A study published by AudienceXpress shows that French marketers plan to maintain – or even increase – their advertising investments in Advanced TV for 2023.
Advanced TV continues to interest the various French advertisers. This is revealed by the latest annual survey by AudienceXpress, FreeWheel’s premium video media agency, on the evolution of behavior in the advertising ecosystem (agencies and advertisers) in France and Europe. Advanced TV differs from linear TV, a traditional TV viewing mode. Take effect, it constitutes all the platforms or content that we cannot access via live streaming or cable TV. Video on demand, connected TV or programmatic television are the different channels in Advanced TV. While overall, marketing budgets are expected to see a 2% increase next yearthe survey shows that almost 90% (87%) of French marketers plans to invest more in high-end TV channels in 2022. This rate has increased by 10% compared to 2021.
AVOD and FAST platforms as preferred targets for marketers
AVOD (Advertising Video on Demand) is an advanced television model that has been in vogue in recent years. Fully ad supported, it allows regular streaming customers to watch their audiovisual content for free: movies, series, documentaries… FAST channels like Molotov TV have also been on the rise lately. This is streaming of so-called “classic” TV channels. According to the survey the advertising ecosystem seems to be aware of the opportunity that the emergence of these two types of platforms represents. In fact, 91% of marketers plan to increase their advertising investment on these two models. “A large majority of the French advertisers and agencies surveyed are very positive towards AVOD, confirms Jean Bellon-Serre, Head of Demand Sales for Southern Europe and the MENA region at FreeWhell. In any case, better market education and new measurement options will be needed to make the most of the targeting options offered by Advanced TV.”concludes Jean Bellon-Serre.
A limited understanding of Advanced TV as an investment barrier
The study also highlights the main advantages and the various limitations of Advanced TV. 23% of the tenants surveyed the targeting capability that this model offers while 22% of them think so the still limited understanding of Advanced TV is a significant barrier to investment. The study also sought to understand the marketing objectives of French advertisers and agencies: the acquisition of new customers (38%) then exceeds the capture of market share (35%).
Method : Survey commissioned by AudienceXpress and conducted by CoLab Media Consulting of 500 marketers or influencers in the UK, France, Germany, Italy and Spain, 18-22 July 2022.