Contextual vs Broadcast – The New Frontier To An Old Debate

Contextual vs Broadcast – The New Frontier To An Old Debate
SHARE
THIS



Dr Matt Cullen, MD and CEO of Tonic Health Media (pictured below) gives an insight into the legacy of routine when it comes to media spend and how out-of-home can deliver a more refined audience in a more refined way.

The media industry continues to shout about the importance of contextual relevance when it comes to grabbing digital audiences. The funny thing is, agencies often overlook the opportunities presented for place-based out-of-home media to deliver the same engagement in physical environments.

Traditional media will always have a place on budgets, that’s not in contention. TV, radio and print are solid channels that work for broadcast and limited targeting, and agency spend with these channels will remain strong. What’s also not up for debate, is that these channels’ audiences are shallowing out, and fragmenting. The surety around when and where these channels will get consumed is diminishing. While they’ll always be great at building brands, their capacity to catch an audience in a predefined moment-in-time (or context) is not what it once was.

Dr-Matthew-Cullen-r370x250[2] copy

The issue is the legacy of routine when it comes to media channel spend. TV and radio alike still attract a certain percentage of dollars, arguably because ‘that’s the way it’s always been’, and just like digital and especially programmatic are giving the industry pause-for-thought about these practices, the same is happening with out-of-home.

Traditional channels still attract a certain percentage of dollars, but just as we have seen with the rise of digital and latterly programmatic’s impact on TV, Print and Radio, the out-of-home industry needs to consider how it can deliver a more refined audience in a more refined way.

The out-of-home industry is enjoying a much-publicised boom at the moment, posting strong growth for the past 7 years. According to Nielsen, Out-of-home media spend in Australia topped $679 million in 2015, up 2.4% YoY. Recent OMA figures show out-of-home finished 2016 with a 15.8% increase in growth, taking the industry’s net media revenue to a record high of $789.5 million, up from $682.1 million in 2015. In January this year, the industry posted an 11.6% revenue increase from the same month last year.

Much of this spend is being chewed up by the broadcast networks, JC Decaux, Adshel and APN. I think there’s a good argument that prevailing doubt about how to actually reach people in a modern world is fuelling the renaissance. Agency buyers and planners are spending more with out-of-home because the audience is unquestionable. People move around. People go places and see things. It’s more intuitive than wondering if the audience looked up from their phones during your TVC, or if anyone stopped to actually look at your Mrec while they scrolled through the news.

It’s where this traditional and digital doubt creeps in, that the opportunity for targeted, place-based out-of-home communications begins to make its case. Contextually relevant out-of-home is one of the most exciting sectors of the game, simply because it melds an obvious audience consideration set with an actual concrete audience. Think gyms, airports and health settings. These contexts offer an audience where their mindset is much less up-for-debate than other media channels.

What’s on offer is intuitive cut-through, and less doubt. It’s worth remembering that location is one of the strongest indictors of intent and mindset. Out-of-home is the only medium capable of certifiable contextual relevance, and place-based media offer the kind of bankable consumer mindset that traditional, and even digital channels can only dream of.

 

Please login with linkedin to comment

Latest News

The Monkeys Unveil Latest Qantas Campaign Featuring The Airline’s Staff
  • Campaigns

The Monkeys Unveil Latest Qantas Campaign Featuring The Airline’s Staff

Qantas has unveiled its latest marketing campaign, celebrating its people and their efforts to bring the world closer using the newest addition to the national carrier’s fleet, the Boeing 787-9 Dreamliner. The campaign is part of an ongoing series, profiling the stories of real Qantas people who are involved in the preparation and delivery of […]

BBC Newsreader’s Withering Assessment Of Royal Baby News
  • Media

BBC Newsreader’s Withering Assessment Of Royal Baby News

The planet’s most sarcastic newsreader, the BBC’s Simon McCoy, is back, giving a savage takedown of news out of Kensington Palace overnight of the due date for Kate and Will’s third child in April. The “breaking news” was handed to McCoy mid-bulletin and he couldn’t appear more bored if he tried. Check it out below: […]

by B&T Magazine

B&T Magazine
Hedgehog Agency Claims Full-service Remit For Global Medical Cannabis Brands
  • Advertising
  • Marketing

