Innholdsfortegnelse for July 2018 i AdNews

To reflect this issue of AdNews' investigative feature on data and GDPR, we have called on The Royals, who were crowned AdNews Independent Agency of the Year 2017, to take on the challenge. Editor Pippa Chambers spoke with the agency's creative partner, Nick Cummins. What were your initial thoughts on being asked to do the front cover of AdNews and your reaction to the GDPR/data privacy issue at hand? Obviously we were honoured to be asked as one of the first few agencies to work on a cover concept and we knew we had to do something that made people think. We’ve been having a lot of conversations at The Royals about the benefits of letting brands access your data and also the dangers, so this…

Ratings clutter, connected TV and misrepresented multi–channels are just a few of the areas in Seven's chief revenue officer Kurt Burnette's sights this year. Burnette said TV content needs to be measured by a new "definition" of success, and bought and sold as "total video". For Seven, this includes the national overnight broadcast ratings, timeshift, encores, streaming and Video Player Measurement (VPM), which includes live streaming and catch–up. Burnette said the recent Sunday Night interview with Barnaby Joyce and his former media adviser, now partner, Vikki Campion, is an example of getting the results wrong. “All the press were talking about was how the show didn't perform overnight, with a 640,000 metro number,” he said. “When you look at what actually happened, metro and regional ratings went over a million…

Why did you start Rumble? We wanted to create more meaningful partnerships with businesses, where unbridled creativity can make a real business difference. What services do you offer and how has this changed/adapted since you launched? The success of Rumble has enabled us to create Rumbletown — an ecosystem of specialisation with four companies (soon to be five) available, separately or co-joined, for any business requirement — creative strategy, digital, PR, startups, media. What’s your point of difference and what makes your team unique? We’re developing the concept of creative entrepreneurship. We do more than campaigns, we create products and business ideas in joint venture partnerships with companies. By creating Rumbletown, we’ve been able to help other top professionals step out and become business owners. They themselves then attract the…

As humans, we are born to trust — it’s baked into us. When you break down what contributes to trust, there is significant genetic influence. Our predisposition to trust is, at least in part, passed down through our genes as an integral component of our survival kit. It’s ours to give, and historically we’ve been happy to give it away quite freely. Fast–forward to the digital age, however, and we’re all starting to get a little more cautious, and for good reason. The digital economy has completely transformed the way we live our lives, including how we build relationships, with each other, with our biggest institutions, and undoubtedly with brands. Consumer never more important, or more elusive. Today, our choices are filtered by constant exposure to our friends’ opinions, instant…

It’s no secret that digital advertising buyers, such as advertisers, agencies and publishers, are increasingly striving for greater cut–through with customers and audiences — particularly as studies prove that behaviourally–targeted advertising is far more effective than non–targeted advertising. This desire to offer improved personalisation of ads across websites, emails and apps has never been more sought after, especially with the rise of adblocking software used by consumers, due in part to irrelevant or irksome ad experiences. However, ramping up on targeting with enhanced precision, as well as at scale across online advertising programs, requires getting your data house in order, which many have done by using data management platforms (DMPs). DMPs have become hot property in recent years, sparking acquisitions such as Oracle buying BlueKai in 2014 and Salesforce buying…

The best thing about leaving the full-time creative agency game is ...? Escaping the bullshit, and the opportunity to work with a greater variety of people and projects. Why did you leave and go it alone? I initially got into this business because I didn’t fit into the square and now unfortunately this business has become the square. At least freelance allows me some control around where and when I work (touch wood). I also figured that if agencies wanted me to spend weekends and late nights away from my family they should pay for it. Typical agency politics that got you down or got in your way? In sport, great players rarely make great coaches and the same applies to creatives. The people who land and stay in the…

For this issue's front cover, The Royals, AdNews Independent Agency of the Year 2017, took a thought–provoking and dark approach to the brief at hand. The poignant creative, with faceless organisations and a young innocent girl clutching the most personal item of all (her diary), is striking, clever and emotive. A nod to the General Data Protection Regulation (GDPR), and no doubt a strong contender cover year, once again AdNews is thrilled and grateful for the level of effort and creative brilliance. In 2018, you can barely take a step without data oozing out of you, sucked into your smartphone and rocketed through your cellular network architecture into a plethora of buckets that you just hope aren’t leaky. From blood alcohol content, inhaler usage, menstrual cycles, sleep patterns, social media…

Digital display ads aren’t giving appropriate cut–through, the finance sector has the largest under–allocation of TV ad spend, and marketers are still not optimising spend accordingly, a new study shows. In this AdNews exclusive, we take a first look at phase two of ‘Payback Australia’, undertaken by independent marketing analytics company, Ebiquity. In partnership with ThinkTV, Ebiquity analysed 21 brands over three years across the four categories of finance, automotive, fast–moving consumer goods (FMCG) and e–commerce. The results of the study showed these sectors could increase their return on media investment by more than $1 billion by optimising their media spend towards the most efficient media channels. For e–commerce companies, it means spending less on TV and more on search, and for finance, FMCG and automotive, this means investing more…

Four years of data analysis, watching viewing trends across the total TV market, has made it apparent that the way in which audiences consume linear TV content has changed significantly. Television viewing has always been a combination of appointment and passive viewing. People either tune in to a pre-determined favoured set of programming, or they flick channels in the search for a program that captures their interest. Most significantly, there has been a consistent shift away from passive viewing and an increase in appointment viewing, with data showing that viewers who engage with premium programming are tuning in for a greater portion than they were five years ago. An increase in the average time spent viewing on premium content indicates an increase in overall engagement, and greater affinity with the…

