Tech Giants Spend Big On Aussie TV Ads

Watching tv and using remote control
SHARE
THIS



Global as well as local figures show the extent to which online businesses are now investing in TV advertising, in some countries becoming the biggest investors in TV.

Locally, some of the world’s biggest tech giants spent significantly more on TV advertising in Australia in 2017.

According to Nielsen Adex, in Australia, Google spent six times as much on TV advertising, reaching A$11.3 million, and Apple increased its ad spend by 17.4 per cent to A$20.2m.

Amazon backed its Australian launch with a TV ad investment of A$3.2 million, and Uber increased its TV spend with a first investment of A$3.4 million.

ThinkTV Australia CEO Kim Portrate said on the results, “It’s wonderful to see some of the world’s fast-growing, most innovative companies investing more into TV advertising to grow their brands.

“These are some of the most iconic brands of our age embracing the power of today’s TV, an experience that is viewable on any screen at any time, to touch consumers with some of the finest creative executions around.

“The smartest brands know that TV reaches more people faster than any other media, is brand safe, generates the greatest return on investment and commands the most attention, which translates directly into sales.

“TV also partners beautifully with online-only media.”

The figures compiled by The Global TV Group show that brands such as Amazon, Zalando, Netflix, Expedia and Airbnb are building their image, reputation and sales through the reach and influence of TV.

Speaking on the study, Google Australia and New Zealand director of marketing Aisling Finch said, “Like most marketers, we use a range of channels to achieve campaign objectives.

“We know that audiences engage with content across different platforms at different times, and marketers do the same.

“For campaigns such as the launch of Google Home we used a combination of radio, TV, cinema, print, outdoor and online channels including search, YouTube and social.

“In this campaign, we found the combination of contextual media and creative drove stronger uplift.”

The investment trend demonstrates the strong relationship between TV and online, with viewers armed with internet-connected devices able to respond to TV advertising immediately.

Ebiquity Asia-Pacific MD Richard Basil-Jones added, “There’s no one medium that fits the bill and all media recognise the strengths of other media.

“The biggest e-commerce and online players in the world recognize what TV offers and TV is open and smart enough to understand that they need to embrace online too.

“The big digital players certainly recognise TV’s ability to reach mass audiences fast, to generate a superior return on investment and to generate sales through 100 per cent viewability.”

 

Please login with linkedin to comment

Google Tech tv ads

Latest News

US Cult Brand Yeti Enlists Alley To Drive Australian Expansion
  • Marketing

US Cult Brand Yeti Enlists Alley To Drive Australian Expansion

American cult brand Yeti has its international expansion sights on Australia and has enlisted digital marketing agency Alley to make its mark. The Texas-based company has reinvited the luxury cooler and outdoor accessories market, and Yeti’s partnership with Alley has already begun. Clayton Anderson, content and marketing manager at Yeti Australia, said: “We have big […]

The Five Annoying Habits You Need To Break
  • Opinion

The Five Annoying Habits You Need To Break

Scott Stein (pictured below) is a leadership and productivity specialist and author of Leadership Hacks: Clever shortcuts to boost your impact and results. In this guest post, Stein looks at the bad habits we all need to ditch to get our lives motoring once again… Do you ever feel like there are not enough hours in the […]

Motivation & Commitment: Why The Two Are Not The Same
  • Opinion

Motivation & Commitment: Why The Two Are Not The Same

Lisa Stephenson (pictured below) is a global speaker, leadership consultant success coach and author of life strategy book Read Me First. In this guest post for B&T, Stephenson says understanding how motivation and commitment differ could be a good way to achieving your goals… Working as a success coach has shown me that motivation happens on the inside and for […]

Opinion

by B&T Magazine

B&T Magazine
Thinkerbell Combine Cooking And Cabs In New Work For 13Cabs
  • Advertising

Thinkerbell Combine Cooking And Cabs In New Work For 13Cabs

A new TV series featuring celebrity cook, Anna Gare, and a team of real-life cabbies, hits the screens this week. The show, Anna Gare’s Cab Fare, follows the TV cook as she gathers stories and recipes from 13cabs’ diverse network of cab drivers – culminating in the creation of delicious dishes inspired by Australian drivers […]

Made In Katana Appoints Dylan Adams As Head Of Production
  • Advertising
  • Marketing
  • Media

Made In Katana Appoints Dylan Adams As Head Of Production

Australian-owned creative agency Made In Katana (MIK) has announced the appointment of Dylan Adams as head of production to support its growth in Asia. Adams is an ARIA award-nominated record producer, mix engineer, audio engineer and audio specialist. He joins MIK after a stint as head of music at post-production house Sound Reservoir. In his […]

Mamamia Media Group Appoints Howard Wilbury As Head Of Partnerships
  • Media

Mamamia Media Group Appoints Howard Wilbury As Head Of Partnerships

Mamamia has announced the appointment of Howard Wilbury to lead its premium partner division M+. Wilbury’s background spans both media owners and creative agencies, with stints at Channel [V], Westfield, DDB and M&C Saatchi. His most recent role was leading a full-service creative and production agency within the M&C Saatchi Group. Tony Prentice, chief revenue […]

Former Agency Boss Andrew Baxter Joins University Of Sydney’s Business School
  • Marketing

Former Agency Boss Andrew Baxter Joins University Of Sydney’s Business School

The University of Sydney Business School has announced the appointment of Andrew Baxter as an adjunct Professor of Marketing. Baxter is currently a senior adviser for KPMG’s entrepreneurial Customer, Brand and Marketing Advisory (CBMA), and previously headed agencies Ogilvy and Publicis here in Australia. In his new role, Baxter will work to establish a dialogue […]