NextM: Shifting The Gap Between Content And Commerce
What does the future of online content advertising look like? And how can advertisers tap into media partnerships to drive emotional connections and earn the attention of consumers? It all comes down to shifting the gap between content and commerce.
At GroupM’s bespoke NextM event in Sydney which ran across two days, clients from across Mindshare, MediaCom, Wavemaker and Essence came together to get a deeper understanding of the future of content advertising.
Journeying through seven ‘Partner Zones’ created by Verizon Media, News Corp, Seven West Media, LinkedIn, NRL, Cinemgame and Instagram, groups of CMOs and marketing leaders received a unique insight into what to expect from content advertising in 2020 and beyond.
Each GroupM partner offered an interactive experience while also offering new ways of engaging consumers with storytelling through their respective platforms.
GroupM head of digital strategy & investment Venessa Hunt said when earning the attention of consumers, it’s about providing clients with something “different, bigger and newer than they can do on their own or that they’ve seen before.”
Hunt said: “When we tap into our media partnerships we’re using scale, but we’re also using smarts from our own business to work with our partner’s businesses to get the best and biggest ideas.”
“Ideas can come from anywhere and the more people who have great ideas, the better. We rely on our media partners for those.”
While Hunt also said GroupM relies on its own teams as well, specifically when it comes to content, working closely with media partners is key.
“Why wouldn’t you go to the people that write content and produce content every day? The businesses that we’ve worked with, their entire businesses are created around content generation. So if we want to know something, we go to the experts.”
On the future of content advertising, Hunt said it’s all about authenticy and shifting to the type of content people are consuming and interested in, whether that be branded or non-branded.
She said: “These days consumers seek out content. And when we go to seek out content, we want to learn something and we want to be educated. The majority of content we’re looking at now is really around either the betterment of ourselves or the betterment of the people in the world around us.
“I think that has to be the biggest thing we start focusing on, because if consumers want content like that, then brands need to produce content like that.”
At Seven West Media, the future of content advertising will be about integrated online shopping. Voice search will be massive from 2024 and beyond, while hyper-personalization will be key to truly reaching audiences in a unique and authentic way.
The future of content advertising will also focus on entertaining consumers in a manner that makes them forget they’re engaging with an ad, which is exactly what Cinegame does. Cinegame is an innovative form of advertising where consumers interact with the ad by immersing themselves in a real-time game on a movie cinema screen before the film starts.
According to the co-founder of Cinemataztic and GroupM Nordics head of innovation Mikkel Hagedorn in the future “ads that are interruptive will blocked, physically and mentally.” He said: “The future of ads will be where you have a fun experience engaging with the ad, and then you get to access the content as well.”
He also said it’s all about putting the user first. “Cinegame is a game first, and an ad second. It has to be that way. If you turn it around, you won’t get the same response”, with the response being that 78 per cent of users don’t think of Cinegame as an ad. In Australia, Val Morgan will be working with Cinegame and trialing it in five locations at the beginning of next year.
For News Corp, the power of local and regional news stems from the idea that Aussies trust ads in community newspapers ahead of any other medium. And, the future of content advertising will rely heavily on real-time data, cross-platform insights and targeted ads to really tap into their consumers wants and needs.
At Verizon’s RYOT studio, the future of content advertising is all about working within the four pillars of successful advertising: insight, creativity, innovation, and distribution. According to head of brand and RYOT studio at Verizon Zoe Cocker, Verizon’s success is attributable to following this simple method.
And over at LinkedIn, the social media giant has shifted from its original purpose as a job search site to a more content-driven platform to keep up with the future of advertising. LinkedIn also revealed some data from its latest research, which showed brands drive the most growth, not consumer demand. Their research also showed that when engaging with in-market customers for your product or service, appealing to their rational side is most effective, while when trying to engage with out-of-market consumers, appealing to their emotional side works best.
Latest News
TV Ratings (18/04/2024): I’m A Celebrity Wins Prime Time And Key Demos
Aussie viewers can be a harsh lot at times. Only days after Ellie Cole bled her heart out, she has been sent packing.
Effie&co Launches New ConnectAsia Division To Help Aussie Brands Market To Asian Consumers Overseas & At Home
Not provided is advice on using chopsticks and not spilling ramen down your shirt.
Cashrewards Sets Out Stall For New CMO
Thinking of applying for the Cashrewards CMO gig? Here are some insider tips that, yes, are tantamount to cheating.
‘I Ask For The TV Industry To Stand Up And Defend Itself’ – Seven Boss James Warburton Steps Down
The Seven supremo heads for the exits after five years. Here's hoping the Spotlight team organised the farewell bash.
Poh! Jamie! Adriano! Paramount ANZ reveals its tasty plans for this year’s MasterChef
It's your fan's guide to this year's MasterChef! Although no tips on how to pronounce crudités or use a un fait-tout.
Dentsu’s iProspect Partners With MOOD Tea Ahead Of May Campaign Launch
We love a Mood Tea here at B&T. Although we do store old screws and nails in the International Roast caterer's tin.
Opinion: When Culture Starts Eating Itself: Navigating The Age Of Self-eating Nostalgia
Born boss David Coupland asks is adland going through a nostalgia period? But please, no repeats of Best Of Red Faces.
Who’s Going To Cannes?! The TikTok Young Lions Winners!
It's Aussie adland's next gen! They're off to Cannes with high hopes of bringing back a Lion & a foot-long Toblerone.
Adobe Launches Express Mobile App With Firefly AI
Want to be the coolest kid at Friday staff drinks but forgot your retro Nikes? This new Adobe wizardry may do the trick.
ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane
Industry duo takes its publishing roadshow to Brisbane. Was disappointed no male attendees were wearing walk socks.
B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn
B&T TV heads to Wavemaker's Sydney digs to interview two staffers from its New York & LA digs. If that makes sense?
HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
Much like the fête's prized chutney wears a blue winners sash, so too should this top initiative from HoMie & Champion.
Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
This beer ad wants to take you back to summer! Just minus any chance of a shark attack on your morning bus commute.
Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
Are you one of the lucky ducks heading to Cannes in June? Check out the headliner acts you'll be queueing hours to see.
Scroll Media Recruits Costa Panagos From Twitch
Costa Panagos set to bring South American flair to the Scroll offices. Assuming that he is, indeed, South American.
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
Born around the 2000s? Need to amp up your AI creds? This guide's for you (although it's not really that age specific).
General Motors Snares Heath Walker From Scania
Do you rage about oversized American cars on our roads? You need to bail up Heath Walker at parties & industry events.
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.