Despite dwindling traditional TV numbers, the uptick in over-the-top streaming services and original content is attractive to outside investors.
“We’ve seen for considerable time that there’s no replacement for TV advertising to reach audience in context, and our advertising market is very rich due to the fact that the average cable subscription in German markets is €15,” Wahl said. “On top of that, if you combine it with social media and a digital video presence, the inventory gets even more attractive for fast-moving consumer goods companies.”
ProSieben’s reach is considerable. It owns six commercial broadcast stations and operates 50 online and mobile video platforms, including web video portal Maxdome and streaming TV service 7TV.
It claimed 48% market share and more than 2 million video views in 2013, but significantly increased that footprint with the Smartstream acquisition, which estimates 300 million video views per month.
ProSieben is evaluating investments that will add more English-speaking content to its portfolio, according to Wahl. One way it intends to do so is through partnerships with YouTube, Instagram and Snapchat, whose audience adoption in European nations like Belgium, Ireland and Sweden rivals that of America.
“We have a joint marketing arm where we combine TV and digital media in our strategy for advertisers,” Wahl said. “With programmatic, because there are different variances, whether it’s selling on fixed price, real time or auction, there is a lot of education to be done with a traditional industry. We want to be prepared for that shift to the extent that so we can take advantage of it when it comes.”