TV is no longer just a television set. It is total video. It spans all screens and all streams, where consumers are able to access content anytime, anywhere, on any device.
Navigating that ever-present world presents marketers with a dilemma. How do you maximize your ROI when the nature of TV is rapidly changing?
Experts from across the industry will joinRTL AdConnect and The Drum for a brunch event on May 16th in LA to take a look at global TV trends and explore how best to take advantage of the new content ecosystem.
Following the panel will be networking and the opportunity to meet the Drum team, including global head of branded content, Kevin Ayadassen; associate editor, Sonoo Singh; and senior reporter, Katie Deighton.
• JR Griffin, VP Digital Marketing & Business Development at Fremantle US
• Seow Leng Porter, Managing Partner at MediaCom
• Matthew Schmidt, Regional Vice President, Agency Development at SpotX
• Stéphane Coruble, CEO of RTL AdConnect
• Sonoo Singh, Associate Editor at The Drum
Amidst this new on-demand reality, it is worthwhile to remember that linear TV is the mass media for fast reach. In fact, according to Eurodata TV Worldwide the linear TV consumption (worldwide; 92 countries) is stable with nearly three hours daily viewing time on average. Europe amounted to a viewing time of 3 hours 49 minutes.
Coruble will predict the future of TV and look at the ways in which markets differ when it comes to content and consumption. For instance, amidst this new on-demand reality it is worthwhile to remember that linear TV is the mass media for fast reach. In fact, according to Eurodata TV Worldwide the linear TV consumption (worldwide; 92 countries) is stable with nearly three hours daily viewing time on average. Europe amounted to a viewing time of 3 hours 49 minutes.
According to Coruble, “It’s not about linear or non linear, it’s about everything. It is about consumption anytime, anywhere, on any devices. And while watching online video is a huge trend, linear TV consumption continues to be stable globally. At the same time there’s a shift taking place to very local content. Meanwhile, let’s not forget audience measurement and ad viewability remains a huge challenge. Therefore, from an advertising perspective we believe it is now time to get serious about total video.”
As consumers have more control and choices than ever, the current smart TV landscape means it achieves fast and mass reach and provides optimal visibility while offering precise targeting and an immediate ROI. With mobile, OTT, addressable, new on-demand services, AR/VR - these will all bring total video to the next level.
The Drum associate editor, Sonoo Singh will lead the panel discussion with industry stakeholders and discuss the challenges and innovations in total video, addressable, and connected TV and how best to measure reach and frequency while providing a better experience for audiences, buyers and publishers.