Hedgehog Agency Claims Full-service Remit For Global Medical Cannabis Brands

Start-up Hedgehog Agency has announced it has been appointed as the full-service agency for MGC Pharmaceuticals its subsidiary luxury skincare company MGC Derma. Hedgehog has also been named the official agency for the Medical Cannabis Council of Australia. MGC Pharmaceuticals is a global specialist medical-grade cannabis company. Its core business strategy is to develop and […]

Audi Set To Partner With GQ’s Men Of The Year Awards
  • Marketing

Audi Set To Partner With GQ’s Men Of The Year Awards

News Corp Australia director of prestige and lifestyle Nick Smith today announced premium automotive brand Audi as presenting partner for the 2017 GQ Men of the Year Awards and revealed the supporting partner line-up for the prestigious event. Now in its 11th year, the GQ Men of the Year Awards have become a highlight on […]

by B&T Magazine

B&T Magazine
Sour Patch Kids Asks Aussies Whether They’re Sweet Or Sour In Halloween Campaign
  • Advertising
  • Campaigns

Sour Patch Kids Asks Aussies Whether They’re Sweet Or Sour In Halloween Campaign

Sour Patch Kids Australia has teamed up with Online Circle Digital and Carat to launch its the national Halloween campaign. Entitled ‘Sour. Sweet. Win.’, the campaign brings the brand’s sour then sweet philosophy to life. Sour Patch Kids is leveraging the brand’s playful attributes and Online Circle Digital’s 3D CGI capabilities to own the occasion […]

Nine CEO Hugh Marks: Wilkinson’s Departure Was Not “Just A Pay Thing”
  • Media

Nine CEO Hugh Marks: Wilkinson’s Departure Was Not “Just A Pay Thing”

Channel Nine chief executive Hugh Marks has come clean on the often murky dealings of the failed contract negotiations with Lisa Wilkinson that saw its breakfast show superstar spectacularly defect to the Ten Network on Monday. In an interview published on 9News.com.au – which appears to be the broadcaster’s only formal comment – Marks revealed that the […]

by B&T Magazine

B&T Magazine
Wilkinson VS Nine Erupts: “Karl Is Worth More Money. That’s A Fact”
  • Media

Wilkinson VS Nine Erupts: “Karl Is Worth More Money. That’s A Fact”

Lisa Wilkinson’s sudden departure from Nine is barely 24-hours old and already the recriminations and unflattering headlines have begun. Wilkinson spectacularly quit the network on Monday night to join rival Ten after Nine chiefs baulked at her asking salary of a reported $2.3 million. She has since signed for Ten on a reported $2 million a year and […]

by B&T Magazine

B&T Magazine
RESET 2017: Life Advice From Paralympian John Maclean
  • Marketing

RESET 2017: Life Advice From Paralympian John Maclean

The RESET conference yesterday in Sydney was filled to the brim with thought-provoking sessions, which the AANA curated so marketers can “disrupt their thinking for the year ahead”. John Maclean’s story is one of determination, resilience and hard work – and he certainly asked some thought-provoking questions. He’s been praised around the world for his […]

by B&T Magazine

B&T Magazine
Uniliver Lawyer Jamie Barnard’s Message To Marketers: “You’re Not Doing Enough”
  • Marketing

Uniliver Lawyer Jamie Barnard’s Message To Marketers: “You’re Not Doing Enough”

The RESET conference had well and truly kicked off at Randwick Racecourse yesterday morning by the time lawyer Jamie Barnard took to the stage. “[You’re probably thinking] why the bloody hell have they invited a bloody pommy lawyer? We work in marketing,” he began. But Barnard isn’t your average lawyer. Growing up with a love […]

by B&T Magazine

B&T Magazine
Revealed: The Top 100 Brands Consumers Regard As The Most Authentic
  • Marketing

Revealed: The Top 100 Brands Consumers Regard As The Most Authentic

The annual list of the most authentic brands, compiled by global communications firm Cohn & Wolfe, has arrived and it’s all good news for Amazon (which is probably all bad news for Australian retailers with its pending arrival Down Under.) Amazon took out the number one position on the annual Top 100 list. You can read […]

by B&T Magazine

B&T Magazine
Dogs, Dildos & Designer Dresses: Lessons From CMO Shadi Halliwell At RESET 2017
  • Marketing

