MG OMD x Thinkbox Televisionaries
We recently had the opportunity to host a panel of industry experts: Sarah Jones from Sky, Kelly Williams from ITV, and Verica Djurdjevic from Channel 4 who joined us at our Televisionaries event with Thinkbox.
We gathered with our experts for a candid and insightful discussion about the future of AV and what it will continue to offer for advertisers.
The AV market continues to go through a period of transition, which presents both challenges and opportunities for all of us. On the one hand, advertisers continue to favour linear TV, but viewing continues to fragment to broader video platforms, which can have a direct impact on effectiveness. On the other hand, the fragmentation of viewing and the shift to IP delivery creates a plethora of data-driven opportunities. All of this is complicated by the current economic climate.
A series of key themes have emerged and were discussed by MG OMD, Thinkbox and the Broadcasters:
1. AV effectiveness is still extraordinarily strong, and TV almost always delivers the strongest ROI of any media channel. Utilising the wider AV platforms, notably BVOD (Broadcaster Video on Demand) and the premium content elements of YouTube and CTV apps will result in cost efficient and cost-effective AV strategies. We were reminded of television’s hidden capabilities, such as brand safety, shared viewing and premium content.
MG OMD has the tools to navigate this fast-paced changing marketplace.
2. Delivering growth in the current economic climate is becoming increasingly difficult. We must be unwavering in our approach to growth. Data show that commercial clients must actively steal market share, while government clients must work against competing forces.
We believe that media can make a significant contribution to our client’s competitive advantage and therefore Unlocking Competitive Advantage has become the lens through which we are thinking about all our work. In the session, we highlighted a range of examples demonstrating how we have already done this – from creativity in media placements, to disproportionate share of voice through partnerships and licensing, to homing in on brand strengths to build brands, to changing the cultural narrative on sensitive issues through content integration.