More bang for your buck with TV and Radio
Whilst the consumption of media is undergoing remarkable change, bringing with it exciting new opportunities for brands to engage with consumers, experts agree on one thing: television and radio retain their position as the only media that can deliver the content that people love with mass reach and high relevance. Even in uncertain times, ZenithOptimedia predicts both television and radio in Europe will post more than 2% growth in advertising expenditures over the course of 2015, building on a similar performance in 2014.
The ability of television to deliver high quality content across an increasingly wide range of screens and devices provides advertisers with new and ever more sophisticated touchpoints. Radio’s great strengths remain its huge reach and local relevance, providing brands with a highly impactful and cost-effective platform for driving outcomes. New revenue opportunities arise from the proven capacity of both media to embrace technological innovation, from second screens and OTT services for television to hybrid broadcast and IP solutions for radio.
22 sales houses join their European trade association
The recent decision of 22 companies to join egta in order to accelerate their growth highlights the renewed confidence of television and radio broadcasters. Leading sales houses such as Atresmedia Publicidad (Spain), Channel 4 Sales (UK), Karnaval Media Group (Turkey) and Mega TV (Greece) join egta’s existing members to send a powerful message: by standing together, the industry can innovate at scale and build a bright future for commercially funded television and radio.
Commenting on its recent expansion, General Secretary Katty Roberfroid notes that “We are in a period of more profound change than at any time since egta was founded forty years ago. By continually sharing innovation in a changing technological, consumer behavioural and regulatory environment, egta’s members are perfectly placed to adapt and thrive, spearheading innovations in programmatic trading, the adoption of new hybrid currencies for measurement and planning and the development of creativity in advertising formats, all the while working alongside the European institutions for a favourable legislative environment.”