Video Is Hot But The Ad Industry Is Missing A Trick

Video Is Hot But The Ad Industry Is Missing A Trick
SHARE
THIS



Online video and the opportunities are massive, says chief commercial officer at Site Tour, Vicki Lyon.

The Asia Pacific advertising industry went wild as it began to get to grips with how to properly utilise online video for advertising campaigns. This was by using data to discover the best positioning for video advertisements and creating more information to justify the spend and grow the money pot for the next investment into video advertising.

According to the IAB, the financial year 2012/13 saw video advertising spend increase a massive 31% on average while online video’s share of the display advertising revenue increased 12% in the same year. That period saw a new player in video enter the fray. Digital out-of-home screens are able to deliver video advertising at the point of sale in many cases (think Westfield digital screens, for example), but despite this, uptake hasn’t been as quick as it should be. The out of home advertising sector still only commands a very small percentage of the entire advertising pie – in fact, it’s in the single digits.

The way we think about out-of-home advertising needs to change, and change fast. Why? Because video advertising is now as much an out-of-home domain as it is an online or TV domain. Think about how many times you step into a lift heading to your next meeting and are greeted by a digital display. Or the amount of lobbies you wait in with large displays above the reception. How about all those digital displays you pass on the way home at the train or bus stop, or in the gym as you do another kilometre on the treadmill? TV might have you at prime time, your smartphone may have you on the bus home, but while you’re on the go, digital out-of-home presents a solid opportunity for a brand’s video campaign.

As an industry we quickly found out how valuable TV advertising could be, got on top of online display advertising eventually, and then rushed into mobile devices. Out-of-home digital display seems to be taking the same growing path as online display. In other words, we know the audience is there, we have the data to prove ROI, but there is still some hesitancy.

So why hasn’t there been more take up, more creativity, and more excitement over the possibilities provided by bringing the digital world into the real world? It seems to be largely a budget issue. Going back to what I mentioned before, the out-of-home spend silo is far smaller than that of digital, and out-of-home digital display still sits in the out-of-home silo, not the digital silo. Advertisers must get over this traditional splitting of budgets to make the most of their campaigns.

It’s a lesson not just for the case I am talking about now, but for the future as well. Long have we spoken about silos and the somewhat misguided spending habits but it won’t stop until we realise that silos need to be flexible and spend has to be able to come out of what is deemed the relevant silo on the fly.

One of the big issues around TV and digital spend that I have heard recently is that the spend pot is gigantic — bigger than we have seen for some time. It massively outdoes the closest rival. But what is missing is a wealth of suitable content to go with the spend being thrown at it.

There are only so many prime time spots and programs within those that can suit a brand. There are only so many websites with significant hits that will integrate well with a brand. Now online TV services are fighting for eyes, from Stan to Netflix and everything in between — it’s a crowded market.Yet there are plenty of digital screens now that are extremely close to the point of sale. They are available now, can be purchased as you would any other digital, and have great ROI. In April last year, Adshel CEO Rob Atkinson told the Australian trade media that digital out-of-home would lift creative standards soon. I just want to see more creative, it’s a bonus if it’s good.

Latest News

Done & Dusted! 90% Of Aussies Say They’ve Finished The Christmas Shopping
  • Marketing

Done & Dusted! 90% Of Aussies Say They’ve Finished The Christmas Shopping

New research has revealed that nine in 10 Aussies have already done their Christmas shopping, with just 11 per cent leaving their shopping to December and only four per cent leaving it to the week before Christmas. The findings come from a survey of1021 Australians[ commissioned by parcel delivery service CouriersPlease (CP). In the survey, CP […]

Seven-Year-Old Tops YouTube’s Top 10 Earner List For 2018
  • Marketing
  • Technology

Seven-Year-Old Tops YouTube’s Top 10 Earner List For 2018

The top 10 YouTube earners for 2018 have been revealed with (get ready to feel really depressed) a seven-year-old who reviews toys online coming in at the number one spot. According to the list compiled by Forbes, Ryan, who’s site is called Ryan ToysReview, pulled in a staggering $22 million ($A30.6 million) from reviewing toys […]

by B&T Magazine

B&T Magazine
Report: Aussie Consumers Want Brands To Stand Up For Local Causes
  • Marketing

