There was so much buzz around the inaugural Advertising Week Europe that I was delighted to get there in person and participate in a session entitled 'The Changing Relationship Between TV and Advertising'.
The key discussion point was around the changing importance of TV, not just in consumers’ lives but also to the emerging economy, kicked off by Channel 5’s commercial sales director, Nick Bampton.
With content the driver of audiences and therefore the broadcaster’s single biggest cost, Bammo (as he is affectionately known in the industry) pleaded for new commercial ways of working with advertisers and agencies which would be mutually beneficial.
With the cost of TV reducing in real terms by 55%, broadcasters need to find new ways of making money from content or find new partners to pay for it, in return for better value or terms. The debate was further stimulated by Ago Agostino Di Falco., partnerships director at Channel 5 and Claire Heys of Endemol, who showcased their shared experiences of working with advertisers to accelerate the relationship between content and advertising, using Big Brother as the hero programme.
Next up was my bit – a panel discussion with Bammo, Nick Samwell Smith, creative director of Endemol, ably chaired by Matthew Wright of The Wright Stuff. I had hoped to make it a little controversial, but in general we found ourselves agreeing that it was in all our interests to build interesting, relevant content where brand assets are seamlessly integrated into content to generate natural affinity and drive positive perceptions, not just of the brand but the programming too.
With regulation relaxed, it is important that broadcasters and advertisers strictly self-regulate to create content with real audience value – the key thought being ‘just because we can, doesn’t mean we should’.