- il y a 4 mois
[Keynote] From consumer lens to impact : Rebuilding the TV Narrative
With Sofie Sue Rutgeerts, Senior Manager Industry Insights, egta
With Sofie Sue Rutgeerts, Senior Manager Industry Insights, egta
Catégorie
📺
TVTranscription
00:00Sous-titrage Société Radio-Canada
00:30ECTA is the international trade body, representing what I call the money makers of the sell side.
00:36So think DPG, AdSendata, Paramount, Comcast, TF1 and so forth.
00:41And I said, yes, I want to talk.
00:44But it won't be with average viewing time, weekly reach, benchmarking,
00:50giving studies that prove the effectiveness of TV, because this summer, I know what you did.
00:56And often summers are a bit quiet, unless this year.
01:03And I think maybe this is more like a tipping point.
01:07And my presentation will be about how we can do and think differently.
01:13Let's have a look at the broadcaster side.
01:15For the first time, we see an acceleration of partnerships between global streamers and local broadcasters.
01:24Among the M&As, we have a lot of them that are driven by a common local region or a common language,
01:33like in the US, in Germany, African regions.
01:37And look at Warner Bros.
01:39So Warner Bros. is about to launch the attire of HBO Max in Germany.
01:45And they're very smart, because they think,
01:47I will increase the odds on impact if I work together with a local sales house, El Cartel Media.
01:54So it's the local that drives decisions.
01:58Other partnerships.
02:00TV inventory is now available for sale in the plane and in the car.
02:03And have a look at Disney and Webtoon.
02:06Webtoon is an app that gives access to micro-dramas, and they are using a freemium model.
02:13So you watch the first five episodes for free, you're hooked, and then you need to pay.
02:18If Disney experiments with that, it means that it will probably change the way that we shape viewing behavior of consumers
02:27and the way we monetize content.
02:29How does it look at the agency side?
02:34A lot of movements as well.
02:37And I will pick a few of them that are very much oriented around data.
02:43IPG and Publicis, they say, we centralize data.
02:48Give me your data, I will make something out of it.
02:51WPP says, no, I don't need your data, keep it where it is, that's much more efficient.
02:58I just make the connection.
03:01So where is this interest in data coming from?
03:06Have a look at this chart.
03:08So the number of sites that have a drop in traffic is huge.
03:17And we used to work on search.
03:21And campaign optimization meant search engine optimization.
03:26And as a brand, you want to be visible and recognizable.
03:30But over time, I think that we confuse the overload and intrusiveness with visibility.
03:39And so consumers are really fed up.
03:42And probably part of the success of AI is because it removes this frustration.
03:50Consumers are now much more in the lead.
03:53They prompt.
03:53And as a brand, you want to be part of the answer of that prompt.
03:59So you need to know how you have to fuel these AI models.
04:03And so agencies want to have a play in that.
04:08And don't get me wrong.
04:09If you ask Gen Z people how do they deal with information overload,
04:15they are aware that this overload won't disappear.
04:18It's just that they become the managers of their attention.
04:21So what they do, they decide when they want to be exposed,
04:28when they want to scroll endlessly.
04:31But it's on their decision.
04:33And so as a brand, and even as an agency, but also as a broadcaster,
04:39it's important that you understand how your content travels.
04:44And that's why we need to look at ad tech.
04:48What is ad tech?
04:49It's supposed to deliver ads.
04:52Therefore, they collect information, process it, use it.
04:57They use profiles for targeting, outcomes for optimization.
05:03And you could say there are two main frameworks in the ad tech,
05:08which is wild gardens.
05:10They say, I want to measure as precise as possible.
05:13So, it's a closed system, so it's not complete.
05:18And it's not transparent at all.
05:21The open system, like the trade desk, they say no.
05:26It's open, it's transparent.
05:28And it's complete.
05:29The only drawback is that it's a bit more complicated,
05:33because you have a lot of blind spots you have to cover up with.
05:37Have a look at what Amazon's DSP and their partnerships are doing.
05:42So, they used to partner a lot with what we call the low-end publishers.
05:48Now, they partner with premium publishers.
05:51And they will create a single sign-on that enables them to track audiences cross-platform.
05:58And by doing so, they will have a view of the full consumer journey.
06:07So, it's clear that both agencies, as ad tech,
06:11they want to create a quality layer around data.
06:16And they do so by measurement.
06:20Talking about measurement, I've been in the business,
06:22so let me talk a little bit about it.
06:24I always use this slide to explain to people what is the measurement system we know.
06:33So, these bakeries are the broadcasters.
06:36As an advertiser, you're the restaurant owner.
06:39And you contact your middleman.
06:41You want to buy bread.
06:43You want to know which quality, which inventory each bakery has.
06:48And so, the middleman uses a system that he can compare like for like.
06:52And that works great.
06:56You have one system, one currency.
07:00It's independent.
07:02The problem is that these bakeries are not alone.
07:07You have these kind of platforms.
