Ingredients For Success In The New Media Landscape
What does it take to flourish in the fast-changing advertising ecosystem? Using the right content and latest technology strategically to stay relevant says Xandr senior director, market development JAPAC Samuel Tan.
Today’s rapid fragmentation of content consumption challenges advertisers to find their audiences across screens, while publishers are similarly tasked with packaging, selling and measuring the performance of their media to offer advertisers the scaled and aggregated buying they are demanding.
In the face of this shift comes even more change in the media landscape, as the past few years have brought an unprecedented amount of consolidation. In Australia, Nine Entertainment Co. has merged with Fairfax Media and then subsequently acquired Macquarie Media while the Seven Network has bought the regional Prime Media Group and sold Pacific Magazines to Bauer Media.
Foxtel merged with Fox Sports and majority owner News Corp is looking to list Foxtel in the future, while US giant CBS acquired the Ten Network and AT&T acquired AppNexus (now Xandr). Each of these transactions indicate the emergence of major media giants aiming to offer the leading end-to-end platform solution.
So, what does this shift mean for our future, and how are these new media companies redefining industry standards?
Consolidating assets to deliver premium content
With the rise of cord cutting and Connected TV (CTV), access to content has proliferated across screens – consumers watch on the way to work, in bars, in waiting rooms, at the airport – putting these new, all-encompassing media companies to task to create the most engaging and easily accessible content.
Locally, Nine Entertainment Co. has launched successful streaming service Stan, while Foxtel launched its own online sports-based service, Kayo. Seven signed a new licensing deal with iwonder for documentary and current affairs streaming on its 7plus platform and Ten late last year launched its subscription video on demand service called 10 All Access.
While we still expect collaboration among the industry, each of these examples points toward the value of owned and operated content. Besides content, factors such as insights, reach and scale must be taken into account by companies hoping to thrive in the modern media landscape.
Deploying technology to solve pressing industry challenges
Having access to the right technology will be critical to success, be that through owned channels or collaboration. Technology helps advertisers reach their desired audience and provides media companies with the controls, data, and buyer demand so they can thrive on the open internet, improving consumer experience along the way.
In September 2018, AT&T announced the launch of its advertising and analytics company, Xandr, the result of a merger between AT&T Ad Works and AppNexus, a leading independent ad tech company. Over the past year, Xandr has built on more than a decade of AppNexus’ buy-and-sell side innovation to steadily introduce new tools that create a better solution for advertisers and publishers.
Xandr Invest, our strategic buying platform, offers simplified access to, and tailored buying of, premium, brand-safe content, while Xandr Monetize, our strategic selling platform, enables media companies to unlock the full value of their inventory and improve the experience of their consumers. Each of these tools – along with Community, our premium video marketplace – is tailored towards helping advertisers and publishers thrive in the midst of rapid change.
To meet the growing demands of buyers and sellers, we will continue to deploy holistic, premium solutions that focus on solving today’s issues while preparing the industry for the future convergence of TV and digital advertising on a global scale.
Thinking globally, acting locally
Advertisers and publishers around the world are generally consistent in their high-level needs; however, localised strategies are critical to capturing attention and driving revenue. From regulation and measurement capabilities to consumer behaviour across screens, every market has different patterns and trends – a “one size fits all” approach will leave both advertisers and media companies floundering.
New media giants must invest in both technology and the people in market to deploy more localised strategies. For example, AT&T gained access to one of the world’s largest marketplaces through its acquisition of AppNexus. While we will continue to invest in our technology to support buyers and sellers all over the world, we are committing to grow and develop our regional teams across critical functions like Services and Sales. We know that they know each of their markets best, and so we are thoughtfully investing to their, and therefore our clients’, success.
This “multi-local” mindset has been a driving force for Xandr. We are incredibly proud of the trusted and collaborative relationships we have forged with progressive companies like Nine Entertainment Co. and Finecast Australia. Our customer-centric view of product development means that we consistently deploy innovative solutions that meet the complex demands of individual markets.
Preparing for the future of advertising
The on-going consolidation indicates a shift from a purely digital advertising landscape to one that is more TV-inclusive. It is clear that the future of relevance in the advertising landscape is tied directly to premium content assets paired with the right technology, on a global scale.
From new formats like pause ads to unique, addressable targeting capabilities and new forms of measurement and reporting, we anticipate momentum in the convergence of digital and TV. Xandr looks forward to growing alongside with our clients, sharing as we learn and evolve.
Latest News
The Mars Agency Announces Latest Findings Of Retail Media Report Card
The Mars Agency has developed a scorecard that assesses the capabilities of leading platforms across key criteria required to optimally plan, execute, and measure effective retail media programs. The scorecard aims To help brands efficiently evaluate their spending options across retail media networks in Australia (and New Zealand). With spending on retail media advertising in […]
‘It’s The Lesser Of Two Evils’ – NRL Eyes US Betting Market As Aussie Regulators Circle
US betting firms will be delighted by the circa 50,000 Americans who could soon watch the NRL on their favourite app.
A-League In Deep Discussions With New Partner To Keep Games On TV After Production Company Enters Administration
The A-League's insatiable appetite for scoring own goals continues.
TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick
A heated argument between two jungle members did the numbers for Ten last night, with I’m A Celeb obtaining a total national reach of 1,282,000. Fans were delighted as Candice Warner and influencer Skye Wheatley got into it over a stick of lipstick, leading Warner to dub the Instagram star “selfish.” Wheatley, best known for […]
Is The Australian Music Industry In Trouble? Inquiry Launched Following Splendour Cancellation
Earlier this week, an inquiry was launched into the challenges and opportunities currently facing the Australian live music industry in the wake of multiple festival cancellations. On 25 March 2024, the Minister for the Arts, the Hon. Tony Burke MP, asked the Committee on Communications and the Arts to inquire into and report on the […]
Liana Dubois, Leandro Perez, Aimee Buchanan & More Gather For Inaugural Compadres Leadership Event
Didn't get the invite? Perhaps you're not as important as you thought.
