Where Next For The 30-Second TVC?

Where Next For The 30-Second TVC?
SHARE
THIS



Today (September 16th) marks the 60th anniversary of mainstream television in Australia. And since then, television advertising has been a part of almost the entire population’s daily lives.

At 60 years old, and with the explosion of the internet, mobile, social and native, you might think that the traditional TV advertisement will soon be put out to pasture.

Yet Russel Howcroft, general manager of Network Ten and Chairman of Think TV, speaking to B&T earlier in the year tells us that when he started in advertising in 1987, the average Australian watched three hours of TV a day and here we are in 2016 and the average amount of TV watched by Australians is still three hours.

Most advertisers are finding that there is still no better way of reaching an engaged audience en masse. Plus TV has a few new tricks up its sleeve.

The free-to-air television networks have not been resting on their laurels over the last decade either. In fact, they have been some of the largest investors and innovators in the digital space.

Catch-up TV online, TV-owned news sites and apps all mean that watching telly is no longer simply a matter of plonking yourself on the couch and reaching for the remote – and the opportunities for brands to reach audiences across platforms is huge. According to OZTAM and Nielsen’s Australian Multi-screen report, as of Q1 of this year, Australian homes have an average of 6.4 screens each – up from 6.1 a year ago and 5.4 in Q1 2012.

ZenithOptimedia worldwide chief executive Steve King claimed earlier this year, “television remains by far the most important channel for brand communication, and online video, its digital offshoot, is increasing the audiovisual share of global display advertising”.

Targeted Television

Ultimately, marketing is all about brands conveying the right message, at the right time, to the right audience.

Brands (or their agencies) are now excelling at this online. And there is a myriad of digital technology available enabling advertisers to track their customers online and communicate with them in real-time, at the right time with a relevant and personalised message.

The challenge for free-to-air has always been building an accurate picture of the audience and then also targeting them. It’s easier with subscription TV as you have a lot more data on your customers, but unlike the US, in which subscription television has massively segmented the market, 70% of the Australian population watch free-to-air.

TubeMogul Australia and New Zealand MD Sam Smith, speaking to B&T last week claimed that TV advertising in Australia is far more sophisticated than it gets credit for and “is the first market globally to implement a programmatic solution for free-to-air television.”

Programmatic TV is on the cards for all the major networks next year. Channel Seven and SBS (powered by TubeMogul) are already selling inventory access programmatically across TV, digital and mobile.

Who wins?

The TubeMogul MD argues that “everyone wins” in the new technology-driven TV advertising world.

At present, TV-heavy viewers are receiving a higher frequency of ads. As we start to reach an environment where adverts are served across devices, Smith argues that we should “start to see less bombarding of certain individuals with ads and a more even spread and reach. It will be easier for advertisers to find their audience and also provide a better viewing experience for audiences who aren’t being hammered with the same ad.”

When it comes to media agencies, the developments in ad technology are not about helping the planning but the buying.

According to Smith, “Agencies have been yelling and screaming loudly about automation in television for ages. What’s changing is the massive evolution of technology in trafficking.”

It’s even impacting the internal structures of agencies and how they buy media. The TubeMogul MD has seen agencies create more collective teams and merge their digital trading desks and digital buyers as they realise they can do more if they coordinate and combine efforts rather than compete. IPG Mediabrands have already done this with the merging of Cadreon and UM Initiative.

Looking at how creative for TVCs will change in the next five years, again we return to the advertiser’s holy grail of serving the right message at the right time and how this can work on linear TV. It’s widely predicted that we will move towards serving dynamic creative providing audiences with tailored creative messaging based on location, weather, demographics, behaviour or other data points.

Smith adds, “Dynamic creative can help measure how creative and placement are working together. Programmatic disciplines work really well with creative agencies.”

TV has clearly evolved massively in the last 60 years. Innovations in digital and rapid adoption of programmatic technology should mean that consumers have a better viewing experience, media agencies become more efficient and scalable at planning/buying and creative will be smarter than its ever been. TubeMogul predicts that the ultimate winner will be the advertiser. We intend to stay tuned.

For a celebration of all things TV from the last 60 years, make sure you get your hands on a copy of next month’s B&T Magazine

Latest News

Sweeney Advertising Wins Five New Accounts, Adds Senior Staffer
  • Advertising
  • Marketing
  • Media

Sweeney Advertising Wins Five New Accounts, Adds Senior Staffer

Full-service boutique advertising agency Sweeney Advertising has announced five new business wins, adding $10 million in annualised billings. The agency’s new clients are real estate network Century 21, wealth creation and management company InvestSMART, online streamlined options trading platform HighLow, Japanese restaurant chain Sushi Hub, and swimming pool and accessories distributor Bestway Australia. Sweeny Advertising […]

