Content is king? “Nonsense,” says 4th Screen Advertising’s Peter Birch.

Man sitting on a sofa watching tv with hands folded behind his head
SHARE
THIS



There’s nothing worse than bad product placement, with companies spending zillions on their image and to be seen in the right places.

But Peter Birch (pictured below), managing director of 4th Screen Advertising at Mobile Embrace, says the same amount of thought isn’t going into spend on mobile phones and is urging brands to check where their adverts are running or risk egg on their face.

02d6cd6

“Everyone in the digital world says, ‘content is king’, “ he told B&T. “Well, that’s nonsense. Good content is king, and there is a difference between good and bad content. Just being transparent to advertisers saying, ‘here is a long list of publishers that I represent on my network,’ is one thing, but transparency doesn’t equal quality.

“Lots of agencies look at that and then go, ‘oh, it’s transparent. It must be brand safe’ but I would imagine if you’re spending on MCN you don’t just send them your TVC and say, ‘run it where you like.’ You send your TVC to MCN in the hope that they will put it in contextually relevant premium environments.”

And never mind companies ending up with egg on their face – one unfortunate company has its brand stamped all over a fart app, and Birch says that unless brands use custom audience creation methodology like his company’s premium audience targeting (PAT), the results can be more stinker than success.

“It’s called premium audience targeting,” he explained, “because you get to run in premium, contextual environments, but can also leverage that data targeting.

“In the case of this burger chain, yes it’s all good fun and the app is designed for 14-18-year-olds but I’m pretty sure this brand’s core message wasn’t, ‘eat my burger and break wind.’”

He says PAT is designed for brand advertisers who want to know where their ads are running and explains, “if you just sell audiences, advertisers, especially brands like Coke and Google still want to know where they’re ads are running.

“You can’t just run it across some blind network and if you just buy audiences, your ad can still appear in environments that perhaps you wouldn’t to go in.”

Birch says PAT can refine audiences with behavioural insights, accelerate into real time with measurement strategies, and still at the same time be transparent about where the ads are running and privacy.

“I guess through those four core activities advertisers can build audiences, so they’re homing in on a very specific subset of consumers that will ultimately be most receptive to that ad message of their campaign.

“We’re still trying to encourage mobile spend, but I think this is true with mobile as anywhere, whether that be TV or posters. For me, the important thing here is that brand advertisers still need to ask a very valuable question: ‘where are my ads going to run?’”

Surprisingly, Birch also claims ad blocking could be a good thing for the industry, claiming publishers that run intrusive adverts “have more ads than they do content”.

He said: “They will find it harder, but that’s a good thing – it’s almost like a cleansing opportunity.

“We sell for the likes of the BBC, the Guardian and Bauer. All of their ads are contextually relevant to that user, are engaging and creative.

“I don’t find those intrusive and, as a consumer, I understand that if I want to get quality content it needs to have advertising in it. The whole ad blocking thing, what publishers could do is they could turn around and say, ‘look, we know you’ve got ad blocking software on your phone, therefore you can’t access our content.’

“It can work both ways. For me, some of this helps to encourage the responsible serving of ads, making sure that those ads are creatively engaging and well targeted, and that’s got to be a wonderful thing.”

 

 

Please login with linkedin to comment

Latest News

Attention! B&T’s Inaugural Bootcamp Launches!
  • Advertising
  • Marketing
  • Media
  • Technology

Attention! B&T’s Inaugural Bootcamp Launches!

B&T announces its new industry bootcamp! And, if you're like us & didn't know anything about it, all's revealed here.

by B&T Magazine

B&T Magazine
Facebook Makes Another News Feed Change
  • Media

Facebook Makes Another News Feed Change

Social media behemoth Facebook has announced its second major update for News Feed to make sure the news people see, while less overall, is high quality. This week, Facebook announced that the platform will launch a small test in the US focused on prioritising news from publishers that users find trustworthy. Facebook is also exploring ways […]

Domain Boss Anthony Catalano Exits
  • Media

Domain Boss Anthony Catalano Exits

Mystery surrounds Domain boss's surprise exit, although the Mystery Machine nor a talking dog not spotted at Fairfax.

PHOTOPLAY Offers A Ghost Train Ride Like No Other At Sydney Festival
  • Media

PHOTOPLAY Offers A Ghost Train Ride Like No Other At Sydney Festival

Jasmin Tarasin, director at boutique production company PHOTOPLAY, is inviting invites audiences to take a trip through the inner-workings of the mind in ‘Ghost Train’, her latest multi-sensory VR project set to feature at this year’s Sydney Festival. Working in collaboration with musician and co-creative director Jonnine Standish, Tarasin’s uniquely immersive ‘Ghost Train’ is a […]

March One To Rebrand Fundraising Institute Australia
  • Marketing

March One To Rebrand Fundraising Institute Australia

Independent advertising and branding agency March One has been appointed to oversee the rebrand and repositioning of Fundraising Institute Australia (FIA). FIA is the national peak body representing professional fundraising in Australia. It was established to advance advocacy and professional standards, and has identified the need to better promote its role as the industry self-regulator, […]

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency
  • Advertising
  • Campaigns
  • Technology

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency

As part of its summer fire campaign, the Victorian government has launched a virtual reality (VR) bushfire experience and content series via The Fuel Agency. The VR experience places the user in the midst of a large bushfire, and is designed to encourage people to leave early on high-risk days before it’s too late. The […]

Local Ad Tech Company VeNA Partners With RugbyPass
  • Advertising
  • Media
  • Technology

Local Ad Tech Company VeNA Partners With RugbyPass

ad tech company VeNA has signed an exclusive reseller partnership covering Australia and New Zealand with digital rugby network RugbyPass. Across Asia and parts of Europe, RugbyPass is the exclusive digital rights holder and over-the-top broadcaster for live rugby, including the Super Rugby, the Rugby Championship and autumn internationals, the Six Nations, the Aviva Premiership, […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]