We All Know Video Will Reign Supreme In 2017, But Best Practice Is Anyone’s Game
Last week the State of Play panel discussion was held at Yahoo7 with top digital media gurus, content creators and chaired by the head of the IAB, Vijay Solanki. In this opinion piece, Andrea Rule, head of strategy and integration at Yahoo7, (who happened to be on the panel) takes us through what happened.
Last week I sat on a panel discussing the state of video in Australia. The conversation started with the rise of video consumption habits in Australia, however what the panel ended up debating was best practice – including how to measure return on investment and also the different perspectives on the buy side versus the sell side.
The panel discussion was held at Yahoo7 and included the top digital media gurus, content creators and was chaired by the head of the IAB, Vijay Solanki.
It was very clear to me from the panel discussion, that we have moved on from simply discussing how video consumption has grown in Australia. We have all agreed this is the case and in 2017 video will be even bigger. Aussies are watching more video content at varying times and locations. The latest data streaming figures show that we are increasingly streaming more online video and in terms of data, this again is predicted to grow in 2017.
The conversation has moved beyond just content creation to content delivery. We now need to use the data at hand to understand how Australians are consuming video as part of their daily habits, how we can best deliver it to them and how we can best measure this.
We are at the tipping point of video in Australia and media agencies are under pressure from clients to show return on investment.
Australians are increasingly using a variety of devices, particularly smartphones and tablets to regularly watch TV shows. Smartphone video consumption is up 75 per cent in one year.i The rise of Smart TV connectivity is also bringing the online video back to the lounge room. In fact, 70 per cent of Australians who acquired a Smart TV in the past three months are using it weekly to stream videos, shows or movies from the internet.ii
We also know that our smartphones are with us throughout the day and the data we’ve collected from our apps, including PLUS7, demonstrates that we are consistently engaging with them all the time, while traditional TV still peaks in the standard evening periods.iii
While our panel could agree on best practice for targeting a certain audience, the delivery method was a topic where opinions were varied. For Yahoo7, data, content and technology go hand and hand, so for us the best outcome for a video campaign comes when we pair these together through products such as our BrightRoll DSP+ and global native marketplace, Gemini. These are still new technologies and while we are seeing strong results the general rhetoric of the industry and panel is that its constantly evolving and we will see further shifts in 2017.
Once the content has reached the users, we arrive at the most unchartered territory yet – measurement. While our panel had varied opinions on how video content is best measured for ROI, at Yahoo7, we believe that it should be measured on specific campaign and marketing objectives. While we know video advertising outperforms other formats in terms of
advertising engagement, adding online platforms to TV delivers more effective outcomes for advertisers. Our Yahoo7 insights data shows that consumers have a stronger brand recall when TV, online and app formats are combined (50 per cent versus 29 per cent for TV only).iv
What we can agree on is that in 2017, a lot of advertising dollars will be heading towards video. What’s next is refining how as an industry we can best deliver this for brands, publishers and consumers.
N.B, the panel at the State of Play Event included:
- Vijay Solanki, CEO, IAB – moderator
- Andrea Rule, Head of Strategy and Integration at Yahoo7
- Sarah James, Chief Digital Officer, Carat
- Peter Ostick, Vice President, Tremour Video
- John Miskelly, Chief Digital Officer, GroupM
i Yahoo7 Companion TV (1,226)
ii IAB Australia : The Changing TV Experience: Attitudes and Usage across Multiple Screens. August 2015
iii Share of Eye. per cent of minutes viewed in home by platform. iv Nielsen Brand Effect 2015
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.