Cathay Captures The Unforgettable Thrill Of Cathay/HSBC Hong Kong Rugby Sevens, Via Publicis
Nobody does rugby like Hong Kong, apparently. Certainly nobody does it as badly as Australia.
Cocogun Nabs Christine Watts, Kirsty Reynolds & Shev Tan Bolstering Management & Creative Teams
Cocogun bolsters its team with new hires. Committed to purchasing a bigger sofa, too.
The Media Store’s Jacquie Alley & Sam Cousins Take The Plunge With Pro-Bono Work For Cure Cancer
B&T chats with The Media Store bosses about their great pro-bono work and sponsored swim.
Hawke’s Brewing Co. Taps Rocket Comms For PR Agency Following Competitive Pitch
We're expecting Rocket Comms productivity to crash in spectacular fashion following this win.
Spotlight On Sponsors: Patties Serves Up A Taste Of Home For Olympians & South Sydney Rabbitohs Recommit To Gambling Reform
While the Rabbitohs commits to gambling reform, B&T reckons the team should commit to a decent auto sponsor.
Google: “Inevitable” That Bad Actors Will Abuse Ads Platform As Advertiser Account Suspensions Double
Google maintains it's simply impossible for it to entirely stop bad people placing & paying for ads using its service.
Quantcast Expands APAC Sales Team With Appointment Of News Corp Account Manager
No pressure at all when you are appointed as a client success manager.
Publicis Sapient Tests Microsoft-Powered Gen AI Search Tool With Homes & Villas By Marriott Bonvoy
Given Gen AI's record for mangling stuff, B&T cannot see the problem with letting it decide your next holiday digs.
Volkswagen & DDB Group’s “Roo Badge” To Reduce Kangaroo Related Road Collisions
Watch out for RooBadge as Cannes Lions' most debated campaign this year.
Twilio Launches Unified Profiles & Agent Copilot Features To Boost Productivity & Engagement
Agent Copilot sounds like James Bond's less interesting cousin.
Reebok & Honda Among New Clients For onetwo agency
OneTwo finally lives up to its name with this double billing.
Ogilvy Report: Throw Out The Social Strategy Rule Book, The Rules Of The Past No Longer Apply
B&T was puzzled that all 'influencers' aren't, effectively, 'virtual', but here we are.
WhiteGREY & AKQA Merge In Australia, Lee Simpson Departs
Fortunately, the combined agencies aren't opting for a trite portmanteau for the new name.
Splendour In The Grass 2024 Music Festival Cancelled!
Music fans all over the country reportedly relieved they can pack away their rain coats and gumboots for another year.
TV Ratings (26/03/2024): “Fairy Bread, F***ing Disgusting”: Gordon Ramsay Slams Aussie Food In Food Stars Launch
Ramsay not one for mincing his words, even when it comes to minced meat pies.
Paramount+ International Boss Doubles Down On Aussie Content, Says Ad-Tier will Grow Audiences And Revenue
Good news as Paramount will not be binning I’m A Celebrity for re-runs of Frasier.
Brent Smart: Telstra Pushing For 50-50 Brand-Performance Split But Warns Numbers ‘Won’t Look Great’ Initially
The old brand vs performance debate continues. But here, Brent is firmly sitting on the fence.
Crowded House, Tones And I & Dom Dolla Win Big At The Shure Rolling Stone Music Awards
B&T staffer reports back with humdinger of a hangover & feeling seriously uncool after mixing with music types.
Opinion: Dyslexia “A Hidden Gem” For Brands & Agencies
Dyslexics offer underappreciated benefits in the corporate field, according to this op-ed.
David Jones Taps Criteo To Power Online Retail Media Arm
Want to see ads for things you probably can't afford? David Jones has got you covered with new retail media play.
oOh!media Sets Up Team To Target Business Audiences Across Airports & Offices
oOh! wants brands to harass you every minute of your next business trip.
QMS Launches Australian First DOOH & TV Partnership With Samba TV
Samba TV, of course, is not a channel dedicated to dancing. Much to our dismany.
Slew Of New Hires At Amplify
Four new faces join the Amplify offices. Team say desk scarcity becoming "acute".
Adobe Announces Content Authenticity Initiative Expansions To Counter Deep Fakes
Try as they might to enlighten them, we suspect Trump supporters will continue to watch and believe Fox News.
The PR Group Appoints TechCrunch Senior Reporter Catherine Shu As Director Of Content & Media
Catherine Shu makes the bold leap from journalism to PR. Says inevitable pay bump was "unrelated".
HERO Nabs Ebony Santin From AMPR
Rumours Santin cleared out the stationery cupboard before departing are as yet unconfirmed.
Karena Noble Checks Out Of EVT Hotels & Resorts To Launch Comms Consultancy
Noble still managed to squeezed in a continental breakfast before departing.
Canva Acquires Design Platform Affinity To Bring Professional Design Tools To Every Organisation
Canva & Adobe face off continues. We're not picking sides but keenly aware that Canva's office is next door to ours.
“Lean On Our Team To Help You Find An Audience”: Why Understanding Audience Engagement Is Essential In Journalism
Engaging the audience is critical to journos, apparently. We'd thought self-loathing & alcoholism were key.
Adobe Summit: Major Gen AI Developments, Data Concessions & Partnerships
What happens in Vegas stays there. Unless it's the Adobe Summit and then you get to read about in B&T.