Mediatel: Future TV advertising Forum
Earlier this month, Mediatel hosted their Future TV forum in Manchester for the first time outside of London; an event covering the latest innovation in strategy and technology within television advertising. With speakers from media and creative agencies, media owners, and industry bodies bringing together a variety of perspectives on the future of television.
The session kicked off with talks from research agency Enders Analysis, and consultancy Ebiquity, who both focused on the rise of short-termism within media, as well as business overall, and its impact on media effectiveness. This was highlighted by the increase in the share of direct response advertising from 39% to 54% since 2000, reducing the proportion of brand activity.
Short-termism, the implementation of a business strategy focused on ‘quick wins’, is a topic that has drawn widespread interest recently and has been the subject of a number of thought pieces within the industry. These pieces all stress the importance of brand focus, long term thinking, and their positive impact on overall brand health.
The second half had more of a focus on the media owner side of things, with talks from ITV, Sky, and others around advanced advertising. Innovations in this sector are advancing the flexibility of TV broadcasting, bringing with them detailed audience insight and customer targeting. This means that using audience data, ads can be targeted at lapsed or current customers of brands, at a national and hyper-local level, and television campaigns can come with outcome guarantees.
The next talk, and possibly the most entertaining of the day thanks to some great video interviews, came from ThinkBox. They presented their research into the importance of advertising on long term brand effects, showing that 58% of all advertising returns occur in the long term. This means that businesses that optimise their ad investment based on short-term returns are not maximising their growth potential. The summary of the business case for advertising can be found here.
Additionally, their brand deprivation study, in which they took away key branding messages from a group of brand loving participants, helped highlight their point. The study pinpointed three core areas driving brand effects: connection, stability, and identity. People are creatures of habit; we like to have a sense of safety, we like what we know, and we like brands to complement our sense of self. Good TV advertising takes advantage of these habits, and helps to build strong brand connections. You can find more details on this study here.
The event was an insightful collection of topics and speakers, highlighting the importance of long term thinking and good quality content in TV advertising, as well as the important role this medium can play in building brands. If you’d like to speak to one of our media specialists about the power of TV advertising, get in touch.