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egta’s Activity Report
Request centre
egta’s request centre aims to help you find a benchmark in many of the sectors, related to
advertising, that have an impact on your daily business. From egta’s last AGM (May 2014) until
today (mid-April 2015), egta received 318 requests of which 241 were related to TV, 51 were
related to radio and 26 were related to cross media and/or other media.
From 2014 to 2015 YTD, this represents an increase of almost 50%. This means more
than one request per working day.
Regular publications (TV)
egtabites :
21 ideas worth sharing
21
Press reviews
– a selection of relevant TV advertising-related press articles from around
the world
EU Focus
: 5 detailed updates on legal issues affecting the advertising business
Other Regulatory updates
: 15
New!
egta insights
: Topical briefs on relevant TV subjects
-
to disseminate knowledge and
raise awareness. After an introductory edition explaining the concept, the 1
st
edition was
published in March 2015 and gave a European perspective on over-the-top television services,
whilst the 2
nd
edition (released at the AGM in May 2015) will focus on the latest developments in
audio-visual audience measurement.
Special publications
egta’s Business Directory:
one of egta’s greatest strengths lies in its extensive network of
members, built up over 40 years. Based on this insight, egta published in May 2014 a Business
Directory, consisting of 126 members companies’ profiles, featuring an overview of their TV/Radio
activities, as well as a list of the top ten executives in charge of key departments within their sales
houses. An update of this publication has been published for the 41
st
AGM and is soon to be
available on egta’s new website (in the Members’ Room).
Following up the
TV Pricing & Sales methods, today and tomorrow
book published in May 2014,
egta has decided to author a new publication titled
Automated & Programmatic Marketing: an
egta publication on data-driven advertising sales for television and radio
. With the help of
automated and programmatic trading, TV broadcasters have the possibility to offer advertisers
more accurate targeting opportunities, hence better ROI, but also to better monetise their video
inventory. While those technologies are widely applied for display advertising sales, they are at
their early stage with regards to video inventory and at an even earlier stage when it comes to
linear TV inventory. However, the industry is in agreement to say that it will come, sooner or later.
This guidebook – which will be released on the occasion of the Budapest AGM – aims at giving you
a better understanding of automated and programmatic trading, from basic definitions to the key
development and success factors, through the different types of data, the legal issues and pitfalls
to avoid for broadcasters. The publication will also include concrete cases from Europe and
beyond. Much of the content is provided by various experts, both egta members and external
partners, which we collected during a series of interviews.
EU Regulatory issue briefs
on audiovisual advertising:
these were designed for new
Members of the European Parliament and European Commission in summer 2014. The objective
of these briefs was to provide a summary of our key policy areas for the next 5 years including the