Ad agencies to explore new revenue streams at MIPCOM


PARIS: It is not just broadcasters and content distributors that are looking to take advantage of MIPCOM. The event which claims to be the worlds largest audiovisual market takes place from 10-14 October in Cannes.

An official release informs that faced with changes across the media and broadcasting industries (product placement regulation, PVRs, bartering, program sponsorship,) a growing number of players from the advertising world are attending MIPCOM to tie partnerships with producers and create innovative marketing strategies.. .

The global advertising business is facing new challenges. With the European Union's current public consultation on the Television Without Frontiers Directive - which covers TV advertising, product placement and other key issues - the steady rise of Personal Video Recorders (PVR) penetration which allow viewers to keep advertising blocks off their screens, advertising agencies are investigating new ways to promote their brands, target and reach consumers effectively.

At MIPCOM top agencies will meet with property owners, content providers and media executives in order to investigate potential partnerships, explore new strategic thinking and media planning and implement innovative advertising and marketing campaigns.. .

Ad agency Bartle Bogle Hegarty (BBH) content director Mark Boyd added, "There is a concern over PVR technologies; undoubtedly they will affect viewing in the future."We are coming back to the reason people switch on the TV. It's the programmes, not the ads, they are watching. We need to engage with consumers and not interrupt them: programmes are a key way to do that. Branded content should offer viewers something they are not getting otherwise; it should add value to the schedules.".

BBH is attending MIPCOM with a budget of seven million euros to commission programmes for specific clients including Levi's, Bertolli, Lynx and Audi. In partnership with broadcasters the agency is looking to come up with communication solutions including dating programming, drama and factual output. The company will meet with commissioners and producers in the large European markets to advance briefs and develop big properties that are scalable on different platforms over the next three years. BBH has currently a number of advanced projects in the UK market with leading production companies the release informs.

Universal McCann Programming has attended the MIP markets since 2000 but will exhibit for the first time at MIPCOM. The agency was started nearly three years ago when Universal McCann (the media buying arm of McCann Erickson Advertising) recognised that its media clients increasingly needed expertise in programming, production, product placement and distribution. Universal McCann Programming's Director of Acquisitions Phil Crosswell stated, "This was due to the fast changing media scene and the need to address new methods of providing impact and association between viewers and consumers."

At MIPCOM Universal McCann will announce a deal brokered with clients to create and fund the seventh series of an established format which has been pre-sold to 52 markets and will foster further deals in conjunction with its clients and producers. In the UK the company part-funded the teenage drama Ed Stone is Dead, as well as a kids story-time show, a one-hour documentary programme on behalf of a charity organisation and will be going into production with 6 x 30 cooking programmes, half hour game shows, and two live event broadcasts scheduled between now and the first quarter of 2004. "As media becomes more diverse, and consumers become better acquainted with changing and recording channels, advertisers need to be aware and active to get the best return on investment," Cresswell added.

The release further states that in order to offer the insider's view on current trends and challenges for both the advertising and television industries and to foster partnerships between these, a series of high-powered conference panels and keynotes focused on advertising will be held at next MIPTV ( 29 March- 2 April, 2004). These various initiatives including speakers and panels will be announced at MIPCOM.

Latest Reads

Casbaa becomes the Asia Video Industry Association

At an Extraordinary General Meeting of members today, Casbaa overwhelmingly approved the adoption of a new constitution and new name.

Specials Event Coverage Occasions
Wizcraft’s 4th broadway styled bollywood musical stage show comes to kingdom of dream

After a glorious run in Mumbai with over 100 shows, Balle Balle - The Biggest and Craziest Indian Wedding Musical theatrical show, is all set to woo audiences in Delhi NCR.

Specials Event Coverage Occasions
ConnecTechAsia Successful in Bridging the Digital Divide for Governments, Cities and Enterprises with Showcase of Latest Tech and Trends

ConnecTechAsia, the inaugural mega technology event comprising BroadcastAsia, CommunicAsia and the new NXTAsia wrapped up last week after an exciting three days of exhibitions and a summit covering the latest innovations in cloud, blockchain, AI, VR/AR, IoT, robotics, 5G, IP broadcasting, OTT and...

Specials Event Coverage Occasions
Lessons Learned With Bitcoin

Blockchain technology is one of the newest buzzwords in business. It is hardly surprising considering that the tech is having such an impact over so many different industries.

Specials Promonet feature
The company is collaborating with Lakme Fashion Week and designer Anita Dongre

World Environment Day - 2018 is going to be special as India is hosting global celebrations of the event today. To commemorate the occasion, Reliance Industries Ltd (RIL) has launched a special T-shirt, branded ?The Earth Tee? and designed by renowned fashion designer Anita Dongre, under its unique...

Specials Event Coverage Occasions
Promaxbda India 2018 announces Puja Vohra and Glenn Urquhart as their masterclass speakers

PromaxBDA India has announced its first 2 Masterclass speakers for the 15th edition of its annual conference and awards property in India, which will take place on 23rd May 2018. Speaking at the Masterclass are truTV?s Puja Vohra and creative mastermind Glenn Urquhart.

Specials Event Coverage Occasions
ABBY Awards 2018 shortlists announced

The coveted ABBY Awards that recognizes and rewards excellence across Advertising, Marketing and Media has now announced that the shortlists for the 2018 edition have started being posted, by category.

Specials Event Coverage Occasions
Ficci Frames and market concludes on grand note

The FICCI Frames and the newly launched content market as part of FICCI Frames 2018 concluded on a grand note.

Specials Event Coverage Ficci Frames
Screen Density: Lessons from the world & Exploring new business models

n Day 2 of FICCI FRAMES happening in Mumbai, there was a session on Screen Density in India attended by some eminent panelists consisting of Mr. William Feng, VP, Greater China, MPA, Kurt Rieder, Head-Theatrical Asia, 20th Century Fox, Kapil Agarwal, Joint MD, UFO, Kamal Gianchandani, Chief of...

Specials Event Coverage Ficci Frames

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories