Innholdsfortegnelse for March 2018 i AdNews

Search is 'primed for disruption' and Amazon is going to have a significant impact on how consumers search for products and find brands. Several experts in media planning and search tell AdNews Amazon will revolutionise the consumer journey, particularly in retail, with the power to white label products and whole categories that can be easily commoditised, such as batteries, printer cartridges and toilet paper. Where there is no consensus is how rapidly Amazon's impact will take hold of this market. Research from Starcom suggests that financial forecasts “dramatically underestimate” the time it will take for Amazon to disrupt Australia's retail sector. The study says Australia is much more fertile ground for Amazon than the US and other markets where the technology platform is firmly entrenched as the dominant e-commerce juggernaut,…

“Segments must be measurable, substantial, accessible, differentiable, and actionable.”Philip Kotler, Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University. Rather than trying to target everyone, segmentation allows you to divide the market into manageable chunks. It’s about looking at the market, understanding what it wants, and matching that with the products or services you can deliver. Done properly you will arrive at a number of different segments that describe chunks of the market with shared attributes and are each distinct from the others. You can’t do targeting without first doing segmentation. The customer persona Many brands create a profile of their typical customer, and use that persona as a north star for their activity. For instance, meet Sally. Sally is a single mother in her…

In mid–2016, it emerged that Facebook had been over–inflating video view metrics for around two years, fuelling the debate around digital players’ walled gardens and the need for independent third–party measurement. It wasn;t thew last and soon after, Facebook was back in the news for another metrics crisis. The issues this time included the wrong allocation of reactions on streaming video, a discrepancy between Like and Share counts on mobile search, and a change in the way it calculated potential and estimated reach and potential audience size. Facebook took action and pledged to be more open as a result. The social media platform wasn’t alone in the doghouse after the Media Ratings Council (MRC) in the US suspended Google DoubleClick for Publishers over the way it measured mobile web served…

Wavemaker is GroupM’s new kid on the block, with a fresh approach to media buying and planning around the purchase journey. The business, which combines Maxus and MEC, is led by old hands in the game with returning CEO Peter Vogel, and former MEC boss James Hier, who will drive product. Wavemaker has combined annual billings of $1.4 billion and around 340 staff at offices in Sydney, Melbourne, Brisbane, Adelaide and Auckland, making it GroupM's largest media agency in Australia and New Zealand. Its client book includes Nestlé, Jetstar, Mitsubishi, Colgate Palmolive, Paramount Pictures, Edgewell (Energizer and Schick) Domino's, South Australian Government, Vodafone, Allianz and Hungry Jack’s. TigerAir moved to Essence due to a conflict. Although the business was created through a merger of MEC and Maxus, it wasn’t just…

Tourism Australia was the hit of the Super Bowl. The $36 million campaign started weeks out from the Super Bowl itself with a teaser campaign promoting the launch of a Crocodile Dundee reboot: ‘Dundee: The Son of a Legend Returns Home’. It centres on the idea that Crocodile Dundee’s son, played by US actor Danny McBride, has lived in the US his whole life and is returning Down Under. It got people’s attention, trending higher than many US brands ahead of the game, and just days out from the Super Bowl it was revealed to be a spoof. The cast includes a who’s who of Hollywood Aussies such as Chris and Liam Hemsworth, Hugh Jackman, Russell Crowe (who is actually a Kiwi), Margot Robbie, Ruby Rose and Isla Fisher –…

Gereurd Roberts started out as a sports journalist, cutting his teeth at Dubbo’s Daily Liberal, and for the majority of his career remained on the editorial side of the fence. Which is why it came as a surprise to some when he was named as the successor to publishing veteran Peter Zavecz. His trajectory isn’t that of a typical CEO, who often emerge from a background in sales, operations or finance. But Roberts' editorial roles, as deputy editor of Bauer’s NW celebrity magazine and editor–in–chief at Pacific’s Famous, have given him an insight into the nuts and bolts of magazine brands and provided with him something that can’t be taught, empathy. “I understand what it takes to create quality content and I value that above absolutely everything else," Roberts explained.…

