9:00 – 9:30
Registration, refreshment, networking
9:30 – 9:45
Wecome speech, ScreenVoice brand launch
9:45 – 10:30
Richard Broughton, Ampere Analysis
The European VOD landscape – the state of play
A data-driven review of the evolution of the European on-demand market, covering:
- The current size and trajectory of video-on-demand in Europe, and its contribution to the region’s audiovisual economy.
- Consumer behaviours – how uptake and usage of video-on-demand is changing across different audience groups.
- Local vs international platforms. Who are the market leaders, and how are European groups performing relative to US entrants?
- The increasing importance of distribution partners in a crowded and complex marketplace.
- Evolving content and positioning strategies. How are the global streaming groups changing their approach to the market in Europe, and what does this mean for broadcasters and local VoD players alike?
10:30 – 11:15
Magnus Fischer, RTL INTERACTIVE GMBH
RTL+ – Local hero of the German streaming market
- German media consumption development.
- RTL video platform in the early stages and the development into today’s platform.
- Product and business concepts.
- Development of performance.
11:15 – 12:00
Coffee break / Brunch
12:00 – 12:45
Daniel Reiner, RTL DATA Alliance
Stefan Schönherr, eye square
Track the Success
Screenforce study “Track the Success” proves: The reception situation explains the advertising impact
- Key insight: The usage situation is crucial for the advertising effect
- TV content: Highest advertising impact due to the best visibility and intense perception – YouTube and Facebook well behind
- Identical patterns of results for Germany, Austria and Switzerland (DACH)
With the experimental DACH study “Track the Success”, Screenforce – the initiative of marketers of TV- and moving image content in Germany, Austria and Switzerland – presents the further development of the widely acclaimed advertising impact study “Not all Reach is Equal” from karen Nelson-Field (2020). Once more, it compares the effectiveness of identical commercials displayed on different media channels, more specifically TV, BVOD, YouTube and Facebook. This year, however, the focus is on the reception situation during media consumption. The study was run by the institute eye square, which used a completely new study design to conduct the largest in-home study to date across all German-speaking countries. The results of the study can be downloaded at www.screenforce.de.
The study “Track the Success” essentially explores how viewers and users perceive media content and analyses the implications on advertising impact that derive from the specific reception situation. Three factors were examined: Perception, Reaction and Impact. The term “perception” refers to all variables relating to the technical playout of the advertising: How long the advertising was displayed for, with what sound setting and what screen coverage. It also includes the visual attention of the viewers: How much time did they spend looking at the screen while the advertisement was displayed? “Reaction” describes the emotional response and activation. How sucessfull is the ad when it comes to emotionalising the viewer? Does the audience feel rather relaxed or activated while watching the content and advertising?
Overview of the main key insights
- Advertising on TV is particularly effective. It is well ahead in both unaided and aided advertising awareness. .
- The purchase intention is generally more difficult to influence as it depends on several factors. The differences are therefore smaller, however the pattern remains largely the same. TV and BVOD are even, followed by YouTube and Facebook.
- Looking at the emotionalisation in total while attention was paid to the ad, BVOD comes first, followed by TV and YouTube. Facebook does not achieve a comparable level of emotionalisation. Positive emotions are important because they make people more open and receptive to advertising messages. Consumers who have a positive association with a certain brand are generally more willing to purchase their products as well.
- The differences between content and advertising are also noticeable. In TV and BVOD, advertising has a comparably strong emotional impact as the content itself. On YouTube, the discrepancy is greater. The losses in comparison to the content are highest on Facebook.
- With TV as a lean-back medium, the viewers find themselves in a rather relaxed state during the reception of advertising, while with YouTube – as a lean-forward medium – the mood seems generally more tense which indicates a stronger feeling of disturbance by the advertising. BVOD is somewhat in the middle. With Facebook, the briefness of the contact means that the ads are not very activating.
Malte Hildebrandt, Managing Director Screenforce: „Perception and reaction are crucial for the effect. They describe the reception situation in detail and therefore provide indications of the contact quality, which ultimately explains the differences regarding the effectiveness. With the study Track the Success, we can validly prove on the basis of a high number of cases that in all of the categories examined, TV and BVOD are clearly superior to YouTube and, particularly, Facebook.”
