CLOSING 2022 WITH OUR BIGGEST REVENUE EVER!
Michel Dupont: "All players are thinking about ad-funded models and we at Transfer will make sure we are ready for it"
As we know by now, late September is the perfect time for a status update on your favorite video sales house. The fall offensive of the major audiovisual groups is over by then, and this is also when we close our fiscal year. 2022 is no different. Our CEO Michel Dupont energetically and proudly explains our results and enthusiastically points out some current phenomena in TV-land in his interview with MM.
WAS 2022 A GOOD YEAR FOR TRANSFER?
Definitely. In 2021, we grew 46% and this year we are adding another 24%. We are going to close 2022 with the highest revenue ever, even exceeding the best year with TF1. We have always claimed we wanted to go to more than 10% market share, we are now well above that and our next target is 15%.
Our growth is mainly due to our gradually maturing position in the South and the addition of the UGC portfolio. The latest piece of business is our digital hub with YouTube where we offer all Disney content on YouTube in a safe environment, in Belgium and in the Netherlands. But our core business remains TV, where, despite all the mergers and acquisitions on the market, we still want to offer a valuable alternative, both in terms of content and procurement.
CAN YOU ELABORATE ON THIS?
We offer a varied portfolio consisting of 33 different channels, each of which can offer additional reach in a media plan that can thus be sensitively optimized. On the other hand, we can guarantee very interesting rates and we are not sold out. Even in busy months we have enough room to fine tune where necessary.
SO THERE ARE NO INVENTORY PROBLEMS AT TRANSFER?
YOUR PEERS ARE INCREASINGLY LOOKING FOR ALTERNATIVES TO LINEAR TV,
PARTLY BECAUSE YOUNG PEOPLE NO LONGER WATCH LIVE.
TV remains an inexpensive and efficient medium, the reach remains stable on a lot of audiences. But there are indeed target groups that are more difficult. Young people, for example, consume more video, which is why we have added YouTube and cinema to our portfolio. This evolution is far from over: we still have a lot of new things coming our way in terms of total video consumption. And all those OTT platforms announce that they will come up with advertising models.
Like I said, all players are thinking about ad-funded models. I can’t share any more specific details yet, only that Transfer will make sure that we will be ready for it. For our own shareholders, but also for all the other big players. That’s why two years ago, we announced that we were evolving TV sales house to video sales house. As a result, today clients can deliver one spot to us for UGC, and we make sure that it can also be broadcasted both on TV and on YouTube. We make it very easy: we create convenience regarding commerce and technicality, so that everything can be aired easily, in a single flow. We should be able to offer that same service in the future with our sales teams for avod.
DO YOU BELIEVE IN AVOD?
“Sure. There has never been this much video content. At the same time, an awareness of the costs involved is emerging. There is much more transparency in that area, with set prices, and there will be a saturation moment among consumers. To grow, in addition to the premium ad-free formats, players will each come up with their own ad-funded model. That is where volume and reach are going to be offered, and it is important as a local player to maintain the relationship with media agencies and advertisers to market those. But just wanting to do prerolls will not be enough, you will need creativity and an emphasis on local content.
On the other hand, you see that the pattern offered by Netflix and co is moving towards a more linear broadcasting style, with weekly releases of episodes of top series. That’s a business we know.”
ANOTHER HOT TOPIC FOR TELEVISION IS THE ANNOUNCED XMC STUDY THAT AIMS TO PROVIDE AN OVERALL PICTURE OF MEDIA CONSUMPTION.
“This is indeed something that we are closely monitoring, yes. We have always taken a significant share of the cost of the CIM measurements and we want to continue to do that, but our share cannot go up. We want the new measurement to be north-south, cross-medial and focusing on cinema, which is an important element for us. This is where everyone craves numbers. We expect a very good cinema year in 2023 with lots of big releases. So it would be a good time to come out with a study and more numbers.”
WHAT IS YOUR BIGGEST CHALLENGE FOR THE NEXT FEW MONTHS?
“We have a lot of ROI campaigns, selling GRP in packages. But at the same time we also want to make a claim in awareness. Secondly, we work with a stable team that gradually increased its expertise. Our biggest breeding ground are our planners and they evolve internally. For example, we now also have a marketing and research department. With them, we would like to add profiles to moviegoers. That’ s a black box today and quite intuitive. Finally, we want to keep tabs on the kids market, because there is a constant new influx in that area. Maybe we need to add a Kids&Family to our cinema offer and fine-tune an expertise offer on kids and conversion. ”