Marketers want to spend more money on TV but are finding it increasingly more difficult to justify it within their companies, the Future of TV Advertising Global conference heard today.
Kicking off the first panel of the two-day conference in London, ISBA’s head of media Bobi Carley explained that brand marketers have to “explain the value of TV to people who don’t understand the market”.
“Marketers want to spend more money on TV but it’s getting harder and harder,” she added.
Speaking alongside Gill Hind, chief operating officer at Enders Analysis, the duo explained findings about the UK TV market and recommendations from TV advertising: Evolving the Model, an Enders report published earlier this year that was commissioned by ISBA, the UK advertiser trade body.
Enders estimates that the complicated process of achieving industry-wide cross-platform measurement will happen by or in 2023.
It has recommended that volume and share should be combined across various linear and broadcast video-on-demand (BVOD) services to deliver the most realistic formula.
As for day-to-day TV trading, the report proposed that the majority of ‘standard’ TV airtime is traded programmatically, with BVOD sold on a multi-sales channel basis in the manner of The Ozone Project, which would require broadcaster sales houses to collaborate.
This would mean moving away from the TV share deal model which, critics claim, is used because it suits the agency as opposed to the advertiser.
Hind told today’s conference: “Until we have a measurement system that can be delivered across all video, it is unlikely budgets will move away to digital video from TV.”
Instead volume deals, she explained, are “more likely” to improve the TV advertising environments because they would provide broadcasters with greater certainty.
Enders has recommended this is done using a “two-tier” approach for “premium” and “standard” content. The vast majority of airtime would be considered standard, while the four-week advanced booking-deadline, shortened from eight weeks during the pandemic by ITV, Channel 4 and Sky Media, should remain.
The FTVA Global conference brings the TV advertising industry together, in person, for the most important advanced TV advertising thought-leadership event for two years.
Check out the agenda to see the A-list line-up of global pioneers from across the sell-side and buy-side, who are sharing their latest thinking and best practice.
