GroupM State Of Video Report: The Paradox Of Linear Television

GroupM State Of Video Report: The Paradox Of Linear Television
SHARE
THIS



GroupM has released the second iteration of its ‘State Of Video’ report which dives into global viewing habits and the shake-ups each channel faces.

The report tackles issues including addressability, hurdles in measurement and the evermore-threatening digital duopoly.

Though, perhaps the most insightful area of the study is the paradox of linear television.

According to GroupM, “Globally in 2018, linear TV has shown no new signs of life; ratings continue to fall, even with mainstays like the National Football League (US).

“Despite this, linear TV has sustained advertiser demand, implying the perception that linear TV is as effective and essential as ever, but for how long and in what balance relative to alternatives?”

As per the report, there’s currently a rather large paradox in modernizing television advertising with
addressability.

“Television’s core function is still reach. Data adornments are welcome only if they make that reach more intelligent and more intimate, expanding television’s relationship to sales and downstream financial and performance metrics, as any advertiser on earth would hope to achieve.”

For GroupM, this entails two key points of balance (or grand complications).

“The first is knowing how to weigh the cost efficiency and scale of broadcast advertising in broad geographies with maximizing reach against highly targeted subsets of a national population.

“If the greatest weapon in our arsenal is reach, then our priority must be developing new currencies, data pipelines and planning/measurement frameworks, ‘weaponizing’ program or daypart-level activation inputs with a strategic view of the metrics that really matter to clients.

It adds, “Most important, new functions must make desired media investment outcomes repeatable.”

This is coupled with the change in TV viewing habits, as the introduction of new devices continue to make the very definition of video hard to pin down.

According to GroupM, “The second point of balance to be considered, and arguably the more powerful complication, involves the fluid definition of “video” in an age of content ubiquity where viewership is atomized and investment is finite, but still expects a certain economic return.”

“If television is now defined as high-impact, premium video watched on a large screen, then advertisers should be indifferent to modes of delivery (assuming a market efficient at pricing, (sub)channel efficacy, placement reach and media quality).

“For incrementality, we must minimize duplication across linear, OTT, SVOD, and addressable, to achieve effective marginal impressions at the lowest opportunity cost.

“The marginal impression is not that of a vague national demographic, but a precise cluster of behaviours and propensities we seek for clients.

“If there is an ideal frequency to deliver, perhaps to maximize brand recall or drive downstream actions (like retention, cross-sell, upsell and acquisition), then we must be able to fold our video audiences over each
other – a goal beyond today’s simple currencies and measures of reach.”

The future of TV? GroupM pleads the industry “think bigger”.

“Such grand complications invite the cautious to cling to the comparative safety of a highly process-driven legacy industry. Think bigger.

“Rather than simply trying to make the proven television framework feel programmatic, we must aspire to on-board, overlap and simulate audience interaction with media viewership.

“This would solve the biggest hurdles in multifocal video.”

View the full report here.

Please login with linkedin to comment

GroupM Report state of video TV

Latest News

Sunday TV Wrap: Fans Flock To Sunday Arvo Footy
  • Media

Sunday TV Wrap: Fans Flock To Sunday Arvo Footy

Both yesterday afternoon’s NRL and AFL games enjoyed good TV audiences, as locked out fans turn to the telly. Seven’s AFL coverage pulled 435,000, while the Nine’s NRL did 406,000. This, of course, was OzTAM metro numbers and doesn’t include pay TV viewers or those watching in pubs or clubs. In the battle of the […]

Binge And The Iconic Combine For ‘Inactivewear’
  • Media

Binge And The Iconic Combine For ‘Inactivewear’

BINGE, Australia’s newest entertainment streaming service, has partnered with THE ICONIC to create ‘INACTIVEWEAR’ – an exclusive line of unisex luxe-loungewear, launching on Tuesday, 7 July 2020. With over half of Australians (57 per cent) stating they’ve streamed at least 20 per cent more content during COVID-19, INACTIVEWEAR has been designed to provide Bingers with […]

Teambuilding concept. Business team putting their hands together, top view, free space, panorama
  • Media

Puffling Launches Progressive Employer Program

Talent platform, Puffling, has launched a new employer brand showcase, vetting organisations before applying based on the three key future of work pillars: Diversity, Flex and Culture. Whilst unemployment numbers continue to rise and many organisations gear up for restructures and further staff cuts, top performers are becoming harder to attract given market instability. Puffling […]

Isentia Announces New Culturally And Linguistically Diverse Media Monitoring Service
  • Technology

Isentia Announces New Culturally And Linguistically Diverse Media Monitoring Service

Isentia has today announced its Culturally And Linguistically Diverse (CALD) media monitoring service, to expand coverage to non-English publications across the country. The new service monitors foreign language publications across Australia and provides editorially curated article summaries in English, together with links to the pdf of the original article. The new service covers eight languages; […]

The Reality Of The New Econsumer: Are Brands Ready?
  • Partner Content

The Reality Of The New Econsumer: Are Brands Ready?

