Indholdsfortegnelse for June 24 2016 i AdNews

There are multifarious personalities and engaging minds across our thriving advertising and marketing industry that will talk to all manner of innovations, industry themes, hot trends and of course, their businesses – but a mere uttering of the word “rebate” followed by “on the record” and the characteristics of a clam under attack quickly spring to mind. Yes we know it's complex, sensitive, potentiality damaging and, much like a caught–out scam at Cannes, not something you want to be associated with. However, many – from industry bodies to media owners and media agency honchos – have remained anonymous when it comes to an on the record comment for this edition's Big Picture feature, which delves into the ANA report's potential repercussions for Australia. Of course, we're appreciative for the insights…

Volkswagen has awarded PHD its $3.86 billion global media buying and planning account. Omnicom group’s OMD has retained the media planning and buying account of Frucor Beverages. Delta hires Omnicom’s PHD to handle US media business. Independent media agency Nunn Media has been appointed to do media buying for sunglass brand Maui Jim. The Cancer Council in Victoria and Cancer Institute NSW have awarded a joint project to Three Wise Men. GroupM has created a new, Minneapolis-based agency called Team Arrow Partners for its client, Target.…

1. BASS HITS BACK AT RITSON: WHO THE ‘F’ ARE YOU TO CALL OUR INDUSTRY IDIOTS, LIARS AND THIEVES? Readers can’t get enough of Ritson versus Bass. 2. WATCH: MARK RITSON SLAYS DIGITAL VIDEO AS A TSUNAMI OF HORSESH*T Ritson slams digital, digital then slams Ritson. 3. CONNECTING DIGITAL ADS TO IN-STORE BUYS - QUANTIUM AND FACEBOOK INTERTWINE Quantium inks deal with Facebook to measure online advertising’s impact in-store. 4. ANA TRANSPARENCY REPORT The report found media is “conflicted, non-transparent and disconnected”. 5. AD STRATEGIST JAILED FOR FAKING CONTRACTS WORTH US$269M Ad strategist will serve up to seven years for falsifying accounts. 6. THE NEW FRONTIER OF TELEVISION ADVERTISING - A DISTURBANCE IN THE FORCE Group M’s John Miskelly says winter may be coming for the major TV networks. 7.…

Held back by legacy Email - what was once a godsend replacing the fax machine has now created a digital abyss. Knowing a company’s trading performance is impossible with email. Excel - spreadsheets have been the cornerstone of the media industry for too long. All media suppliers represent their inventory in a different way and presenting a holistic media plan in excel takes umpteen hours of cutting and pasting. Lack of software connectivity - there is simply no end-to-end connection from booking to billing across all media. While some mediums and agencies are trying to solve this problem, there is still a severe lack of software connectivity across the board. This creates the need to re-enter data into systems all along the way. Programmatic anyone? The industry is abuzz with…

‘Bonds Boys’ Bonds | Ooh!Media This campaign made fantastic use of Ooh!Media’s iconic Bourke Street Mall digital billboard in Melbourne, showing Bonds’ ‘Boys’ reacting to changes in weather conditions via a live RSS feed. As Ooh!Media CEO Brendon Cook noted, the campaign took creative based on weather to a whole new level. ‘#helloworldRELAY’ Helloworld | Adshel Helloworld used Adshel digital street furniture assets to bring its interactive social campaign #helloworldRELAY into the real world, in real–time. It allowed consumers to Instagram inspiring travel images with the hashtag , which were then fed onto Adshel screens in real time. ‘First Preference’ QUT | Goa Goa worked with ad agency BCM to bring direct mail into the modern age. Potential uni students often get a mailer from the uni thanking them for…

Imagine a billboard that interacts with individual pedestrians, offering them compelling content to complement a sales message and then allow marketers to track the user journey from footpath to transaction. Such technology, as alluded to by MEC’s, Claire Butterworth, is close to becoming a reality in Australia. Contact Light, a subsidiary of Cross Track Digital (XTD) is developing tech that allows billboards to interact with pedestrians’ mobile devices, opening up a world of possibilities for marketers to expand on attention grabbing street furniture in the privacy of a smartphone app, known as Embark. While there have been some high profile examples of billboard interaction these have required the use of QR codes, facial recognition or near field communications technology, where people need to be relatively close for interactivity. Contact Light’s…

