1) The document discusses strategies for maximizing revenue from television brands, including talent shows, through 360-degree sponsorships that engage consumers throughout the year both on-air and off-air.
2) Opportunities for sponsors include on-screen product placements, promotions at casting events, in-store branding, online presences on show websites and sponsors' sites, and experiences such as rehearsals and live show attendance.
3) Specific strategies are outlined for talent shows like The X Factor as well as relationship shows like Farmer Wants a Wife, including branded content across digital platforms.
Тим Кресценти - Спонсорство 360° – новая эра кросс-платформенных медийных спо...TVbusinessconference
This document summarizes an upcoming television series called "The Kitchen Musical". It will combine elements of drama, music, and food. The series will focus on the staff of a high-end restaurant, including the new sous chef Maddie and her clashes with the controlling executive chef Alex. It has received awards and nominations from television festivals. The format rights have been sold to produce local versions in countries around the world such as the US, Italy, Vietnam, and India. A stage production is also in development.
Юрий Хазанов - Как телеканалы могут выиграть от Интернет: кейсы YouTubeTVbusinessconference
Broadcasters can be successful on YouTube by promoting their content, monetizing short and long form videos, and engaging with audiences. For example, Channel 4 uploads full episodes of popular shows to YouTube, doubling their revenue. Reshet TV in Israel uploaded performances from their top show "The Voice Israel" to YouTube, increasing views by 200% and revenue by 268% while also gaining 100% more subscribers. Broadcasters can use YouTube to promote their other platforms and drive traffic while also selling ads against their YouTube content for additional revenue.
Кристиан Хоспье - Конкурентная модель для цифрового телевидения: Уроки Европе...TVbusinessconference
The document summarizes key issues and opportunities around the transition from analogue to digital television in the EU. It discusses goals of addressing spectrum bottlenecks, allowing content access across platforms, and fostering a creative industry and cultural diversity. Means discussed include analogue switch-off, nondiscriminatory spectrum assignment, and an innovative legal content framework. Issues addressed are effective spectrum management, net neutrality, copyright framework reviews, and ensuring fair competition and media pluralism.
Росс Биггем - Изменения, которые необходимы при регулировании рекламы (Директ...TVbusinessconference
(1) Revolutionary Changes in TV Advertising: Cross-platform, cross-sectoral campaigns and completely new techniques are emerging as advertising diversifies across multiple channels and platforms.
(2) Connected TV will likely grow and provide opportunities for European content companies, but also regulatory challenges around issues like privacy, ascertaining consumer wishes, and balancing freedom to advertise.
(3) Media regulations should avoid double jeopardy for compliance, focus on strategic issues like privacy vs advertising, and help ensure the best of European media regulation is preserved.
Никки Бентли - Брендинг спортивных каналов: как это работаетTVbusinessconference
This document discusses branding strategies for sports brands. It recommends knowing your target audience of fans rather than viewers, finding your brand's unique place in the competitive market, and tapping into the emotions and passions that sports evoke in fans. The presentation was given by Nikki Bentley, Business Director at an agency called BD&A Creative.
Доклад Елены Мартыновой, Директора по стратегическому маркетингу 1+1 Медиа, в рамках панельной дискуссии "Промо 360°", конференция "Телевидение как Бизнес" 2016 (22.09.2016)
Доклад Татьяны Светловой, Директора департамента продвижения бренда и продуктов телеканала "Украина", в рамках панельной дискуссии "Промо 360°", конференция "Телевидение как Бизнес" 2016 (22.09.2016)
1) The document discusses strategies for maximizing revenue from television brands, including talent shows, through 360-degree sponsorships that engage consumers throughout the year both on-air and off-air.
2) Opportunities for sponsors include on-screen product placements, promotions at casting events, in-store branding, online presences on show websites and sponsors' sites, and experiences such as rehearsals and live show attendance.
3) Specific strategies are outlined for talent shows like The X Factor as well as relationship shows like Farmer Wants a Wife, including branded content across digital platforms.
Тим Кресценти - Спонсорство 360° – новая эра кросс-платформенных медийных спо...TVbusinessconference
This document summarizes an upcoming television series called "The Kitchen Musical". It will combine elements of drama, music, and food. The series will focus on the staff of a high-end restaurant, including the new sous chef Maddie and her clashes with the controlling executive chef Alex. It has received awards and nominations from television festivals. The format rights have been sold to produce local versions in countries around the world such as the US, Italy, Vietnam, and India. A stage production is also in development.
Юрий Хазанов - Как телеканалы могут выиграть от Интернет: кейсы YouTubeTVbusinessconference
Broadcasters can be successful on YouTube by promoting their content, monetizing short and long form videos, and engaging with audiences. For example, Channel 4 uploads full episodes of popular shows to YouTube, doubling their revenue. Reshet TV in Israel uploaded performances from their top show "The Voice Israel" to YouTube, increasing views by 200% and revenue by 268% while also gaining 100% more subscribers. Broadcasters can use YouTube to promote their other platforms and drive traffic while also selling ads against their YouTube content for additional revenue.
