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A TV Dinner
The document discusses how the TV advertising landscape has changed over time. It describes how in the past, TV advertising was dominated by large agencies and budgets were very high. However, the rise of digital TV platforms led to hundreds of new channels being created, lowering costs. This allowed smaller companies to access TV advertising for the first time through more affordable short-form ads and infomercials. The future is predicted to see continued growth in online and on-demand viewing, with TV and online media converging further.
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A TV Dinner
- 1. Data protection 2013 A TV dinner: TV campaigns for every budget Tuesday 9 September 2014 @DMA_UK #dmatv In partnership with
- 2. Introduction Matt Sullivan,Consultant, DMA @DMA_UK #dmatv In partnership with
- 3. TV advertise yourproducts and services without breaking the bank… Pete Mills, Founder, the broadcast house @broadcasthouse #dmatv In partnership with
- 4. TV Advertise YourProducts and Services Without Breaking The Bank… September 9th, 2014
- 5. THE AGENDA •AboutUs A very brief background.. •Back in the dayThe TV advertising landscape as it was •How it has changedWhat the landscape looks like now •A look at the futureA top line view •Summary and QuestionsOver to you •Tour of our facilitiesLive examples of our work
- 6. ABOUT THE BROADCASTHOUSE Pete Mills, founder ex Commercial Director of JML (his family business)
- 7. ABOUT THE BROADCASTHOUSE •UK’s only fully integrated DRTV agency •Full creative TV production •Clearcastcompliance •TV and radio media/buying •Post campaign analytics ‘under one roof’
- 8. ABOUT THE BROADCASTHOUSE • Uniquely we have control of two x TV shopping channels on Sky Digital broadcast platform – The Dept Store (Channel 681) and The Mall (Channel 682)
- 9. ABOUT THE BROADCASTHOUSE • 14 full time staff, 5 edit suites ‘in house’ and we retain state of the art TV studios
- 10. ABOUT THE BROADCASTHOUSE • Over 30 active clients including Dyson, Cotton Traders, Robert Dyas, Remington, Damart and Fred Olsen
- 12. Our DRTV andTV Shopping Clients
- 13. Back In TheDay… Media Landscape
- 14. Back In TheDay –Media Landscape •The 1990’s saw the inception of cable and satellite TV in the UK •The initial offerings were small, fragmented and the technology unstable -Channel Five barely worked! •The dominance of ITV remained all powerful –50% share of commercial ratings and BBC •Analogue broadcast technology meant that ownership of TV stations and access to bandwidth was very prohibitive
- 15. Back In TheDay –Media Landscape •Limited hours of broadcast on most TV stations •The ratings of airtime were very high and the cost of airtime was extremely expensive •Very little short term media deals, limited DRTV and no infomercial airtime •TV regulation was managed by the Independent Television Commission
- 16. Back In TheDay… TV Production
- 17. Back In TheDay…. TV Production •TV production and TV advertising budgets dominated by large agency networkswith large agency pricing •1990s –the era of the iconic advert matched by astronomic budgets. A £million plus budget for 30 second creative often norm •Technology employed was expensive and often unreliable. An edit suite could cost up to £300k and the cost per day for edit could be £1,500.00 per day •TV advertising remained the bastion and marketing tool of brands NOT entrepreneurs
- 18. Examples of TVAdverts
- 19. Back In TheDay…. TV Production But that was all set to change due to a wholesale restructure of TV landscape….
- 20. What The TVLandscape Looks Like Now Media Landscape
- 21. Several major changesoccurred at the start of the 2000’s
- 22. The TV LandscapeLooks Like Now –Media •Explosive introduction of Sky Digital Platform driven by free dish promotion –now 11.2 million homes •Digital TV audiences overtook terrestrial viewing •Digital satellite broadcast technology –10 x cheaper for new channels and 10 x more efficient bandwidth •Result = 600 TV channels on Sky Digital Platform including 32 x standalone TV shopping channels
- 23. The TV LandscapeLooks Like Now –Media •Collapse of ITV Digital platform led to the formation of Freeview to enable digital Britain –now 19 million homes •Regulatory change –EU ‘Broadcasting with Frontiers’ legislation opened up ‘Teleshopping Windows’ on all channels •OFCOM was formed and the ASA took over TV regulation with the introduction of the BCAP code
- 24. What these changesmeant to the DRTV and TV Shopping Industry:
- 25. • The hugeincrease in TV channels and splintering of ratings/audiences changed the broadcast landscape for advertisers • Testing of new concepts became possible with significantly lower media budgets • Ability to target much more niche audiences via specific TV stations • The path to scalability of campaigns became easier The TV Landscape Looks Like Now – Media
- 26. • For infomercialadvertisers now possible to advertise 30 minute infomercials on multiple TV shopping channels and 150 x channels in the UK including ITV, Channel Four and Five • Exponential growth in VOD both online and via digital TV platforms • Exciting new potential in 3 minute adverts and TV sponsorship The TV Landscape Looks Like Now – Media
- 27. What The TVLandscape Looks Like Now TV Production
- 28. • Massive developmentsin technology dramatically dropped costs – new edit suites cost £7k vs £300k • Digital camera equipment is less expensive but far superior cinematic quality • All voice overs are typically recorded in home studios and down loaded • All content is delivered digitally to TV stations – no more tape! The TV Landscape Looks Like Now – Production
- 29. • Agents andtalent work to ‘buy out’ terms allowing clients to produce content at low cost • Content is usually produced for multiple platforms – TV, on line • New advertising agency model – creative, production and post production exist as one unit to avoid mark up • Now possible to produce high quality TV adverts for as little as £20k • Industry result – TV is accessible to most advertisers The TV Landscape Looks Like Now – Production
- 30.
- 31. The Broadcast HouseView of The Future of TV •Cost of linear spot airtime to remain static due to ‘over supply’ model…. •Continued growth in time staggered viewing –currently 12% of total viewing •Migration of TV viewing to devices to continue unabated with growth in YouTube and IPTV platforms •Destination programming to maintain mass audiences
- 32. The Broadcast HouseView of The Future of TV •Growth of ‘teleshopping’ to continue with large number of brands utilising three minute DRTV adverts •VOD advertising to grow to target specific audiences including ABC1 demographics •UK produced infomercials and tailored TV sponsorship to be used to drive sales of direct and online brands •Continued converging of TV and online media where responsive creative remains king…
- 33. Thank you foryour time
- 34. Questions & studiotour #dmatv In partnership with
- 35. Networking #dmatv Inpartnership with