TV aims to carve a slice of DM budgets

Television should be looking to boost its advertising revenue by targeting direct marketing budgets, instead of merely urging marketers to move traditional spot ad revenue to digital channels.

The recommendation came from TV industry experts at a Westminster Media Forum called ’Measuring and Regulating the UK Television Advertising Market’ yesterday (8 July).

Attendees suggested that the arrival of more targeted and segmented advertising via digital systems, such as the proposed BSkyB and AdSmart technology, should provide TV sales houses with a persuasive argument for a slice of DM budgets when in front of marketers.

Toby Syfret, media analyst at Enders Analysis, said: “We want the DM budget from Ford and Orange coming on to TV.”

David Whittaker, director of business development and advertising technologies, NDS Group, added: “We have to bring new money in. There’s a huge amount of money in the DM industry and – allied with a lot of pressure to stop paper waste – we should be able to target that money.”

The forum debated the regulation of the TV industry, the challenges for measuring audience reach and engagement and the development of new revenue streams.

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