are competing with – and those are international companies with deep pockets.”
Both men have built highly successful partnerships and alliances, so what is it that they keep in mind as the idea of former competitors working closely together emerges as a trend in the sector?
“Everyone can’t always win at the same time,” says Hoberg. “It’s important on a personal level that we all understand the other businesses and their needs and we trust each other. It’s not possible that it’s win/win all the time. Sometimes you’re the loser but maybe only on one detail where your partner is doing better. Overall it is the strategic vision you have to share, focus on the fact that doing it together is better than trying this alone. If one of the partners does not share this idea, you will fail.”
Coruble supports a similar theme, “We are cooperating on the building of new highways for broadcasters. We don’t have to agree on every point, we can have our own race cars, but together we can control the highway where we race.”