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"
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. ”
