Indholdsfortegnelse for September 2016 i AdNews

For the last few months, two very different things have been occupying my mind and my time. The completion of both coincided. One was hiking. A team from AdNews’ publisher Yaffa Media entered the Oxfam Trailwalker - a 100km hike from Sydney’s Hawkesbury River to Manly to raise funds for the global aid charity. It took months of training, but we finally crossed the finish line. It took 37 hours and just about every emotion ever imagined and every ounce of strength and teamwork we could muster. The other thing that’s taken up my time is the relaunch of AdNews. A very different kind of challenge (much less physically demanding for a start) but also a feat of teamwork. The challenge was how to evolve AdNews, a brand and title…

Instagram seemingly threw originality out the door in launching Instagram Stories. Even Instagram CEO Kevin Systrom admitted Snapchat “deserves all the credit.” While the Facebook-owned company copped initial backlash, feedback on the new feature seems to be overwhelmingly positive. Instagram’s superior search function and its more established advertiser relationships give it a head start with brands. Snapchat has only a third of Instagram’s daily active users, it’s only just gotten on the ground in Australia and is only just rolling out ad units. According to sources, there’s a four week wait to even get a meeting in the diary at Snapchat but while it’s in demand, it remains unproven. It’s unlikely Snapchat will be wiped out anytime soon, but it has to move fast to keep commercial dollars from pooling…

A year ago, around the same time Pio Schunker came on board, Philip Newton took over as CMO of Samsung Australia. Newton’s role is unique in that as well as CMO he is corporate vice president, which means he reports directly into the South Korean leadership. It gives him a voice in discussions at the top which means he was an active part of the brand overhaul led by Schunker from the start. “Pio and I sing from the same hymn sheet. He’s a marketing genius but he’s very humble and a straight shooter which is unusual in this day,” said Newton. From a local market perspective, having a more unified global brand proposition makes things much easier, Newton said. It makes the work instantly recognisable, but allows Australia to…

JJ Eastwood, managing director, Rocket Fuel ANZ “This year we partnered with ADMA to run a number of breakfast seminars around programmatic where we invited industry heads to discuss the latest trends. We will be using the same format to launch Australia's first ad tech podcast. The idea is to provide marketers with a holistic understanding of the ecosystem, current trends and future opportunities. We’re extremely active in training our clients and agency partners how to use our platforms, and in turn, how our offering fits into the broader programmatic ecosystem. There is no substitute for hands-on knowledge, particularly with something as intricate as programmatic.” Yasmin Sanders, senior director of programmatic TV at AOL Platforms ANZ “In the past year, AOL has accredited close to 500 TV, digital and screen…

Are there perceptions that DOOH is a traditional medium and does that lead to a misunderstanding of the capability in terms of technology? Out of home is one of the fastest growing segments of media. In its sixth consecutive year of growth in 2015, revenue increased 17% to $678 million. In the first half of this year alone, revenue reached $418.5 million. Digital accounts for 37.5% of that while just four years ago it was only 7.5%. Digital has transformed outdoor from a static to a dynamic and interactive, high-tech medium. It has more measurement metrics than ever before, but many of its capabilities, such as proximity marketing, facial recognition, contextual and day-part targeting, geo-targeting and data triggers, are being under-utilised. AdNews partnered with VMO (formerly Val Morgan Outdoor) to…

Seven’s coverage of the Rio Olympic Games broke several records and new ground but not in the traditional linear ratings sense. Although the Australian Olympic team performance didn't quite meet expectations in some sports, Seven says its viewing performance exceeded the targets it had set on streaming and the revenue generated from commercial partners and advertisers. At the time of writing, there were 30.1 million streams over the first 12 days of the Olympics and the event had reached 17.5 million Australians. On the second day alone, there were 2.8 million views. When you consider Seven's previous record for streaming was 843,000 for a final at the Australian Open tennis, that's quite a step up. Ratings for linear TV, however, were at one stage, down about 11% compared to Nine's…

A group of Australian agencies have banded together to form The Agency Circle, an independent diversity charter to tackle the gender imbalance in the industry. A charter has been drawn up by ten founding agencies and it’s designed to turn the diversity debate into action and change. So often the ‘gender debate’ is reduced to just that - a debate. This initiative is being led by figures in the industry that genuinely want to see – and lead – change that will bring about a more diverse creative industry. Change has to start somewhere and accountability is key to moving beyond words to actions. The Agency Circle will be open to any Australian agency that pledges to follow the charter. The idea is that it will shine a light on…

The introduction last year of programmatic television trading is one of the boldest advances in recent advertising history, both locally and globally. In its optimum form, programmatic capability can shift an ad buying process, that used to take days, to a matter of minutes. With that level of automation in play, agencies and clients then use the platform to identify and target real consumer segments, through best of breed data intelligence, adding additional strategic smarts to the medium of television. As profound as these changes are, not everyone is benefiting from what’s on offer. ‘Programmatic’ is one of the most common, yet misunderstood terms thrown about our industry. Many appear to be jumping on the programmatic train, yet the gap in capability from one company to the next is extreme…

Chief sales and marketing officer at MCN, Mark Frain: “Provide an understanding of the technology that delivers programmatic advertising, coupled with local and global case studies that produce the best results.” Director, technical operations at GroupM, Timothy Whitfield: “There is a book that I love called From Good to Great . In that book there is a chapter called ‘Productive Paranoia’. This chapter looks at the first explorers that went to the South Pole. One died and one survived. The concept is to be a little paranoid that things will go wrong in order to avoid the pitfalls.” Director, marketing and operations at IAB Australia, Nina Nyman: “The key to understanding programmatic is continuous learning. It’s never going to be enough to attend one course or read a white…

