In this guest column, the commercial director at Tonic Health Media, Jack Mortlock (pictured below), argues current views in media don’t necessarily fit well with the booming health and lifestyle markets…
It’s fair to say we’re living bigger lifestyles than ever before. The ‘lifestyle category’ takes in more activities now than it ever has. Travel is one example. Health and fitness is another. What not so long ago were relatively niche pursuits have become prominent features of the mainstream lifestyle. It’s time the media industry’s approach to channels caught up. If our lifestyles are becoming more unlimited and diverse, why don’t channel strategies more often reflect that?
Place-based media channels, like airports, gyms and doctors waiting rooms are great examples of media channels that are increasingly finding a new role as our modern lifestyle expands. Pigeonholing an audience based solely on their location is, in my opinion, a short-sighted view of how modern people live their lives. Just because you’re in an airport, doesn’t mean you spend all your time flying about shopping for cars and watches. And just because you’re sick and sitting in a doctor’s waiting room, it doesn’t mean you stop being a normal person.
A quick look at the health media sector sheds some light on how things have changed. Simple Prednisone around nutrition, mental health and exercise has empowered us to take charge of our lives in new ways. So when we do end up in a doctor’s waiting room, we bring an elevated discourse to that environment. Health and wellbeing are much less abstract concepts than they used to be, and health media as a channel is starting to naturally grow beyond its traditional niche. In short, the meaning of the doctor’s surgery has expanded, and it’s opened the door for clever brands to start deeper, more meaningful conversations.
According to Nielsen, Out-of-home media spend in Australia topped $679 million in 2015, up 2.4 per cent YoY. Within that, there’s a whopping 39 per cent , or $265 million worth of out-of-home spend that arguably fits into the broader lifestyle category – that is retail; entertainment & leisure; and travel & accommodation. I’ll also note that digital spend over the same period was up 25 per cent YoY to $6 billion. The point is there’s a truth about audience fragmentation that we can’t get away from. Both digital and out-of-home are growing because pinning down an audience is increasingly tough. But where digital gives you enhanced metrics on anonymous individuals, out-of-home, particularly place-based, gives you something that’s hard to find – a solid audience in a recognisable context.
So as more contexts become recognisable and day-to-day, it’s very arguable that media spend should follow.
Looking at the recent campaigns that have run on other place-based networks underscores my point. APN’s airport inventory has run campaigns for Network 10’s Masterchef, NRMA Insurance, Vodafone and Edith Cowan University – not just airlines, jewellery and credit cards. Ooh’s Gym network has been used by the Commonwealth Bank and Virgin Airways – not just workout supplements and fashionable exercise gear labels. And in my own backyard, Tonic is increasingly running campaigns from clients in the travel, insurance and FMCG sectors. All of these examples fall outside what could be defined as these mediums’ traditional, location focussed remit.
It’s customary at this point for me to talk about how fast things are changing in the media industry. And how the breakneck pace will leave the slow and unwilling to wither and vanish, but there’s a bigger point at play. Audiences do still exist outside of their digital worlds, and they’ve grown savvy about what they want from their lifestyles. An increasingly diffuse audience affords opportunities to think laterally with channels – and that’s something we’re not seeing enough of from media planners.
me&u, Australia’s first and leading mobile ordering and payment platform, has appointed Clementine Churchill as Head of Marketing as they continue to drive rapid growth and expansion in Australia and new international markets. A highly experienced marketing leader and recognised industry thought leader, Churchill joins me&u from My Muscle Chef, one of Australia’s top rated […]
MILO is on the search for Australia’s best made MILO, calling on fans to share their creations for the chance to win #TheMILOCup, via Ogilvy Sydney. This integrated campaign follows on from the success of last year’s ‘Hot v Cold’ campaign, which encouraged Aussies to settle the debate on whether MILO is best enjoyed hot […]
New research from Getty Images, a world leader in visual communications, has found that LGBTQ+ representation in ANZ remains low and stereotypical. It’s 2021 – this needs to change – especially in marketing and advertising. In partnership with GLAAD, the LGBTQ+ media advocacy organisation, Getty Images has launched a full-spectrum Guidebook in direct response to […]
Natural historian Sir David Attenborough is one of the most commanding and respected storytellers in the world and now the iconic series, David Attenborough Life Stories, is available on LiSTNR as part of SCA’s recently announced partnership with the BBC. David Attenborough Life Stories is a series of talks on the natural histories of creatures and […]
Menulog has doubled down on its marketing support for restaurant partners, with the promotion of Senior Marketing Manager, Rami Tamer, to a newly created role of ‘Head of Partner Marketing’, as well as the promotion of former-Blue 449 Performance Manager, Jaryd Buggins. In the new Head of Partner Marketing role, Rami will lead a team […]
ARN has announced Barry Drinkwater will be handing over his content director reins at 97.3FM and 4KQ to respected radio executive, Alisson Longhurst. Drinkwater has had a stellar career in radio spanning more than four decades, and was acknowledged as one of Australia’s Top 20 Content Directors by Radio Today in 2020. He began his radio career […]
Australia’s largest social enterprise is turning 25. On the anniversary of Australia’s first Big Issue magazine being sold on the steps of Melbourne’s Flinders Street Station in June 1996, Town Square has created a campaign to mark the occasion. 25 Years Big is a celebratory statement of pride, rendered in the iconic Big Issue logo […]
The Australian commercial radio industry has joined a global working group of broadcasters, carmakers and tech experts collaborating on the innovation of radio in Android Automotive. Android Automotive is Google’s infotainment operating system which is being built into new connected cars. Industry body Commercial Radio Australia is part of the working group, led by the […]
For the third consecutive year, Triple M’s No Talk Day will return on Thursday July 1 to raise awareness around men’s mental health and encourage courageous conversations on Triple M’s 45 stations across the country with support from partner Beyond Blue. From 6:00am – 6:00pm on July 1, Triple M is encouraging listeners to clear […]
Consumer shifts in how and where people buy products evolved significantly during the COVID-19 pandemic, creating new opportunities for retailers to use new channels, fulfilment strategies and payment options, according to the results of a new survey out today from BigCommerce and PayPal. While a majority of the 3,000 consumers surveyed from the United States, United Kingdom […]
Here is EVERYTHING you need to know about contextual advertising bar the curling wand and the hot pink leg warmers.
The brainchild of co-founders Gina Williams-Folau (main photo) and Greer Bland, the talent agency Liquorice was born out of a desire to make things easier for brand managers. Liquorice offers social talent for brands wanting to hit the sweet spot with Kiwi audiences. Launching with a roster of big names on board including Millie Elder-Holmes, Athena […]