Emerging Trends in the Advertising Industry
Simon Daglish, Group Commercial Director at ITV gives his thoughts on the advertising industry in an in-depth interview with IP Network for their Television 2013 20th edition book.
The book emcompasses all things 'TV' and focuses on the 4 'E's of TV; Exposure, Engagement. Effectiveness and lastly Evolution in which Simon discusses how TV has adapted to changing trends in the Advertising market.
Read on to find out what he has to say...
As the biggest commercial broadcaster in the UK, is it fair to say ITV has tried to take a lead in terms of digital innovation and creative solutions?
Yes. We continually strive to match our customer needs with creative opportunities to engage with our audiences. We have focused on partnering with new technologies (such as Shazam) and developing our own solutions (such as Ad Explore and Ad Sync) that are cross platform, as we know many of our users like to watch, take part and go deeper. Our commercial clients are always looking for new ways to engage with our audiences and, as a creative and progressive broadcaster, we are delivering real scale on our platforms.
One of the emerging trends has been the close relationship between TV and social media. How are you making use of that opportunity?
At ITV we changed our approach to social media with the timing of our re-brand. We used these platforms to re- ward fans, make them part of our marketing and creative executions and to allow light TV viewers to discover shows or content. Our hit drama, Broadchurch, took advantage of a hashtag #closure in on air prompts for the final episode, and we saw huge traffic to Saturday Night Take Away after Ant and Dec’s performance of ‘Lets Get Ready to Rumble’. Commercially, we use the platforms for our show sponsors to communicate to their fans and for them to drive amplification of their partnership.
Do facebook and Twitter offer very different opportunities?
Facebook is more content focused currently but Twitter is moving into this space. Twitter’s immediacy is interesting in terms of big, live event TV.
Which types of TV programmes offer the best opportunities in this area?
Big entertainment shows like The X Factor and Britain’s Got Talent (BGT) elicit a lot of second screen behaviour - the BGT app for instance has been particularly successful - and we see consumers increasingly.
Which brands have made best use of it? Any success stories or case histories that stand out for you?
Surf’s sponsorship of The Only Way is Essex (TOWIE) is a great example. From the special webisodes when the series was off air, to hashtag comments being used in the show, it was a great, relevant use of second screen.
We have seen Intel using Shazam and LIVE Ad technology to allow viewers to have their personalised Christmas mes- sage and photo in an Intel ad that ap- peared in the X Factor final (17,000 view- ers took part) and Mercedes have also used the hashtag mechanic to determine the next ad in a sequence of three (12,000 viewers).
The other big, emerging trend is multi-screening. I understand you have introduced ways of synchronising the content across screens. How does that work?
We have developed an ad format called AdSync – this allows advertisers to deliver a take-over advert that synchronises with the TV ad in a break of the show. We partner with a creative and production agency that executes this and allows advertisers to have 4 screens that can be accessed through a swipe motion.
Are there any signs that all of this innovation is adding to TV’s ability to generate payback?
Yes we have seen 38% engagement and CTR of 8% so yes this has given advertisers such as Tresemme and Tesco good pay back.
What other emerging technologies do you think will impact on the opportunities offered to TV advertisers?
Audio watermarking is becoming popular across apps and devices, LIVE Ad technology is becoming more and more sophisticated and there are some interesting developments on Connected TV’s. Some of these aren’t scalable but most rely on the strength of TV content.
Do we need to produce customised insight to really measure and understand viewing in this new digital environment?
Viewers’ behaviours are evolving as they use the digital tools to enhance their lives. We see attitudes changing to advertising now that there is reward and utility given by advertisers which allows us to focus on developing our editorial products to match consumer behaviours and needs. Insight is a big part of that process.
Do these opportunities only affect the margins or are they becoming a key part of TV’s advertising proposition?
TV Spot advertising is still the number one way of driving businesses but partnering with content and using technology allows broadcasters to become the marketing platform and drive higher margins whilst offering agencies and clients incredible results and value.