Forging A Path Forward For Advanced TV In Australia

Forging A Path Forward For Advanced TV In Australia
SHARE
THIS



In this guest post, dataxu’s ANZ country manager, Matthew Joyce (pictured below) argues adland and marketers are failing to keep pace with the rapid changes in television’s tech offerings, to their detriment…

In many ways, Australia has always been at the forefront of TV-related trends. In recent years, Over the Top (OTT) and Connected TV adoption has skyrocketed, and Oz achieved a historic switchover from analog to digital-only, free-to-air TV transmissions before the end of 2016. This feat was accomplished well ahead of neighbor Singapore, where the deadline for households to switch to digital TV had to be extended to the end of 2018.

0

Backed by such impressive momentum, one would assume that Australia’s marketing professionals would be at the very forefront of the new TV frontier. Instead, the lack of mainstream adoption of a “TV everywhere” mentality is hurting forward progress. In order for Australia to fully realise the benefits of Advanced TV, industry acknowledgement of television content as simply content – that can be consumed anywhere – is key. Once this has been accomplished, pay TV operators, advertisers, media companies  and other marketing professionals will all need to play a role in moving Advanced TV opportunities forward in market.

Step 1: Adopt a “TV everywhere” mentality

Making “TV everywhere” a reality is about more than a consumer deciding to cut the cord. TV everywhere is the idea that lines have blurred between traditional linear broadcasts, recorded and time-shifted programming, and content that is streamed over internet-connected devices. Consumers are leading this charge. In fact, for younger generations, “watching TV” is no longer dependent on the source of that content. Viewers no longer draw a distinction between tuning into a linear broadcast on their set top box and turning on a streaming device, such as a gaming console, to watch one of their favourite series. It has all become one and the same: sight, sound and motion content consumption.

Step 2: Identify and take advantage of new opportunities

With this dramatic shift in consumer mentality around TV content, marketing professionals have been granted access to a plethora of new long-form content advertising opportunities. Savvy Australian advertisers are already trying to rethink TV from the ground up: from ways of measuring ad effectiveness, to new ways of audience targeting, and even new ways of understanding how to reach their target audience where that audience actually isnot where the advertiser used to think they would be (i.e. glued to their living room television sets after school or work). They see these shifting trends as a brilliant excuse for marketing professionals to increase the level of personalisation in their messaging. Consumers will continue seeing targeted marketing messages across all of their devices at an appropriate frequency. This will create a better experience for both the viewer, who sees only messages applicable to his or her interests, as well as advertisers, who are reaching a more relevant and engaged audience.

However, the marketing professionals who are having trouble adopting the “TV everywhere” mentality are struggling. They are stuck on the idea of whether these new TV formats fall into traditional TV budgeting and planning cycles, or digital. This has the effect of siloing budgets, messaging and creatives across two teams, and stops innovation before it even begins. To take advantage of the benefits of Advanced TV, marketing professionals must adopt to the consumer viewpoint of TV everywhere and treat long-format, live TV content and online video content as one and the same.

Marketing professionals who adopt this TV everywhere mentality will be able to provide consumers with a seamless experience, putting them ahead of the competition. And those marketing professionals who choose to apply programmatic omnichannel identity and data management technology to their buys will also be able to take advantage of new reach and frequency capping capabilities for television to cut down on more waste than ever.

Step 3: Collaborate on the future of Advanced TV

Advanced TV is set to be 2018’s biggest Australian media trend, with a role to play for Pay TV operators, advertisers, and media companies. This is a consumer-led change, and at dataxu we have seen the above categories of television ecosystem players embrace this new TV world at varying rates. Sky, with whom we work in the EU, is a great example of a company who saw the writing on the wall years ago and who now has more ways of measuring, optimising, and advertising through television in 2018 than it did 10 years ago. Some brands, agencies, and media companies–like Sky– have been very nimble in utilising new technologies to meet audiences where they are. It is these companies who are slated for maximum success in 2018. However, others are less agile. Pay TV operators, advertisers, and media companies each have their own roles to play in moving the TV industry forward–but in order to succeed, all three must work together.

Advertisers should push for more Ad-Supported Video on Demand (AVOD) options. Currently, the majority of consumption of streamed TV content occurs through Subscription-Based Video on Demand (SVOD) services, such as through U.S.-based SVOD company Netflix. Subscription-based video adoption increased 10x globally between 2010 and 2016, and is expected to double by 2022 to 546 million. However, while SVOD offers a premium consumer experience, it does not provide advertising opportunities to marketing professionals. For Australia’s advertising industry to benefit from all the advantages that Advanced TV has to offer, they will need to find ways to help lead everyone (including consumers) towards greater availability and adoption of AVOD services.

