3. TV advertise your products and services without breaking the bank…
Pete Mills, Founder, the broadcast house
@broadcasthouse
#dmatv
In partnership with
4. TV Advertise Your Products and Services Without Breaking The Bank…
September 9th, 2014
5. THE AGENDA
•About Us A very brief background..
•Back in the dayThe TV advertising landscape as it was
•How it has changedWhat the landscape looks like now
•A look at the futureA top line view
•Summary and QuestionsOver to you
•Tour of our facilitiesLive examples of our work
6. ABOUT THE BROADCAST HOUSE
Pete Mills, founder
ex Commercial Director of JML (his family business)
7. ABOUT THE BROADCAST HOUSE
•UK’s only fully integrated DRTV agency
•Full creative TV production
•Clearcastcompliance
•TV and radio media/buying
•Post campaign analytics ‘under one roof’
8. 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)
9. ABOUT THE BROADCAST HOUSE
• 14 full time staff, 5 edit suites ‘in house’ and we retain state of
the art TV studios
10. ABOUT THE BROADCAST HOUSE
• Over 30 active clients including Dyson, Cotton Traders, Robert
Dyas, Remington, Damart and Fred Olsen
14. 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
15. 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
17. Back In The Day…. TV Production
•TV production and TV advertising budgets dominated by large agency networkswith 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
22. 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
23. 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
25. • 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
26. • 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
27. What The TV Landscape Looks Like Now
TV Production
28. • 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
29. • 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
31. 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
32. 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…
