CANNES, France — How will the relationship between media agencies, brands and TV networks evolve as underlying media and marketing platforms continue to be disrupted? The incumbent TV industry remains in a strong position, a Beet.TV panel heard.
“There’s been a sea-change in the attitudes but, more importantly, the confidence of the broadcast and major cable network groups,” according to Nielsen global product leadership president Steve Hasker.
“They’ve realized consumers are consuming more video. Consumers prefer professionally-produced content. Professionally-produced content is hard to make. The TV networks are good at it. They’re in a good position if they play their cards right. The quality of television programming is unprecedented. That augurs well.”
- Simulmedia CEO Dave Morgan said: “The television industry is a highly competitive oligopoly. They know they need to move. Most TV companies would like to hold on to things as it is and slowly add pieces.”
- Media agency Carat’s global president Doug Ray said his firm is exploring new ways to evaluate campaigns for clients: “We’re looking at things like agency-based model and attribution modelling to get to the sale-based understanding.”
- Campbell Soup Co. integrated marketing VP Yin Woon Rani said the distinction between generalists and specialists in this fast-moving industry can make life challenging: “If you look away for second, you’ve missed something.”
They were speaking with Luma CEO Terence Kawaja in a panel during Beet.TV’ssummit on the future of television advertising at the Cannes Lions International Festival of Creativity. Please find more Beet coverage of Cannes Lions here.