Instagram Video: We Are Living In A Vertical World
  • Co-Lab

Instagram Video: We Are Living In A Vertical World

The way people record, share and replay their lives has changed dramatically since the advent of Facebook-owned Instagram. Once a place where only static, filtered photos could be uploaded, Instagram now offers photo and video uploads, shopping features, direct messaging and several other tools serving users and businesses. However, for Instagram head of business Jim Squires […]

by B&T Magazine

B&T Magazine
Yes! It’s Virtual Reality Demystified
  • Co-Lab

Yes! It’s Virtual Reality Demystified

Virtual Reality has been a staple of science fiction for some time, Though, in terms of real-life application, the world is still coming to grips with what the tool can offer us. In recent years, tech experts, doctors, medical students and videographers have used the tool as a way of exploring worlds not normally accessed in […]

by B&T Magazine

B&T Magazine
Facebook Messenger: The New Age Of Communications
  • Co-Lab

Facebook Messenger: The New Age Of Communications

The unparalleled success of Facebook-owned Messenger can be pinned down to its ear to the ground approach with users. Consistently listening to its user base of more than one billion, Messenger’s ability to stay not only on trend but well ahead of it has allowed the app to become a global tool for communication; be that […]

Industry Generates A Record $10.5m For Social Impact
  • Media

Industry Generates A Record $10.5m For Social Impact

UnLtd, the media, marketing and creative industry’s social purpose organisation has announced a total industry contribution of $10.5m to social impact in FY18. The total value of funds, services, inventory and time donated by the media, marketing and creative industry increased by 21per cent compared to the previous financial year due to a growth in […]

Women In Media Profile: Danni Wright
  • Media

Women In Media Profile: Danni Wright

We'd be headlining Danni Wright's Women in Media profile the "Wright stuff" if it wasn't utterly predictable and naff.

by B&T Magazine

B&T Magazine
Posterscope Promotes Two
  • Media

Posterscope Promotes Two

Posterscope, Dentsu Aegis Network’s specialist out-of-home agency, has promoted Ryan Hedditch to the newly created position of national head of strategy and Samantha Summers to Sydney Group Business Director. In his new role, Hedditch is charged with driving the continual improvement and transformation of the Posterscope offering to clients and partners. Summers’ promotion will see her lead […]

Outbrain Accelerates Growth With APAC Promotions
  • Media

Outbrain Accelerates Growth With APAC Promotions

Native discovery platformOutbrain has announced several movements in its regional leadership team, with plans to make more new hires. This comes on the heels of two senior appointments it made in February, after closing a record year in the region with expansion into new markets. Yoav Tourel has been promoted to head of sales for […]

Clems Syd & Extra GUM Unveil YouTube Digital Stage
  • Media

Clems Syd & Extra GUM Unveil YouTube Digital Stage

YouTube EXTRA Gum has launched EXTRA Support Acts, a program created to support Australia’s up and coming musicians by transforming pre-roll ads on YouTube into a digital support stage. It has been created in partnership with Clemenger BBDO Sydney as creative lead, Universal Music Australia and BRING for talent and music strategy and content, MediaCom and YouTube. The […]

OMD Australia Tops 2018 RECMA Rankings
  • Media

OMD Australia Tops 2018 RECMA Rankings

OMD Australia has taken the top spot for Australia’s Number 1 media agency in size, according to RECMA’s 2018 ‘Overall Activity Volume Rankings’ report released last week. Additionally, the company was named first in profile classification with a dominant profile for the 3rd consecutive year, along with vitality ranking and structure ranking. Furthermore, OMD Australia was also named […]

Red Agency Bolsters Sydney Team
  • Media

Red Agency Bolsters Sydney Team

Judging by the image, it seems Red Agency may have had no staff whatsoever prior to this hiring spree.

Nine Appoints Editor For 9Honey
  • Media

Nine Appoints Editor For 9Honey

B&T's editor coincidentally spilled honey on his shirt while typing this. And by typing, we mean copy and pasting.

Y&R Sydney Scores Best&Less   
  • Advertising
  • Media

Y&R Sydney Scores Best&Less  

Y&R wins Best&Less amid rumours the clothing shop its changing name to 'Somewhat OK&Reasonably cheap'.

Women In Media Profile: Judy Sahay
  • Media

Women In Media Profile: Judy Sahay

B&T's Women in Media profiles are like a wave washing over you. Even more so if an actual wave washes over you.

by B&T Magazine

B&T Magazine
How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)
  • Marketing
  • Opinion

How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)

In this opinion piece, SalesPreso co-founder and CMO Joel Thomson (pictured below) explains how B2B companies can use their data more effectively and deliver a personalised customer experience that matches their B2C counterparts. From the Cambridge Analytica scandal to the EU’s recent GDPR legislation, this year has prompted individuals all over the world to consider […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi Launches THIS Film Studio
  • Advertising
  • Marketing
  • Media

M&C Saatchi Launches THIS Film Studio

Not one to rest on its laurels, M&C Saatchi unveils new production studio it hasn't called 'Not One To Rest On Laurels'.

Creative Agency Launches Project Management Tool ‘Hassl’
  • Advertising
  • Technology

Creative Agency Launches Project Management Tool ‘Hassl’

Yesterday at TedX Melbourne the team behind award-winning, Melbourne-based agency Your Creative launched their new tech venture Hassl, the project management platform taking on Trello and the likes. With the belief there was a better design solution to project management, the platform has been developed over the last two years in collaboration with their clients. […]