2022 Marketing & Sales Meeting (TV)

Location:

Stockholm

Date(s):

06/10/2022

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egta’s Marketing & Sales Meeting gathers directors of marketing, sales and advanced advertising from TV sales houses to share best practices in pricing strategies, data management, and ad sales innovation.

Let’s start with the client’s perspective

Beatrice Lindvall, Senior Global Media & Digital Executive, Jacobs Douwe Egberts

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The fire-side chat focuses on topics such as complexity of Tv buys, data partnerships, audience measurement and cross-platform optimisation.

We include digital in our definition of TV

Mathias Berg, Deputy Chief Executive Officer and Head of Advertising Nordic, TV4

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The presentation digs deeper into TV4’s transformational journey and the sales house’s ambitions for the next years.

We asked our customers for feedback – and completely reinvented our strategy 

Chris Goldson, Director of Commercial Marketing and Pitch Development, ITV

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ITV found 7 keys themes within these findings it could work on to improve the overall workings of the sales house: being more upstream – meaning more dialogue with the clients, more sharing of insights, leveraging its superpower as the nation’s voice, working on broader case studies, improving communications, improving their trading-first perception, and more industry leadership.

We ran a survey to uncover the needs around Advanced TV

Emmanuel Pierre Josserand, Brand, Agency and Industry Relations, Freewheel

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Insights into ‘2023 TV Uncovered”, the latest FreeWheel research to understand how marketers are adapting to current market forces and adjusting their spending priorities for the next 12 months.

We changed the way we talk to clients

Emmanuelle Godard, Digital Marketing & Innovation Director, Canal+ Brand Solutions
Sara Mengad, Data and Insights Manager, Canal+ Brand Solutions

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Canal+ Brand Solutions outlines how Canal+ Brand Solutions aims to create brand preference in an increasingly competitive video market.

We invest in revenue diversification

Maximilian Klopsch, Managing Director, Seven.One Media & Seven.One AD.FACTORY

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Seven.One Media presents its strategy to become a one-stop shop for advertisers and agencies. The contribution outlines how Seven.One Media has been shifting its business operations as well as b2b communications to their clients.

We rebranded and transformed our company to put data at its heart

Bart Demeulenaere, Chief Commercial Officer, Ads&Data

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Ads&Data digs deeper into the company’s strategy to be 100% data-driven and emphasizes the importance of collaboration with telco providers and fellow broadcasters on the market.

We are developing a top-quality total video sales strategy

Giulia De Carli, Chief Clients Officer, Rai Pubblicità

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The presentation provides an overview of the overall strategy of a public broadcaster in Italy. Rai Pubblicità is bringing digital pre/mid-roll model (60-sec advertising slots) to linear TV. The benefits of having short ad breaks result in maximum attention from viewers and zero ad break audience drop. The re-definition of existing KPIs across all video platforms and the creation of common metrics are the topics to focus on in the future.

We drive change as a public broadcaster

Donald Lizotte, General Manager & Chief Revenue Officer Media Solutions, CBC & Radio-Canada

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The presentation explains the main challenges for CBC/SRC in the last few years and how they were successfully overcome.

We work together for better scale

Kim Portrate, Chief Executive Officer, thinktv Australia

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thinktv shares how the broadcasters in Australia collaborated to deliver effective and scalable reach and communicate clearly about the new challenges in audience measurement.

Videoland

Anna-Maria Vujinovic, Director of Sales, Ad Alliance Netherlands

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Ad Alliance Netherlands presents Videoland and the sales house’s focus on innovation. Advertising on the streaming platform is consumer-centric, with a changed ad load – such as the binge-watch ad, meaning you get fewer ads if you are a binge-watcher, powered by first-party data.

VOYO

Jakub Folauf, Senior Digital Brand Manager, Nova TV

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Nova TV digs deeper into the particularities of its SVOD platform Voyo, which is present in 6 countries: Czechia, Slovakia, Romania, Bulgaria, Slovenia and Croatia. The platform has 3 USPs: strong local content, advanced TV streaming, and it’s the only platform offering sports content.

MY TF1

Mélanie Petit, Head of Marketing Operations MYTF1, TF1 Publicité

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TF1 Pub showcases how the sales house is positioned on all business models. The expanded video offering meets all consumer profiles with MyTF1 (Catch-up), MyTF1 stream (AVOD) My TF1 max and Salto (SVOD), and social media.

one+

Paul Fournier, Head of Business Development and Digital, CH Media

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CH Media shares the lessons learned from One+, the VOD platform which was launched in November 2021. The HVOD service has 3 tiers, keeping it affordable (free, premium and premium friends/family) – while ensuring wide distribution of the app via the web, smart TV and partnership with telcos. The key selling points to hook viewers to the service were a preview of TV originals, One+ originals, exclusive movies & series, premium sports, a Kids’ world offering, and convenience.

vtm go

Calogero Macaluso, Streaming Business Director, dpg media

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DPG Media shares insights on viewing fragmentation in Belgium, DPG’s international portfolio and video strategy. Their business approach is to follow the viewer by investing in AVOD, SVOD and linear television. The strategy focuses on more comfort, with first screen usage leading for the first time, and more content.

player

Dominika Gregorczyk, Knowledge and Business Insights Manager, TVN media

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TVN media’s Dominike Gregorczyk puts the spotlight on Player – no1 local VOD platform on the Polish market. The platform provides an engaging and quality environment for brands, with first-party data (through a log-in) and native content commerce solutions. Three different tiers are available for viewers: AdLite (with commercials), SVOD (subscription) and pay-per-view.