 That’s a question agencies spend a lot of time thinking about. The answer is simple – trust. Do you have trust in your partners, trust in your business partners and trust in what you are doing? Trust is a key word in a world in which transparency, open relationships and working with all elements of the marketing function are increasingly important. “If you can’t trust your agency partners, then what hope do you have?” If you can’t trust your agency partners then what hope do you have? My philosophy as a client was that every partner needs to earn a fair reasonable rate of return. Business, at the end of the day, is about staying in business. And you can’t do that if you are grinding the cost of your…

DURATION IN CURRENT ROLE/TIME AT THE COMPANY: I’ve been MD of Maxus for eight months, and part of the GroupM family since 2012. IN ONE SENTENCE, WHAT DOES YOUR ROLE INVOLVE? I ensure my team has the best possible environment and resources to deliver great work to our clients. BEST THING ABOUT THE INDUSTRY YOU WORK IN: It never stands still. PREVIOUS INDUSTRY RELATED COMPANIES YOU HAVE WORKED AT: I’m a media lifer! I started out at an independent media agency in the UK where I spent more than a decade before heading to Australia five years ago and joining MediaCom. TOP NETWORKING TIP: Be yourself, and remember to follow up after the event to show you are interested and to ensure the contact remembers you – either a quick…

Pulling the wool over your eyes Several marketers, media owners and agency folk took aim at the motives of one adlander who has been outspoken about the issue of rebates. A marketer told OTR “nobody is buying what he is selling, that’s his problem and he spat the dummy”. One media owner concurred, suggesting a certain product being pushed doesn’t offer a solution, to put it politely. A whine over deadline While it’s the norm to let the litres of rosé glide down the gullet during Cannes, one industry honcho and AdNews contributor from the TV realm supped just a tad too much. An old hat not keeping up with pace in adland is somewhat surprising, but when on deadline for filing copy through to us was broken due to…

Young people have a thirst for knowledge that isn’t being quenched by current TV content. Ask any Gen X how many documentaries they watched before the age of 25 and the answer is often low, whereas now, the next generation is actively seeking out documentaries and educational content. You only have to look at the success of the documentary Making a Murderer and Vice’s international rise to the top to see the demand is there. But Vice doesn’t believe it means the end of mainstream media. Alice Kimberley said it’s less about the retreat of publishers and TV producers and more about the reinvention of the mediums for a generation that wants to learn. The BBC, The Guardian, Triple J, the ABC and SBS are all producing successful podcasts to…

51% of people say they use social as a source of news each week One in five Australians are not watching TV 49% of married women would give up their engagement ring before their smartphone 4.4m Taste.com.au is the most read magazine in Australia with 4.4 million readers $40bn Advertising delivers $40 billion worth of value to the Australian economy 43% of the population use Facebook Messenger $6.3bn Digital adspend is forecast to exceed $6.3 billion in 2016 $3.94 Every dollar spent on magazine advertising produced a return of US$3.94 in sales in the US 64% Pinterest is the most mobile social network with 64% of traffic coming from a smartphone or tablet 2.2m people saw the live leaders’ debate on news.com.au's Facebook page…

Allspark enables brands and enterprises to understand the dynamics of their target consumers by leveraging diverse public and proprietary data sets and curate audience segments based on historical and real-time data. Allspark allows its users to use data points like places, demographics, interests, and pre-built audience sets to curate audiences. Furthermore, Allspark empowers brands to activate these curated segments, optimise targeting strategies in real-time to maximise effectiveness and also measure the impact of their spends using attribution analytics. Each audience in Allspark is represented by an AudienceCard. Real-time insights can be viewed for each AudienceCard including active audiences over a period of time, demographics and nature of these audiences. Once this audience is targeted around handpicked locations, the attribution analytics in Allspark enables the user to compare real world conversions…

Are media agencies strategically placing outdoor ads near advertisers to appear like the ads are more present? Claire Butterworth: I don’t think this claim is unfounded. I’m sure that agencies, when they are planning and buying outdoor look at reach and frequency across a broad geographic target. There are strategic locations that clients request or that sometimes slightly deviate from the plan. But if you’ve got two options and two shopping centres doing exactly the same thing, delivering the same results, you pick the one where the CEO or CMO shops. But agencies wouldn’t deviate from the objectives to compromise a campaign. We certainly wouldn’t be doing a street furniture campaign and going let’s do a really large one outside the CEO’s house. Joe Copley: Generally speaking, clients who fit…

