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egta regularly releases publications anchored in the members’ day-to-day reality. Discover our business guidebooks, overviews as well as regular publications. Click on the button to view the relevant section or scroll down.

 

EGTA insights & briefs

NEW! egta insight: VOD/OTT services (Part II). exploiting new monetisation opportunities through better usage of data and ad tech

10/2019
 
egta designed this report to help its members as they consider the need of adopting new data strategies and build their ad tech stacks. This publication is a continuation of egta's previous insight on VOD & OTT services published in 06/2019.
 

 

NEW! egta insight: advances in audience buying: overview of an industry trend

10/2019

 

The main objectives of this publication are first to clearly define what advanced audience buying in the context of TV is, and secondly, to outline potential directions for the future development of audience buying with regards to building a business case and overcoming barriers.

 

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NEW! egta collection of creative TV cases

10/2019

 

With this interactive report, egta explores creativity in its various forms and showcase best practice in this area.

 

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(Available to egta members only - please contact Ugne Matrisciano to get your password)

 

NEW! GDPR in action. Data protection enforcement is escalating, so be prepared

10/2019

 

This note explains why broadcasters should remain vigilant with regard to data protection compliance as enforcement is finally starting to bite and certain practices are coming under regulators’ scrutiny. Keeping track of the latest regulatory developments, revaluating the costs/benefits of data monetisation strategies and involving top management are a few examples of how to make sure that you are keep on top of your data protection responsibilities.

 

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egta insight: VOD/OTT services (Part I). Monetisation opportunities for broadcasters

06/2019

 

This egta Insight provides a comprehensive overview of the OTT/VOD landscape in Europe and beyond, with the focus on existing services, business models and monetisation opportunities. The report is the first part of a two-volume series that egta intends to release in 2019.

 

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egta insight: Podcast monetisation strategies and best practices

06/2019

 

This publication offers explanations as well as an overview of factors that drive interest and investments in podcasting. The aim is to help radio broadcasters and sales houses get into the podcast business and successfully produce, promote and monetise their podcast portfolio. The report specifically focuses on the monetisation of podcasts and provides an overview of advertising and direct revenue models illustrated by a few case studies.

 

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egta insight: The revised Audiovisual Media Services Directive. Changes to TV advertising rules

06/2019

 

This Insight provides you with an overview and analysis of the most relevant features of the revised AVMSD for sales houses. For each topic we have highlighted what the changes mean for sales houses as well as points that require further monitoring during the implementation process.

 

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egta insight: Online audio monetisation: strategies and tactics

05/2018

 

This Insight which provides an overview of the online audio landscape from the product development, monetisation, and data/addressability perspectives.

 

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egta collections: Stronger together: collaborations and alliances in the TV/video ecosystem

05/2018

 

The initiatives included in this publication offer a snapshot of some of the latest examples of collaborations between broadcasters both on the national and international level. Together these cases clearly show that television remains a dynamic, forward-thinking and effective advertising medium, that easily embraces the latest technological developments and constantly adapts to the evolving viewers’ behaviours.

 

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egta insight: Advances in Hybrid Television Audience Measurement (3rd edition)

01/2018

 

This report examines the evolution of television audience measurement (TAM) as it adapts to today’s changing TV content viewing patterns. The publication also examines the changing media landscape and the incremental shift towards consuming television and other audiovisual content on an increasingly diverse range of screens and devices. It also provides an overview of emerging hybrid measurement techniques and solutions. Moreover, the report offers an update on several national projects for hybrid audiovisual audience measurement, covering those markets that have reached an advanced stage of development.

 

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egta insight: Radio audience measurement in Europe (2nd edition)

01/2018

 

This report offers an overview of the methodologies used to measure radio across Europe and is an update of the 2015 edition of this publication. egta’s objective is to give readers a better understanding of the range of techniques and technologies in use, offer insights into the effects of introducing electronic measurement, and outline the key discussions on possible radio audience measurement development scenarios.

