international symposium on media innovations 2012

TV’s transition to a digital, connected era - Challenges for the advertising industry’s changing role

Iris Jennes & Jo Pierson Vrije Universiteit Brussel

IBBT/SMIT

20 April 2012 Internation Symposium on Media Innovations

Oslo

What are the challenges for TV advertising in a digital, connected era?

Before we start…

•  Digitisation & convergence (Küng, 2006) •  Technologies •  Products and services •  Industries

•  Advertisers perspective

Challenges for TV advertising

Strengths Weaknesses

Reach Power struggles

Impact Lack of knowledge

Branding à Resistance to innova;on Opportuni2es Threats

Data gathering & targe;ng Audience measurement

New adver;sing formats

Strengths

•  Reach •  Impact •  Branding

Source: VRM (2011)

OTHER

Weaknesses

•  Power struggles •  Broadcasters challenged by distributers

•  Lack of knowledge •  Externally

•  Due to power struggles •  Internally

•  Due to lack of communication

è Resistance to innovation

Opportunities •  Data gathering and targeting

•  User behaviour •  New content providers •  New platforms •  Media specialisation

•  New advertising formats

Threats

•  Audience measurement less accurate due to

•  Increase in viewing platforms •  Changes in audience behaviour •  Context of media usage varies •  Focus still on Opportunity to See

Challenges for TV advertising





Data gathering & Targe;ng Audience measurement


Strategies for TV advertising







Stick to TV








Move away from TV








Cross media advertising

Further questions? [email protected]

international symposium on media innovations 2012

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