Kim Poder, EVP & Chief Commercial Officer, NENT, Nordics
Transcript:
“When commercial TV was introduced in the Nordics in the 90s it was considered relevant only for advertisers or brands with a proven success. TV was, so to speak, an exclusive club for those members, those marketeers that could afford the big national campaigns and many new and interesting brands would simply rule out TV. And consequently, they would never realise their true potential. Today we of course we still see the traditional and global brands using TV and video to generate reach and to take category ownership.
But nowadays, the client list is a lot more fragmented, with advertisers across all life stages, including both DTC and non-DTC brands, who experience significant business outcomes as a result of scale, legitimacy, halo effect that TV and video advertising delivers.
Traditional media plans suggest that brand should wait until they are more established before advertising on TV. But studies nowadays show that it is actually some of the young brands that reap the most benefits from accelerating that path into TV and video. Those brands who believe they have something new and exciting to our consumers. Those products that our viewers are keen on trying before our neighbour or our friends.
So why have we seen this change? First of all, we benefit from the many years of research conducted, research going into understanding how and when TV and video is relevant and when it pays off. That has obviously increased efficiency, but it has also taught us how new businesses and products can use TV and video marketing in an efficient way.
Secondly, technology and digitalisation are as important as research. With the introduction of addressable TV, AVOD, retargeting, frequency cap, etc. etc. all types of advertisers can now optimise the use of TV and video with high return on investment.
Those who were preaching TV’s death were wrong, luckily. And there is no longer a discussion if TV but how TV.”