The Effective Ingredient Latest Research Results on TV Advertising Impact Discussed at the TV-Wirkungstag
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3 May 2012 week 18 The effective ingredient Latest research results on TV advertising impact discussed at the TV-Wirkungstag Luxembourg France RTL Group publishes new Groupe M6 publishes brochure on Corporate fi rst quarter revenue fi gures Responsibility India Germany Big RTL names Luca Hänni wins its fi rst channel Deutschland sucht den Superstar week 18 the RTL Group intranet Cover: On stage at the TV-Wirkungstag 2 week 18 the RTL Group intranet New genre initiative At this year’s TV-Wirkungstag on 26 April 2012 at Dusseldorf’s Tonhalle, the organising sales houses presented the genre initiative ‘Wirkstoff TV’. More than 1,000 guests also learned about the latest research results on TV advertising impact. Germany - 3 May 2012 In addition to numerous on-demand sites and mobile apps, the social TV concepts pursued by many broadcasters show how important the internet and social networks are, not only for the dissemination of TV content, but also for active viewer participation and loyalty. Said Kühl: “So TV as an active ingredient doesn’t imply TV versus online – but TV and online. Television is the most important engine for online Jan Kühl and Martin Berthoud communication. It delivers the content, that people talk about on Facebook and other social Germany’s advertising sales houses took networks and which they search for on Google.” the 9th TV-Wirkungstag (TV Effectiveness Day) in Dusseldorf as an opportunity to launch their joint initiative for the genre of TV marketing, under the heading ‘Wirkstoff TV’ (TV, The Effective Ingredient). Its goal is to support advertising clients and agencies to make the most of TV advertising for their brands. It also aims to strengthen the role of TV as the key medium of the digital world, and actively develop its potential as the cornerstone of audiovisual media usage. The plan is to team up with Germany’s Association of Private Broadcasters and Tele media (VPRT) to establish a GmbH (Ltd. company) for the initiative shortly. The rotating Wolfram Kons showed his happiness about Bayern Munich’s Managing Director will be appointed victory over Real Madrid and decorated the stage with his scarf from the ranks of the partners and will work on a volunteer basis. Jan Kühl, Nearly 1,300 guests had travelled to Managing Director of RTL II’s airtime sales Dusseldorf for the TV-Wirkungstag. Under the house El Cartel Media, will serve as the heading ‘Digital Worlds – Analogue People’, initiative’s fi rst volunteer Managing Director. the event revolved around the opportunities of video advertising in classic linear TV, as well as “People’s basic need to relax, sit back and be online and mobile. This year’s TV-Wirkungstag, entertained, live and with friends or family, once again hosted by RTL presenter remains unchanged,” said Kühl, introducing the Wolfram Kons, kicked off with a keynote project. “Only classic television, with its fi xed given by David Brennan. He reviewed why programme schedule, is in a position to ensure TV’s analogue strengths make it a digital super this important community- and identity-building medium. Though the demise of television has experience. In times of a sheer unmanageable been incessantly proclaimed in recent years, still selection of media offerings this appears to be “television is going from strength to strength,“ more so than ever before. No other medium is as Brennan pointed out. In his analysis, he deeply rooted in people’s everyday routine and identifi ed two key factors for this success: soul as traditional television.” emotions and implicit memory. The most 3 week 18 the RTL Group intranet important thing is the context in which broadcast. Andreas Neef ventured a look advertising is consumed: thanks to the cosy, into the future of television and mapped its familiar at-home atmosphere alone, TV path to becoming a ‘supermedium’: “Second advertising is perceived completely differently – screens lead to the emergence of individual and and better – than, say, posters in a train on your collective usage patterns, which call for complex way to work. alliances and business models.” However, as Neef was careful to emphasise in his conclusion: Add to that the fact that television is the medium “TV is not dead. Those who are able to intensify most suited for directly targeting viewers, who the viewer experience by integrating social not only simply perceive what they’re watching, networks and other elements and who can but become involved in the events. “Television orchestrate the construct in such a way that is the best medium for telling stories,” said viewers see it as a gain and integrate it in their Brennan. “And it builds trust: television has everyday routine, will succeed.