Video Is Hot But The Ad Industry Is Missing A Trick
Online video and the opportunities are massive, says chief commercial officer at Site Tour, Vicki Lyon.
The Asia Pacific advertising industry went wild as it began to get to grips with how to properly utilise online video for advertising campaigns. This was by using data to discover the best positioning for video advertisements and creating more information to justify the spend and grow the money pot for the next investment into video advertising.
According to the IAB, the financial year 2012/13 saw video advertising spend increase a massive 31% on average while online video’s share of the display advertising revenue increased 12% in the same year. That period saw a new player in video enter the fray. Digital out-of-home screens are able to deliver video advertising at the point of sale in many cases (think Westfield digital screens, for example), but despite this, uptake hasn’t been as quick as it should be. The out of home advertising sector still only commands a very small percentage of the entire advertising pie – in fact, it’s in the single digits.
The way we think about out-of-home advertising needs to change, and change fast. Why? Because video advertising is now as much an out-of-home domain as it is an online or TV domain. Think about how many times you step into a lift heading to your next meeting and are greeted by a digital display. Or the amount of lobbies you wait in with large displays above the reception. How about all those digital displays you pass on the way home at the train or bus stop, or in the gym as you do another kilometre on the treadmill? TV might have you at prime time, your smartphone may have you on the bus home, but while you’re on the go, digital out-of-home presents a solid opportunity for a brand’s video campaign.
As an industry we quickly found out how valuable TV advertising could be, got on top of online display advertising eventually, and then rushed into mobile devices. Out-of-home digital display seems to be taking the same growing path as online display. In other words, we know the audience is there, we have the data to prove ROI, but there is still some hesitancy.
So why hasn’t there been more take up, more creativity, and more excitement over the possibilities provided by bringing the digital world into the real world? It seems to be largely a budget issue. Going back to what I mentioned before, the out-of-home spend silo is far smaller than that of digital, and out-of-home digital display still sits in the out-of-home silo, not the digital silo. Advertisers must get over this traditional splitting of budgets to make the most of their campaigns.
It’s a lesson not just for the case I am talking about now, but for the future as well. Long have we spoken about silos and the somewhat misguided spending habits but it won’t stop until we realise that silos need to be flexible and spend has to be able to come out of what is deemed the relevant silo on the fly.
One of the big issues around TV and digital spend that I have heard recently is that the spend pot is gigantic — bigger than we have seen for some time. It massively outdoes the closest rival. But what is missing is a wealth of suitable content to go with the spend being thrown at it.
There are only so many prime time spots and programs within those that can suit a brand. There are only so many websites with significant hits that will integrate well with a brand. Now online TV services are fighting for eyes, from Stan to Netflix and everything in between — it’s a crowded market.Yet there are plenty of digital screens now that are extremely close to the point of sale. They are available now, can be purchased as you would any other digital, and have great ROI. In April last year, Adshel CEO Rob Atkinson told the Australian trade media that digital out-of-home would lift creative standards soon. I just want to see more creative, it’s a bonus if it’s good.
Please login with linkedin to comment
aussie home loans Buzzwords Central Station Diana Palmer TabletsLatest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.