21 June 2013 Please click here to view this e-mail in your browser  
 egtabite 20 – Promoting TV effectiveness

The Concept

In this week’s egtabite we would like to share an example of successful cooperation among sales houses in one national market, which helps promote TV relevance, efficiency and effectiveness – and which grew from a one day event to a broad joint TV initiative aiming to play a role similar to Thinkbox in the UK or SNPTV in France.

It all began with the idea of sharing new research results about TV’s effectiveness with clients and media agencies on a regular basis. In order to broaden the reach and increase the acceptance of these results, Germany’s two leading television sales houses, IP Deutschland and SevenOne Media, decided to join forces.

In the spring of 2004, a research congress was created and given the title “TV Effectiveness Day” (“TV - Wirkungstag” in German). About 200 participants were expected, but in fact 450 media people attended the kick-off. Nine years later, in 2013, almost 1,400 guests attended the 10th edition which was jointly hosted by nine TV sales houses (representing more than 95% of Germany's TV adspend). Over the course of a decade, TV Effectiveness Day has become one of the biggest, most relevant and certainly most professional media events in the country.

Given the success of this initiative, the sales houses involved decided to broaden the scope of its activities by putting all the new initiatives together. And thus the joint TV initiative “Wirkstoff TV” was born. Wirkstoff TV started with a website and a newsletter. The next step is to offer additional mono-thematic “expert fora” on current topics at least twice a year. The aim here is to create a space for around 100 experts to present, analyse and discuss one hot topic at a time (like ROI, Second Screen, Social TV etc.) in half-day meetings.

The new head of Wirkstoff TV, Martin Krapf, formerly Managing Director of IP Germany, has put two further issues on the agenda. First, he seeks to set up a research board to steer future joint research and to ensure that this meets the needs and questions of advertisers and agencies. Second, he has kicked off an ambitious research project called the “TV impact map”. This aims at nothing less than the structuring and bundling of all relevant advertising research knowledge about TV and online video, making it easily accessible.

Why does this matter to egta members?

In a changing media world, TV needs to prove and communicate its relevance, efficiency and effectiveness more than ever, both to the strong linear world and its constantly evolving extensions on other screens. TV sales houses joining forces in an initiative like this can help to focus key messages, to broaden reach and attention, to gain additional credibility and relevance, and finally, to resonate with a strong voice in a crowded and sometimes disoriented market place.

Target: TV
What they said ...

» Jan Kühl - Managing Director of El Cartel Media and co-founder of Wirkstoff TV

» Martin Krapf - Managing Director of Wirkstoff TV

» Manfred Kluge - CEO Omnicom Media Group Germany

» Peter Kloeppel - Editor-in chief and news anchor of RTL Television

 Background info

Please click on the links below to access the relevant documents:

» Key learnings from ten years of organising “TV Effectiveness Day” (please click here)

» Wirkstoff TV website (please click here)

» Program and videos from the TV-Wirkungstag 2013 (please click here)

Next events

egta Annual Marketing & Sales Directors' Meeting
Thursday, 10 October 2013


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