FreeviewPlus: A Game Changer (If It Can Live Up To The Hype)

FreeviewPlus: A Game Changer (If It Can Live Up To The Hype)
SHARE
THIS



The launch of FreeviewPlus was an important step for the Australian advertising market. Not only because it delivers the ability for internet-connected viewers to ‘catch up’ on their big screen, but also due to the promise of customised and data driven opportunities that it could provide brands to connect with their audiences.

However, while FreeviewPlus holds a great deal of promise, there are a number of things needed for it to deliver on this potential for advertisers.

Firstly the experience for viewers needs to be exceptional. With so many options at their fingertips – streaming, subscription television and downloads amongst them – viewers need to be truly impressed by FreeviewPlus and for it to deliver new and exciting content that they can’t access elsewhere. From what I’ve seen, it ticks the boxes in terms of giving viewers easy access to catch up on shows they’ve missed, and may even help FTA draw some viewers back from downloading.

TV

The key difference between existing catch up services and FreeviewPlus is that it can be viewed on all televisions, be they internet connected already or through the installation of the FreeviewPlus box. It gives viewers an alternative to watching catch up on their iPad or laptop, giving them a more user-friendly viewing mechanism.

For advertisers, across the board everything is becoming more targeted. We have more data and know more about our audiences than ever before. For the industry as a whole, it remains a challenge to ensure we use this data as effectively as possible, and this certainly applies to FreeviewPlus.

If it lives up to what it promises, viewers will be delivered ads that are specifically relevant to them. Their gender, demographic, interests, suburb they live in, recent purchases and of course, viewing habits can all be used to programmatically deliver TV ads. This connection between digital media and television has the potential to be a true game changer for the medium, if leveraged correctly.

Finally, we need to see solid penetration of FreeviewPlus. The benefit of being able to tailor messages for a specific audience still needs to be balanced with the ability to reach a significant number of people.

Freeview is aiming for 10% penetration by the end of its first year, which if achieved would be a fantastic start. The initiatives in place by Freeview to achieve this, such as demo videos played in stores to demonstrate the technology to consumers and the extensive marketing campaign occurring across all free channels, will no doubt help. All stakeholders, including advertisers and media agencies, will be hoping to see strong adoption of FreeviewPlus over the next few years.

Free-to-air television faces strong competition from digital and subscription viewing platforms, with 1.6 million Australians downloading TV programs in the past four weeks alone. But the networks should be applauded for taking this step to evolve and remain relevant. When it comes to attracting eyeballs, all eyes in the industry will be firmly fixed on FreeviewPlus in the near future to see whether it delivers.

Latest News

Remarkable Marketers: Meet Airtasker’s Alexandra Aguirre Tully
  • Marketing
  • Partner Content

Remarkable Marketers: Meet Airtasker’s Alexandra Aguirre Tully

There are some pretty remarkable people in our industry, each offering their own unique perspective to adland. While we spend so much time learning about our peers’ career highlights, B&T thought it high time to dig a little deeper, and find out what makes the shining stars of our industry tick and, at times, tock. So, we’ve recently […]

Partner Content

by Carat

Vince Usher Wins Top Dog Award At Miami Ad School Account Planning Boot Camp
  • Advertising

Vince Usher Wins Top Dog Award At Miami Ad School Account Planning Boot Camp

Ikon Communications strategist and account planner Vince Usher has been named Top Dog at Miami Ad School’s 2018 Account Planning course. Usher, who worked in teams throughout the course, also won three ‘Best Campaign’ awards for his work on live briefs by craft beer client 4 Pines, Tourism Australia and Ford. His team partner on […]

Drummond Golf Unveils ‘For The Love Of Golf’ Via JWT Melbourne
  • Advertising
  • Campaigns

Drummond Golf Unveils ‘For The Love Of Golf’ Via JWT Melbourne

Drummond Golf has launched its first brand campaign via J. Walter Thompson Melbourne.  The campaign speaks to golf lovers of all ages and skill levels about the benefits and frustrations of the game. Reinforcing that no-one understands and loves the game quite like Drummond Golf. Drummond Golf marketing director Ravi Abeyaratne said: “Our business and franchisees were […]

“Every Brand Does Need A Podcast Strategy”: Mamamia Creative Chief Mia Freedman
  • Marketing
  • Media

“Every Brand Does Need A Podcast Strategy”: Mamamia Creative Chief Mia Freedman

Brands have been advised to sharpen their plans for podcasts in the media mix, as audiences and creativity continue to explode in Australia and abroad. Speaking at Mamamia’s Podcasts Unplugged event in Sydney last Wednesday, chief creative officer Mia Freedman said not every brand needs a podcast, “but every brand does need a podcast strategy”. “We’ve […]

Clems Sydney Unveils Festive Spot For HP
  • Campaigns

Clems Sydney Unveils Festive Spot For HP

Get set to get all festivey with this fun Christmas spot. Or, alternatively, get drunk on eggnog. We don't mind.

by B&T Magazine

B&T Magazine
Content Agency Storyation Grows In New Zealand
  • Media

Content Agency Storyation Grows In New Zealand

Award-winning content agency Storyation has grown its presence in the New Zealand market appointing Amanda Clarke (main photo) as partnerships manager. Co-founded by former Metro magazine editor Lauren Quaintance, the Australian-based agency has been working with Tourism New Zealand’s Premium and PR teams for more than four years. Based in Auckland, Clarke spent nearly a […]