In the current context of digitalization and technologies convergence, a radical change is occuring in the world of Marketing and Advertising. At Cleverwood, we believe the radical change will be particularly important for the Television, this industry is facing big challenges and traditionnal Broadcast probably has to be re-thought. Due to this growing complexity and the difficulty to anticipate the rapid technological evolutions, future is blur and many questions are raising for the entire ecosystem in this sector:
In the current context of traditional mass marketing reduction and intense media fragmentation, the debate at Cleverwood Friday Session on Friday 26 of February turned out to be a interesting exercise to discuss challenges that Television industry is facing and the rise of Interactive Deigital Television in Belgium. The session was animated by Saky Kourtidis, Trainee Business Consultant at Cleverwood and student in Business Engineering at ICHEC. During the presentation we all had an interesting discussion about the impact that interactivity could have in future marketing practices. New models will appear in this new era for Television. During many years, consumers were forced to waste their time watching linear advertisements that were imposed to them. With the new IDTV it remains to be seen if they will accept to play the game of interactivity with advertisers. Industry actors, their role in this new television landscape was also a source of passionate…
BLYK or EXQI. Strange words that symbolize innovation in Belgian New Media landscape. What’s interesting in these initiatives is that, unlike most of the pure online players, they’re operated by media people who are looking for new models, based on advertising revenues. Indeed, profitability, and thus possibilities of getting sufficient budget from advertisers, is the start point of these initiatives. Eric Samson (CEO Blyk Belgium) and Gabriel Fehervari (CEO Alfacam) don’t hesitate to take their pilgrim’s staff to spread the word to the market and evangelize advertisers to their new models, forecasting better ROI than traditional models.
On June 6th 2008, Laurent Kinet animated a discussion around the future of IDTV in Belgium and Europe. You’ll find the slides he showed : Friday session June 6th 2008 – IDTV. See you soon for a next session !