Leading experts from TV providers, businesses and agencies discussed financing and payment models for the motion picture industry at newTV Congress in the Free Academy of Fine Arts. Some 130 people attended the half-day conference on “monetization of content – payment and advertising models” last Thursday. The event was organised by nextMedia.Hamburg, the initiative of Hamburg’s media and the digital economy. Three main trends dominated the discussions: mobile use of content, possibilities of streaming, and the use of data.
Bundling Products From Different Sources
The conference was opened by Andrew Ferrone, from the US streamline specialist Roku. In his keynote speech, Ferrone gave insights into the opportunities created by new technological streaming platforms. “Changed consumer habits have changed the expectations of providers of pay-TV”, said Ferrone. Consumers expect comprehensive offers companies are now able to provide by bundling products from various sources. In addition to a wide range of offers, Roku meets the challenge by taking into account the preferences of the user. Enhanced content, variable pricing models, programme promotion and co-operation – most recently with Sky Germany – offer to Roku additional revenue.
From Large To Small Screens
Sven Weisbrich of Universal McCann described how innovative marketing communications can used on TV already today in addition to great ideas for the future. “We need to analyse how online and offline media work together and use all data available”, he said in regard to declining TV-use and the simultaneously growing market of online experiences. In particular, the increasingly mobile use must be considered: “We are in a transition phase from large to small screens. Since the content is increasingly consumed with mobile devices, it must also be prepared to match the new devises”, emphasised the CEO of the media and marketing consultants.
Individualised Advertising By Ad Server
Another possibility of monetisation was presented by Stéfane France of Orange-France Telecom: “The cash source of the future are data.” However, customers will have to be confident about their data being used, the International TV Director emphasised. The importance of data is also evident with Addressable TV, presented by Thorsten Schütte-Gravelaar of Smart Clip. “New digital technologies do not respect the linear TV content,” said the operator of the platform. Instead of broadcasting commercials to the general public, personals ads can now be distributed by digital ad server. Together with Deniz Mathieu (Managing pilot) and Saskia Gartzen (Head of Brand Management Hanse Merkur insurance group), he introduced new ways of audience response. “We as customers take advantage of the new possibilities to specifically address customers”, said Gartzen.
Linear TV Will Soon No Longer Exist
Moderated by media experts Richard Gutjahr, the panel discussion picked up all topics previously discussed. Linear television, the most important information and entertainment source for decades, will now be nearing its end. “In two or three generations, there will be no linear television”, says Daniel Bröckerhoff, a freelance journalist from Hamburg. Unanimously, the plenum confirmed the importance of moving picture for the advertising industry. “For TV, and thus the moving image, the Golden Age is still to come” concluded Ralf Klassen of OneTV Mag.