Television comes advertisers – MediaFM.net

Author: Newseria, ed. q

Peter Bieńko, CEO of media house Codemedia

Fig .: Newseria

After two years of declines in the television advertising market this year returned revival. The analysis Starlink media house shows that its value in the first half increased by 5 percent. to 1.9 billion zł. The share of thematic channels in this market, which – according to Peter Bieńko, president Codemedia media house – it gives more opportunities for a better targeting advertising campaigns.

According to Starlink media house in the first half of the advertising market grew by 1.9 percent. (66.6 million zł), and its value (net) amounted to over 3.6 billion zł. Positive growth in revenues can boast television (more about 5 per cent., Together with revenues from product placement), Internet (6.4 percent.), Radio (7.2 percent.). In the case of online advertising has gained much promotion video broadcast in-stream (29 percent.). While revenues fell the press (about 20.6 per cent.), Cinema (by 9.6 per cent.) And outdoor advertising (by 1.8 per cent.).

According to Peter Bieńko, CEO of media house Codemedia , television advertising will still be in a strong position because it is the medium with the greatest coverage and enabling the most comprehensive advertising message. And more and more accessible to advertisers.

“ A decade ago, the average advertiser on TV campaign needed a million or two. Now, all you really need 130 thousand. And you can easily carry out such activities ” – says Piotr Bieńko, CEO Codemedia media house.

Television has gained 5 percent. revenue, or 91.3 million zł, including revenue from product placement – The analysis of Starlink. In the last two years, spending on advertising in the TV fell (by 6.3 per cent. In 2012, and by 3.6 per cent. In 2013). On the positive result in the first half of the year contributed to events such as the Winter Olympics, the elections to the European Parliament and the FIFA World Cup.

Due to the still high prices in the major television stations, advertisers are increasingly turning to Campaigns in thematic channels. “ Due to the large number of specialized, thematic channels, you can very nicely targetować [to reach specific audiences - ed.] For a small money ” – says Piotr Bieńko.

The key to success – according to caller news agency Newseria Business – is the proper selection of channels through which the market is to communicate the advertiser. “ In each medium is a lot of ads that are niestargetowane, get to everyone, although potentially interested in a few ” – notes Bieńko. “ The result is that we have a very large crowd of ads that you see on TV, radio, Internet, and so. OOH. If the money would be spent carefully, with greater deference and segmenting the target audience, advertisers achieve far greater benefits, reaching cheaper to its the target group. In turn, the media would be less surface clutter “- adds Bieńko.

Any advertising that appears on television, as noted by Peter Bieńko, generates increased search for information about a particular brand of the Internet. In his opinion, in the future, various media, and therefore the advertising campaigns will penetrate, so that it will be difficult to state clearly what amounts have been issued eg. The network, and the television. “ Up to now we have treated the Internet as another medium, and now increasingly becomes a platform for many media, even TV ” – says Bieńko. “ Internet Radio, portals, newspapers, TV, VOD services – It all begins to function on a platform that is the Internet. Soon we will have it everywhere, just like electricity. All media will be consumed line. These worlds have already penetrated and will continue to penetrate “- adds Bieńko.

However, effective campaigns will be necessary, as the head of the media house Codemedia, on the one hand, the consistency of communication, on the other – diversification of audiences. “ This is the challenge for the creation, because no longer enough to make one bags ” – argues Bieńko. “ Now you have to think, share your own group, select it appropriate messages and channels, which in turn is a large playing field for media agencies. In contrast, no doubt very important is also the fact that the advertiser and the product had its line, which will be in the background. You have to keep the identity and at the same time diversify the message. It’s very difficult, which does not mean, however, that it is not possible “- emphasizes Bieńko.