Banner Ads Are Dying And Native Is The Future: Junkee Media CEO
Junkee Media CEO Neil Ackland thinks banner ads are dead and native is the strongest path to follow when it comes to media revenue.
“Banners are dying and native has emerged as a powerful new medium,” Ackland said at Junkee Media’s Upfronts this morning. “We believe that interruption as a model is dying.”
“Junkee Media at some time in the future will no longer display banner ads. We believe that new model is native.”
In their own research, Ackland said they discovered that 55 per cent of all 1600 young Aussies they surveyed are now using ad-blockers.
“Are those ads creating consideration for your brand, are they creating an emotion?” he asked.
Try telling a story in an MREC. Nobody ever cried looking at a banner ad.
“The reason why TV has been so resilient is because it creates an emotional response.”
One of Junkee Media’s new ventures, therefore, includes a project called Cleanskin, or what Ackland calls “a white label solution for brands”.
More than just a website, he said, “We can create a publishing system for a brand, and it’s your brand that sits at the top but it’s our website that sits under the hood”.
“It’s allowing brands that might have their own media, their own website even, and are looking to create and distribute content, can use our own system.
“It’s like a cleanskin bottle of wine; you’ve got the good wine on the inside and a clean label on the outside, and it can sit completely separate from the Junkee platform.
“The brand can work with us to develop a channel for them, a content strategy, distribute content using the tools we’ve created. It doesn’t even need to be about millennials.”
Ackland said SVOD platforms are now dominating consumption time, followed by YouTube and Facebook Videos. But this poses a problem for advertisers.
“If you’re a marketer you can’t advertise on Neflix,” he said. “So what about YouTube?
What do people think about pre-rolls? Well, they hate them, and 94 per cent of users will skip pre-rolls if given the option.
“Facebook video has emerged as serious player with eight billion video views a day and we’re betting big on Facebook as a place to capture our audience.”
And to tap into the rise of video, Junkee Media announced initiatives like Junkee Live, which involves live video panels from the Junkee offices on the latest trends, The American Act, sending Australian drag queen Courtney Act into the depths of American politics and news, and Selfie Shtick, a literal selfie stick travelling the country to capture comedians sharp and witty takes on current events.
“Our video usage starts with Facebook, starts on social, starts on mobile. Our entire lens, our entire way of thinking, starts with mobile,” Ackland said. “So how do you weave a brand into the message?”
“Our video strategy is to fish where the fish are, and that’s Facebook,” he added, coining a term the team uses known as SO-MO-VI, or social, mobile, video, as a way of thinking about its future strategy.
“SO-MO-VI is, we think, a big way of getting native video across to our audience.”
The media industry is on the brink of a “new era of publishing”, according to Junkee Media’s publisher Tim Duggan, who said the role of the media title has never been more important.
“A media title has to stand for something that gets people to give them their time”, he said. “And it’s that quality, consistency and attitude that lets you know it’s worth your time.”
We’re currently entering what we call the post-website era where publishers no longer need websites to drive media consumption.
“Mobile device is dominating their time. We are living in the scrolling economy,” Ackland added.
“Our job as communicators is to stop the thumb. We’re all thumb-stoppers. When Dave is on the train in the morning and he’s got 15 million things to look at what’s going to stop his thumb? This is the game we’re playing.”
“The rise of percentage time spent on mobile is quite staggering. It won’t betoo long before mobile overtakes television. The mobile phase, the mobile era is here.”
Please login with linkedin to comment
ADMA Advertising Standards Bureau Gareth Cooper ikon group sydney Oculus Rift Royal CarribeanLatest 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.