In the beginning of 2020, all sorts of ‘predictions’ around consumer confidence and ecommerce were made – predictions which are now utterly irrelevant. In the space of a few months, life irrevocably changed and predictable consumer behaviour was thrown out the window, along with a lot of ‘normality.’ So where will the consumer be left […]

Partner Content

by B&T Magazine

B&T Magazine
Free TV Calls On Government To Reform “1980s” Content Structure
  • Media

Free TV Calls On Government To Reform “1980s” Content Structure

Free TV Australia today called on the government to urgently reform the Australian content regulatory framework to provide commercial television broadcasters with flexibility to deliver the Australian content that audiences are demanding. Commenting on Free TV’s submission to the government’s options paper, ‘Supporting Australian stories on our screens‘, Free TV CEO, Bridget Fair said: “The […]

MyState Bank Unveils “Unbalanced World” TVCs Via The Royals
  • Campaigns

MyState Bank Unveils “Unbalanced World” TVCs Via The Royals

MyState Bank has showcased  new banking technology with a brand campaign created at the height of the Covid-19 lockdown. Virtual casting sessions, talent from the same family and a strict enforcement of a two-metre distancing rule on set: a brand campaign for MyState Bank by The Royals tackled Covid-19 restrictions to film a series of […]

Beer Brand Brahma Latest To Feel The Wrath Of Offended Hindus
  • Advertising
  • Marketing

Beer Brand Brahma Latest To Feel The Wrath Of Offended Hindus

Upset Hindus have urged Belgium-based brewer Anheuser-Busch InBev to change the name of its popular ‘Brahma’ beer brewed in Brazil, calling it highly inappropriate to their religion. Rajan Zed, who is President of Universal Society of Hinduism, pointed out that in Hinduism; Lord Brahma, along with Lord Vishnu and Lord Shiva; formed the great triad […]

Clems Sydney Brings Back D-D-Demazin
  • Campaigns

Clems Sydney Brings Back D-D-Demazin

After years in hibernation, the iconic and nostalgic ‘D-D-Demazin’ mnemonic from the 80s and 90s is back. The new ad, developed by Clemenger BBDO Sydney, will evoke fond childhood memories of Demazin, a well-known brand that has been treating Australian families for more than fifty years. While the new spot, directed by Airbag’s Chris Hill, […]

Bangkok Thailand - August 31 2017 Facebook App on iPhone with computer laptop background closeup male hand hold social network on smart device concept.
  • Media
  • Opinion

Young Australians Will Abandon Facebook If It Doesn’t Do More To Combat Hate Speech

In this guest post, founders of The Daily Aus Sam Koslowski and Zara Seidler discuss why in order to stay in the game and keep its user, social media giant Facebook needs to do more to combat hate speech… For young Australians, Facebook is on the decline. Unless the platform better responds to its user’s […]

Opinion

by B&T Magazine

B&T Magazine
Baskin-Robbins Australia Awarded For Stranger Things Campaign
  • Media

Baskin-Robbins Australia Awarded For Stranger Things Campaign

A brave move has paid dividends for Baskin-Robbins Australia who recently announced they won the award for Best Digital Initiative at last week’s QSR Media Awards. Baskin-Robbins Australia’s Master Licensee, Palm Oasis Ventures took a risk in launching a digital winter campaign targeting a new millennial and Gen Z demographic when it partnered with Netflix to launch season 3 of the streaming giant’s most popular show, the sci-fi horror series, Stranger Things.

TikTok Turns On Trump (Again)
  • Media

TikTok Turns On Trump (Again)

TikTok has turned on Trump once again. As yet, no one brave enough to speculate it's the work of the Chinese government.

SAN FRANCISCO, CA JULY 1, 2018: Entrance to Adobe San Francisco office location in historic Baker and Hamilton warehouse
  • Media

Convert Digital Awarded Adobe’s Magento Gold Status

Leading eCommerce website development agency, Convert Digital, has achieved the coveted Magento Gold Status from Adobe. This accomplishment has been reached following the agency’s continuing work with the Magento 2 platform - platform that is incredibly robust and offers unrivalled flexibility and scalability.

Influencers Raise $95k For Starlight Children’s Foundation In Do-Good Campaign Via Born Bred Talent
  • Campaigns

Influencers Raise $95k For Starlight Children’s Foundation In Do-Good Campaign Via Born Bred Talent

Influencer marketing agency Born Bred Talent has partnered with the Starlight Children’s Foundation to mobilise their talent roster and support the Stream Raiser campaign, contributing over $95k in donations thanks to virtual fundraising efforts.  With a combined reach of 6.2 million across Instagram, TikTok and Twitch, 9 Australian influencers contributed 76% of the $124k raised […]