Convergence confusion
Multiple platforms and devices mean we are all multi-screening with a vengeance. This fragmentation of our media was the first challenge. The new challenge is convergence, as Lucy Clark learns
First it was ‘fragmentation’. Now it’s ‘convergence’. It’s enough to bemuse even the technologically savviest of us. But, are they just two sides of the same digital coin?
Ever since the birth of digital, the advertising and media industries have grappled with fragmentation. No longer was mass media controlling what we watch and read.
Suddenly, there was a whole spectrum of digital channels fighting for our attention, distracting us from sitting through the TV ads or from reading a newspaper – in paper form – from cover to cover.
Fragmentation and multi-screening has long been accepted and dealt with. Now, however, the focus is on bringing it together to deliver audiences deeper advertising content; content that they enjoy and want to engage with.
Convergence refers to the bringing together of the multiple screens with which we engage at any one time, creating linked-up and seamless experiences. While devices have fragmented, convergence is about bringing them back together.
The benefits of convergence stretch from brands to consumers. There are huge benefits to brands – not least much stronger relationships with consumers.
But there are still huge challenges in enabling convergence to happen, especially when it comes to calculating its value and to the digital capabilities out there.
Advertising challenges
According to Matt Von der Muhll, country director of video advertising marketplace SpotXchange, it’s early days for convergence and “there is still a minefield of untapped opportunities” for mobile and digital advertising.
“Between 2008 and 2011, mobile ad spending increased sevenfold, and within the last year alone spending has nearly doubled – but still only 11% of the general online advertising dollars are spent on mobile advertising,” he says.
Von der Muhll says challenges include a lack of common standards on different screens, making it difficult to produce a single ad that works across platforms. On top of this, low CPMs discourage sellers from providing advertising inventory, and few publishers are currently using technology that helps integrate video into mobile.
“At present, it seems that both industries are at a standoff: advertisers are slow to invest in the mobile platform unless they know their content will get eyeballs, whilst publishers need to justify developing new technologies through significant demand from advertisers,” Von der Muhll concludes. “The sooner advertisers can adjust and take advantage of multi-screen advertising, the quicker the industry will adapt, in turn providing greater opportunities.”
Carolyn Bollaci, regional vice president of digital ad platform MediaMind, which recently rebranded as DG, suggests another issue is the current lack of currency for buying online advertising. Online does not yet have an equivalent of TARPs (Target Audience Rating Points), which assesses a commercial’s audience.
“Forever and a day, online has been trying to work out a currency that is similar to TARPs,” she says. “DG has looked at it holistically, as we don’t think one has to sacrifice the other. There is too much invested in TV and it’s not going away any time soon. We believe if we have one platform that can book and deliver TV, online, mobile and display, we will win. It’s definitely something clients are asking for. As media gets more and more complicated, we need to pull it back and simplify it.”
Converging for the consumer
Convergence isn’t just about making things simpler for advertisers. Consumers benefit too – and they expect to.
“Consumers are now adept at media multitasking,” says Rebecca Haagsma, director of convergence at Mi9.
“They expect to be able to consume content anytime, anywhere. This opens up huge opportunities for publishers and brands to weave their stories across multiple screens and platforms.”
Viacom managing director, David Lynn, believes convergence is the most natural way for consumers to engage with content.
Lynn, managing director in the UK, Australia, Central and Eastern Europe and executive vice president of international content distribution for the media company, says: “Our consumers are growing up in a converging environment. We see online apps and mobile as a natural extension of TV.”
He explains that convergence leads to better relationships with audiences: “It gives us much deeper engagement and interaction with our consumers. One of the amazing things we can do online and with social media is that the audience can continue to have a relationship with a show while it’s not on air. It’s a much more ongoing, fluid and dynamic relationship.”
Mark Frain, national sales director of the Multi Channel Network, agrees that “convergence is really about bringing life to the powerful medium of television”.
“All the research we’ve seen overseas and locally demonstrates that additional devices continue to strengthen television as a medium,” says Frain. “Convergence adds impact to a multi-channel campaign.
“Convergence is about embracing multiple devices so viewers can have access to quality content that’s relevant to their viewing interests and community groups in addition to their first viewing experience.”
But Haagsma stresses that content should not just be replicated across devices.
“Instead of duplicating content, the best marketers are complementing and optimising the message depending on the screen and purpose, providing an enhanced and rewarding experience for consumers.”
She said Mi9 is currently working on the “converged” experience of the 2013 Logie Awards, incorporating TV, digital and print.
“Consumers will be rewarded for engaging with the Logies across additional mediums,” she says. “TV will be the live, in the moment experience, which will be enhanced if a viewer researched the nominees before the event, votes on ‘best dressed’ via Jump-In during the broadcast, then buys the magazine for a sit-back recap of the night.
“From each medium, the consumer is getting a different piece of the story, creating an immersive Logies experience.”
Please login with linkedin to comment
Latest News
TV Ratings (18/04/2024): I’m A Celebrity Wins Prime Time And Key Demos
Aussie viewers can be a harsh lot at times. Only days after Ellie Cole bled her heart out, she has been sent packing.
Effie&co Launches New ConnectAsia Division To Help Aussie Brands Market To Asian Consumers Overseas & At Home
Not provided is advice on using chopsticks and not spilling ramen down your shirt.
Cashrewards Sets Out Stall For New CMO
Thinking of applying for the Cashrewards CMO gig? Here are some insider tips that, yes, are tantamount to cheating.
‘I Ask For The TV Industry To Stand Up And Defend Itself’ – Seven Boss James Warburton Steps Down
The Seven supremo heads for the exits after five years. Here's hoping the Spotlight team organised the farewell bash.
Poh! Jamie! Adriano! Paramount ANZ reveals its tasty plans for this year’s MasterChef
It's your fan's guide to this year's MasterChef! Although no tips on how to pronounce crudités or use a un fait-tout.
Dentsu’s iProspect Partners With MOOD Tea Ahead Of May Campaign Launch
We love a Mood Tea here at B&T. Although we do store old screws and nails in the International Roast caterer's tin.
Opinion: When Culture Starts Eating Itself: Navigating The Age Of Self-eating Nostalgia
Born boss David Coupland asks is adland going through a nostalgia period? But please, no repeats of Best Of Red Faces.
Who’s Going To Cannes?! The TikTok Young Lions Winners!
It's Aussie adland's next gen! They're off to Cannes with high hopes of bringing back a Lion & a foot-long Toblerone.
Adobe Launches Express Mobile App With Firefly AI
Want to be the coolest kid at Friday staff drinks but forgot your retro Nikes? This new Adobe wizardry may do the trick.
ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane
Industry duo takes its publishing roadshow to Brisbane. Was disappointed no male attendees were wearing walk socks.
B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn
B&T TV heads to Wavemaker's Sydney digs to interview two staffers from its New York & LA digs. If that makes sense?
HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
Much like the fête's prized chutney wears a blue winners sash, so too should this top initiative from HoMie & Champion.
Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
This beer ad wants to take you back to summer! Just minus any chance of a shark attack on your morning bus commute.
Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
Are you one of the lucky ducks heading to Cannes in June? Check out the headliner acts you'll be queueing hours to see.
Scroll Media Recruits Costa Panagos From Twitch
Costa Panagos set to bring South American flair to the Scroll offices. Assuming that he is, indeed, South American.
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
Born around the 2000s? Need to amp up your AI creds? This guide's for you (although it's not really that age specific).
General Motors Snares Heath Walker From Scania
Do you rage about oversized American cars on our roads? You need to bail up Heath Walker at parties & industry events.
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.