Big five will push up professionalism Camille Alarcon
The big online publishers will only get bigger, last week’s ad-tech conference was told.
For Mitchells chairman Harold Mitchell, he believes “the big will get bigger”. “We’ll probably be going with the bigger ones because if they’re linked to a platform that can promote… that’s going to make them so much more important,” Mitchell said.
However, dgm Australia MD Fionn Hyndman said such a move would be damaging to the industry.
“If I was a client I wouldn’t be happy if my agency just put all the spend with the top five online publishers. I would want my products appearing on niche websites that target a relevant audience. Comments like that can be quite dangerous for the industry as a whole. This is just going to hold the industry back.
“Media planners and buyers should concentrate on putting their clients into relevant sites to get the best ROI.”
Digital agency Clear Light Digital MD and former Yahoo! Australia and NZ head, Cliff Rosenberg, said the five main online players – Fairfax Digital, News Digital Media, ninemsn,Yahoo!7 and Sensis – are now reaching mass audiences.
“It will step up professionalism in smaller publishers – they will have to up the ante but they will have a big future.
“For many advertisers, they will start demanding they be placed on smaller sites that may offer more bang for their buck and are better aligned to their target market.”