07:10You can buy bread using their digital platform.
07:14And the difference is that this platform does not only make and sell bread,
07:22but it measures all activity.
07:25So, we have different measurement systems,
07:28different currencies where you can base your bill on.
07:33So, what does this mean?
07:34Are we in a good shape?
07:37Is the industry healthy?
07:38Have a look at this slide.
07:45What you see is that there is more money that is drifting towards media that require less attention.
07:55And we know that this is less effective.
07:58So, there's more money spent.
08:01And the ad campaigns are less effective.
08:04The European Commission published a report saying that our industry will represent 127 billion euros.
08:13of which 53 is covered by the local broadcasters.
08:18And that was 75 a few years ago.
08:23So, I think it's clear that we are moving towards what we call a global system.
08:29And before I entered the media world, I was working for different clients.
08:37One of my clients was an African print producer.
08:42So, I visited African countries, understanding the meaning of clothing
08:47and what drives their decision to buy a brand.
08:52I did this for peanut butter.
08:55I did this for beer.
08:56And what you see is that the drivers for people to consume something are always the same.
09:05The product changes, but the consumption and your driver doesn't.
09:10So, we can use this.
09:13Have a look.
09:16I have a birthday or I organize a wedding or there is a funeral to organize.
09:24It's what they do, is they decide which prints they are all going to wear.
09:30They all go to the shop.
09:32They cut it in a shape that fits the body.
09:37And they go to that event.
09:39And the reason why they are doing it, it's not because they don't have a known taste.
09:44It's because they want to be part of a group.
09:49They want to belong to something.
09:51They want to create something together.
09:53For them, the driver is social indulgence.
09:57Engaging with one another.
09:59This is a typical picture of a barbecue in our country.
10:07Each of us having their own style.
10:10Making sure that you look a little bit different than the other.
10:13For us, the recognition comes from that person made it in life.
10:20That is a very different and unique person.
10:22So it's much more individual, much more about being distinctive.
10:28What does this mean for video?
10:31What do these people do?
10:35They sit together.
10:37They want to engage.
10:39They want to be part of something.
10:41They want to create a community with people that have the same interest.
10:46They want to belong to something bigger.
10:48And so the broadcasters that do that year after year, they become their anchor points of trust.
10:57So it's all about belonging.
11:00Over time, other technology came and we could watch on demand.
11:05Great.
11:07And that is typical in individual experience.
11:11You want to look something up.
11:13You want to search.
11:14It's much more transactional, reactive.
11:18So both systems will remain.
11:25YouTube is not going to disappear.
11:28Amazon's DSP is not going to disappear.
11:31The brand name may change.
11:34The company may change.
11:35But the fact that we have these different kinds of viewing behavior, that won't disappear.
11:41So the question is, what role can we play?
11:47First of all, know your USP.
11:50I take back that potential blueprint of Amazon's DSP.
11:54So at your left, low-end publishers, brands that are oriented to performance, activation, and the brand building part is at the right.
12:06It creates a lot of opportunities in terms of data connection.
12:10But there is a risk.
12:11Imagine that all content is created to feed that loop.
12:19Then content becomes a commodity.
12:22And that's exactly what makes broadcasters different.
12:26I call it the TV loop of premiumness.
12:31As a broadcaster, we invest in high-quality content.
12:36If you ask people what makes a viewing experience premium, it's content and platform.
12:43So a piece of premium video on YouTube is less premium than if it's broadcasted.
12:52And it's that premium viewing experience that engages people.
12:57People are more alert, attentive.
12:59If you then show a curated ad load, they will perceive it as something that is really very much a fair deal.
13:08In return for a good viewing experience, you get some ads.
13:12I'm fine.
13:14And it's that combination of premiumness that is engaging and that even evokes feelings of fairness that really increases the ad impact.
13:28And what's the beauty about broadcasters is that they use the ad revenues to invest in content.
13:35This is completely different than what we see with other players.
13:39Streamers have subscription revenues, ad tech have ad tech fees.
13:45It's that tight connection of content and ads that makes it so powerful.
13:52And our industry has regulated that.
13:56There are rules.
13:57You need to comply.
13:58There are conditions.
13:59And when I was working for DPG a few years ago, on demand was on the rise.
14:14And I still remember some of my colleagues saying, life is dead.
14:20And I said, no.
14:22It will never disappear.
14:24Because as a human, watching something your neighbor, your aunt and your friend is watching is of a key value.
14:33So it's much more than just the consumption of time watching that program.
14:45It's all the things that come after.
14:48You are bonding socially.
14:50So that won't disappear.
14:51And have a look at what streamers did over time.
14:55They copied each of these elements of broadcasters.
15:00They started with an attire.
15:02They started bundling content.
15:05They started with a linear like TV schedule.
15:10They are now investing in life.
15:12They really understand very well what is happening.
15:16There is a reason why they don't publish average revenue per user anymore.
15:24There is a reason why they say our focus is on user engagement.
