Showing posts from February, 2013

The webification of TV ads

"Personalized" is one of the most (over-) used words in the digital realm. The seamless, continuous, consistent experience of one given user.
I can use Evernote and iCloud, consume Spotify and Canal+ (French pay TV) content, shop on Amazon, across all my devices, and always find myself at home, in a personalized environment, my environment.

Then I turn my TV on and get exactly the same content and ads as millions of persons.

I believe this is going to change, starting with ads. Not overnight - the TV industry is mature and well structured. But let me put two recent news into context.

News one: TF1, the leader of French broadcasters, announced a partnership with Weborama to serve targeted ads on their catch-up TV offering, using the same profiling technology as currently used on the web. It is a PC only initiative, and only on catch-up, but with the rise of connected TVs, don't be surprised to see it coming on your big screen, and inside the linear programming.

By the way, thi…

Will they ever come back?

Last week, my company hosted a client event, where I was moderating a round table on the topic "Digital distribution: what model for the future?". Yes, I know - what an expectation! I guess anybody with a clean and definitive answer would keep it for herself and start her own company. But anyway, it was very interesting to hear what people from different horizons had to say - music, TV, audience measurement agency, etc.

But one point in particular really got my attention. A very senior executive from a major French free TV explained to us non-linear video consumption is not hurting at all linear programming, and that the opposite is actually happening, i.e. an increase in average daily linear video consumption. And when asked how could this be, as all teenagers are hooked on YouTube, his answer was that in fact "the stats have been showing for more than 10 years a sharp drop in audience from teenagers and young adults between the age of 14 and 25, but then a strong come…

In English, please!

Hello digital friends! From now on, this (reborn) blog will be in English, as I believe it is easier to exchange new ideas with the broader audience. Talk to you soon!