The first day of the event took place this Tuesday (24), online and free of charge
The IAB promoted the first day of IAB Next 2023 this Tuesday (24) and the discussions covered the theme The Future of Digital TV. The event took place digitally and free of charge on the association’s website.
Throughout the broadcast, the conversations offered a reflection of the market for the future of television consumption, TV 3.0 and the opportunities that the moment brings to the advertising market.
During the Connected TV panel: the future of big screens and perspectives for advertising, Jeffrey Cole, director at the Center for The Digital Future, and Essio Floridi, senior director of sales and operations at Samsung Ads Latam, discussed the changes that the sector is facing. Television has already passed throughout its existence and the place that advertising occupies.
The chat between the executives began with the question of what differentiates innovation from disruption and, according to Cole, the main point of divergence between the themes is the result that each one generates since, in his view, innovation comes from the competition that it promotes improvements in something that already existed, while disruption comes from outside and has the power to transform the market, taking streaming as an example.
Streaming presented consumers with the benefit of the absence of advertisements, something that did not exist in other media. That has changed today, as production costs are high and platforms have had to find a way to finance projects, explained the director.
Furthermore, Cole also reinforced that the introduction of advertising in streaming has placed advertisements in the position of new technology for the market. Without advertising, someone would have to pay the bill, right? But nowadays, consumers are willing to do it. Suddenly, advertising is becoming cool again, whereas for a while, we believed that the internet would eradicate television advertising.
Floridi agreed with the points raised by Cole, also pointing out that advertising does not need to be seen as something irritating, unless it interrupts the content watched by the consumer. The keyword of the moment is relevance. We need to take advantage of all the new technologies to make advertising simple and match the content. If we can do this, it will be good for the user and the market, said the Samsung executive.
Another point raised during the conversation were the changes brought about by advances in technology over the years in the market. At first, we perceive the digital world as something positive. There, it wasn’t entertainment, but information and the ability to connect. Broadcast stations also saw digital as a way to spread content, but failed to realize that this set the mechanism for their own downfall. In 15 years, 40% of all advertising from newspapers, magazines, radio, and TV was removed from these media and went to Google and Facebook. We went from great promises to the threat of the model, Cole highlighted.
Finally, Floridi highlighted that the future of TV is streaming and that the market has support for this to happen. TV has always played a fundamental role when it comes to branding and now, with the relationship between streaming and TV, agencies can benefit from putting a video on the big screen. We have all the digital media tools and I think this is the biggest change at the moment. The investment did not arrive at the same speed, he concluded.
TV 3.0
The panel Beyond the screen: Brazil with an eye on TV 3.0, promoted a conversation between Paula Carvalho, commercial director of media owners at Kantar Ibope Media, Ana Eliza Faria, senior regulatory manager at Globo and Luis Camargo, vice-president of the Digital Video at IAB Brasil and Business Development, Media & Entertainment at Google TV to discuss the implementation of the new Digital TV standard, TV 3.0.
According to Ana Eliza, TV 3.0 can be explained in three topics: evolution, improvements and integration. Furthermore, the new phase of TV also aims to place the consumer at the center, as the agent who decides what, how and when they want to consume the proposed content.
Broadcasters want to take advantage of these opportunities. Everyone has watched a reality show and knows that the cool thing about this type of program is interaction and this interaction usually happens outside of TV. With TV 3.0, we want to do this in a simpler way, with a more fluid, navigable and simple environment without the consumer having to leave the couch, explained the Globo executive.
Paula Cristina pointed out that the new standard aims to place the consumer at the center of decisions, choosing what, how and when to consume the content presented. Furthermore, she also believes that TV 3.0 could be promising for Brazil since linear TV consumption in the country is 70%, compared to 25% online.
For a long time we looked at TV as an awerness and now we are going to enter a very digital game. It’s a new conversation that will undoubtedly bring good challenges. The great thing about TV 3.0 is that it brings together the world of data from linear and digital TV, said the director.
In relation to the advertising market, the executives agree that TV 3.0 presents a new opportunity to scale the format and, for Ana Eliza, the subject permeates a different structural ecosystem as it talks about reach, regionalization and security for brands, in addition to free advertising. Open TV and the union with digital attributes.