Smart speaker adoption is occurring at a pace akin to the rapid adoption of smartphones a decade ago. One-in-six (16%) Americans now have a smart speaker device in their home, up 128% since January 2017, according to a new survey from NPR and Edison Research. A similar trajectory is predicted to follow in Australia, with Google Home launching last year and Amazon Alexa available from February. These two digital giants are set to go head-to-head in the lucrative voice marketing arena. Amazon Alexa has barely found its feet in the Australian market, but in the US it owns roughly 70% of the smart speaker market, reports eMarketer. Carat head of innovation Robert Tilt said it’s not just Amazon Alexa that is yet to achieve cut through in Australia, but more…

“Podcasts are on the same trajectory as SVODs. We’ve seen an explosion in consumers’ appetite for video on–demand with Netflix and Stan, and people are hungry for personalised audio they can listen to, how and when it suits them.” That’s the bold statement shared by Southern Cross Austereo (SCA) CEO Grant Blackley late last year. And it’s one that underpins the craze for podcasts in 2017, which saw a large number of media companies and brands begin to explore the medium. Podcasts aren’t new by any means. They go way back to the 80s, but in the late 90s, and the early 2000s, they were somewhat of a daggy medium. But, the last 12 months have marked an unprecedented level of acquisitions, deals, analytics and launches, as well as increasing…

H CF quietly shook up its marketing structure last year following the departure of CMO Jenny Williams. In January, it released the first new - ing lead, Danny Saksida, chief officer of business growth, with newly appointed creative agency, BWM Dentsu. Williams led the digital marketing transformation and national relaunch of HCF during her two years at the health insurance business. She appointed The Monkeys for a multi–million dollar ad campaign, re–organised the marketing department and the brand was named the inaugural AdNews Brand of the Year last year. Saksida said this resulted in strong brand and sales growth in 2016–17 and the next stage of HCF’s marketing isn’t a new brand direction so much as a new creative chapter. “It is a cluttered market and one of our strongest…

Jeff Bezos named his fledgling online book store Amazon after the largest, most powerful river in the world. In 2015 it was dubbed one of the four horsemen of the digital apocalypse alongside Face-book, Google and Apple. In 2017 Amazon overtook Google as the world’s most valuable brand. According to the annual Brand Finance Global 500, Amazon is now valued at US$150 billion. That marks a massive 42% leap in a year for the company where net sales hit US$177.9 billion. Its net income was US$3 billion. While it is much more than a retailer, in this market at least, it is largely perceived as one. Its sophisticated collection and application of data, as well as the frictionless interactions means it is effortlessly embedding itself in into the very fibre…

Amazon's subscription video on demand (SVOD) offering, Amazon Prime Video, launched in December 2016 as a precursor to Amazon’s arrival proper. Amazon Music, hit our shores in February this year at the same time its Echo speaker launched. While Amazon Prime Video is strong overseas, here the market is already cluttered and it's a late arival to the party. Stan, the joint venture of Nine and Fairfax arrived in January 2015, Netflix in March the same year, NBCUniversal-owned reality TV SVOD Hayu turfed up in early 2016 and in June 2017 Fox-tel evolved its SVOD offering with its its Foxtel Now platform. There are many options in market and more coming. CBS Corporation revealed CBS All Access is in the works and Disney intending to launch a service. Market chatter…

“If Amazon wanted to take the rights from Nine, Seven or Ten, it could do that. There is nothing stopping it.”Marc C–Scott, screen media lecturer, Victoria University At present, cricket broadcast TV rights are split between longterm incumbent Nine, and Ten, for domestic cricket. When rights were last thrashed out, Cricket Australia (CA) managed to increase its deal by 118% to $590 million. Nine pays CA close to $100 million each year for the rights to broadcast test matches, one–day internationals (ODIs) and international Twenty20s in a deal that expires after the summer. About $60 million in value of Nine's deal with CA was to integrate its TV broadcast on CA’s own digital assets. Ten picked up the Big Bash League (BBL) for about $20 million per annum. Marc C–Scott,…

Name: Zahid Hussain Age: 53 Occupation: Uber driver: Yes I liked it from the start. I’ve always liked Michael Bolton and this is funny. It’s overstated and that’s what makes it good. I like that he can have a laugh at himself and I think a few more singers and actors should do the same. I do miss his curly hair. Name: Ana Tatka Age: 45 Occupation: dental nurse: It looks like a film I’d watch on a night in alone. Just me and Michael Bolton. Kudos to him for having a laugh with it and when I saw the Sydney Harbour Bride my eyes lit up. Who doesn’t like seeing their home town in an advert? I’m looking forward to this advert popping up at night and surprising me.…