Video Is Hot But The Ad Industry Is Missing A Trick
Online video and the opportunities are massive, says chief commercial officer at Site Tour, Vicki Lyon.
The Asia Pacific advertising industry went wild as it began to get to grips with how to properly utilise online video for advertising campaigns. This was by using data to discover the best positioning for video advertisements and creating more information to justify the spend and grow the money pot for the next investment into video advertising.
According to the IAB, the financial year 2012/13 saw video advertising spend increase a massive 31% on average while online video’s share of the display advertising revenue increased 12% in the same year. That period saw a new player in video enter the fray. Digital out-of-home screens are able to deliver video advertising at the point of sale in many cases (think Westfield digital screens, for example), but despite this, uptake hasn’t been as quick as it should be. The out of home advertising sector still only commands a very small percentage of the entire advertising pie – in fact, it’s in the single digits.
The way we think about out-of-home advertising needs to change, and change fast. Why? Because video advertising is now as much an out-of-home domain as it is an online or TV domain. Think about how many times you step into a lift heading to your next meeting and are greeted by a digital display. Or the amount of lobbies you wait in with large displays above the reception. How about all those digital displays you pass on the way home at the train or bus stop, or in the gym as you do another kilometre on the treadmill? TV might have you at prime time, your smartphone may have you on the bus home, but while you’re on the go, digital out-of-home presents a solid opportunity for a brand’s video campaign.
As an industry we quickly found out how valuable TV advertising could be, got on top of online display advertising eventually, and then rushed into mobile devices. Out-of-home digital display seems to be taking the same growing path as online display. In other words, we know the audience is there, we have the data to prove ROI, but there is still some hesitancy.
So why hasn’t there been more take up, more creativity, and more excitement over the possibilities provided by bringing the digital world into the real world? It seems to be largely a budget issue. Going back to what I mentioned before, the out-of-home spend silo is far smaller than that of digital, and out-of-home digital display still sits in the out-of-home silo, not the digital silo. Advertisers must get over this traditional splitting of budgets to make the most of their campaigns.
It’s a lesson not just for the case I am talking about now, but for the future as well. Long have we spoken about silos and the somewhat misguided spending habits but it won’t stop until we realise that silos need to be flexible and spend has to be able to come out of what is deemed the relevant silo on the fly.
One of the big issues around TV and digital spend that I have heard recently is that the spend pot is gigantic — bigger than we have seen for some time. It massively outdoes the closest rival. But what is missing is a wealth of suitable content to go with the spend being thrown at it.
There are only so many prime time spots and programs within those that can suit a brand. There are only so many websites with significant hits that will integrate well with a brand. Now online TV services are fighting for eyes, from Stan to Netflix and everything in between — it’s a crowded market.Yet there are plenty of digital screens now that are extremely close to the point of sale. They are available now, can be purchased as you would any other digital, and have great ROI. In April last year, Adshel CEO Rob Atkinson told the Australian trade media that digital out-of-home would lift creative standards soon. I just want to see more creative, it’s a bonus if it’s good.
Please login with linkedin to comment
aussie home loans Buzzwords Central Station Diana Palmer TabletsLatest 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.