a tv dinner
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A TV DinnerTRANSCRIPT
Data protection 2013
A TV dinner: TV campaigns for every budgetTuesday 9 September 2014 @DMA_UK #dmatv
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Introduction
Matt Sullivan, Consultant, DMA@DMA_UK
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In partnership with
TV advertise your products and services without breaking the bank…
Pete Mills, Founder, the broadcast house@broadcasthouse
#dmatv
In partnership with
TV Advertise Your Products and Services
Without Breaking The Bank…
September 9th, 2014
THE AGENDA
• About Us A very brief background..
• Back in the day The TV advertising landscape as it was
• How it has changed What the landscape looks like now
• A look at the future A top line view
• Summary and Questions Over to you
• Tour of our facilities Live examples of our work
ABOUT THE BROADCAST HOUSE
Pete Mills, founderex Commercial Director of JML (his family business)
ABOUT THE BROADCAST HOUSE
• UK’s only fully integrated DRTV agency
• Full creative TV production
• Clearcast compliance
• TV and radio media/buying
• Post campaign analytics ‘under one roof’
ABOUT THE BROADCAST HOUSE
• Uniquely we have control of two x TV shopping channels on
Sky Digital broadcast platform – The Dept Store (Channel
681) and The Mall (Channel 682)
ABOUT THE BROADCAST HOUSE
• 14 full time staff, 5 edit suites ‘in house’ and we retain state of
the art TV studios
ABOUT THE BROADCAST HOUSE
• Over 30 active clients including Dyson, Cotton Traders, Robert
Dyas, Remington, Damart and Fred Olsen
Our DRTV and TV Shopping Clients
Back In The Day…
Media Landscape
Back In The Day – Media Landscape
• The 1990’s saw the inception of cable and satellite TV in the UK
• The initial offerings were small, fragmented and the technology unstable - Channel Five barely worked!
• The dominance of ITV remained all powerful – 50% share of
commercial ratings and BBC
• Analogue broadcast technology meant that ownership of TV
stations and access to bandwidth was very prohibitive
Back In The Day – Media Landscape
• Limited hours of broadcast on most TV stations
• The ratings of airtime were very high and the cost of airtime was extremely expensive
• Very little short term media deals, limited DRTV and no infomercial
airtime
• TV regulation was managed by the Independent Television
Commission
Back In The Day…
TV Production
Back In The Day…. TV Production
• TV production and TV advertising budgets dominated by large
agency networks with large agency pricing
• 1990s – the era of the iconic advert matched by astronomic
budgets. A £million plus budget for 30 second creative often norm
• Technology employed was expensive and often unreliable. An
edit suite could cost up to £300k and the cost per day for edit
could be £1,500.00 per day
• TV advertising remained the bastion and marketing tool of brands
NOT entrepreneurs
Examples of TV Adverts
Back In The Day…. TV Production
But that was all set to change due to a
wholesale restructure of TV landscape….
What The TV Landscape Looks Like Now
Media Landscape
Several major changes occurred at the
start of the 2000’s
The TV Landscape Looks Like Now – Media
• Explosive introduction of Sky Digital Platform driven by free dish
promotion – now 11.2 million homes
• Digital TV audiences overtook terrestrial viewing
• Digital satellite broadcast technology – 10 x cheaper for new
channels and 10 x more efficient bandwidth
• Result = 600 TV channels on Sky Digital Platform including 32 x
standalone TV shopping channels
The TV Landscape Looks Like Now – Media
• Collapse of ITV Digital platform led to the formation of Freeview to
enable digital Britain – now 19 million homes
• Regulatory change – EU ‘Broadcasting with Frontiers’ legislation
opened up ‘Teleshopping Windows’ on all channels
• OFCOM was formed and the ASA took over TV regulation with the introduction of the BCAP code
What these changes meant to the DRTV
and TV Shopping Industry:
• The huge increase in TV channels and splintering of
ratings/audiences changed the broadcast landscape for advertisers
• Testing of new concepts became possible with significantly
lower media budgets
• Ability to target much more niche audiences via specific TV
stations
• The path to scalability of campaigns became easier
The TV Landscape Looks Like Now – Media
• For infomercial advertisers now possible to advertise 30 minute
infomercials on multiple TV shopping channels and 150 x
channels in the UK including ITV, Channel Four and Five
• Exponential growth in VOD both online and via digital TV
platforms
• Exciting new potential in 3 minute adverts and TV sponsorship
The TV Landscape Looks Like Now – Media
What The TV Landscape Looks Like Now
TV Production
• Massive developments in technology dramatically dropped costs
– new edit suites cost £7k vs £300k
• Digital camera equipment is less expensive but far superior cinematic quality
• All voice overs are typically recorded in home studios and down
loaded
• All content is delivered digitally to TV stations – no more tape!
The TV Landscape Looks Like Now – Production
• Agents and talent work to ‘buy out’ terms allowing clients to
produce content at low cost
• Content is usually produced for multiple platforms – TV, on line
• New advertising agency model – creative, production and post
production exist as one unit to avoid mark up
• Now possible to produce high quality TV adverts for as little as
£20k
• Industry result – TV is accessible to most advertisers
The TV Landscape Looks Like Now – Production
The Future of TV
The Broadcast House View of The Future of TV
• Cost of linear spot airtime to remain static due to ‘over supply’ model….
• Continued growth in time staggered viewing – currently 12% of
total viewing
• Migration of TV viewing to devices to continue unabated with
growth in YouTube and IPTV platforms
• Destination programming to maintain mass audiences
The Broadcast House View of The Future of TV
• Growth of ‘teleshopping’ to continue with large number of brands
utilising three minute DRTV adverts
• VOD advertising to grow to target specific audiences including
ABC1 demographics
• UK produced infomercials and tailored TV sponsorship to be used
to drive sales of direct and online brands
• Continued converging of TV and online media where responsive
creative remains king…
Thank you for your time
Questions & studio tour
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Networking
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