01:00They actually follow them in the digital space by entering streaming.
01:04And especially last year, we've seen that with the two biggest private broadcasters in the French market entering streaming with TFR and with MCs.
01:13So that's the broadcasting side of things.
01:16But the streamers are also facing a different kind of challenge.
01:20And their challenge is that subscriptions are actually stagnating.
01:23And what I've brought in are numbers from the UK market.
01:26And you can see that actually since the end of 2021, there has been no real growth and stagnations have been flat.
01:34Which also means that if you have flat subscriptions, you can't really grow as a streamer.
01:39So what do they do?
01:41Well, the broadcasters entering streaming, they entering advertising.
01:45So all of these streaming platforms launch their tiers.
01:49First were Netflix, followed up by Disney, and last year we saw Prime.
01:53So what we can see actually is that broadcasters are coming for digital audiences and streamers are coming for TV budgets.
02:02And especially in the last year, you really see how everything is overlapping and how everyone is pushing these efforts towards this direction.
02:09And I would like to take it one step further and saying, well, broadcasters are actually becoming streamers, and streamers are becoming broadcasters.
02:20And I'm just looking here at six months, the last six months in Europe, especially in the French market.
02:26By the end of 2024, we launched, or the Videometry launched, the Cross Video Measurement Committee, including traditional broadcasters and streamers.
02:35At the same time, ITV put long-form premium content on YouTube, like, I'm a celebrity, get me out of here, which makes YouTube even more TV.
02:45We all heard this quote, YouTube is TV.
02:47And then in Q1 or Q2, SNP TV became RDM TV.
02:53Now not only having the traditional broadcasters, but also the streamers.
02:58And in Q3, we can expect the first results on cross-video measurement.
03:01So the worlds are coming together.
03:03And you might be thinking, okay, but this is mainly CTV.
03:07And I heard in a discussion before from my petit point français that I understood that it's also still about linear.
03:13But what is important to know is that the number one source for TV budgets in CTV is actually linear.
03:22And I put in some numbers from the U.S.
03:24Why from the U.S.?
03:25Because the IAB Europe is not running these numbers yet.
03:28And if we look at that, that means CTV is becoming a substitute for linear.
03:35And I would like to compare it to Airbnb.
03:38Airbnb has changed the way we buy accommodation, right?
03:43And today it's common.
03:44We have a new standard.
03:45It's convenient.
03:46I go on a platform and I can book it.
03:48It's accessible.
03:48I can type in where I want to go in one platform and I find options right away.
03:53And it's simple.
03:55Through one, two, three, four, five clicks, I can book it.
03:58Within two minutes, I can book my vacation.
04:00I can book one week of holiday at the Bahamas.
04:02And it's transparent because I have ratings.
04:05I see other quotes.
04:05And that is common.
04:08That is set.
04:09So with that being known, and we call this cast since we talk about the broadcasting of the future.
04:14We couldn't resist here.
04:16What does that mean for the traditional broadcasters?
04:19Well, actually, this means for them difficulty because streamers are 100% digital in the inventory.
04:26Broadcasters in 2028 still probably have 80% linear revenue, which means it will be hard to offer that in scale.
04:34So what can they do about it?
04:37Well, why don't we combine the best of both worlds?
04:40And I would say that linear TV is sometimes overseen because it has unique value, because it has 100% big screen.
04:47It is mass reach.
04:49It is friend safe.
04:50It is fraud safe, which is one of the big issues in CTV.
04:53And coming back to the example of Airbnb, people book still to their hotels.
04:58People like it, and I myself like it.
05:00If I go into a city, it's 11 a.m., and I can just leave my suitcases and go off.
05:04Or if I have a problem, I just can call the reception.
05:06They take care of it.
05:08And if I want to have breakfast, I just can order the buffet in the morning if I want to.
05:12But I still want to have everything accessible and bookable within two minutes.
05:17And that's the same thing we are trying to do.
05:19Maybe like the booking did for the hotels, the Virtual Minds is trying to bring together these two things.
05:25And how can we actually do this?
05:27Well, let's take a look into the German market, how they are trying to do this.
05:32This here is the picture of the launch of programmatic linear one-to-many TV.
05:37It's not TV segmented.
05:39And it's a launch from the RTL Airlines in the German market.
05:42And they launched programmatic TV.
05:43What is it?
05:45Programmatic TV is selling linear one-to-many TV programmatically, like it says, and selling it on CPM and Target Group.
05:52And by that, they make it much more convenient for the advertiser and for the agency, because I can buy linear TV in the same platform I buy all my other campaigns in.
06:02And also accessible, because it's much more simpler than the usual classic TV workflow.
06:08And we are trying to do exactly the same thing in the French market.
06:11And we are positive that we can do that in the near future.
06:16Now, that's 50% of the cast.
06:19What about the other 50%?
06:20Let's look into the Austrian market.
06:23They launched a product by the end of last year that's called TV Load.
06:27Live Optimized TV Advertising.
06:31What is that?
06:32They basically redefined the product of classic linear TV.
06:38So instead of buying advertising seconds, you're now buying contacts.
06:43And instead of relying on forecasts, they launched a real-time linear TV currency.
06:51A currency on linear TV in life.
06:54Combining the PeopleMeter and 1.1 million connected devices.
07:00And that's launched by the Mediametrie of the market.
07:04And the last thing is, now we don't only sell on contacts, on real-time, but we also sell price guarantee.
07:13So you pay what you get.
07:15We don't fix the slots.
07:17We just guarantee you the price.
07:18And by doing that, I make it much more simple.
07:21You buy what we get, similar to the digital products, and also much more transparent.
07:26Because you can look at the ratings any time.
07:28Any time you want to.
07:30And the good thing is, there is not just one broadcast that has actually launched this product.
07:36The whole market is in on it.
07:38The whole market committed to launching this.
07:40The agencies were involved, and the Mediametrie of the market, which is the AGTT, granted it.
07:46And as I mentioned before, there is a live currency in the Austrian market.
07:51But I think actions speak louder than words.
07:53So I'd rather just show you the new live currency.
07:57So this is the live dashboard of the ratings.
08:00You see all the channels, all the groups, their ratings today.
08:04On the upright corner, you see the target groups.
08:08And you can see in live what the ratings are.
08:11And based on that, they curate in live the advertising on one-to-many linear TV, not TV segment here.
08:20And this is kind of my, I would say, Steve Jobs moment here.
08:24This is obviously not live, so I've kind of fooled you.
08:28But you can also have that live on your phone.
08:32So right here, I have that on my phone.
08:36On my phone, the live ratings currently in Austria at the moment.
08:39And this is something that is not just working for the Austrian markets.
08:46So last month, the German market announced that they're testing exactly the same solution.
08:51The Mediametrie, the AGF of the German market, announced that they're in testing for providing the same kind of live currency for the German market.
09:00A good news for you, we're also talking to Mediametrie regarding that.
09:03Because we believe that the same methodology can be done by combining PeopleMeter and connected devices.
09:12So, as I said in the beginning, the future of TV ads is about simplification.
09:18It is about convenience.
09:19It is about these CAS criterias.
09:21And the world's emerging.
09:23We heard that today.
09:24Even I heard a little bit, understood it a little bit.
09:27And there's no turning back from that.
09:29So, we need to think about what's going to be the standard requirement tomorrow, already today, and prepare for that.
09:37And we see that it's possible.
09:39So, we believe that not only the German and the Austrian markets will be the only one that step into that direction.
09:45So, we invite you to join us on this journey.
09:48And last but not least, merci pour votre attention and enjoy the conference.
