TV advertising will still be a vital communications tool in the
digital TV age, but both advertisers and media owners will have to adapt
to get the most from their TV budgets, according to delegates.
Richard Burdett, the vice-president of sales and marketing at Flextech
Television, presented a blueprint for approaching a more fragmented TV
Burdett said that the onus would increasingly move to the media owners
to prove the value of their airtime and this would put added pressure on
channels to develop themselves into real brands.
’We need to create added-value opportunities beyond spot airtime and we
need to sell ourselves as an industry more effectively,’ Burdett
’Media buyers need to recognise and support those channels that do this
and creatives need to be aware that they may have to rethink their
approach for different channels.’
Burdett also called upon clients to recognise that this new fragmented
TV world would require agencies to be remunerated for the extra time and
effort needed to make the most of the new environment.
John Billett, the chief executive of the Billett Consultancy, suggested
that one way of coping with audiences that have fragmented - and are
perhaps more likely to zap between channels - would be to concentrate
more advertising minutage into centre breaks.