Digital Tv In Cee (2012)

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Information about Digital Tv In Cee (2012)
Business & Mgmt

Published on November 5, 2008

Author: wimvermeulen



In 2012 CEE is also making the switch to Digital TV transmission. Will we be ready and what can we learn from the West. Presented on InternetCEE conference in Warsaw, October 2008.

BUYING AUDIENCES VS CREATING AUDIENCES Wim Vermeulen, Regional Digital Director, Ogilvy CEE

25% of music spending is already mobile or online today

18% digital revenue Publicis groupe 25% digital + direct revenue of WPP

TV is the dominant ad medium in CEE (Group M, forecast 2008) TV Radio Newspapers Magazines Outdoor Internet GroupM, 2008 (Croatia, Czech R., Estonia, Hungary, Latvia, Lithuania, Poland, Romania, Russia, Slovakia, Slovenia)

CZECH REPUBLIC POLAND RUSSIA TV Radio Newspapers Magazines Cinema Outdoor Internet

STRENGTH OF TV Build reach quickly Build awareness quickly Chance to become part of popular culture or go to YouTube and search Cadbury Gorilla advert

New channels never replace old, the old just loose dominance.

16-24 yo Europeans spend more time on the internet than watching TV. 31,0 28,0 24,0 9,0 8,0 TV Radio Internet Newspaper Mags % of total media consumption Eiaa 2007, media consumption Europeans 16-24 yo

Share of influence Influence of each medium on purchase decision Germany UK France Radio Newspaper Magazines TV Internet

In 2007, video accounted for 60% of internet traffic ANA, 2008

The rise of digital TV

DIGITAL TELEVISION Pause/Record Live TV Catch up Movies on Demand Digital Radio

check for product demo

How difficult is it to use Tivo asked to a 6 y.o. watch the answer on

87% of UK homes have DTV (Q1 2008) OFCOM, 2008 - Tiscali TV Trend Report 2008 - YouGov 2008

The EU has set 2012 for digital TV transition.

Russia is set for 2015

80% of the audience fastforwards TV ads on Digital TV

Mums pay less attention than most. 91% reports not watching ads when watching time shifted TV (MindShare, 2008)

Tom Rogers, CEO TIVO, 2008

How is the tv industry reacting?

Catch the brand names in this commercial break that is being fastforwarded

? As an advertiser, how do you cope with your core medium evolving from PUSH to PULL?

Buying audiences VERSUS Creating audiences

Feed Company, 2008

Is your advertising that good people actually come to watch it, spread it amongst their friends and spoof it?

Google is preparing to deliver “targeted measurable television ads” Eric Schmidt, 2008

What does the TV industry has to do ? Accept that the consumer is in control and concentrate on new propositions to advertising community Make advertising content actionable Make advertising content measurable Give us the tools to hyper target the audience



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