# Dmexco: television in the future will remain the queen, but the ... - MarketingDirecto

Television continues comfortably ensconced on the throne of Queen of the media. However, he keeps getting more competition out. Do your strongest rivals? The low demand online content, which are gaining more and more viewers with its wide range of benefits . What value do digital television content compared with the classical and linear TV spots? How should react media and advertisers to this new trend? In this and other questions are tried to answer yesterday at a round table in the context of digital marketing fair dmexco.

“The moving image combines the old and the new world, the traditional broadcast and the most modern digital broadcasting”, began by noting Thomas Wagner , director of SevenOne Media. However, it seems to be the latter trend, the digital television broadcast, which will prevail in the coming years. During the celebration of the round table, a survey was conducted among attendees spontaneous and almost 70% said that the future of the small screen television went through on demand . The viewer of the future will still consume television content, but not linearly, but at the time and in the desired location making use of the on-demand TV.

That television

demand is trend and will become more so in the future is something that is also fully agreed Uwe Storch , Ferrero media director. In the future, television will revolve around the consumer, who will decide what, when and where to see the contents and the old emancipate televised programs . “Why should people feel compelled to follow the schedule set by the networks if they can see the same content at any time, anywhere through internet?” Storch found.

According to

Walter Litterscheidt , CEO of Carat in Germany, television future will remain important, but the chains have much less control over how and when to consume its contents the viewers . Yes, apart from the loss of control over the viewer, the speakers were agreed that in terms of reach television will remain the queen for long.

In this new landscape, how advertisers should act? According to Litterscheidt, endorsing brands need three C (consumers, consumers and content), is particularly important C content . Companies should pay close attention to your target audience, their habits and their connections to later provide truly relevant content, whether in the form of product placement, spot or branded content.

And what agency? In the new television landscape that is emerging in the future, Storch dared to sue agencies providing its customers founded advice that goes beyond the campaign itself . “I do not advertise just because I want to sell products,” says Storch. Agencies must go further, he said.

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