Innholdsfortegnelse for April 2020 i AdNews

Data to the left of me, measurements to the right. The complex craft of judging the size of television audiences in Australia is reportedly getting simpler. The VOZ system, available from April, is billed as the start of a clearer picture of total audience for television, taking into account the varied platforms it can appear on. It’s all about getting a real view of how content is consumed over time and across devices. From this, we can more accurately plan campaigns and media owners can better spruik the value of their platforms. Early VOZ data shows that BVOD brings a significant reach gain across younger demographics OzTAM CEO Doug Peiffer: “VOZ data crystallises what we have long known intuitively was the case: reaching a target audience involves considering how all…

The power of television has been its ability to influence and engage a mass audience, its unique ability to deliver scale at a moment in time with the power to emotionally engage. It’s what created the water cooler effect. It’s what has made household names of its stars and delivered brands. No other medium can do this. Television continues to have a unique power to unite the masses in a common experience, to cross cultural, class and gender divisions and speak to an audience as one. But, the mass audience is becoming a scarcity. Fragmentation across platforms and devices has led to the proliferation of niche clusters and led to the idea of television fast becoming a fluid concept: content or delivery platform? And, while technology has been a disruptor,…

Tabitha Fairbairn, managing director of Mango Communications, part of DDB: Content that benefits the consumer. Just because a brand says it’s interesting doesn’t mean it is. You have to start with the consumer and the conversation. What’s interesting to them? What is important to their world? Once we understand this, we can see where the brand has a legitimate place to activate and an opportunity to provide value. Nailing this part means the content will have currency and, therefore, has the potential to drive consumer engagement. Richard Brett, CEO of opr agency: Video content is a big growth area as more of us consume news and stories online. We are creating more video content, and interestingly both short, snappy, quick content and also more long-form, slower format content, too. The…

Much like its purpose as a business, Facebook’s Australian offices are centred around building a community. From a sustainable set-up to an endless list of perks, the business has made sure culture and connection remains at the heart of everything they do. AdNews caught up with the social media giant to take a look inside a likeable workspace and admire its Sydney Harbour vistas at bustling Barangaroo. Uniquely Australian Facebook’s Sydney and Melbourne office spaces are uniquely Australian, while carrying through Facebook’s start-up ethos and core values-based culture. As cities, Sydney and Melbourne both offer unique social experiences. The abundance of coast, parks and street culture coupled with great weather give Australia its unique outdoor lifestyle and social culture. The design concept for the offices was to celebrate Australia’s many…

The media Michael Miller grew up with in regional Australia has vastly changed. From the slow daily news filled with community updates, to the fast-paced nature of online global news. But unlike most, Miller, as executive chair for News Corp Australasia, holds a key role in shaping the future of our media as it tries to forge forward amid challenges from digital platforms. The son of a surgeon and school teacher, Miller grew up in the Hunter Valley. His childhood was filled playing sports with his two brothers and while media options were limited by today’s standards, news was another constant in his life. “Growing up in regional Australia is probably the best part of the world to grow up in,” Miller says. “You get the best of everything. You’re…

What were your initial thoughts on the PR brief at hand? It was like being back at AWARD School! It was a challenge to distil our thinking down to a single page. We had a lot of fun with it. Advertising and PR go hand in hand, but we found it interesting how [traditionally] PR supported an idea and stretched the conversation. Yet today we’re seeing ideas being led by PR and the conversation leading and launching more traditional executions. The partnership is still tight, but the balance has shifted. It’s a big shift in the way ideas are now formed. Post first brief chat, what went through your mind(s) and what were the next steps you took as a team? A whole lot of Whipple. And then research. We…

2019 • ThinkTV calculates the total television market in Australia fell 4.8% to $3.86 billion. • Metropolitan free-to-air was down 6.1% to $2.61 billion. • BVOD grew almost 40% to $154.46 million. 2020 Forecasts • Free-to-air market to remain week. • A drop of around 5% in the six months to June, 2020, according to estimates made by Nine Entertainment given in its half year results. • Macquarie Wealth Managemen sees metro free-to-air TV down by about 7% in the first half. BVOD • Macquarie Wealth Management: Strong growth in 2020 calendar year. “We estimate BVOD ad dollars to be up 30% this year.” • Magna: The broader video market is forecast to grow more than twice the pace of digital’s 6.1% in 2020. Video is projected to increase by…

Richard Brett, CEO of opr agency: Definitely. There is still the need for campaigns that sit purely as digital content, or purely as editorial, but where you are able to develop an idea or a campaign that has one central concept with multiple assets, that are then able to engage across traditional and digital media. This can be highly effective. Skye Lambley, group managing director, Herd MSL: The lines between content and editorial have definitely blurred. They are ultimately doing the same thing, but in different ways. In both cases, we are looking to influence our target audiences — and whether that is delivered through strong engaging content directly from the brand, or third party editorial endorsement is really just a nuance. For example, if a brand’s product is heroed…

1 Build Social Value: Facebook exists to make the world more open and connected, and not just to build a company. We expect everyone at Facebook to focus every day on how to build real value for the world in everything they do. 2 Move Fast: Moving fast enables us to build more things and learn faster. However, as most companies grow, they slow down too much because they’re more afraid of making mistakes than they are of losing opportunities by moving too slowly. We are a culture of builders. 3 Be Bold: Building great things means taking risks. This can be scary and prevents most companies from doing the bold things they should. However, in a world that’s changing so quickly, you’re guaranteed to fail if…

Media sales executives gathered at a roundtable late last year to launch Advertise or Die, a campiagn created after a tough year for the advertising market. With Ten, Seven, Nine and Foxtel all onboard, they argued they deserved a bigger share of brands’ media budgets because, while digital platforms, such as Facebook and Google, reach more Australians, the premium content of traditional media drives quality engagement. Consumers are expected to spend 84 minutes a day watching online videos this year, up 25% from 67 minutes in 2018, according to PwC. Advertisers are following, with online video advertising predicted to grow by 22.4% to $3.8 billion in Australia between 2019 and 2023. Linear TV ad revenue is forecast to slip by 1.1% to $3.4 billion and broadcast-on-demand (BVOD) is expected to…

Skye Lambley, group managing director, Herd MSL: A press release has its place, but there are many other ways for organisations and brands to tell their story, both to the media and directly to their audiences. Gone are the days of sending out a press release to your target media list and expecting to generate lots of coverage off the back of it. Media, like consumers, expect bespoke stories that are created just for them in a creative and engaging way. Kieran Moore, CEO of WPP AUNZ’s PR & GR: It is not dead, but it is evolving. Interestingly we are seeing more specialised publicity and senior media roles being in demand, with our team members who are deep experts in certain types of media being called upon. The diversified…

MANDI VAN DER MERWE M&C Saatchi ECD Using sports stars is much like using any other celebrity/influencer in a campaign — the real value is not their fame, it’s in their relevance. More important, it’s in their relevance to the idea. Too often brands just chuck a “name” at a project because it helps draw eyeballs. But the real value of endorsements is in the meaning they bring to a brand. SCOTT HUEBSCHER 303 MullenLowe ECD I think when it comes to using sports stars, the watch-out is the tendency to use athletes as “athletes”and not people. We expect to see footy players on the pitch, cricket players in their whites, rugby players with a ball, all while endorsing a product to camera. My favourite use of athletes is when…