Recap Total Collaboration in Total Video: Part 1
At the fourth edition of SpotX State of the Industry, held in Amsterdam this summer, the top 100 (media agencies, publishers and broadcasters) from the Dutch video advertising industry gathered to discuss what “Total Collaboration in Total Video” means. Is it a reaction to the rapidly changing landscape? Or is it the answer to “What’s next in the TV ecosystem?” Top speakers from Moon.Ventures, IPG Mediabrands, TMG, STER and RTL took the stage and shared their strategic vision on the developments they see around total video and collaboration.
The afternoon is summarized in a series of blog posts to provide you with a behind-the-scenes glimpse into the Dutch video advertising industry through the perspectives of industry leaders. In this first post, you can read more about the strategic vision of Marco Ruivenkamp, Managing Director SpotX Benelux, on the Netherlands’s video advertising industry.
More OTT sales, but for whom?
“Total Video is not new,” says Marco, who kicked off the event with a short introduction to set the day’s context. A few years ago, when linear viewing time began to decline, particularly in the US, over-the-top (OTT) and connected TV (CTV) were introduced. It was a response fully in-line with the changing viewing behavior of consumers. For example, millennials no longer switch on the TV, but rather watch content on a platform of their choice and at a time that is most convenient for them. At the same time, catch-up TV is increasing amongst older populations. The impact? The amount of available video inventory is increasing and traditional TV budgets are starting to shift to TV Everywhere, targeting from one-to-many to one-to-one.
“OTT and CTV will continue to increase in the coming two years if Disney +, Warner Media, NBC Universal and Apple TV make their services available in the Netherlands,” explains Marco. “The forest is a perfect analogy for our current ecosystem. Consumers walk around in the forest and prefer to enjoy their walk for free. Cable companies and telcos keep their data close to the chest, like lonely tree trunks in the forest, refusing to share, while other big tech companies cut down more trees and run off with the money. And now that OTT and CTV inventory are increasing, and more OTT sales are to be expected, I wonder: who exactly will benefit from this approach?”
Truly maximize the benefit of OTT
There are plenty of opportunities to be seized, but what will happen if organizations such as Amazon and Disney use the Netherlands as their pilot country? No doubt a question that everyone in the local industry is concerned with, because these developments have an impact on advertisers, agencies, publishers, broadcasters, and of course consumers. Strategies must be adjusted to truly maximize the benefit of OTT. For instance, OTT should be part of a holistic and platform-independent video strategy, also known as: Total Video. However, changing the strategy is not the only thing that needs to be done.
We are all part of the Dutch media industry and should, therefore, be asking ourselves: how we can collectively maintain control in this changing landscape, continue to operate brand-safe, and at the same time offer a transparent and fair environment for all market players, on different platforms.
Protect our local forest together
In this not-so-fictional forest there are dangers lurking and it is important to reflect on how we can better work together – united – in order to keep the Netherlands’s media budget in local hands. How can partnerships strengthen a local, holistic platform-independent video strategy?
At this point, several questions are posed: how to better collaborate with all members of the Dutch media industry, how to strengthen a holistic strategy, how to maintain control, how to operate brand-safe and how to create unification. However, the most important main question we should be considering: How can we successfully unite local video marketplaces?
“If we want to form a united and competitive total video marketplace, then we have no other choice than working together on these other points, otherwise we can’t call ourselves a united front,” Marco offers.
Who dares to let go of self-interest?
Is it realistic to want to realize a united local video marketplace on your own? SpotX believes not. We see the future of the video ecosystem as a future in which a walled garden is jointly built – an environment in which all market players participate and get a say in product development, road map prioritization and so on; and a form of collaboration in which the common interest of local parties are more important than anything else, allowing us to let go of self-interest.
Food for thought.
Marco ended his kick-off on a lighter note, with a funny video, stating that we need to connect more. Plus, who says that these topics can’t be fun? Another key phrase this afternoon, “having fun” while working together.
This article is written by Cherish Wirabangsa,
Marketing Manager SpotX Benelux