The future of audio: the new industry-charter paves the way
On the occasion of the 50th anniversary of egta, the international trade organisation for multiplatform TV and audio, members have adopted an industry charter. This article provides insights into egta’s recent decisions, which focus on five key areas of the industry and aim to shape and drive the future of the multiplatform TV and audio industry.
Anniversary of an Institution
egta is the international trade organization for multiplatform TV and audio businesses, representing over 180 members across more than 40 markets. egta supports its members in successfully monetizing content and audiences. The shared mission is to contribute to a healthy and sustainable media industry by connecting audiences and brands. egta serves as a hub for knowledge exchange and innovation for its members and the entire industry.
The Vision for Multiplatform TV and Audio
In a rapidly changing media landscape, it is important to adapt and evolve. Multiplatform TV and audio offer unique opportunities to provide both mass reach and data-driven, targeted solutions for advertisers. Against this backdrop, egta members have identified five key priorities and committed to a common approach to successfully meet the challenges and opportunities of the future.
- Creating Quality Experiences
The primary objective of egta members is to create high quality viewing and listening experiences through creativity, innovation and technology. This includes providing original and tailored solutions that meet the expectations of audiences and the business objectives of brands. In addition, operators take a consultative role, guiding brands through the process of creating and implementing campaigns across all screens and platforms. - Improving Measurements
Accurate and comprehensive measurement is essential to enable comparisons between different media or platforms. egta members’ priorities in this area include measuring both content and advertising, with a focus on collecting data about individuals rather than devices. They are also committed to working with media owners to develop fair and objective measurement solutions backed by regular and independent audits. - Optimizing Buying Processes
Facilitating access to inventory and improving transparency and efficiency in media booking are key concerns in optimising buying processes. The focus is on providing strategic advice to advertisers and developing tailor-made solutions. Following standards and definitions helps advertisers to understand what they are buying. High quality data should be offered in line with data protection regulations. In addition, onboarding solutions are being developed to make the best use of client and agency data. Campaign reporting processes, metrics and standards will be improved. - Proving Impact and Effectiveness
egta members are committed to demonstrating the effectiveness and efficiency of their media through research methods. To achieve this, they are building capacities for performance-oriented approaches that contribute to the business objectives of brands and developing innovative research tools and methods to provide advertisers with comprehensive, data-supported insights into the effectiveness of their media campaigns. At the same time, they promote collaboration in the market to exchange industry-wide studies and best practices that demonstrate the value of their media. - Promoting & Participating in ESG
As leaders in the media industry, members have a special responsibility to uphold democratic values, drive positive change, and create a better future. They do this by promoting better ecological and social corporate governance and leading by example. Their goal is to support organisations in achieving their objectives and integrating them into their business. Furthermore, they support industry-wide initiatives that contribute to a more environmentally friendly advertising industry and work to make the industry more inclusive and representative.
Andreas Lang, CEO of STUDIO GONG, supports the new industry charter:
“In times of change, we need to adapt, lead and drive innovation and take responsibility. As a member of egta, we’re looking forward to shaping and securing the future of the media industry and being an indispensable partner also in the future for brands and consumers.”
Summary
egta members stand at the forefront of a rapidly evolving media landscape and need to address challenges and opportunities with determination. Through this collective ambition outlined in this document, they reaffirm their commitment to shaping their industry through open collaboration.
Source: Pictures & Contents from egta
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