The Global TV Group by Katty Roberfroid
Advertising is increasingly global and communication strategies and decisions resonate across the globe. Global tech giants are everywhere and their claims – founded or not – are eagerly relayed by news media in every country.
TV has, until recently, been arguably too complacent. We took it for granted that TV advertising’s power to reach people and influence their behaviour spoke for itself. That the industry as a whole did not need to speak up or promote itself. Not anymore.
It was back in 2013 that Thinkbox first suggested major players in the European TV industry join forces. The idea was to join up and consistently back up TV’s positive narrative with solid global data – both to vigorously expose the alternative truths being spread about TV and to promote the power of TV as a digitally transformed medium.
egta – the association of television and radio sales houses - was quick to react and relay the call to other national trade associations who answered with enthusiasm. We met in Brussels and together launched PEPPTV, (Pan-European platform for the promotion of TV), working together on sharing data and insight and developing a combined message.
Today the echo given to this call for collaboration continues to resonate nationally and internationally among individual broadcasters and trade bodies. It has gained momentum and now counts members not only across Europe but also in the USA, Canada, Australia and Latin America. PEPPTV has now evolved to become The Global TV Group.
Through initiatives like The Global TV Group, the TV industry is coming together both at a country and international level to collaborate and share best practice. Studies proving TV’s effectiveness are flourishing everywhere, from the marvellous studies by the Video Advertising Bureau in the US to Screenforce Germany’s ROI Analyser and the recent Payback study by Thinktv in Australia.
TV players are joining forces, determined to meet the needs of advertising partners who are thirsty for trustworthy information, transparent figures, holistic measurement, reliable effectiveness data and solid information about new innovative communication solutions. We are answering the call for an in-depth understanding of how marketing is evolving and of the role TV now plays. A great example is the analysis of the video world first undertaken by Thinkbox (see p.26) which has been replicated in countries around the world and the story is the same everywhere: TV is the world’s favourite form of video.
Advertisers implicitly know that they cannot do without TV’s power to build brands and impact consumers’ behaviour. And whilst fewer and fewer articles are being published with untruths about TV – and more questioning the metrics from tech companies – our industry as a whole stands everything to gain from having a collective voice when it comes to consistently reminding advertisers and agencies alike of TV’s unique appeal and effectiveness.