A lack of transparency from the major TV networks has left media agencies dubious about the engagement being garnered by the networks social media platforms, said Will Spiers digital manager at Starcom Mediavest Group.
More than two years since all three major networks launched their second screen platforms, Spiers said that the networks were willing to tell media agencies how many times their apps had been downloaded, but were far more shy when it came to elaborating on ongoing usage patterns.
“We don’t know how many people keep using these things, so you’ll find most media agencies are very sceptical about these platforms,” Spiers said.
Speaking at the Media Federation of Australia’s ‘Lecture the lecturers’ conference, Spiers also said that research had found that at any given time, no more than 7% of Australia’s mobile phone users were more than arm’s length from their device.
And while he told the nation’s top media lecturers that the future of mobile was obviously bright, privacy was looming as a major issue. “The phones themselves have a huge amount of technology on them already and the only thing holding back its use is the users themselves,” he said.
He also added that wearable technology was the next billion dollar industry.