Contextual vs Broadcast – The New Frontier To An Old Debate
Dr Matt Cullen, MD and CEO of Tonic Health Media (pictured below) gives an insight into the legacy of routine when it comes to media spend and how out-of-home can deliver a more refined audience in a more refined way.
The media industry continues to shout about the importance of contextual relevance when it comes to grabbing digital audiences. The funny thing is, agencies often overlook the opportunities presented for place-based out-of-home media to deliver the same engagement in physical environments.
Traditional media will always have a place on budgets, that’s not in contention. TV, radio and print are solid channels that work for broadcast and limited targeting, and agency spend with these channels will remain strong. What’s also not up for debate, is that these channels’ audiences are shallowing out, and fragmenting. The surety around when and where these channels will get consumed is diminishing. While they’ll always be great at building brands, their capacity to catch an audience in a predefined moment-in-time (or context) is not what it once was.
The issue is the legacy of routine when it comes to media channel spend. TV and radio alike still attract a certain percentage of dollars, arguably because ‘that’s the way it’s always been’, and just like digital and especially programmatic are giving the industry pause-for-thought about these practices, the same is happening with out-of-home.
Traditional channels still attract a certain percentage of dollars, but just as we have seen with the rise of digital and latterly programmatic’s impact on TV, Print and Radio, the out-of-home industry needs to consider how it can deliver a more refined audience in a more refined way.
The out-of-home industry is enjoying a much-publicised boom at the moment, posting strong growth for the past 7 years. According to Nielsen, Out-of-home media spend in Australia topped $679 million in 2015, up 2.4% YoY. Recent OMA figures show out-of-home finished 2016 with a 15.8% increase in growth, taking the industry’s net media revenue to a record high of $789.5 million, up from $682.1 million in 2015. In January this year, the industry posted an 11.6% revenue increase from the same month last year.
Much of this spend is being chewed up by the broadcast networks, JC Decaux, Adshel and APN. I think there’s a good argument that prevailing doubt about how to actually reach people in a modern world is fuelling the renaissance. Agency buyers and planners are spending more with out-of-home because the audience is unquestionable. People move around. People go places and see things. It’s more intuitive than wondering if the audience looked up from their phones during your TVC, or if anyone stopped to actually look at your Mrec while they scrolled through the news.
It’s where this traditional and digital doubt creeps in, that the opportunity for targeted, place-based out-of-home communications begins to make its case. Contextually relevant out-of-home is one of the most exciting sectors of the game, simply because it melds an obvious audience consideration set with an actual concrete audience. Think gyms, airports and health settings. These contexts offer an audience where their mindset is much less up-for-debate than other media channels.
What’s on offer is intuitive cut-through, and less doubt. It’s worth remembering that location is one of the strongest indictors of intent and mindset. Out-of-home is the only medium capable of certifiable contextual relevance, and place-based media offer the kind of bankable consumer mindset that traditional, and even digital channels can only dream of.
Please login with linkedin to comment
DesignworksLatest News
Enjoy A Hahn Solo… And May The Fourth Be With You
This May the fourth Hahn will celebrate alongside Star Wars fans rewarding their passion via a giant Hahn travelling solo through the sky. It’s the one day of the year when all sci-fi fans rejoice and giggle to themselves and Hahn in partnership with Thinkerbell, UM and Affinity is celebrating with an out of this […]
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.