Report: Aussie Consumers Want Brands To Stand Up For Local Causes

A new study has found that three-quarters of Australians want brands to get more involved with the issues they care about. This is the insight from Purpose in Asia, a new report from Kantar revealing a disconnect between the causes that dominate global media and international brand campaigns, and issues that matter to consumers across the region. […]

New Idea Goes Royals Crazy With Mini Mag Devoted To Her Maj & Family
  • Media

New Idea Goes Royals Crazy With Mini Mag Devoted To Her Maj & Family

Pacific’s New Idea has launched New Idea Royals, a mini magazine driven by unprecedented interest in all things royal that completes the brand’s multiplatform approach to royal coverage.   Inserted into the weekly edition of New Idea, the mini magazine joins the New Idea Royals podcast, an online dedicated royal vertical and the rapidly-growing Facebook page, […]

How To Present In A World Of Growing Technology & Jargon
  • Opinion
  • Technology

How To Present In A World Of Growing Technology & Jargon

Emma Bannister (pictured below) is the founder and CEO of Presentation Studio, APAC’s largest presentation communication agency, and author of the book Visual Thinking: How to transform the way you think, communicate and influence with presentations. In her latest post for B&T, Bannister shares her tips on how to make your next presentation tech savvy without boring […]

Opinion

by B&T Magazine

B&T Magazine
Eliza O’Hare Named Editor Of Bauer’s Inside Out Magazine
  • Media

Eliza O’Hare Named Editor Of Bauer’s Inside Out Magazine

Bauer Media has announced the appointment of Eliza O’Hare as editor of Inside Out magazine. O’Hare joins Inside Out from Bauer Media’s Harper’s BAZAAR, where she was associate editor for three years. O’Hare has nearly 30 years’ experience in the media and publishing industry, having started her career as a cadet at ACP magazines before working […]

Infographic: Where Aussies Plan To Shop This Christmas (And It’s Bad News For David Jones)
  • Marketing

Infographic: Where Aussies Plan To Shop This Christmas (And It’s Bad News For David Jones)

A study into the Christmas shopping habits of Aussies has again found that we’re eschewing the big chain retailers and increasingly going online to buy the presents. The research, by Melbourne market research and insights agency Honeycomb, found that 60 per cent of us will do all our shopping digitally this year. When it comes to the […]

by B&T Magazine

B&T Magazine
Aussie Pooch Mobile Embracing Localised Approach To Its Online Presence
  • Advertising
  • Marketing

Aussie Pooch Mobile Embracing Localised Approach To Its Online Presence

Aussie Pooch Mobile recently took out the number one spot in the Marketing category of this year’s Topfranchise Awards organised by 10 Thousand Feet Research and online marketplace SEEK Business. B&T sat down with Aussie Pooch Mobile’s marketing manager, Tracy Sullivan, to chat about the strategy behind their success. Why have you focused on online […]

B&T’s Research Agency Of The Year, Nature, Unveils Sydney Move
  • Marketing
  • Media

B&T’s Research Agency Of The Year, Nature, Unveils Sydney Move

Independent research consultancy, Nature, has announced an interstate expansion with the establishment of a Sydney office in the New Year. The announcement comes off the back of the business being recognised as Research Agency of the Year at the B&T Awards in November. According to Nature’s founder and managing director, Chris Crook, the move is a natural […]

by B&T Magazine

B&T Magazine
Paper Moose & Skillsroad Tackle Youth Unemployment
  • Campaigns
  • Technology

Paper Moose & Skillsroad Tackle Youth Unemployment

The NSW Business Chamber’s Skillsroad initiative has teamed up with independent makers agency Paper Moose to create an immersive, multi-touchpoint virtual reality experience. The initiative is an  effort to raise young Australians’ awareness of apprenticeships and traineeships for various careers. The digital experience, funded by the NSW Government Department of Industry, brings viewers into the […]

QMS NZ Finalises MediaWorks Merger
  • Media

QMS NZ Finalises MediaWorks Merger

QMS Media Limited has finalised terms for the merger of its New Zealand out-of-home, digital media and production business (QMS NZ) with MediaWorks, New Zealand’s leading independent radio, TV and digital business. The merger on completion will establish the newly combined QMS and MediaWorks as the largest multi-media advertising group in the country. In late […]