Interview with Ljubica Vukčević, Head of Research & Insight at DIRECT MEDIA United Solutions
The media is changing, and the time spent using them is becoming longer. This was also indicated by Nielsen’s data for the second quarter of 2019, when users spent 11 hours and 45 minutes a day interacting with the media — television, TV-connected devices, radio, computers, smartphones, and tablets — which is another hour and 21 minutes of media exposure across all platforms compared with Q2 2018. “Once again this year, DIRECT MEDIA United Solutions analyzed the media and user and brand behaviors and presented a report on media trends for 2020. They include brand new trends as well as ones that carried over from the past year, upgraded through microtrends or new areas. We continue our research to provide brands with clear guidance towards their customers,” says Ljubica Vukčević, Head of Research & Insight at DIRECT MEDIA United Solutions.
Television is still the dominant media-of-choice in the region, both by reach and by impact. What will the overall media experience of viewers look like in the wake of the increasing merging of the internet and television?
The events surrounding television as a medium over the last few years definitely show that Bill Gates’ predictions about the “dying of television” were unfounded. However, the fact is that television is adopting an entirely new form. More and more people are giving up on TV. The internet enables TV signals to be received on computers and mobile end devices, paving the way for two new development routes: television as a mobile device experience is becoming a reality, while the simultaneous use of television and the internet is on the rise. In this part of Europe, television is still the absolute leader in terms of investment, and it will stay in this position for the next few years. The trends we talked about last year — on-demand access, video on demand, standalone streaming, multi-screen play, flexible subscriptions, and original content — will live on in 2020 when it comes to television. Regional providers realized the importance of streaming platforms, which in 2019 experienced even more expansion. Looking at innovative television advertising, United Media launched the Vida project, the only one in this part of Europe that enables addressable TV advertising. This advertising form joins the best features of television and digital, a combination that provides the power of the big screen and the internet’s ability to accurately target and measure. Vida is distinct for being one of three platforms in the world that allows changing ad blocks in a live program. All in all, big changes are taking place in both the global and the regional television arenas, and we expect them to completely transform the user experience.
Read the whole interview here.