Atomic 212: Ads Will Be Streamed Into Your Service – And That’s A Good Thing!

Atomic 212: Ads Will Be Streamed Into Your Service – And That’s A Good Thing!
SHARE
THIS



In this guest column, Atomic 212’s client lead, Ashleigh Hall (pictured below), says ads are coming to your streaming services. And, she adds, it should make us all very happy indeed…

With Disney announcing they are pulling their content from Netflix to start their own streaming service, Australian audiences are set to be overwhelmed by the sheer level of choice on offer when it comes to a personalised television experience.

Ash

And while the major streaming services have made their way into our homes and hearts by being an ad-free platform, our country’s relatively small population compared to the sheer volume of services soon to be on offer means one thing…

Ads are coming.

From humble beginnings, with pretty much just Quickflix and Foxtel playing in the space, streaming has boomed in Australia.

At the moment, the three major players in Australia are Netflix, Stan and Foxtel Now. We’ve also got the dedicated reality TV streaming service ‘Hayu’, QuickFlix is showing signs of life (in that their website is seemingly up-to-date), while Amazon’s Prime Video is on our shores and has a both serious financial clout and award-winning TV and movies in their offerings.

That all sits alongside our free-to-air TV offerings, with each of ABC, SBS, Nine, Ten and Seven offering ‘catch up’ services, which are effectively ‘free’ streaming services, except they come with ads (bar ABC’s iview).

Then there are the services which are just over the horizon.

Obviously, Disney are one to watch, with their announcement they’re kicking off not one but two streaming services – one for TV and movies, the other dedicated to sport. No plans for Australia just yet, but you have to wonder how long that will last. The sport-focussed streaming service could well point to the future of live sport in Australia, but that’s a kettle of fish best left for another time.

The TV and movie service will launch in 2019, with Disney keen to quickly roll out in multiple markets – so we can probably expect to see it Down Under soon enough. And with Toy Story 4, the Frozen sequel and the live-action Lion King all announced as featuring during the launch year, good luck to parents who think they’re not going to be forking out for that subscription.

Meanwhile, Game of Thrones fans are waiting with bated breath for HBO to bring their Go service to Australia, and American broadcaster CBS recently announced their All Access service had plans for global domination.

Chuck in the services many Aussies haven’t heard of, like Hulu – which could well have designs on launching here, particularly after the success SBS On Demand has achieved with the Hulu original series The Handmaid’s Tale – and you’re starting to get a seriously cluttered picture.

So how do you decide which ones you drop your hard-earned on?

Part of the appeal of both Netflix and Stan is that they’re both, give or take, $10 a month. That’s like 30 cents a day to have TV powered by you at your fingertips – meaning plenty of households are willing to pay for both.

But how many people are going to be happy to pay $100 a month to ensure they can watch House of Cards (Netflix), Wolf Creek (Stan), Westworld (HBO), The Mindy Project (Hulu), as well as all the Kardashian junk and Disney magic they can handle?

And sure, you can opt in and out as you please – a bit part of these services’ appeal is the lack of lock-in contracts – but people are lazy.

What’s more likely is that we’re going to see a serious case of economic Darwinism, where only the strongest will survive.

But ‘best content’ doesn’t necessarily equate to ‘strongest’. The question will be about value for money.

And that’s where advertising comes in.

Take Spotify as an example. According to Statista, while the music service has 140 million worldwide subscribers, just 50 million of those are paying for the service. Granted, 50 million is nothing to turn your nose up at, but 90 million people worldwide are happy to have their playlist interrupted by ads every few songs to avoid paying the monthly $11.99 fee.

It’s proof – as though we need any more, after more than 60 years of commercial television in this country – that the public are happy enough to put up with ads if it means they don’t have to reach into their pocket for convenient, home-based entertainment.

Now, it may be difficult for the likes of Stan or Netflix to bring ads to their previously uninterrupted platforms – it’s a lot more difficult to get the toothpaste back into the tube – but there are two reasons even these ad-free services could incorporate them successfully.

The first is that it’s been done before. Pay TV in this country launched as an ad-free service, but introduced ads after two years and has continued to grow. That said, in 1997, Foxtel was not facing the kind of competition these streaming services are up against.

But the huge advantage these services have with regard to the introduction of ads is that it will be perhaps the first time in history where a TV-esque service will be completely individualised.

Sure, you may watch a bit of Netflix with your partner or family, but if I’m caught watching one of ‘my’ shows on my boyfriend’s account, I get blown up – because it messes with his lists and recommendations.

It’s become quite territorial, which is a huge opportunity for marketers.

A streaming service knows exactly what you like to watch, and by sharing data with the likes of banks, credit cards, supermarkets and various other retailers, the ads on the streaming services of the near future could be completely wastage free.

And that’s the holy grail not only for marketers, but audiences. How good would it be if you could watch you favourite TV shows, for free, with the only interruptions coming via ads that are pitching products that you actually want – not just the ones that would be targeted at your demographic?