15:30Because they need to build this daily appointment viewing.
15:34And that is what we did with our programming.
15:37We know very well how to build up an evening.
15:40What we still also have is this local expertise.
15:47We know the habits of the people in our country.
15:50We know what they like.
15:52And it's that local element that Erwin was talking about that is of key value.
15:59Maybe if you go on holiday.
16:03And you are talking about the restaurant in your neighborhood.
16:06Sometimes you may find it very hard to remember the name of the street of that restaurant.
16:13And that is because our brain uses local cues to process information, to remember and to retrieve it.
16:21So the more your offer is embedded in local cues, using local symbols that are part of your culture, the higher the odds on impact.
16:34So that is your USP.
16:37Secondly, keep it simple.
16:40How many times do we see slides like this?
16:43Complicated charts, sources written small because there are so many sources, 35 notifications, how to interpret the metric.
16:55The research behind, I'm a researcher so I won't say that research is a bad thing.
17:01The research may be complicated and nuanced, but your message must be very simple.
17:09Mind the messenger.
17:09So many times we hear a story about these guys.
17:16It's corporate, it's rational, it's all under control.
17:23Imagine people like these, witnessing the power of TV.
17:28People with some street credibility.
17:30I think this is much more powerful.
17:34Another one, and this is a very tough one.
17:38Collaborate.
17:39There was a time that we came together and that we did things that supported the industry, not our own agenda.
17:52And maybe the fact that these global players are very much playing a solo play,
18:00made that we lost a little bit of collaboration, but you all know the story of Bagel and the Tower.
18:10So, from the moment we all start to speak a different language, we can't build any more.
18:18So my question to you guys is more, how much more urgency is needed before you start to speak a common language?
18:28And then finally, be proud.
18:29Now you will say, we are Belgians, we are not proud, we don't brag about things.
18:40In a way, yes.
18:41In a way, yes.
18:42In a way, yes.
18:43You avoid risks.
18:45And I use this framework to understand cultures.
18:50I studied a lot of different markets.
18:54And so there is a framework of Hofstede, and he ranks the different countries.
19:02For Belgium, it looks like this.
19:05So, high on power distance, we like status, hierarchy, quite individualistic, we do our own thing, indeed.
19:16We don't like risks, that is true, we are quite masculine, and we still perform well on indulgence.
19:25Use this, use your local route and embed what you do in your traditions,
19:34and make it something that is part of your status to achieve in life.
19:39And that will make you much more powerful.
19:43So, if you think maybe there are some things that are useful, then have a look at other markets,
19:53and get inspired.
19:55This is Norway.
19:58What you see is that it's a bit behind the white.
20:03TV ad spend increases much more than on average.
20:08And if you listen to what happens in the market, all broadcasters decided, we sell total TV.
20:17So, no linear channels, no digital platforms, no competition in terms of market share, it's just total TV.
20:28And that is attractive to advertisers.
20:30It's simple, and it's one unified voice.
20:35The agencies, they don't come with different forecasts, they have one forecast.
20:42So that is collaboration.
20:46The UK.
20:48So, TV has a legacy in having agreements with the whole cause.
20:56There is an interest into these SMEs.
21:00But there is a mid-market.
21:02ITV, a broadcaster, has built a partnership with the Association of Independent Agencies, so the Indies.
21:11And they have a fund to support the mid-market advertisers.
21:16Again, collaboration.
21:22And then, this is a very interesting one.
21:25France, as Belgium, scores very high on power distance.
21:30They know what to do.
21:33The others need to listen.
21:35They understand that this attitude may be not so helpful today.
21:41Maybe there are other powers that are much more powerful.
21:45So they changed a little bit their culture.
21:50And they said, our inventory needs to be more accessible.
21:55We need to partner with others.
21:58But still, they keep the bar high.
22:02They say there are standards on sustainability, standards on measurement.
22:07So they shape their own culture without going too far away from their DNA, but they adapt.
22:15And so, my question, and I want to keep the conversation with you guys, is what will you do this winter?
22:25So, happy to hear from you.
22:45So, happy to hear from you.
22:46So, happy to hear from you.
22:46Happy to hear from you.
22:47Happy to hear from you.
22:48Happy to hear from you.
22:49Happy to hear from you.
22:50Happy to hear from you.
22:51Happy to hear from you.
22:52Happy to hear from you.
22:53Happy to hear from you.
22:54Happy to hear from you.
22:55Happy to hear from you.
22:56Happy to hear from you.
22:57Happy to hear from you.
22:58Happy to hear from you.
22:59Happy to hear from you.
23:00Happy to hear from you.
23:01Happy to hear from you.
23:02Happy to hear from you.
23:03Happy to hear from you.
23:04Happy to hear from you.
23:05Happy to hear from you.
23:06Happy to hear from you.
23:07Happy to hear from you.
23:08Happy to hear from you.
23:09Happy to hear from you.
23:10Happy to hear from you.
Commentaires