The Shift From TV Ratings To Impressions: Where Does Australia Stand?
There have been a series of stories from the US over the past few weeks detailing TV stations moving away from traditional ratings in favour of impressions to measure ad rates.
With the rise of Connected TV (CTV) and the steady decline of linear television, it is only logical to assume that outdated measurement systems will eventually be brought into the 21st Century.
But the question is when?
In the US, NBCUniversal, CBS, ABC and Hearst have all flagged their support for making the change, while NBC and Telemundo-owned local TV stations have already started doing so.
Speaking on the Australian market specifically, The Trade Desk trading director AUNZ Lachlan McDivitt explained that while the timeline is unclear, the upside for brands is obvious.
“I think we’re on that journey, and I don’t think that I could really put a forecast on how long that’s going to take,” he said about the move from ratings to impressions.
“It’s definitely gained a lot of traction and I think that addressability and reach of frequency at a household level, tracking footfall, attribution or conversion data off the back of your connected TV activity, is something that is going to grow exponentially as the brands really lean in.”
Despite the promise of the technology, there is seemingly still a lot to be done.
The Trade Desk director of business development & API ANZ Stephanie Famolaro told B&T that some advertisers are still unsure on what a connected device is.
“I think it’s a massive education piece,” she said.
“There are a lot of linear TV buyers who are fairly new to the connected TV space, I think that without a lot of awareness in it, they can be a lot of assumptions made or confusion around how it’s connected.”
Pathway for success in Ctv
According to McDivitt, even with the vast spread of media and advertising across different platforms, the television remains the “most impressive piece of messaging” in an advertiser’s arsenal.
And the granularity of the data CTV provides only improves it.
“You don’t buy in bulk – you can buy a single impression,” he said.
“The fact that we can now buy a single impression, and we can know who’s in the household and who’s watching the TV at that time and then attribute that conversion to other channels is really interesting.”
When it comes to getting the most out of a CTV campaign, McDivitt stressed the importance of understanding the differences between linear and connected.
“They’re [linear and CTV] completely different in terms of their capabilities, while the kind of content experience is similar,” he said.
“There are more exciting things you can do while talking to your audience in their living room.”
Latest News
SMI Data: Footy Grand Finals See Ad Spends Soar For October, As COVID Fears Subside
Australia’s media agency market is finally emerging from the COVID crisis, with the latest SMI data showing the market back just 4.8 per cent in October and the forward bookings detail confirming November and December ad demand is well above where it was at the same time last year. The October market was boosted by […]
Norwegian Cruise Line Revives Queen’s ‘I Want To Break Free’ In New Global Campaign
Norwegian Cruise Line has launched its new global brand campaign, “Break Free,” encouraging travellers to look beyond the confines of 2020 and towards a future when they can reconnect with the people and places they have missed most. Encouraging travellers to revive their destination dreams and make them holiday realities, the campaign which is a […]
Cricket Australia Boss Slams Seven For Talking “Our Wonderful Game Down”
Cricket Australia’s (CA) interim CEO Nick Hockley (main photo) has slammed broadcaster Seven for talking “our wonderful game down”. In a blistering attack on its broadcast partner, Cricket Australia lashed Seven for its ongoing legal stoush as it attempted to exit its four-year deal with the sport. As reported on B&T today, Seven West Media […]
TAC’s Christmas Campaign Via TABOO Urges Victorians To ‘Spend It Wisely’
Road safety meets a time-honoured Christmas tradition with the launch today of the Transport Accident Commission’s ‘Spend it Wisely’ advent calendar initiative, developed in close partnership with Melbourne-based creative agency TABOO. The digital advent calendar provides 25 days of road safety tips, plus offers and discounts to businesses throughout the holiday season, to help Victorians […]
PepsiCo ANZ Appoints New CMO For Snacks & Beverages
PepsiCo Australia and New Zealand has announced the appointment of Vandita Pandey to the newly created role of Chief Marketing Officer for both snacks and beverages. Pandey comes from Frito-Lay (a PepsiCo company) in the United States where she has spent the last 11 years in roles that span across marketing, corporate strategy, insights and […]
Aussie Music Stars Front New Digital Campaign For Destination NSW
A bunch of well-known Aussie musicians have been called upon to feature in a new digital marketing campaign by Destination NSW geared at convincing Australian travellers to take a road trip in the state. Informed by audience insights captured through consumer travel websites Sydney.com and VisitNSW.com, the ‘Road Trips’ campaign uses the top searched items, […]
Why DDB Sydney Is Supporting Advertising Equality Initiative ‘ShEqual’
In this guest post, DDB Sydney MD Priya Patel (pictured) discusses why DDB is supporting the launch fo shEqual, an advertising equality initiative from Women’s Health Victoria… shEqual, which launched last week, encourages advertisers and agencies to seriously consider the work we produce and how, collectively, we can move away from tired stereotypes and sexualised […]
Minister Asks ABC Chair To Explain Public Interest Of ‘Inside The Canberra Bubble’ Four Corners Episode
Thought the kerfuffle over Liberal MPs bonking their staff had gone away? The gasoline is only now hitting the match.