It’s a golden age of television, there’s really no question of that, and streaming deserves thanks for the state of the industry. But the exciting thing for marketers is that they may also bring about a golden age of advertising.

Latest News

Study: 80% Of Aussies Now Access Newspaper Sites (With SMH Favoured By Men, News.Com.Au By Women)
  • Marketing
  • Media

Study: 80% Of Aussies Now Access Newspaper Sites (With SMH Favoured By Men, News.Com.Au By Women)

A new study into the news media habits of Australians has found that 78 per cent of the population (15.7 million Australians aged 14-plus) access news or newspaper websites in an average four weeks. According to Roy Morgan’s Single Source survey, Australia’s most popular news website is News.com.au which is visited by nearly 5.9 million Australians in an average […]

by B&T Magazine

B&T Magazine
Q&A With Cannes Chairman Terry Savage
  • Advertising
  • Media

Q&A With Cannes Chairman Terry Savage

If you mistakenly thought this was an interview with Kojak's Telly Savalas, as it turns out, it's even better than that.

Optus To Phase Out Virgin Mobile Brand
  • Marketing

Optus To Phase Out Virgin Mobile Brand

Didn't much fancy that Telstra story above? Well, perhaps B&T could tempt you with this tasty Optus tickler instead.

by B&T Magazine

B&T Magazine
HubSpot Unveils New Slack Integration
  • Technology

HubSpot Unveils New Slack Integration

HubSpot unveils a new slack integration that, as you'll read here, has nothing to do with a pair of old man's trousers.

AKQA R&D Teams Up With Google For Semi Permanent 2018
  • Media

AKQA R&D Teams Up With Google For Semi Permanent 2018

AKQA R&D in collaboration with Google has developed a process called Somesthetic Transfer. It uses machine learning to take both the style and texture of an artwork and apply it to another image to be 3D printed with a UV printer. The works will be displayed at Semi Permanent 2018 in Sydney from Thursday 24 […]

WPP’s Health & Wellness To Unveil ‘How Design Can Save A Life” For Vivid
  • Marketing
  • Media

WPP’s Health & Wellness To Unveil ‘How Design Can Save A Life” For Vivid

Design students from Torrens University’s Billy Blue College of Design have partnered with WPP AUNZ’s Health & Wellness division to decode clinical data on ‘Medicinal Marijuana in the Treatment of Epilepsy’. Their creative solutions will be presented at a Vivid Ideas Exchange titled ‘Design can save your life: how can creativity improve comprehension of health data?’ […]

Diversity Case Study Series: The Royals
  • Advertising
  • Marketing
  • Media

Diversity Case Study Series: The Royals

If you read one diversity case study on B&T today, make it this one. Not that there's any others to choose from, really.

by B&T Magazine

B&T Magazine
Cricket Australia Finds New Major Sponsor
  • Marketing

Cricket Australia Finds New Major Sponsor

B&T was going to insert a homage to Sherbert's classic "Howzat" here before realising it was naff and showed our age.

by B&T Magazine

B&T Magazine
PHD Wins HSBC Global Media Account
  • Media

PHD Wins HSBC Global Media Account

ICYMI, PHD has FTW the HSBC business IRL. It's not so much a LOL or NSFW, but a TL;DR. Ahh, forget the whole thing.

InMoment Accelerates APAC Expansion With Key Acquisition
  • Media

InMoment Accelerates APAC Expansion With Key Acquisition

Customer experience (CX) intelligence platform, InMoment, has expanded into Australia and New Zealand with the acquisition of customer experience agency, brandXP and appointment of Claire Fastier as its APAC business head.

Marketers Need To Focus On Voice Search Right Now
  • Opinion

Marketers Need To Focus On Voice Search Right Now

In this opinion piece, Performics Australia performance content account director Steve Robinson (pictured below) dives into the hazy relationship between marketers and voice-activated technology. From settling family disputes, (“Hey Google, are fossil fuels really made from dinosaur bones?”) to running a household, (“OK Google, add toothpaste to my shopping list”), voice-activated systems are becoming more […]

Opinion

by B&T Magazine

B&T Magazine
SpotX Launches Online Resource Library For Publishers Seeking GDPR Guidance
  • Advertising
  • Media

SpotX Launches Online Resource Library For Publishers Seeking GDPR Guidance

Video advertising and monetisation platform SpotX has announced the launch of an online resource library for the European Union’s General Data Protection Regulation (GDPR). The library can be found on the company’s website and is part of a wider educational initiative by SpotX – which is headquartered in the US and has an office in […]

Daylight Agency Opens Government Division, Hires Legal & Political Expert
  • Marketing