“ Paul Lee took always been the most heavily regulated a look at the evolution of TV in the Digital Age: medium. If your brand has putation to lose, TV “Technology itself doesn’t disrupt behaviour. advertising will strengthen trust in your brand.” Technology disrupts technology. Behaviour is engraved for millions of years.” He also warned his listeners not to believe everything that is published on the topic. In particular, surveys and statistics taken out of context should be treated with caution. Hartmut Scheffler Afterwards, Hartmut Scheffl er of TNS Emnid presented the study Digital Life to illustrate that the parallel usage of TV and ‘second screen’ devices – mobile phones, notebooks or tablets – Stefanie Lemcke, Andreas Neef and Paul Lee (from left to right) is rising steadily: “This allows for reviewing mass brand communications in a matter of seconds,” said Scheffl er. And that is why he tends to view Martin Berthoud of the Arbeitsgemeinschaft the internet as yet another platform rather than Fernsehforschung (TV Research Work Group) as a separate medium. Scheffl er: “The internet gave a forecast of how the use of video on the is a complement, not an alternative. If there is internet, on tablets and on mobile phones is to a form of entertainment that people know and be made comparable with video on television love, it’s television.“ by means of a shared currency. “The current panel doesn’t refl ect video usage on computers,” Stefanie Lemcke of Quantum Media, Andreas said Berthoud. “In making this addition, we are Neef of Z Punkt, and Paul Lee of Deloitte then responding to changes in technology.” He said went on to give their views on the future of the method is currently being developed and television. The upshot of their remarks: the panel being built. From 2013, the survey given the new opportunities, television has the will start taking into account video viewing on potential to develop from a ‘regular’ medium into notebooks and desktop PCs, after which it will a ‘supermedium’. Lemcke elaborated how social be extended to include other devices such networks like Twitter provide a direct feedback as tablets and mobile phones. The main goal channel and more and more programmes in is to integrate the data and thus making it the US fade in Twitter feeds even during the comparable. 4 week 18 the RTL Group intranet Frank Dopheide Dirk Zeims Frank Dopheide of Deutsche Markenarbeit gave In his presentation, Dirk Ziems of Concept M a vivid presentation of how good advertising described television as the conductor in the works. If there is no difference in quality between orchestra of digital communications. His two products, the brand makes the difference, thesis: the traditional advertising paradigm of TV is Dopheide’s thesis. “In the end, customers advertising is expanded to include a new, don’t just buy the product, but also an image,” interactive advertising paradigm – like he said. He gave the example of a high-end through Twitter or Facebook. He cited fountain pen which may write identically to a McDonalds’ ‘Mein Burger’ campaign as a good primary school pupil’s fountain pen, but example for the interactive involvement of which many Executives buy primarily because consumers. Said Ziems: “However, social of the brand name. Beyond quality, there are four networks are only an amplifi er, not the trigger. other levels of viewer appreciation that a brand The driver of every successful campaign can attain with the help of TV advertising. First, – and hence the conductor – is still tele- its brand recognition is increased, then the brand vision.” Towards the end of the event, Hubertus uptake and fi nally brand confi dence is built until von Lobenstein questioned this, saying that fi nally customers come to identify with the brand. the most important thing is that it tells a good story. “TV spots aren’t good because they are TV spots,” said von Lobenstein. “TV spots are good if they tell a good story. People like to share good stories.” So, he said, it really doesn’t make a difference which medium ultimately serves as the trigger for a campaign’s success – but, he added, it hardly ever works without TV advertising. Musical accompaniment was provided by Christoph Thiemann, who also entertained guests at the relaxed get-together later that Dirk Engel evening in the Tonhalle – along with the band Jazzeemay. The 9th TV-Wirkungstag was Dirk Engel of ‘Wissen was Kunden wollen’ then hosted by the nine advertising sales houses went on to explain how to take advantage of IP Deutschland, SevenOne Media, El Cartel the new opportunities in the digital world for Media, ARD Sales & Services, Discovery advertising purposes, but also warned: Networks Germany, Be Viacom, Constantin “We tend to overestimate the transformation Sport Marketing, IQ Media Marketing and to digital by assuming that others will act as we Sky Media Network. The organisers do. At this point, there is merely the illusion of represent around 95 per cent of the German TV a revolution.” Even in a convergent world, there advertising market.