Talk to us about how we can make you the story they will talk about. Via our media, your media and the multitude of other channels we can leverage. Let’s engage. Yaffa Custom Content are the content experts. In fact there’s only one thing we know better than great content and that’s your target market. Because they’re the audience of Yaffa Media’s brands. So you have to work smarter to get their attention and the best way to do this is to serve them up great inspiring content that they want to engage with. That also gets your business’ message across. Interest them. Don’t interrupt them. These days your actual and potential customers curate their own media worlds. Consuming content of their liking on channels of their choosing whenever it…

 After 26 years in advertising, it comes as no surprise that every third photo on my social media feed has recently been a view of Cannes. “Back then, awards were peer recognition for a job well done” The vistas were elevated, sweeping and crisply focused. From personal experience, this will have changed significantly by next Thursday. Do I miss it? Yes and no. Anyone who says they’d rather be in the depths of a Melbourne winter than the south of France in summer probably requires more medication than just a vitamin D supplement. But as Izzy Stradlin, who quit Guns ‘N’ Roses at the height of their fame, reportedly said after catching up with former band mates a year later, “nice to see them, wouldn’t want to be them.” For…

Unilever has long been an organisation which placed purpose at the heart of marketing for its brands to drive outcomes, which is one reason I’ve always been fascinated by its brands, marketing and business strategies. But this goes a step further and publicly puts purpose at the heart of advertising as a discipline. It’s a public articulation of what all clients and agencies should be doing anyway – but the reality is they’re not. It shouldn’t be confused with the ‘femvertising’ trend and the spate of recent female empowerment ads either, although it all shows that it really is about time advertising is more reflective of real women across the board. There are brands that do it well. MLA’s recent beef campaign got it licked and Medibank’s latest effort was…

HAPPY EMOJI DAY To coincide with World Emoji Day, Twitter unveiled the launch of a new marketing tool allowing advertisers to target users by their use of emojis as it looks to boost targeting and adspend on its platform. Twitter ads API product manager, Neil Shah, said the tool will allow advertisers to target people who have recently tweeted or engaged with tweets featuring emojis. NO.1 NETFLIX Netflix is continuing to dominate the subscription video on demand (SVOD) market in this country, with almost five million Australians using the streaming service, research from Roy Morgan shows. This number dwarfs that of local streaming services Stan and Presto, but according to the report, these services are also growing. PHD DRIVES IT HOME Volkswagen has awarded PHD its AU$3.86 billion global media…

Atkinson believes the renaissance of the medium, sparked by digital, is making the industry and OOH vendors themselves, view static with new eyes. “We’re thinking smarter about innovation of the paper product, the heritage product too,” he said. Herring agreed the attributes that have made static so enduringly popular are still relevant today and that statics are always going to be a part of its business, even launching a specific product campaign promoting billboards as “The Originals”. “While digital is no doubt a huge factor in the success and trajectory of our industry, there is a lot to be said for the tried and tested,” Herring said. “Static billboards are still relevant and effective today for the same reason they have been for the last 100 years. We find that…

Doing great work is really, really hard. That’s one of the biggest lessons I’ve learned in advertising. I learnt quite a few years back that chaos creates great ideas. But no one likes chaos or taking a risk. It feels uncomfortable. That’s why there is such a huge reliance on research. But if you don’t know how an idea will be received, then you’re in a good place. I used to panic when I felt this way but now I embrace it because it means you’re onto something. Like many students I didn’t really know what I wanted to do when I was at Uni, but as luck would have it I found advertising. I did the advertising course at Macleay College while I was getting my act together. It…

“Start by sticking a terrible passport photograph of yourself to the plate and hang it around your neck” So Cannes has been on and our Facebook feeds are full of people checking into Qantas First Class Lounges. (They’re not really; you can check into those from home if you want. A few months ago, I checked in at the summit of Everest and received all sorts of congratulatory messages, presumably from people who’ve never seen me attempt stairs, but I digress.) If you’re not one of the chosen few, it’s quite easy to simulate the entire experience with just a sun lamp, a case of cheap rosé, beer, a plastic chair, a small side plate and a life–sized photograph of David Droga’s face taped to a pillow. In just a…

Heinz has been called out by the Australian Competition and Consumer Commission (ACCC) for misleading parents about the nutritional value of its products for toddlers. So, Watchdog decided to take things into his own paws and sniff out the fruit-flavoured BS. AdNews   I saw the ACCC is taking Heinz to court over its Shredz product … Is it still safe to feed to my kids? Heinz There is no safety problem with the product. If you want information on that of course I’ll have to forward you to the media centre. AdNews   I just wanted to make sure the product is still safe for my kids despite the high sugar content… Heinz I would read the ingredients and make the decision for yourself. But there are no added…