Popular With The Brits But A Flop With Locals, Foster’s Vies For Australian Comeback
Australia's most hated beer, Foster's, set for a comeback. Well, apart from XXXX Summer and Heineken Zero that is.
Seven Seeks Internal Emails As Contract Spat With Cricket Australia Escalates
The only winners of these contractual spats are only ever the lawyers. And possibly the lawyers' local BMW dealership.
Subaru Celebrates The Road Less Travelled In New Creative Campaign
Subaru urges Aussies to take a road trip in new campaign. Although car sickness & haemorrhoids sufferers are exempt.
MG Motor Australia Calls On Country To Take A Test Drive To Make A Difference This December
The British marque's now Chinese owned & made. Although probably doesn't want that mentioned given the current climate.
First Day Of Summer Coined ‘Zooper Dooper Day’
Take any Zooper Dooper to zooper new levels by blending one with two shots of vodka, two shots of tequila.
Twitter Says It Won’t Ban Viral Chinese Tweet Of Photoshopped Australian Soldier
As Australia-China relations worsen, Xi Jinping announces pavlova now off the menu at the Great Hall Of The People.
Sudanese-Australian Model Kisses Wife In Anti-Homophobia Stance In Powerful Elle Cover
Lots of people like to say that print is dead. But as you'll read here, a little arthritis aside, it's alive & kicking.
CommBank’s Dollarmites To Be Axed From Victorian Schools
In bad news for seven-year-old TikTok and YouTube millionaires, CommBank’s Dollarmites set to be scrapped.
Daily Telegraph Takes Down Hugh Marks Article Following Legal Threat
Tele backs down in legal stoush with Hugh Marks. Miranda Devine heard to comment: "Thank f@ck I didn't write it."
IKEA Says 50% Of Meals On Restaurant Menus Will Be Vegan By 2025
IKEA warning of a sharp increase in customer flatulence as in-store restaurants go plant-based.
Adgile Doubles-Down On Australia Growth With Team Expansion
Following on from the appointment of Paul Evans as its first Global CEO, Adgile Media has set about expanding and developing its talent base, in order to support and drive growth within the Australian market. Stu Carr joins as Adgile’s new Director of Customer Insights, where he will support clients with their data and analytics […]
WARC Study: COVID Slashes Global Ad Spends By 10.2%, Recovery To Take Two Years
It's yet ANOTHER study showing the impact of COVID on ad spends. Scream "we know, we know" as you digest the facts here.
“It’s A Hoff-Alanche!” David Hasselhoff Plays Nine Roles In Totally Bonkers Ad For Internet TV Service
With the US scratching about for a decent president, any David Hasselhoff ad suggests the answer's closer than we think.
Amaysim Builds On Success Of Little Sim, Big Love Rebrand With Love Machine Music Video Via 72andSunny Sydney
Amaysim has debuted the official music video for the song at the centre of their new campaign, Love Machine, performed by former Gang of Youths lead guitarist, Joji Malani. The music video, produced by creative agency, 72andSunny, builds on the success of amaysim’s recently launched Little Sim, Big Love brand platform and tells a tongue in cheek […]
Val Morgan Digital & Fandom Team Up With Adidas For New Campaign Featuring Esports Star
Partners of Val Morgan Digital, Fandom, the largest entertainment fan site in the world, have this month teamed up with mega brand, adidas to build hype around the release of their new X9000 range. The multi-faceted campaign included a mix of written & video content that tapped into the core pillars of style, tech, and […]
Lucky Cat Takes Nut-Fuelled Voyage Of Self-Discovery In Lucky Nuts Campaign Via Saatchi & Saatchi
Nuts are such a healthy, on-the-go snack, aren't they? B&T often enjoys the salted variety with six schooners.
Akcelo Expands Data Strategy And Martech Capabilities With Appointment Of Senior Marketer Anne Ngo
Brand experience and innovation company Akcelo has today announced the latest senior addition to its growing team, appointing highly experienced marketer Anne Ngo as martech and customer strategy director to lead and grow the practice. Ngo will help Akcelo clients grow their customer marketing and martech maturity by leveraging her deep understanding of the challenges […]
Lifting The Lid On Data: Are Data Labels The Answer?
Many are calling data the chief tenant of the Fourth Industrial Revolution. Drunk people seem rather fond of saying it.
7-Eleven Partners With Adobe And Microsoft To Accelerate Digital Strategy
7-Eleven has entered strategic partnerships with Adobe and Microsoft in what is set to accelerate the company’s ambitious digital strategy. With transformation works well underway, 7-Eleven’s digital plans signal a significant step forward for Australia’s leading convenience retailer. 7-Eleven General Manager of Strategy and Technology Stephen Eyears (pictured) said the company sought to deliver more agile innovation in order to meet customer needs across […]
AKQA Supports Startup Gippsland & Creates Meaningful Link With Regional Entrepreneurs
Here's a nice story on brands doing good. And that's despite B&T's editorial preference for evil and schadenfreude.
Toyota, McDonalds, Harvey Norman & More Return As Fox Cricket Partners
Thankfully, sandpaper companies noticeably absent as Foxtel unveils string of cricket sponsors.
Why Search Should Be The Icing On The Cake To Your TV Spend
This adland guru argues TV spend without the SEO is like the one-night stand without the regrettable embarrassment.
