Leading Through Change: Our Connected Future
2020 has arguably been the most transformative year for the media industry in recent memory.
A global pandemic has seen consumption patterns change, advertisers are faced with the challenge of providing more granular data than ever before and CTV/BVOD has had a breakout year.
But amid this rapidly changing media landscape lies opportunities for those who are able to navigate it.
Speaking as part of PubMatic’s Leading Through Change series, PubMatic regional director for ANZ Peter Barry [feature image] mapped out how he views the industry in 2020.
“The coronavirus pandemic has been the greatest disruptive force in our industry for a generation, but with this disruption comes an opportunity to innovate,” he said.
From a business operations perspective, the speed of change the industry has seen this year has been an eye-opening experience, Barry said.
“We’ve learned by navigating these changes that our customers’ businesses are ever-changing and evolving, and we need to evolve with their businesses,” he said.
“We’ve also learned that it’s incredibly important to have an efficient and profitable business in good times, which means you’re able to weather the storm during bad times.
Old media and new media converging
There’s now doubt BVOD is here to stay. The Trade Desk’s senior director business development ANZ Stephanie Famolaro pointed to the exponential growth that the ad tech company has seen in the space so far this year.
However, Famolaro believes BVOD can work alongside traditional linear TV to deliver better results.
“We also believe that we’ll continue to see the convergence of linear TV and BVOD with the inception of ACR data and technology improving in terms of being able to measure incremental reach and forecast incremental reach across both BVOD and linear,” she said.
For Network 10, rethinking how it could deliver content that was relevant and engaging to a locked down audience was critical during COVID-19.
“With people consuming more content at home during the pandemic, we invested in acquiring additional content tailored for our baby audiences. The ‘10 Days Of 10 Play was fast-tracked, binge worthy content available specifically for our logged in subscribers,” said Network 10’s head of video ad product & technology Ashton De Santis.
“We’ve also invested in Nickelodeon app inventory, comedy classics, like Big Bang Theory, and Russell Coight, a vast Survivor backlog and the launch of our new channel 10Shake.
The role of data and insights
For Publicis Media commercial director Jodi Fraser, the challenges of the pandemic have highlighted the importance of data, particularly when it comes to working with Supply-Side Platforms (SSPs).
“By navigating through these changes, we’ve really learned the insight is everything. And we’ve been able to take a little bit more time to really look at the granularity of the insights that SSPs can provide us. And that’s given us better results for our clients that we can use in the future.
She explained that Publicis Media has started to work with SSPs in a new way.
“We’ve had to rely on our SSP partners like we haven’t before,” she said.
“And they’ve also given us better insight into which DSPs we can use those insights in, and really more information around auction dynamics, and pricing, which has allowed us to have more control.
News Corp Australia, meanwhile, has shifted the way it operates its ad stack to accommodate for the changes.
“Prebid is increasingly becoming a core part of our ad serving stack at News Corp Australia,” said News Corp Australia GM, commercial operations Jason Denny.
“We’ve recently expanded our Prebid footprint into an app across Google AMP pages and video.”
To learn more about how PubMatic is responding to the shifting media industry and optimising these opportunities, particularly around OTT and CTV, click here.
Please login with linkedin to comment
pubmaticLatest News
Initiative’s Fein, Geer, Colter To Depart For Accenture Song
It's great news for Accenture Song, very bad news for the Initiative company card with this triple leaving do.
Pizza Hut Fined $2.5m For Spamming Customers
To be honest, if you're going to spam customers, cheap pizza deals is probably on the low side of the dodgy scale.
Jetstar & Qantas Perception Ratings Soar After Bonza Cancelled Flights, YouGov Finds
This poll is further proof nothing builds a positive brand image like your competitor monumentally f@cking up.
Pedigree Launches AI-Powered Ad Initiative To Give All Dogs A Home, Via Colenso BBDO & Nexus Studios
B&T encourages this dog adoption initiative. And that's despite us barely being able to look after our own selves.
Apparent Launches “All Heart, No hassle” Integrated Campaign For Flight Centre’s Corporate Traveller
Apparent charged with Flight Centre's Corporate Traveller creative. Has avoided any gags about stolen hotel bathrobes.
South African Tourism CMO: ‘We Want Consumers To Experience SA Through The Eyes Of A Child’
B&T chats with South African tourism's Aussie CMO. Admittedly, we had to quickly rectify our Barossa Valley questions.
Market Research Firm TRA Names KFC’s “Look On the Fried Side Of Life” As Australia’s Favourite Ad
A poll of everyday Aussies has revealed our favourite ads. And it'll make difficult reading for the Harvey Norman team.
‘A Big, Big Step In The Right Direction’: Media Buyers React To News Corp’s D_Coded
There was a universal thumbs up for News' D_Coded event. Although there were calls for glitter bombs at the finale.
CommBank Announced As Presenting Partner Of Vogue Codes 2024
Vogue Codes is a top initiative encouraging women into STEM-based careers. All while wearing Jimmy Choos, apparently.
Brad Garbutt Joins OMA As Marketing Lead
Seasoned adlander Garbutt joins the outdoor association. Says he's got the DOOH down pat, but working on the PDOOH.
TV Ratings 15/5/24: Gruen Pulls A Crowd For Aunty As It Enters 16th Season
Although B&T typically shuns predictions, we're expecting big numbers for Peter Dutton's Budget reply speech tonight.
