Addressing the Cable and Satellite Broadcasters’ Association of Asia (CASBAA) annual Convention, Brien said that pay TV should be having marketing conversations rather than media ones.
“Marketing conversations and media conversations are two very different conversations,” he said, adding that pay TV shouldn’t think of revenues simply in terms of media agencies, but it should collaborate creatively with agencies and clients.
“The fact that there are no agencies here (at this conference), is very telling in itself,” he added.
Brien made three key recommendations, firstly that pay TV make the buying process easier, possibly using on-line tools to give easier access to media inventory. Secondly, he advised that pay TV be more specific about its niche audiences and the consumer groups it can deliver. And pay TV should distinguish between clients and agencies.
“You are in the business of great creative content and platforms that people are willing to pay for. I am in the business of aggregating creative to drive sales for our clients. Our businesses are potentially related but different models,” he said.
Brien was bullish about the advertising rebound, which at 7 to 8 per cent growth in Asia is above the 5 per cent predicted globally. He said the problem now lies not with the lack of ad dollars, but how those budgets will be spent. Brien said branded content was not yet a long-term commitment for many clients, compared to sponsorship of global events, and that while the idea was enthusiastically embraced, some advertisers are wary of long-form branded content.
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