Audiences Are Still Loyal To Brands That Consistently Deliver: Pedestrian.TV Co-Founder
Pedestrian.TV has spent the past decade bursting out of the woodwork and into the mainstream media landscape, gathering hoards of loyal followers in the process. According to co-founder Chris Wirasinha, Pedestrian’s audience is “significantly bigger than any other Australian youth focused publishing brand”, so B&T caught up with Wirasinha to chat about what it takes to make it as a modern media brand.
It comes ahead of Wirasinha’s appearance at PRIA’s national conference where he joins an impressive line-up of speakers including the global chairman of Ogilvy PR Christopher Graves to talk about communication innovation. The conference is in Sydney on the 14 November and you can find out more information here.
Wirasinha co-founded Pedestrian when he was 22 and has helped lead it to becoming Australia’s largest youth focused publishing brand. Over the past 10 years Pedestrian has grown from two people working out of a bedroom to a staff of 42 across offices in Sydney, Melbourne and Brisbane.
Why is Pedestrian.TV successful? What’s the key ingredient that helped when you launched and keeps you pertinent now?
When we first launched in 2005 there was just myself and my co-founder Oscar Martin and the ingredients that kept us going was hustling and saying yes to almost everything.
What keeps us pertinent now over 11 years later is the brilliant team that we’ve been privileged enough to work with who still embody that entrepreneurial drive that we had on day one.
How does Pedestrian stay relevant when audiences tend to be less brand-loyal than they used to be?
I don’t think it’s fair to say that audiences are fickle and less brand loyal than they were previously. Audiences have more choices than they’ve ever had before however they will keep gravitating to brands that are consistent and authentic in their product and deliver on their promises.
Consistency across output is something that we’re very focused on across Pedestrian whether across our editorial content or our desire to over-deliver for our clients.
When it comes to advertisers, how do you continue to offer appropriate client solutions to help reach your audiences?
Pedestrian’s audience is huge and significantly bigger than any other Australian youth focused publishing brand. Our job now is helping brands leverage our audience to best connect with our audience. We don’t just want to deliver an advertising solution for our clients but rather help them create a piece of culture that will entertain and at times educate our audience.
Brands have a huge opportunity to not just badge and attach themselves around content and culture but to actually be the ones creating it.
What’s the hardest lesson you’ve learned since launching the media brand?
The biggest learning curve has been the new personal and management challenges that we have to take on at all the different levels of the business.
Managing a start-up based out of your house is very different to a small team or a team of 45. You need to keep adapting, learning and you’ll definitely make mistakes along the way.
What does the future of content look like?
Content at the moment is very much shaped by the social media platforms and search engines that it’s distributed through. Content will naturally flow to the platforms with the greatest audience and how that content looks will be dictated by what those platforms want to achieve.
We’re seeing a huge push towards video and also the growth of live platforms which align with Facebook’s broader business ambitions. If you look further in the future this push will ultimately take content directly on to our body through wearables, projected/broadcast throughout our homes through better connected homes and devices and ultimately also start to bridge the divide between real and virtual worlds.
What does the future of advertising look like?
The future of advertising will become more participatory and give consumers the opportunity to step inside the brand. Advertisers will be looking at digital worlds and VR to allow people to trial and experience products and worlds so that they can get closer to a product without having to go to physical retail locations.
An evolved version of the current channel mix (likely sans physical magazines and newspapers) will continue to play a part in driving awareness but stay tuned for virtual flagship stores, emulated events and even completely digital branded worlds.
What is crucial for founders of new media platforms to know in this day and age?
Modern media brands are disaggregated. It’s no longer an option to simply focus on your website. Your content strategy needs to be specific for each individual channel that you’re looking to engage your audience across. The way content looks, feels and sounds is different across each platform.
What do you know now that you wish you knew upon starting Pedestrian?
Our initial insight in February 2005 was that there wasn’t anywhere to watch niche video content all about the things that we loved. So our solution was to create a media brand. Meanwhile in the very same month 12,000kms away in California, three people had a similar insight and launched YouTube.
That being said we’ve been very fortunate and built a brand which is truly loved and so it’s not like we’re beating ourselves up about it!
What’s the best bit of advice you have for anyone working in media or marketing today?
The best staff we have aren’t the ones who wait for promotions, opportunities or to be told what to do. They’re the ones who see an area that they can help and are proactive to take on that responsibility.
Ultimately they often find themselves the ones whose career outgrow others simply because when it comes time to take on bigger responsibilities they’re the ones already doing things beyond their roles and so the rewards naturally gravitate to them.
To hear more from the Pedestrian co-founder on how brands can be most effective in working with new media platforms and how to excel in creating and spreading content, register for PRIA’S National Conference on Innovation Communication.
Please login with linkedin to comment
AACTAs Advertising Standards Bureau chris Wirasinha Collaboration Corality Financial GroupLatest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.