TV: it's complicated (but shouldn't be)
The Media Leader UK
The media industry’s leading source of news analysis, data, and opinion.
Editor's review of the week
I know?The Media Leader has focused a lot on TV in the last few weeks, but please hear me out as we wrap up a huge week for us as we hosted?The Future of TV Advertising Global in London on Tuesday and Wednesday.
Amid two days of debates, presentations, revelations and more from some of the world's most influential TV executives, analysts, and media buyers, I couldn't help thinking of something I'd seen during an intimate breakfast briefing in September that best captured what's going on the business of television.
The image (above), was presented by the TV analyst Nigel Walley at an event hosted by Sky Media. ?It shows just how complex the ecosystem has become in the UK as TV becomes more connected: multiple content providers, multiple TVs and streaming sticks with different software, multiple sales houses and SVODs becoming AVODs with different ad formats and audience targeting offers.?
And, all the while, Big Tech beasts looking at all this and scheming how to capture large TV advertising budgets in an environment that they don't control.
As our podcast wrapping up FTVA this week noted, there was a lot of anxiety about TV's future among delegates. There is a real concern that ad-funded digital TV will suffer the fate of so many publishing brands when going digital: terrible user experience, low-quality advertising formats, accepting the short-term opportunity for direct-response.
FTVA was a reminder of where advertising's real value comes from — regardless of medium.
That is: great creative which builds brands, which helps a business make bigger profits by having a strong brand which can command a higher price.?
No matter how complicated TV becomes, that simple truth must not be forgotten.
Omar Oakes is editor-in-chief of?The Media Leader and leads on our TV coverage.
THE TOP 5
Our most-read articles on the site from the past 7 days...
Brave time Charlie
Ella's story of the week?
Aside from the amazing Future of TV Advertising content we had going on, I think my favourite piece was by Jan Gooding on how brands should be braver talking about hard times.
In particular she called out that ad which was shot on an iPhone for a pub Charlie's Bar in Enniskillen Northern Ireland bridging the gap between a glossy festive ad and real-world events and emotions.
"In a world full of sadness and financial hardship, Charlie’s Bar tuned into their customers’ need for a little hope and simple human kindness." Maybe something Christmas advertisers should take note of it in future.
You can read the full piece here.
领英推荐
Ella Sagar reports on audio and out-of-home for?The Media Leader.
X-rated
Jack's story of the week?
We can all fall victim to schadenfreude, especially when misfortune is perceived to be earned.
That's why my favourite story this week was a scoop in which revealed X lost over 1 million daily users in less than six months. Monthly actives were also down, as was average time spent on the microblogging platform, according to Ukom figures.?
Elon Musk, meanwhile, has continued his temper tantrum against advertisers this week. But, even if advertisers weren't convinced to stop spending on X due to a lack of brand safety or that Musk is prepared to tell them to "go fuck [themsleves]," consistently declining user figures may help give a nudge.
Read the full story here.
Jack Benjamin reports on social media and publishing for?The Media Leader.
This Week in Media
8 years ago: 'Netflix to double original content in 2016'
It wasn't long ago when Netflix, now (still) the top dog in the streaming wars, was only just establishing its own production capacity.?
In December 2015, then-chief content officer Ted Sarandos announced Netflix would double its original programming output to 31 scripted shows following the success of House of Cards and Orange is the New Black.?
"Netflix is turning the binge-watching dial up to full," our predecessor Mediatel News' coverage reads.
The investment in original programming helped build Netflix into a production powerhouse, but high costs have driven Netflix, like its streaming competitors, to introduce an ad tier to improve long-term profitability.
And how's the new ad tier going? It so happens we found out from Netflix's VP of ads at our Future of TV Advertising Global event this week...
If you've scrolled down this far... thank you for reading!
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