Media companies need to provide standalone OTT services for marketing professionals. With their premium content and extensive reach, media companies are well-positioned to provide marketing professionals with targeted, premium opportunities to reach specific audiences at scale. New standalone services will enable more direct engagement with end consumers which will in turn enable marketing professionals to deepen their understanding of their target audience. These services will improve the consumer experience by offering more choice and flexibility, while offering media companies more opportunities to deliver value to advertisers through audience-based buys that are able to reach a single audience across both digital and OTT formats.

There are still quite a few things to work out when it comes to Advanced Television adoption as 2018 ticks along. But by embracing consumer-driven change and using technology to quickly evolve your business to follow, we’re confident media companies, agency professionals and advertisers alike can get to where they need to be before the year is out.

Please login with linkedin to comment

advanced TV dataxu Matthew Joyce

Latest News

Q&A With Rare Co-Founder And Google Creative Director Tara McKenty
  • Partner Content

Q&A With Rare Co-Founder And Google Creative Director Tara McKenty

Google creative director Tara McKenty founded Rare in 2017 as a way to empower underrepresented groups across the tech, media and creative industries with the tools to drive more inclusive cultures. The two-day leadership masterclasses deal with issues such as unconscious bias, marginalisation and prejudice in the workplace in a way that ensures to promotes […]

Partner Content

by B&T Magazine

B&T Magazine
Commercial Radio Australia Unveils New Campaign
  • Media

Commercial Radio Australia Unveils New Campaign

Radio is alive with possibilities for advertisers in the next phase of the commercial radio industry’s Radio Alive campaign, which promotes radio’s key strengths in delivering real results for Australian businesses at a time when they need it most. Showcasing radio’s strong reach, exceptional speed to market, ability to target new and existing consumers and […]

AANA: 68% Of Aussie SMBs & 87% Of Large Businesses Still Have Marketing Dollars To Spend In 2020
  • Marketing
  • Media

AANA: 68% Of Aussie SMBs & 87% Of Large Businesses Still Have Marketing Dollars To Spend In 2020

Half of Aussie marketers are waiting for better times before committing budget and shift to online set to accelerate, a new study by the AANA has found. Some 68 per cent SMBs and 87 per cent of large businesses still have marketing related spending budgeted for the next six months according to new research commissioned by […]

by B&T Magazine

B&T Magazine
Nine Goes Virtual & Brings 2021 Upfronts Forward
  • Media

Nine Goes Virtual & Brings 2021 Upfronts Forward

Nine’s annual Upfront presentation is going virtual for the first time, with the 2021 event showcasing Nine’s television, radio, digital and publishing slate for the year ahead. Nine will use its virtual 2021 Upfront showcase to illustrate the way it works with partners in the short, medium and long term as society and business finds […]

Action-Packed Police Recruitment Ad Pulled For Looking Nothing Like Actual Police Work
  • Campaigns

Action-Packed Police Recruitment Ad Pulled For Looking Nothing Like Actual Police Work

A police recruitment ad has been pulled – and subsequently lampooned – for looking too much like an action movie and nothing at all like the day-to-day duties of the average police officer. The recruitment video for Guernsey Police has been taken down after being mocked on social media for the way it portrayed a […]

by B&T Magazine

B&T Magazine
Optus Offers Victorians Free Access To Optus Sport
  • Media

Optus Offers Victorians Free Access To Optus Sport

Locked down Victorians who don’t currently have an Optus Sport subscription will have complimentary access to Optus Sport from this weekend to enjoy the UEFA Champions League tournament plus access to premium health and fitness content through the Optus Sport app. UEFA Champions League – the world’s premier continental football tournament – kicks off at […]

Torrens University Australia Launches ‘Career Crush’ Via VCCP Sydney & Lash
  • Campaigns

Torrens University Australia Launches ‘Career Crush’ Via VCCP Sydney & Lash

Torrens University Australia has launched ‘Career Crush’ via VCCP Sydney and Lash, to help match students with a career they’ll love. Career Crush is an online quiz that determines prospective students’ personal strengths, passions and aspirations to match them with the careers and courses they’re most compatible with. One of the toughest decisions young people […]

Pedestrian Partners With With NZ’s Mi9 To Expand Commercial Offering
  • Media

Pedestrian Partners With With NZ’s Mi9 To Expand Commercial Offering

Pedestrian Group has partnered with Nine subsidiary Mi9 New Zealand to offer NZ brands the opportunity to partner with the likes of Business Insider Australia, Pedestrian.tv and Gizmodo Australia. Next month, Mi9 New Zealand will be representing Pedestrian Group in the NZ market, offering clients the opportunity to work with leading youth publications including Lifehacker […]