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The king is dead, long live the king.

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The popularity of shows such as Game of Thrones, Walking Dead, and Masterchef (a particular favourite in the Hassanin household) suggests that great TV content continues to drive conversation and attract viewers – even if the audiences on the main box aren’t quite as large as they were a decade or so ago.

Of course, the way we watch this content is evolving. We’re now in a situation where people are watching content across multiple screens. Contrary to popular thought, however, a recent study conducted by BBC World News, the largest global study to date on the consumption of news in the digital age, found that tablet owners watch more TV news, not less. Consumers who watch content on mobile or tablet devices tend to consume more TV than those who don’t. In fact, 43% of tablet users say they consume more TV than they did five years ago, and most say they use tablets alongside TV. Multi-screening is reinforcing behaviour rather than replacing it, encouraging consumers to watch more content.

As a result, multi-screen behaviour is enabling TV advertisers to deliver incremental reach via new channels. Videology’s recent research study into the impact of online video as a facilitator of incremental reach shows that this channel can cost-effectively deliver an extra four points of unduplicated reach for even the heaviest TV campaigns.

Thinkbox’s project ‘Screen Life: the view from the sofa’, also found that multi-screening is making TV advertising even more effective, by enabling people to chat, play, discover and buy things as they watch. It’s just launched a second project looking at the way online video, tablets and smartphones are changing the way content is consumed.<

So, contrary to Eric Schmidt’s recent claim that YouTube has won the battle with TV, internet video, although extremely popular, is unlikely to completely displace traditional viewing any time soon. What’s more likely is that their symbiotic relationship will continue to evolve, producing more options for consumers and more opportunity for advertisers.

The bottom line is this—compelling content attracts viewers, regardless of the device it’s viewed on, and that’s where advertisers want to be. And now, there are more options than ever to reach consumers around compelling TV. This is particularly important as spot rates on traditional linear broadcasting around the major events continue to soar. In some instances, advertising around video on demand, connected TVs and/or mobile video will enable some brands to deliver a more targeted message, with less wastage, for a more cost-effective result.

Far from being on its death bed, the prognosis for the health of TV is that it’s very much still alive and kicking. It’s just that viewer consumption has changed, but in a good way. This presents challenges for advertisers who need to keep wise to the options, but also new opportunities. TV is dead, long live TV.

Name: Sarah Hassanin (Also known as The Assassin and Slow Loris - to name 2 of about a hundred nicknames)  

History with online media: 10 years in media sales including Bauer, MI9, TVN and now Videology. I took a brave and exciting step into the media technology space in January 2013 leading Videology's Australian expansion 

My mission at Videology: To make TV even more sexy! My goal is to help advertisers understand how content is discovered by audiences across all screens and then work with them to develop a strategy that is underpinned by technology, data and creativity, in order to achieve maximum value and return  

Digital trend I'm most excited about: As the boundaries begin to blur between screens I am excited about how TV is evolving. 25 years ago TV was a one way mainstream medium that was militantly scheduled. Now TV is becoming a highly personalised experience, where audiences can engage with rich content on any device, wherever they are 

Brand whose marketing I admire: Nike, Virgin Mobile and Coke Favourite digital campaign of all times: Tricky one to pick... One of my favourite was Lynx's  "Choose your own ending" mini movie, featuring Neil from The Inbetweeners. Just genius  

Digital tool/gadget I cannot live without: Has to be my iPhone and whatsapp - I am addicted!  

If I wasn't working in digital, I would be: a travel show researcher (Well if I didn't have a lottery win, I would be a travel show researcher) - get paid to travel the world with a vino hand - perfect! Otherwise I would work for a childrens charity, making big corporate companies cough up their profits to affect positive change

Sarah Hassanin – Commercial Director, Videology Australia & NZ
Sarah has successfully launched a number of digital businesses in Australia and won the trophy Digital Services Company of the year for her work in establishing APAC’s largest digital broadcast advertising network. Sarah began her career in Music TV selling creative solutions to large entertainment advertisers. After a stint of travelling to Australia, Sarah got a real taste for Sydney life and moved over in 2008 heading up MI9’s commercial video arm, launching Channel 9’s catch up TV service. Sarah’s passion for digital and technology soared when she undertook the challenge of launching the sales division of start-up TVN. Now, Sarah is leading the expansion of multi-screen addressable video at Videology. One of the longest standing figureheads of the digital sector, Sarah is a real expert in digital and emerging media technologies. 


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Guest Friday, 20 January 2017