Last week, Screenforce Day celebrated its live comeback at the 4Gamechangers Festival, which is all about “The Power of Cooperation”. The bundling of content and forces has been a premise in the TV landscape for some time. The easy availability of broadcaster content across a variety of platforms brings advertisers to their target audience across all screens. With aggregator platforms, the curated video content of the TV stations is becoming easier and easier to access on more and more devices. High-reach broadcaster content has long since emancipated itself from individual distribution channels and platforms. It is omnipresent and with it the advertising that is placed in the trustworthy quality environment of the media brands.
We are currently observing the opposite development with streaming services. The former top dogs have lost their feathers because new providers are entering the market, which is becoming increasingly granular. Instead of widespread availability of the broadcaster content, this leads to the content being sealed off behind new paywalls. Anyone who produces content largely evaluates it themselves instead of licensing it to market participants. This development is contrasted by rampant inflation, which is affecting household media budgets.
The primary task of broadcasters – regardless of whether it is private or public – is to address the target group with attractive content and create high coverage. Due to the technical possibilities such as station media libraries or aggregator platforms, the broadcasters are consistently taking this path and shaping the digital transformation. New methods of measuring reach – Austria is a world pioneer here – are being developed in cooperation with TV marketers and provide the advertising industry with proof of the unbroken reach strength. Cooperation pays off!
2023-05-28 22:10:43
#Broadcasters #step #ahead
