IMAA Census Predicts Growth In BVOD/CTV, Digital Video And Podcasts

IMAA Census Predicts Growth In BVOD/CTV, Digital Video And Podcasts

IMAA members have anticipated that BVOD/CTV, digital video, and podcasts will record the greatest growth in advertiser spending in this financial year, part two of the new IMAA Indie Census for June 2023 has revealed.

Highlights

  • IMAA agencies expect BVOD/CTV, digital video, and POOH to have the biggest growth in the next FY
  • 60% of IMAA agencies expect VOZ to influence their media planning decisions in the next year
  • More than half (55%) say that the sustainability credentials of media owners will impact their spend decisions 

As more than 90 per cent of indie agencies now buy or plan to buy traditional media through digital pipes, the media channels expected to be the main beneficiaries are BVOD/CTV, with 92 per cent predicting growth of up to 25 per cent or more, followed by digital video (79 per cent), programmatic out-of-home (78 per cent),
podcasts (75 per cent), digital – social (64 per cent), digital – search (64 per cent), digital radio (57 per cent), and out-of-home (57 per cent).

The majority of agencies predicted linear television, linear radio, and cinema to be flat year-on-year, with more than 40 per cent predicting print would decline by 25 per cent or less. The IMAA Indie Census surveyed the Independent Media Agencies of Australia’s 160+ members to look at the financial year ahead across a range of areas.

Following the launch of VOZ this year, more than 60 per cent of agencies said it would “moderately” influence their planning approach to client spend on screens, with almost 60 per cent anticipating that between 10 per cent to 30 per cent of client screens budgets would go to BVOD/CTV and almost half saying it would have increased importance and investment in FY24.

FAST (free, ad supported TV) channels are also increasing in importance with almost 70 per cent of agencies nominating them as ‘very/somewhat’ important.

Agencies were also asked to rank the most important attributes when selecting an advertising medium, with ‘the ability to reach people at the right time’ ranked no.1, followed by ‘influential talent’, ‘a medium people enjoy consuming’, ‘content that triggers an emotional response’ and ‘talent who are inspirational’.

TikTok, out-of-home and BVOD were nominated as the three platforms media agencies were most looking forward to utilising in the next 12 months.

Among other findings, location-based targeting was seen as ‘extremely/very’ important by almost 70 per cent of agencies, with nearly seven in 10 agencies allocating up to 15 per cent of client budgets to test and learn strategies.

Using attention-based data for media planning and buying decisions was ‘highly/most likely’ to be used this year by 56 per cent of agencies.

Sustainability credentials of media owners were also growing in importance with more than half (55 per cent) saying that they expect it to influence their buying decisions soon.

IMAA CEO, Sam Buchanan, said: “Our Indie Census provides in-depth insights into where and how indie media agencies are planning to invest in the year ahead, as well as key areas of importance to agencies and their clients.

“As the number of indie agencies offering full service grows rapidly and more and more buying is
occurring through digital pipes, our members offer the unique ability with their planning and buying
decisions to be agile and to meet changing client needs and help deliver business success. This is
particularly important in an inflationary environment where every dollar counts.”




Please login with linkedin to comment

imaa

Latest News

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile
  • Media

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile

Creative technology platform Bonzai has announced the launch of BrandStory – a new premium mobile ad format. BrandStory offers triple the ad space and 2.8 times greater time in view than single scroll ad formats, addressing the surging demand from brands worldwide for more real estate to drive real results by seamlessly intertwining awareness, exploration […]

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7
  • Advertising

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7

B&T went through the looking glass this morning, with editor-in-chief David Hovenden (above) appearing on Channel 7’s The Morning Show to get the general public involved in our search for Australia’s Greatest Ad. Hovenden chatted with Kylie Gillies and stand-in host Matt Doran about what makes a great ad and showcasing some of our favourites […]

by B&T Magazine

B&T Magazine
Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma
  • Opinion

Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma

The science is not in question – smarter people than I, with far more data, have codified it. The logic is not up for grabs…it makes sense that creating mental shortcuts to your brand keeps you at the top of your mind. Lead image: Kate Smither – Owner, The Tall Planner I wouldn’t even take […]

Opinion

by B&T Magazine

B&T Magazine
African woman using a cellphone in an office alone
  • Marketing

Ortto & Tall Bob Partner To Deliver Better SMS & MMS For Australian & NZ Businesses

Two Australian-born technology providers have joined forces to bring more power and choice to marketers in Australia and New Zealand with mobile messaging that is more local, cost-effective, and integrated. It’s a partnership that sees two Australian software companies come together to deliver a world-class mobile-first solution for marketers building data-driven, personalised, omnichannel campaigns. While […]

Slew Of New Hires At Snap Inc.
  • Media

Slew Of New Hires At Snap Inc.

Snap Inc. has announced a number of new recruits. B&T unaware if it positively impacted SEEK's share price.

Reddit Gets Playful Brand Refresh
  • Technology

Reddit Gets Playful Brand Refresh

This will be of interest to any Reddit fans, graphic designers or lovers of an orange so bright it burns the retinas.

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market
  • Advertising

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market

Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home (OOH) advertising platform with Zitcha’s retail media platform. The collaboration empowers retailers to maximise and monetise in-store digital display networks and enables advertising partners to easily view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels. With the […]

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label
  • Marketing

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label

Today, 7-Eleven has announced a one-of-a-kind collaboration with the popular Sydney-based anti-resort wear label Double Rainbouu. Dropping tomorrow, December 1, just in time for summer, this limited-edition capsule will infuse the fashion brand’s rebellious spirit with a distinctly iconic 7-Eleven flavour. The unisex collection features five must-have styles comprising two signature Hawaiian shirts, a peaked cap, a bucket hat […]

realestate.com.au Extends Major Partnership With Sydney Swans
  • Marketing

realestate.com.au Extends Major Partnership With Sydney Swans

Australian property site realestate.com.au has announced the extension of its partnership with the Sydney Swans for two further seasons. Lead image: Tom Harley, Owen Wilson and Tom McCartin realestate.com.au has partnered with the Swans since 2016 and has called the back of the club’s iconic guernsey home since becoming a major partner in 2020. This […]

Avenue C Nabs Paula Lopes From KINESSO
  • Marketing

Avenue C Nabs Paula Lopes From KINESSO

Leading independent media agency, Avenue C, is thrilled to announce the appointment of Paula Lopes as Digital Director. Paula, a seasoned professional with over 17 years experience in the media industry, joins Avenue C from her role as Chief Operations Manager of KINESSO (merger of Reprise, Matterkind, and Kinesso specialities).

oOh!Media Fuses People & Performance At National Annual Revenue & Growth Conference
  • Advertising

oOh!Media Fuses People & Performance At National Annual Revenue & Growth Conference

oOh!media brought together more than 260 of its sales, operations, commercial, marketing, finance and leadership teams last week for its national annual revenue and growth conference. Held over two days at the picturesque Rydges Resort in Hunter Valley, the event ‘Fusing people and performance’ focussed on how to build a high-performance mindset and how it […]