D_Coded panel: ‘If You Are A Marketer Handling Data And Haven’t Spoken To Legal, You’re In Trouble’
This fiery panel was a highlight of Tuesday's D_Coded event. Not that it spilled out into the carpark.
SBS Audio Campaign Tells The Stories Of New Australians, With Multilingual Content Offerings To Assist Migrants
SBS Audio has launched a new marketing campaign for its ‘Australia Explained’ service which supports new migrants to successfully navigate life in Australia and achieve a greater sense of belonging and social cohesion. SBS’s flagship service for new migrants, Australia explained, has launched a multi-platform marketing campaign that reaches into the heart of the migrant […]
Tracker App Launches, Promising Consumers A Read On Brand’s & Products Sustainability Chops
Shoppers can now get access to sustainability information at their fingertips through Tracker, a first-of-its-kind mobile app. The Tracker app centralises sustainability data into a single, easy-to-understand format, helping shoppers make informed choices about the brands and products they support. Shoppers can simply scan the barcode of their favourite supermarket, chemist or department store item […]
Channel Factory Expands Team Across Australia & New Zealand By 20%
Social media agency Channel Factory announces a significant lift in staff numbers. Doesn't thank Tuesday's Budget.
Jaywing Extends Strategy Team Appointing Fran Martin As Senior Brand Strategist
As is often said, you can never have too much strategy. Same can't be said of programmatic & AI.
Tourism Tasmania Taps Broadsheet For Latest “Off Season” Campaign Iteration
Do you like to drape yourself in sheepskin, flannelette & weird, wooly hats? Tasmania in winter is for you.
Netball WA Appoints 303 MullenLowe As Brand Strategy partner
Netball WA appoints 303 MullenLowe for its brand strategy. Any mention of Gina also now strictly forbidden.
RyvalMedia Flies Off With RedBalloon Media Account
Got family or friends working at RyvalMedia? Say ta-tah to shit birthday presents as agency pricks RedBalloon's media.
“First We Get Plastered Then We Fill Your Holes” – Tradies Face Ad Standards Ire
As juvenile as this plasterer's tagline is, it does sound like the plot to most adult films.
ANZ, Lyre’s, Uber, Adam Ballesty & An Australian Of The Year – More Big Names Join Cannes in Cairns, Presented by Pinterest!
Judging by this cavalcade of A-listers set to star in Cairns, a selfie stick is now mandatory for all attendees.
Grab A Sneak Peek At Pinterest’s Special Guests This Cannes in Cairns!
It's another teaser to the awesome talent you can expect in Cairns. Oddly, no sign of the B&T staff barbershop quartet.
M&C Saatchi Sport & Entertainment’s Steve Martin & Jamie Wynne-Morgan Sign Off From Agency They Set Up
Will Steve and Jamie ape Maurice and Charles with their new agency name? Stay tuned to B&T to find out.
Netflix Has Google & Amazon In Crosshairs With Ad Server Launch
Is your dream weekend Uber Eats & a Netflix binge? More toilet breaks are on the way, as streamer amps up ad offerings.
Boom, Boom, Boom! Get Ready For the Boomtown Bus Whisking You To Cannes in Cairns, Presented By Pinterest In Style!
Worried your hibiscus print kaftan might overshadow things in Cairns? Fear not, as you can see this bus from space.
On The Menu Joins Forces With TBWA\Melbourne To Melt Freezer Shame
This campaign "fights misconceptions about frozen food". Ice-cream, pies, Sara Lee! What misconceptions, B&T asks?
IMAA Announces Digi-Byte Event Featuring Industry’s Top Talent Plus “Immersive” Gaming Competition
The indies fan group unveils plans for its newest event. Says anyone in a WPP running singlet will be refused entry.
Bowel Cancer Revealed As Australia’s Deadliest Creature In New Campaign, Via Ogilvy Health
Does your office have a secret & serial farter? Possibly lure them out with this important bowel cancer campaign.
Who’s In Charge? B&T Reveals The Best Of The Best Industry Association Chiefs!
B&T's acknowledging the 10 very best industry association bosses. Discover if your membership dues are worth it here.
TEDxSydney Splits Into Two; Check Its New Creative Program
TEDxSydney moves to Luna Park's Big Top in June. Get motivated & throw up on the Wild Mouse at the very same time.
TV Ratings 14/5/24: Punters More Interested In Farmer Wants A Wife Drama Than Jeremy Clarkson’s Agricultural Adventures
Think sheep husbandry programs are TV's missing link? You can't complain with Farmer Wants A Wife AND Clarkson's Farm.
Paper Moose and Innocean Australia launch Love Our Work Industry Charter
It's a top initiative fostering harmony in the creative space. Not to downplay the unbridled joy of destroying a rival.
IAB: Privacy Act Changes Might Lead To “Nonsensical Outcomes” For Digital Advertising As Industry Wrings Hands
B&T front row at the IAB's Data & Privacy Summit. So private, in fact, attendees were wearing fake moustaches.
Fortress Games Hits Play On Partnership With Havas Network’s Organic And One Green Bean
The games culture destination names local agency roster who'll hopefully explain what a games culture destination is.
Fabulate Launches New List Of Fastest Growing Aussie Creators, Including Leah Halton, Across Social Media
A list of who's hot in Australia's influencer/creator world's here. And it's bad news for foodies angling for a freebie.
Find Your Work-Life Balance: ‘Airbnb’ Your Next Job With ViewJobs
Farmer Wants A Wife piqued your interest in all things regional? See who's hiring with this regional job initiative.