Fabrice Mollier, President, Canal+ Brand Solutions, France
Transcript:
“TV has always been the best-measured medium. You know every day how many people have seen your ads or your shows. TV has already proven for years and years that it is the most efficient medium in terms of sales and awareness for brands.
But there is an increasing need for brands to use their KPIs, their data to prove that their investment in TV is the best efficient in terms of sales, of visits on their websites and so on. The good news for television is that most people are now seeing TV in the connected world, so we can, as TV sales houses and TV operators, we are now able to gather some data, to connect to the data of the advertisers and then prove that each ad break on each day-part on each channel has a big efficiency in sales. It is true on sales, it is true on visits on the websites, it is also true on brand awareness. There is such a fantastic world that the data is bringing to TV, not only in addressable campaigns but also on linear TV.
And the fact that TV is seen also now on mobile devices, on PCs, on tablets, increases the fact that we are able to collect data and propose it to the advertisers. So, there is a fantastic world for increasing awareness and efficiency measures – happy World TV Day!”