European Media Execs Bullish on Growth Prospects

A survey by egta, which represents independent and in-house ad-sales operations across Europe, has found that more than half of its members expect the TV and radio advertising segments to grow over the next three years.

Less than 25 percent, meanwhile, expect those markets to contract in the period. The companies surveyed take in about 60 billion euros in ad revenues in the region.

The best opportunities for growth, according to the respondents, are new content delivery methods and using big data to hyper-target consumers. On the content delivery side, SVOD and AVOD are seen as important areas for expansion. On the advertising side, the execs surveyed highlighted addressable TV, programmatic marketing and data-driven targeting.

A major priority for egta members is viewing analytics, and many are looking to boost their online revenues as viewing habits continue to shift. On average, respondents expect to more than double the percentage of television advertising coming from online, setting a target of about 16 percent by 2020.

Commenting on the results of the survey, Katty Roberfroid, egta’s director general, said, “We now have unique insight into where our industry is headed. And that place is very good indeed: good for TV and radio broadcasters as they become total video and total audio, good for their agency and advertiser partners and—most importantly—good for the millions who watch, listen and enjoy our great content every day of their lives, whatever device they chose to use.”