Dogs, Dildos & Designer Dresses: Lessons From CMO Shadi Halliwell At RESET 2017

B&T was front and centre at the RESET conference yesterday in Sydney – an annual gathering of over 100 leading brands and their marketers. There was a carefully selected group of speakers showing educational presentations for the lucky attendees – plus free coffee. One of the standouts was Shadi Halliwell. Introduced as “one of the […]

by B&T Magazine

B&T Magazine
Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]

Patrick Delany (CEO, Fox Sports), Hugh Marks (CEO, Nine Entertainment Co), Miranda Devine (Columnist, News Corp), Michael Miller (Executive Chairman, News Corp Australasia), Grant Blackley (CEO & Managing Director, Southern Cross Austereo) at Radio Alive 2017
  • Media

Media Bosses Weigh In On Ten-CBS Deal

Do you enjoy articles featuring industry big-wigs? Well, it doesn't come much bigger and wiggier than this, we say.

by B&T Magazine

B&T Magazine
Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy
  • Marketing

Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy

Melbourne-based market research consulting agency T Garage has announced the appointment of Ali Dexter as its director of insights and strategy. Dexter joins T Garage from Kantar TNS, where she was the director of its Qualitative division. Prior to that, Dexter held a number of senior roles at Kantar TNS in the US and Vietnam.  “After […]

XXXX on Tuesday, March 21, 2017, in Las Vegas. (Jeff Bottari/AP Images for Adobe)
  • Advertising

Adobe Releases Advertising Cloud App

Not one, but two Adobe announcements. The tech elves have been busy this week, not that we're inferring Adobe is Santa.

Facebook Updates Its VR Offering
  • Technology

Facebook Updates Its VR Offering

Do you loathe Facebook for nicking all the ad cash? Well, why not scream "A pox upon you Zuckerberg" while reading this.

InterContinental Perth City Centre Chooses Bonfire To Build Digital Strategy
  • Marketing

InterContinental Perth City Centre Chooses Bonfire To Build Digital Strategy

Luxury hotel InterContinental Perth City Centre is officially set to open this Sunday, and has already taken strides towards developing a comprehensive online search strategy with digital agency Bonfire. The investment reinforces the desire of the hotel to promote its luxury business facilities, which include corporate and bespoke event spaces designed for local, national and […]

Datalabs Announces New Hire And Promotion
  • Marketing

Datalabs Announces New Hire And Promotion

Aussie data visualisation and content marketing analytics agency Datalabs has announced the appointment of Marc de Chellis to run its business development, as well as the promotion of Cass Lilley to accounts and project manager. De Chellis (pictured above, second from the left) joins Datalabs from Launchpad App Development, where he held the role of […]

OLYMPUS DIGITAL CAMERA
  • Advertising

Inskin Grows Sydney Team With New Designer

Digital advertising provider Inskin, continues to expand its Sydney team, hiring Marc Gundesen as a junior digital designer. Gundesen (pictured above) brings a breadth of skills in web design, animation and account management, and will report to Inskin’s lead designer, Jay McCalla. He joins Inskin from Budgy Smuggler, where he worked as a graphic designer, […]

Agent99 PR Signs Finance Industry Thought Leader Vanessa Stoykov For TV Show Launch
  • Marketing

Agent99 PR Signs Finance Industry Thought Leader Vanessa Stoykov For TV Show Launch

Independent communications agency Agent99 Public Relations has welcomed respected founder of No More Practice Education and founder and CEO of Evolution Media Group, Vanessa Stoykov, to its client stable. Agent99 will be supporting the launch of her Learn from the Money Masters – The Investment Series show on Channel Nine. Stoykov has over two decades […]

Susie Porter & Jacki Weaver Lend Support To Young Filmmaker In Crowdfunding Campaign
  • Media

Susie Porter & Jacki Weaver Lend Support To Young Filmmaker In Crowdfunding Campaign

A new crowdfunded short film is shining the light on barriers for women filmmakers, thanks in part to Aussie actresses Susi Porter and Jackie Weaver. Starring Porter, Beverly explores a bizarre love triangle in middle-class suburbia. It is an unflinching coming-of-age comic drama exploring sexual awakening in the era of technology, and the universal yearning […]