Кристиан Хоспье - Конкурентная модель для цифрового телевидения: Уроки Европе...TVbusinessconference
The document summarizes key issues and opportunities around the transition from analogue to digital television in the EU. It discusses goals of addressing spectrum bottlenecks, allowing content access across platforms, and fostering a creative industry and cultural diversity. Means discussed include analogue switch-off, nondiscriminatory spectrum assignment, and an innovative legal content framework. Issues addressed are effective spectrum management, net neutrality, copyright framework reviews, and ensuring fair competition and media pluralism.
Росс Биггем - Изменения, которые необходимы при регулировании рекламы (Директ...TVbusinessconference
(1) Revolutionary Changes in TV Advertising: Cross-platform, cross-sectoral campaigns and completely new techniques are emerging as advertising diversifies across multiple channels and platforms.
(2) Connected TV will likely grow and provide opportunities for European content companies, but also regulatory challenges around issues like privacy, ascertaining consumer wishes, and balancing freedom to advertise.
(3) Media regulations should avoid double jeopardy for compliance, focus on strategic issues like privacy vs advertising, and help ensure the best of European media regulation is preserved.
Никки Бентли - Брендинг спортивных каналов: как это работаетTVbusinessconference
This document discusses branding strategies for sports brands. It recommends knowing your target audience of fans rather than viewers, finding your brand's unique place in the competitive market, and tapping into the emotions and passions that sports evoke in fans. The presentation was given by Nikki Bentley, Business Director at an agency called BD&A Creative.
Доклад Елены Мартыновой, Директора по стратегическому маркетингу 1+1 Медиа, в рамках панельной дискуссии "Промо 360°", конференция "Телевидение как Бизнес" 2016 (22.09.2016)
Доклад Татьяны Светловой, Директора департамента продвижения бренда и продуктов телеканала "Украина", в рамках панельной дискуссии "Промо 360°", конференция "Телевидение как Бизнес" 2016 (22.09.2016)
"Gemius solutions for media audience measuremtn", Emil Pawlowski, Chief Scien...TVbusinessconference
This document summarizes the services of Gemius Solutions for media audience measurement. It measures cross-media consumption and ad exposure using a single-source panel of participants who carry a smartphone meter. This allows measurement of consumption and ads across PC, TV, radio, apps and other media. The meter collects data on the device level to provide comprehensive and consistent measurement of media and ads viewed both in-home and out-of-home. Gemius uses this single-source data to provide analytics on ad campaigns, competitive intelligence, and audience measurement currency for digital and cross-media.
"TV market: main trends in 2018 and prospects for development in 2019“ Igor P...TVbusinessconference
The document discusses the results of a study on the impact of COVID-19 lockdowns on air pollution. Researchers found that lockdowns led to significant short-term reductions in nitrogen dioxide and fine particulate matter pollution globally as transportation and industrial activities declined substantially. However, the document notes that continued long-term progress on air quality will require systemic changes rather than temporary reductions from emergency measures.
"From TV toTotalVideo", Renata Uhlarikova, Kantar Media, International Busine...TVbusinessconference
Kantar Media provides total TV and video measurement services across multiple countries. They measure both traditional TV viewing and online/digital viewing on multiple devices to provide a holistic view of total TV consumption. Some key points:
- Kantar measures TV and video viewing on TVs, computers, tablets, smartphones and other connected devices.
- In Denmark, online viewing is included in the currency and treated the same as traditional TV for trading purposes. Other countries like Norway are moving to this model.
- Core panels remain important but are supplemented by digital panels and census-level digital data.
- The goal is to provide accurate measurement of total TV consumption as viewership shifts to online and digital platforms
"Innovation in Total Audience Measurement". Toni Petra, International Watch L...TVbusinessconference
This document discusses Nielsen Marketing Cloud (NMC), a platform that allows users to manage data, customize audiences, activate advertising across channels, and analyze results. NMC provides granular viewership data, accurate targeting capabilities, and insights into consumer behavior and purchase data. It enables integrated audience tracking and a single solution for managing the entire marketing process. The platform aims to create a new data-driven ecosystem for publishers, advertisers, and other partners.