 

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egta insight: Radio aggregators

06/2017

This report is designed to offer radio broadcasters, and the sales houses that represent them, a comprehensive understanding of the type, role and characterisics of online radio aggregators. With aggregators accounting for as much as 80% of some broadcasters' online radio traffic, these platforms are clearly both an important part of the digital audio ecosystem and - in the case of independent, third-party aggregators - a potential barrier to radio growth and diversification.

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egta GDPR brief

12/2017

 

The brief provides a clear and precise overview of the most important aspects of the GDPR, addressed specifically to sales houses and broadcasters.

 

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egta insight: Making data work for radio

02/2017

This report is designed to help radio broadcasters and their commercial departments better understand today's data and digital advertising ecosystem. It offers both practical advice and recommendations as well as insights on the technologies and processes that can deliver more advanced audience targeting and enrich the value of audio advertising inventory.

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egta insight: Making data work for TV

02/2017

This report is designed to help television broadcasters and their commercial departments better understand today's data and digital advertising ecosystem. It offers both practical advice and recommendations as well as insights on the technologies and processes that can deliver more advanced audience targeting and enrich the value of video advertising inventory across multiple screens and around both live and on-demand.

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egta collections: An egta overview of TV & radio promotion

10/2016

 

This collection highlights some of the most effective, engaging and innovative initiatives developed to support television and radio advertising. The majority of these projects are the product of close cooperation, often between competitors on a market and in many cases under the guidance of national trade bodies.

 

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egta insight: Adblocking: strategies for television and radio broadcasters

06/2016

This document looks at:
» The scale of ad blocking and the financial cost to publishers
» The reasons people deploy ad blockers
» The main forms of ad blocking technologies
» The business models behind ad blocker providers
» Strategies for confronting the challenges of ad blocking
» Legal issues regarding ad blocking

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egta insight: Online Audio Hybrid Audience Measurement

01/2016

This report examines the application of new audience measurement techniques to better understand audio listenership across both terrestrial broadcast and online channels. This report includes updates on developments in France, Germany and the US and features interviews with leading audio audience measurement experts in these countries.

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 Books

Automated & programmatic marketing. An egta publication on data-driven advertising sales for television & radio 

The objective of this publication is two-fold: firstly, to analyse the environment in which programmatic trading has developed as a powerful marketing concept; and secondly, to provide insights on how broadcasters may apply the underlying principles of programmatic to radio and TV, delivered by both linear and non-linear means.

 

» Printed versions of both publications are available upon request for all egta members. For non-members, specific conditions can be discussed with Alain Beerens. Please consider that in all cases, shipping costs are to be covered by the recipient. 

 

Overview and analysis of existing pricing models and trading tools for spot advertising (TV & RADIO) 

egta issued a special compilation on sales & pricing methods currently used by TV and radio advertising sales houses across Europe with a look at what is coming next and the opportunities and challenges behind automated marketing. This publications aims at providing a reference framework to all those who are questioning their current practice and are searching for new ideas with regards to inventory management, revenue optimisation and improved sales practices.

 

» Printed versions of both publications are available upon request for all egta members. For non-members, specific conditions can be discussed with Alain Beerens. Please consider that in all cases, shipping costs are to be covered by the recipient.

 Guidelines & other documents

egta guidelines for the future of audiovisual audience measurement 

05/2014

 

egta believes it is important not only to contribute to the debate about the evolution of audience measurement tools - and as a result, of planning and trading currencies, but it is crucial to allow broadcasters and their sales house to drive change and lay the foundations for any future solution. The guidelines are the result of working group meetings, communications with members as well as discussions with industry partners.

 

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Post-event reports from egta's past study trips (TV & RADIO)

egta publishes post-event reports from its various Study Trips. These documents are available upon request for all egta members.
Please contact Yuri Loburets (for radio) and Anne-Laure Dreyfus (for TV) should you wish to access the reports.

 

 

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About us

The reference centre for audiovisual advertising sales houses

 

egta is the Brussels-based trade association of television and radio sales houses that market the advertising space of both public and private broadcasters across Europe and beyond.

Contact us

egta

Rue des Comédiens 22 / boîte 4
1000 Brussels (Belgium)
Tel.: + 32 2 290 31 31
Fax: + 32 2 290 31 39


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