FreeviewPlus: A Game Changer (If It Can Live Up To The Hype)

FreeviewPlus: A Game Changer (If It Can Live Up To The Hype)
SHARE
THIS



The launch of FreeviewPlus was an important step for the Australian advertising market. Not only because it delivers the ability for internet-connected viewers to ‘catch up’ on their big screen, but also due to the promise of customised and data driven opportunities that it could provide brands to connect with their audiences.

However, while FreeviewPlus holds a great deal of promise, there are a number of things needed for it to deliver on this potential for advertisers.

Firstly the experience for viewers needs to be exceptional. With so many options at their fingertips – streaming, subscription television and downloads amongst them – viewers need to be truly impressed by FreeviewPlus and for it to deliver new and exciting content that they can’t access elsewhere. From what I’ve seen, it ticks the boxes in terms of giving viewers easy access to catch up on shows they’ve missed, and may even help FTA draw some viewers back from downloading.

TV

The key difference between existing catch up services and FreeviewPlus is that it can be viewed on all televisions, be they internet connected already or through the installation of the FreeviewPlus box. It gives viewers an alternative to watching catch up on their iPad or laptop, giving them a more user-friendly viewing mechanism.

For advertisers, across the board everything is becoming more targeted. We have more data and know more about our audiences than ever before. For the industry as a whole, it remains a challenge to ensure we use this data as effectively as possible, and this certainly applies to FreeviewPlus.

If it lives up to what it promises, viewers will be delivered ads that are specifically relevant to them. Their gender, demographic, interests, suburb they live in, recent purchases and of course, viewing habits can all be used to programmatically deliver TV ads. This connection between digital media and television has the potential to be a true game changer for the medium, if leveraged correctly.

Finally, we need to see solid penetration of FreeviewPlus. The benefit of being able to tailor messages for a specific audience still needs to be balanced with the ability to reach a significant number of people.

Freeview is aiming for 10% penetration by the end of its first year, which if achieved would be a fantastic start. The initiatives in place by Freeview to achieve this, such as demo videos played in stores to demonstrate the technology to consumers and the extensive marketing campaign occurring across all free channels, will no doubt help. All stakeholders, including advertisers and media agencies, will be hoping to see strong adoption of FreeviewPlus over the next few years.

Free-to-air television faces strong competition from digital and subscription viewing platforms, with 1.6 million Australians downloading TV programs in the past four weeks alone. But the networks should be applauded for taking this step to evolve and remain relevant. When it comes to attracting eyeballs, all eyes in the industry will be firmly fixed on FreeviewPlus in the near future to see whether it delivers.

Please login with linkedin to comment

Latest News

Fairfax Appoints Philippa Walker As Head Of Travel
  • Media

Fairfax Appoints Philippa Walker As Head Of Travel

Following the recent restructure of its commercial division, Fairfax Media has appointed Philippa Walker to oversee the Travel vertical within Australian Metro Publishing (AMP) business which includes The Sydney Morning Herald, The Age, The Australian Financial Review, Brisbane Times, WAtoday and more.  In late 2017, the commercial teams were reshaped with a vertical focus under […]

Australia’s OOH Industry Grows Revenue For Eighth Consecutive Year
  • Advertising
  • Media

Australia’s OOH Industry Grows Revenue For Eighth Consecutive Year

The local out-of-home (OOH) industry increased its net media revenue by 6.03 per cent in 2017 to $837.1 million, signifying its eighth consecutive year of growth. According to figures released by the Outdoor Media Association (OMA), net revenue for the OOH industry grew 4.5 per cent in the final quarter of 2017 to $252.7 million. Digital […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]

What To Expect From The App Economy In 2018
  • Opinion
  • Technology

What To Expect From The App Economy In 2018

Here's an insightful, authoritative synopsis of the app economy. So, you're right, it wasn't written by a B&T journo.

Opinion

by B&T Magazine

B&T Magazine