12:45 – 13:30
Chris Goldson, ITV
Bhavit Chandrani, ITV
The renaissance of TV advertising
ITV shares the story of how advertisers are rediscovering the power of TV in the UK:
We are experiencing a renaissance in TV advertising, and we’ll talk through the 4 ‘R’s, which are:
- Rediscovery of TV advertising among core categories
- Revaluation of the value of ITV as an advertising partner during the pandemic
- Revitalised customer base following the rise of e-commerce and DTC brands
- Reinvention of TV advertising, building on core successes with an evolving addressable proposition
Closing summary, end of the conference
At Ampere Analysis, Richard is helping to lead the design and build-out of a new generation of media and communications analysis, meshing tried-and-tested research methods with the latest generation of data collection and manipulation techniques. Richard has over a decade of experience in analysing the television, film and communications
industries, and has worked with and advised a huge range of the top international media, telecoms and technology companies. He has a background in financial modelling, quant research and strategy. Richard has led custom consulting projects for senior stakeholders in a wide selection of blue chip organisations, including major studios and producers, channel groups, tech vendors and pay TV & telecommunications groups. Richard is also a regular speaker and moderator at high-profile industry events and conferences, and is regularly quoted in consumer and industry press.
RTL INTERACTIVE GMBH
Magnus has worked in media for over 15 years, for brands including RTL2, maxdome (P7S1) and Amazon.
He joined RTL in 2014 to lead the operational TVNOW team (customer jorney / insgihts / offer / CRM) and helped to buid up the local hero in the german territory.
With his deep knowledge in digital media business for transactional-, subscription- and advertising VOD and his love for content he is responsible to create the business goals and ensure customer growth.
Senior Advertising Researcher
RTL DATA ALLIANCE
Daniel Reiner is Senior Advertising Researcher for RTL’s data and research competence centre DATA Alliance. As part of his work, he studies the impact of ads and their effect mechanisms in campaigns across all media types and platforms. His research focus includes ad impact analyses considering the specific consumption context and the role of ad creations regarding their effectiveness.
Prior to his position at RTL, Daniel worked for Germany’s largest media agency groupM in the research department and was responsible for research studies concerning the effectiveness of online targeting campaigns as well as their potential for improvement.
Besides, Daniel lectures Media and Communication Studies at the Baden-Wuerttemberg Cooperative State University (DHBW) in Ravensburg.
Daniel holds a Bachelor of Science degree from the University of Cologne and a Master degree from the University in Düsseldorf.
Since 2007, Stefan Schönherr has been working as a brand and media specialist in the Brand and Media Experience unit at eye square. After six years of gaining invaluable knowledge within the company, Stefan became the head of his unit in 2013 and is a Partner since 2018.
Stefan conducts quantitative studies on the understanding of media genres and media use. He is not only interested in new online display advertising formats and social media, but also the importance of the classical channels in the modern media landscape.
Stefan has investigated the effects of TV ads in the recent study Track the Success for Screenforce. He leads internationally acclaimed studies such as “Power of Creation” (IAB Research Award, 2016) and “Display Werbung wirkt implizit” (BVM Innovation Award nomination, 2011).
Stefan moderates workshops on digital creation and regularly speaks at conferences.
Chris has worked in media for over 20 years, for brands including Media Week, Financial Times, the BBC and – more recently – 9 years at Virgin Radio / Absolute Radio where he was Commercial Director.
He joined ITV in 2011 to lead its innovation team ‘Creative Works’ which creates exciting ideas for advertisers, and pitches and presentations for the sales team. Chris also looks after ITV’s commercial marketing.
And he just LOVES telly!
Bhav Chandrani is Director of Creative & Digital Partnerships at ITV, heading up sponsorship, ad funded programming, creative and digital partnerships, and partnership innovations for ITV’s Commercial team.
With over 20 years in the industry, Bhav’s passion is in bringing brands and content together to make meaningful campaigns. Bhav leads ITV’s commercial relationships with other media brands such as Twitter and Global Radio and new innovations such as Shoppability and ITV’s first brand funded steps into the Metaverse.
Bhav is a founding member of the diversity network, MeFA (Media For All), a NABs 100 Mentor and Board Director of Metavision.