Five Key Takeaways From The NAB Show
If you weren’t one of the 102,500 people who attended the NAB Show in Las Vegas – a massive convention encompassing the convergence of media, entertainment and technology – AOL’s Yasmin Sanders (pictured below) has kindly re-hashed the top five topics of conversation from it that you should be across.
The future of TV networks in Australia is firmly in the spotlight after this month’s media reform package, designed to improve the sustainability of Australia’s free-to-air broadcasting sector.
There is no question that TV remains a powerful, wide reaching and culturally important medium, but equally, there is no question that business models – reform or no reform – must continue to evolve.
I’ve just returned from a week at the NAB Show in Vegas (the world’s largest annual convention encompassing the convergence of media, entertainment and technology), and the message from sessions I attended was loud and clear: whilst the opportunities for broadcasters are significant, success will only come to those who build a convergent, digital future.
Market consolidation
It will come as no surprise that market consolidation is expected to accelerate, particularly between the Goliath’s of the broadcasting and technology worlds and the David’s of the startup space, as large corporations look to add specific capabilities to their operations.
Going forward, we can expect to see the emergence of ‘one-stop shops’, doing everything from content creation through transcoding and delivery, to ad serving and personalisation – not to mention analytics and content intelligence.
As customers demand a seamless experience, it follows that media companies need to find ways to deliver end to end experiences for consumers, advertisers and distributors alike.
Capturing audiences through personalisation and blended business models
Finding, retaining and engaging an audience is a universal priority. In a world of consumer choice and the plethora of devices to watch content on, it is critical to implement a robust distribution strategy.
CBS, for example, has found success in delivering more customised, interactive and immersive news content across different platforms in order to capture new audiences. Two years ago, the average age of a typical CBS news viewer was 60 years old. However, since launching the CBSN website two years ago (which incorporates an always on live news feed), the platform has an average audience age of 38 years.
At the same time as diversifying audiences, they are diversifying revenue streams with the introduction of paid subscriptions for super fans of CBS content via CBS All Access, offering original content and entire library access, including ad supported versus ad-free subscription options.
The increasing importance of co-opetition
Consumers don’t think in channels – they expect to be able to access their favourite content in the way they want it, when they want it.
This means that we are seeing a rise in the number of media owners who are distributing some of their original content on platforms like Facebook, Google and YouTube in order find and widen their audience.
I expect to see more broadcasters in Australia continue to experiment these strategies without compromising the long-term quality and quantity of their own content and data (which will only become more important in our increasingly personalised world).
Consumers are building their own personalised viewing experiences
The move towards increased personalisation continues apace, with more and more viewers ‘service-stacking’ to create their own experience. US research house Parks Associates revealed that a third of US OTT (content delivered over the internet) subscribers subscribe to two or more services.
According to its research, the motivation behind users service stacking isn’t necessarily to increase the volume of content but to add in genre specific services to for their viewing experience. For example, in the US, Anime specialist content providers such as anime and crunchyroll are flourishing.
Audience-based buying for TV is growing… but Australia is still ahead
There has been increasing commitment to follow audience-based buying from US broadcasters. NBCU, for example, recently announced that they’re putting $1 billion aside for audience-based buying deals – a solid indicator of the way the market is irrevocably moving.
The good news here is that Australian broadcasters and advertisers are ahead of the curve already trading and deploying the back-end infrastructure adopting agile development methodologies, API-led and cloud-based solutions to support audience-based buying.
I’ve been in the business of TV for my entire 16-year career, and this year’s show underscored how far the industry has come in its journey from an appointment viewing box in the corner of the living room.
There remains an incredible amount of work to do in shifting business models to fund the kind of quality content required and future-proofing against broadening content distribution models to ensure the medium thrives, but the distance already travelled is immense.
Please login with linkedin to comment
Designworks Macular Disease Foundation Australia NAB Show Yasmin SandersLatest 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.