Inside look at the state of media convergence in Germany
Interview with Michael Möller, Sales Director, Teads Deutschland GmbH
For the past few years, we’ve seen the merge of many communication outlets from print to digital to telecom. Here is an inside look into how the convergence of media is changing the industry and the impact it has on Germany.
Q: How will media convergence affect the industry?
A: AGF is the TV panel in Germany, and it’s the one and only tool we use for TV, while AGOF is the only tool for digital. Different measurement tools with the various facts for one video strategy is not the best fit for a holistic multi-screen video strategy.
The advertisers and agencies in Germany use both facts to build their products and strategies for TV which is inefficient and non-transparent. It’s mandatory to stop working in dimensional media categories. We need a holistic solution which helps advertisers and agencies to define a more efficient and effective multi-device video strategy. In the end, all of the top 5 Publisher in Germany (Facebook, Youtube, IP Germany, SevenOne & Teads) must work on a holistic solution for German advertisers.
Q: What is essential for the integration of digital advertising and linear TV?
A: The most important thing for the media convergence in Germany is to implement high-level standards. Currently, we don’t have a standard, and we are far away from a holistic multi device video solution. The media convergence is unidimensional. We are working in two media categories, TV and digital, but what we need is a holistic solution which is based on one multi-device video currency and one technical solution as a measurement unit. Streaming Scope from AGF is a step in the right direction. But, we need more video publishers to be interested in it and want to be a part of the video scope to give all advertisers in Germany the possibility to participate in a transparent measurement system which brings them to a more effective and efficient multi-device video strategy. Ultimately, all of us want to reduce non-transparent and ineffective media strategies, and of course, we must stop wasting advertising media budgets.
Q: What do you think the state of convergence will look like in 2018 and for the years to come?
A: The state of convergence in Germany will be holistic. Advertisers and agencies need to have full transparency in their video strategy, and they need one video currency that works for all devices.
Michael Möller will continue this conversation on September 14th in Seminar 1 at 15:00 on a panel discussion titled: No Convergence? Video Advertising Cross Screen – New Formats, New Opportunities. Michael will be alongside Jens Pöppelmann, Director Media Operation, IP Deutschland GmbH, Oliver Rosenthal, Industry Leader, Creative Agency, Google, Martin Michel, CEO, Sky Media, Klaus Peter Scharpf, CEO, Mindshare.
Q: You’ll be presenting at dmexco this year, what are you looking forward to the most about this year’s conference?
A: I’m looking forward to many interesting meetings with advertisers to roll out our tvExtend roll product and to give the digital market the possibility for a holistic video strategy
Click here to learn more about this panel and our presence at dmexco 2017.