Matthias Dang, Co-CEO, RTL Deutschland, Germany
Transcript:
“In TV as in many other sectors, tech and data are the hot topic right now and have become a cornerstone of the television business. Data doesn’t drive digitalisation; it also brings together apparent opposites. TV is continuing to shift from a one-to-many mass medium to a one-to-one target medium. In other words, by harnessing data and new technologies, TV can achieve both maximum reach and maximum personalisation.
And data has a crucial role to play here. It gives us an insight into the world of our users, helping us understand what our users want, what drives them and what excites them. Knowing their preferences, needs and behaviour allows us to offer users more attractive, customised products and content as well as tailor-made advertising.
In doing so, we combine the huge reach of our service with a target reach of advertising. Given our users the exact messages that interest them and really have an impact at any time and in any place.
So, we are nurturing the ideal conditions for effective brands and product communication in relevant, brand safe environment.
This also unlocks completely new opportunities for advertisers who are increasingly looking to address target groups based on their personal taste. Regardless of the time and the place, even with a smaller budget, thanks to the newest technology, TV can offer highly granular cross-genre targeting solutions. Personalised content and innovative technologies are the future. Addressable TV or CTV is no longer a niche topic. Given the rapid development of this medium we expect the CTV advertising market to expand hugely. And we will actively shape this growth market.
This also includes the use of AI which can pave the way for other data-driven approaches based on content data, independent of consent and cookies. AI opens the door to a world of exciting advertising sales solutions, 02:36 including cross-genre impact analysis. After all, that is what matters in the end, having the greatest impact.“