«ТВ аудитория vs Digital аудитория, или просто люди». Светлана Калинина, Kwen...TVbusinessconference
«ТВ аудитория vs Digital аудитория, или просто люди». Светлана Калинина, Kwendi Media Audit, Андрей Таранов, KWENDI
Конференция "Телевидение как Бизнес" 2017
"Viasat - один в поле воин! Проблемы и перспективы развития легального DTH-се...TVbusinessconference
"Viasat - один в поле воин! Проблемы и перспективы развития легального DTH-сегмента в Украине" - доклад Ярослава Пахольчука, финансового и исполнительного директора 1+1 Медиа, конференция "Телевидение как Бизнес" 2016 (22.09.2016)
"Футбол как бизнес. Опыт ЕВРО-2016". Александр Денисов, Футбол1/Футбол2TVbusinessconference
"Футбол как бизнес. Опыт ЕВРО-2016" - доклад Александра Денисова, директора телеканалов Футбол 1, Футбол 2, конференция "Телевидение как Бизнес" 2016 (22.09.2016)
This document discusses trends in global demographics and technology usage. Some key points include:
- The market in Europe, the Middle East and Africa has over 1.1 billion consumers with growing purchasing power.
- The number of people over 60 will double between 2013-2050 to around 2 billion.
- Life expectancy is projected to increase by 15%.
- The number of internet users in Europe, Africa and the Middle East grew 25% from 2013-2014.
- Laptops/desktops remain the most popular device for accessing content at 62%, followed by mobile at 41%.
Федор Гречанинов "ТВ-Колумбы: в поисках новых доходов"
Екатерина Кудрицкая - Спонсорство 360°
1. Спонсорство 360 – новая эра
кросс-платформенных медийных
спонсорских проектов
2. ТВ и Интернет
миграция героя «Дурнев»
из Интернета на ТВ
создание проекта «Дурнев+1»
на канале ТЕТ
3. «Дурнев +1» и ТМ «Longmixer»
НА ТВ
• Интеграция ТМ Longmixer в графику
программы «Дурнев+1»
• Создание аудио и динамического
логотипа ТМ Longmixer
• Создание нестандартных графических
элементов: разбивающиеся фрукты,
фруктовые плашки;
• Брендинг: автомобиль, микрофон,
чемодан, подарки ( футболки, шорты,
очки)
4. «Дурнев +1» и ТМ «Longmixer»
ЗАДАЧИ КЛИЕНТА • Продвижение ТМ (ребрендинг)
• Промо нового продукта (лонч арбузного вкуса)
• Увеличение групп Longmixer в соц. сетях
• Промо проекта и канала
ЗАДАЧИ КАНАЛА
• Привлечение интернет- аудитории на ТВ
РЕШЕНИЕ:
Глубокая интеграция в соц. медиа:
- Создание и посев вирусных роликов (с арбузом)
- Создание и распространение для скачивания
рингтона. Музыка из программы Дурнева с
аудиологотипом клиента.
Рост аудитории групп ТМ «Longmixer» в Вконтакте и Facebook
за 2 месяца кампании с Дурнев +1
Вконтакте в 2 раза – рост до 5652 чел
Facebook в 4 раза - рост до 2826 чел
РЕСУРС Дурнев +1 Вконтакте и Facebook
165 658 чел
7895 чел.
5. «Дурнев +1» и ТМ «Longmixer»
Продвижение нового продукта ТМ «Longmixer»
Брендированный автомобиль на улицах Киева и самых ярких вечеринках
Спонсорство ивентов
Брендированная одежда и аксессуары
Дурнев+1 и ТМ «Longmixer» ПР освещение акции
6. ЛИЦЕНЗИРОВАНИЕ И
МОНЕТИЗАЦИЯ
1+1
ТВ проект «ПЕКЕЛЬНА КУХНЯ-2»
интернет-магазин «ROZETKA»
7. «Пекельна кухня» и «ROZETKA»
ЗАДАЧА КЛИЕНТА ЗАДАЧА КАНАЛА
Увеличение посещаемости и продаж в
Монетизация бренда «Пекельна кухня»
разделе «посуда»
Промо проекта «Пекельна кухня»
Повышение лояльности к ТМ «Розетка»
РЕШЕНИЕ
Совместный
проект
эксклюзивная
продажа
брендированной
продукции
«Пекельна кухня»
в разделах
«посуда» и
«сувениры» в
интернет магазине
«Розетка»
8. Реализация проекта
Выпуск лицензионной продукции ПК Продажа продукции на «Розетке»
Монетизация бренда «Пекельна кухня»
вся прибыль от реализации продукции –
каналу 1+1
Медийное спонсорство «Розетки»
Заставки
Плашки
РК на сайте ПК + анонсы на Анонсирование акции
интернет ресурсах группы
Реклама акции в журнале ПК
Акция от Розетки «ПК рекомендует»
10. Итоги акции для Клиента и Канала
1.Увеличение посещаемости 1.Успешная реализация проекта по
раздела «Посуда» в 10 раз монетизации ТВ-шоу
2.Выпуск лицензионной продукции
2.Рост продаж по разделу «Посуда»:
- Увеличение дохода в 4 раза (в 3.Получение дохода от продажи
период акции) продукции «Пекельна кухня»
- Увеличение маржинального
дохода на позициях акционных 4.Дополнительное нестандартное
товаров промо проекта