Daylight Agency Opens Government Division, Hires Legal & Political Expert

Integrated communications firm Daylight Agency has cemented its presence in the government and political arena with the appointment of industry veteran David Begg. A practising solicitor for over 28 years, Begg (pictured above) will head up the agency’s new government division. He has extensive experience working with large commercial clients on high-profile regulatory and legal […]

Frost Design Unveils New Look For John Holland
  • Marketing

Frost Design Unveils New Look For John Holland

Frost Design has shown off its comprehensive rebrand of iconic Australian infrastructure and property business John Holland, based around the brand idea of ‘Transforming Lives’. John Holland CEO Joe Barr said Frost was the only branding business who understood that the impact of the rebrand was just as important internally as it would be externally, […]

Women In Media Profile: Jill Johnston
  • Media

Women In Media Profile: Jill Johnston

We've got an absolute cracking Women in Media profile today. Not to say it's approved by the Chiropractors' Association.

by B&T Magazine

B&T Magazine
First Lady Michelle Obama and President Barack Obama Dance Together at the Presidents Ball
  • Media

Netflix Secures Producer Deal With The Obamas

It seems former US president Barack Obama and former First Lady Michelle Obama aren’t quite done with the international spotlight just yet. The Obamas have officially signed a multiyear deal with Netflix, which will see the power couple producing films and series with the streaming giant. According to Netflix, “The Obamas will produce a diverse […]

How To Spot A Trend Versus A Fad
  • Opinion

How To Spot A Trend Versus A Fad

One need only view our editor's hot pink leg warmers today to realise he's neither fad nor trend.

Opinion

by B&T Magazine

B&T Magazine
Why Engagement Is The New Rule Of Content
  • Opinion

Why Engagement Is The New Rule Of Content

And why is B&T running a photo of an engaged couple for this content engagement article? It was either that or a carrot.

Opinion

by B&T Magazine

B&T Magazine
Fairfax Media Recruits 20 Trainee Journalists Across All Its Titles
  • Media

Fairfax Media Recruits 20 Trainee Journalists Across All Its Titles

Fairfax Media has today announced the recruitment of 20 trainee journalists to join the newsrooms of The Sydney Morning Herald, The Age, The Canberra Times, The Australian Financial Review, Brisbane Times and WAtoday. This represents one of Metro’s largest trainee intakes in years and underlines the commitment of the mastheads to fostering a new generation […]

Sydney Australia - November 7, 2011. An extreme close up of an American express card issued by the Australian bank Westpac.
  • Media

AMEX Launches Global Media Review

Are there not enough hours in the day? Are you cheek-by-jowl with your co-workers? Well, hopefully you won't win this.

Sydney Water & Republic of Everyone Create Vinyl Records Made Of Recycled Marine Plastic
  • Campaigns
  • Marketing

Sydney Water & Republic of Everyone Create Vinyl Records Made Of Recycled Marine Plastic

Sydney Water has pioneered a way to create records from marine plastics and, in doing so, encourage more people to join the movement of local clean-up groups rolling up their sleeves every weekend to clean plastics, litter and other pollutants from the city’s beaches and waterways. Plastics are collected by volunteers, then cut in pieces […]

Credit Card Compare Names Its First Head Of Marketing
  • Marketing

Credit Card Compare Names Its First Head Of Marketing

Aussie credit card comparison site Credit Card Compare has announced the appointment of Caroline Raffan as its inaugural head of marketing. Raffan (pictured above) has over 10 years’ experience in brand strategy, campaign development, digital marketing, events, public relations, content creation, market research, advertising, stakeholder management, social media marketing, and project management. She joins Credit […]

Why Programmatic Needs To Become A Branding Machine
  • Advertising
  • Marketing
  • Opinion
  • Technology

Why Programmatic Needs To Become A Branding Machine

In this opinion piece, Phil Murrell (pictured below), country manager for Australia and New Zealand at Sizmek, argues that programmatic ad spend needs to move up the branding funnel. When I started in digital advertising way back in 2004, we got our media insertion orders via the fax machine. We relied on that machine to […]

Opinion

by B&T Magazine

B&T Magazine
An Apology To Salmat’s Karen Lewis
  • Media

An Apology To Salmat’s Karen Lewis

Whoops! B&T's stuffed up and this certainly comes with our sincerest apologies for any offence caused.

by B&T Magazine

B&T Magazine
Adland Execs To Be Locked Up
  • Media

Adland Execs To Be Locked Up

Continuing adland's fascination with prison when it comes to charitable causes comes this latest trip to the slammer.

Australian Directors’ Guild Announces Mentorship Winners
  • Campaigns
  • Media

Australian Directors’ Guild Announces Mentorship Winners

Now in its second year, the Australian Directors’ Guild’s (ADG) Commercial & Content Directing Mentorship program announced its next round of eight mentoree recipients. The winners were announced at a special event held last night at FINCH, Sydney and attended by members of the screen and advertising industries. Acclaimed director, and ADG President, Samantha Lang, […]