Art director Bec McCall “The people. Apart from being a bunch of legends that have an aptitude for loud, accurate high–fives and mad lols, there is a Rumbler attitude that brings the agency and the work it produces to life. It’s the no bullshit, can–do attitude of a group of talented humans that makes working here both inspiring and fun!” Account manager Harold McKeon “Working with everyone here has been the biggest breath of fresh air. Rumble recognises and fosters great creativity and gives every opportunity to grow. It’s testament to Nancy, James and Remy that they’ve built an environment that promotes the best parts of advertising (and won’t stand for the worst).” Writer Rhys Venning “No hidden agendas, no egos, no corporate stuffiness, and no bullshit. Just a great…

1 Understand performance on trust–building drivers versus competitors: Disaggregate and prioritise the different drivers of trust to help focus resources more effectively. Trust insight is too valuable not to share widely across key internal functions. 4 Engage the outliers: Brands should utilise those consumers who trust them, as well as those who do not. 2 Fit channel mix to trust driver and audience: Brands need to adapt their approach across drivers, audiences and channels. 3 Integrate insights into core business decision–making: 5 Track the business impact of trust: Monitor financial metrics to understand the bottom–line impact of trust and effective consumer engagement strategies.…

With the GDPR shake–up also comes varying crackdowns and the need for due diligence on supply chain partners to ensure they are compliant. As discussed in our June issue, Google’s new GDPR Consent Tool was said to limit publishers to 12 ad tech vendors, which many argued could harm publisher monetisation and cut buyers off from much of the supply they value. It has since backflipped on the move following backlash. In terms of what conversations ad tech firms are having with clients, Samuel Tan, director of market development ANZ at AppNexus, said many local advertisers and publishers don’t think the GDPR really applies to them given it’s a European regulatory policy. “Unfortunately this couldn’t be further from the truth as it impacts any business that engages with users located…

Rat’s Tale After a night out with his mates, Rat finds himself at a crossroads. Will he risk the dangers of driving home drunk, or crash on his friend’s couch? In that decisive moment he sees all the future memories he could be missing out on if he drives home. Smirking at his reflection in the car window, Rat makes his decision. Father’s Day ‘What to do on father’s day’ Googles a young boy raised by a single mother. His mum is his hero, but when he sees other kids embraced by their dads after footy, or the whole classroom fiddles with painting ‘#1 Dad’ Mugs, he feels like something is missing. After a lot of research and contemplation, he knows who to celebrate fathers day with. 37 Degress –…

Nova’s night of nights Nova Entertainment held its annual Entertainment Awards in the Grand Ballroom at Sydney’s Royal Randwick Racecourse. More than 200 Nova employees flew in from around the country to attend the national staff event that rewards and recognises employees. Jacked–in to Twitter Twitter, in conjunction with the American Chamber of Commerce, hosted a fireside chat with its CEO Jack Dorsey chatting everything social with Sunrise host David Koch. How to get started in adland In our first NGEN podcast, AdNews journalist, Josh McDonnell, spoke to Mindshare senior media executive and Media Thursdays co–founder and NGEN member, Raymond Ly, about his work so far, as well as to get his advice on navigating the industry. Game on The independent media agencies’ team has been crowned Nine’s Agency of…

In an era of fake news and unsafe digital media environments for brands, what are the inherent benefits of television as an advertising medium? It’s all about trust. As a starting point, free-to-air television is underpinned by some pretty strict broadcast regulations and if we fall outside of them, we run the risk of breaching our licence. In addition to that, we are a mass-reach medium and as such, we have an obligation to all Australians to produce safe and premium content that inherently offers advertisers a risk-free environment in which to promote their brands. “This is an important market for CBS and one that offers clear opportunities for growth.” Rod Prosser Are you seeing marketers turn away from online media and return to media they trust? We believe…

1 Ugly Xmas Rashie for Cancer Council Our brief/request from the client was to make a Christmas card thanking donors/ supporters of Cancer Council. What we created was a product innovation business — owned by Rumble — with proceeds going to fund cancer research and support services. A magic bullet, creating skin cancer awareness, behaviour change and a new annual income stream for Cancer Council that didn’t rely on traditional donors. To date, 11 million people are educated on the risks of skin cancer, 22,000 rashies are sold, with $1.5 million–plus in sales and Y4 about to launch. And Ugly Xmas Rashie selfies from the likes of Chris Hemsworth and Hugh Jackman — the best unpaid influencers you could get! 2 Sunsuper campaign 'Dream with your eyes open' We won…

Saatchi & Saatchi CEO Anthony Gregorio “Rob Galluzzo is a true visionary and entrepreneur. The way he has built Finch to encompass not just world–class production, but technology and ideas, is a testament to his approach. Finch pioneered that thinking in Australia and New Zealand. Look at the work they have been associated with — no one has a better body of amazing work in ANZ. Period. I think the reason for his success is Rob is an amazingly energising force to be around, with integrity to match. He’s as passionate about delivering amazing ideas as he is having the right people around him as he is finding the best roast chicken takeaway. He’s one of a kind.” TBWA CEO Paul Bradbury “Rob is an ideas man with an infectious…