RTL AdAlliance’s latest TV Key Facts report underscores TV’s enduring impact amidst digital growth, emphasising its adaptability through technology and emotional engagement.
TV remains a powerful medium, especially in Europe, where daily viewing time averages 3 hours and 13 minutes, outpacing the US by nearly 45 minutes. Broadcaster Video on Demand (BVOD) usage has grown by 10 percentage points among Europeans over three years, while Connected TV (CTV) saw a 23.5% rise, reinforcing video content’s role in the media landscape.
TV’s appeal lies in its emotional resonance, with ads focusing on human stories often proving more memorable. However, many advertisers overlook TV’s impact, favouring digital platforms, despite evidence from Thinkbox that TV contributes significantly to sales, the report argues.
According to the report. AI is transforming TV advertising across multiple stages, including:
1. Content Production: AI-driven tools streamline workflows, as seen with AI-generated backgrounds on channels like NTV.
2. Content Distribution: AI enhances BVOD accessibility, with platforms like M6+ personalising viewing experiences.
3. Ad Creation: Innovations such as Addressable TV 2.0 allow AI to tailor messages to specific audiences, improving engagement and efficiency.
4. Media Planning: AI-powered planning tools allocate ad spend based on real-time data, maximizing reach across TV and online video.
5. Measurement: AI tools provide advertisers with refined insights into audience behaviour and ad performance.
Aurélie Brunet de Courssou, Marketing Director, RTL AdAlliance, said: “At RTL AdAlliance, we envision a future where TV is 100% digital and ad served. Using technology, we’re actively working towards this goal. Our ‘TV Key Facts: Where tech meets human / Where humans meet tech’ sheds light on the ideal mixture of premium content and skillful advertising techniques – combining the power of emotional content with cutting-edge technology and data-driven insights for smarter media planning.“
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