Companies are struggling to solve three main challenges when it comes to the process of engaging with a marketing cloud. • Being able to collect and use the huge amount of data that they hold about their customers. • To be able to reach their customers at the right moment, through all of the channels presenting a consistent message that doesn’t conflict with marketing or advertising messages the customer may see in other channels and reflects the moment of the customer at that point in time. • To be able to quickly make gradual improvements to their programs without the need for huge IT resources whilst maintaining a high volume of activity under the pressure of limited budgets and resources. Top five marketing cloud pointers 1. Don’t make any investment…

“This election introduces a Mount Everest of uncertainty,” Kevin Swift, chief economist at the American Chemistry Council told the Wall Street Journal last month as the results of a poll showed most economists believe the political uncertainty the US is hampering the nation’s economic growth forecasts. But it’s not just true of the US election. There is political uncertainty and instability everywhere you look, and its impact will be felt over the short, medium and long term. The recent Communications Council and Deloitte report ‘Advertising Pays: The Economic Employment and Business Value of Advertising’ found that the combined advertising industry pumps $40 billion into the Australian economy and it’s not immune to the impact of uncertainty. The recent election in Australia, the impact of Brexit in the UK and the…

Simon Langley is JWT ANZ creative lead and a member of the J. Walter Thompson Worldwide Creative Council. Simon has judged at numerous local and international award shows and has been ranked one of the top ten CDs in the world by the Won Report. Niccola has over 13 years’ experience working across direct, digital, print, design and TV. She loves creating big ideas that work hard and produce great results for clients. She has worked at M&C Saatchi, DDB/RAPP Sydney and MercerBell. Anthony joined ARN in a consulting capacity in March 2013, bringing over 10 years of executive level marketing experience, primarily focused on building media brands. Before joining ARN he was international marketing director and international brand director for Clear Channel. Brand: SAMSUNG Creative Agency: LEO BURNETT CHICAGO…

Saatchi & Saatchi was embroiled in a sexism row after chairman Kevin Roberts claimed the gender bias debate in the industry is “fucking over”. Roberts resigned after being suspended for comments published in Business Insider in which he claimed there isn't a problem with diversity in the industry and that he doesn't spend any time thinking about it. He also claimed women don't reach senior levels in advertising because they lack the “ambition”. Maurice Levy, CEO of parent group Publicis, moved to quickly distance the group from the comments but the impact goes beyond the Publicis stable. It comes at a critical point for the advertising and media industry, with fierce debate surrounding gender diversity and public incidents tarnishing the industry's reputation on a global stage. Earlier this year J…

Heineken, which recently boasted its preference towards more experiential marketing techniques in order to forge deeper connections with its fans, chose Australia as the first market in the world to launch a new positioning for its mid-strength beer. It was unveiled at a summer-themed rooftop beach party in Sydney. The lager firm's 'test' moves in Australia are not uncommon and follows on the heels of other big brands dabbling with major product launches. McDonald's McCafé offering, as well as its Create Your Taste and All-day breakfast ideas all started Down Under. Speaking to AdNews, Heineken marketer Alessandro Manunta said the beer would be part of the Heineken master brand, but with “some elements that are absolutely unique”. The marketing push behind the beer centres around the tag line 'Have it…

Apple might still be the go-to when it comes to brand love, but Samsung is on its way. The two have jostled for top position in recent years, but now the South Korean tech giant is humanising its brand and getting a share of the love. What Samsung has always been very good at is engineering. But that meant the way it talked about itself was largely in engineering terms. It talked in features and functions, not feelings and emotion. That was until earlier this year. Pio Schunker joined Samsung from Coca-Cola in May 2015 as its SVP and head of integrated marketing. His appointment came not long after Marc Mathieu joined as CMO from Unilever. Both had worked together at Coca-Cola. Schunker, whose career includes brand marketing at Mercedes-Benz…

“People are intimidated by the technical aspect, but they shouldn’t be.”JJ Eastwood, managing director, Rocket Fuel ANZ With 92% of ANZ marketers planning to increase their spend on programmatic advertising this year, according to a report by AdRoll, it's certainly where the money is going. But, do advertisers know enough about it beyond the buzzwords and the budget increases? Globally, AdRoll found a third of marketers are already spending more than 50% of their budget on programmatic because it delivers a better return. So, while it's not the newest shiny thing anymore there are still barriers to the burgeoning digital segment. One of the biggest is education beyond the fundamentals. There’s a lot to get your wires around and there doesn't seem to be any sure-fire silver bullet. There is…

I always wanted to get into creative. Growing up I was always fascinated by the advertising industry, judging what I deemed to be smart creative messaging. After finishing school I looked into getting an education in marketing and landed a place at Macleay College to do a Diploma of Advertising. To get my foot in the door I called all the top creative agencies, applied for all the entry-levels roles available, but I wasn't getting anywhere. One of the students I studied with had landed a media assistant role and it was through those connections that I found myself in my first role at UM. At the time I still wanted a creative role and hoped I could do a sideways step into a creative agency, but after a few…

Why are we all here? It’s hardly an existential question for readers of AdNews. The clue is in the title after all. We are here because we want to read about something we believe in. Specifically, we believe in advertising as a mechanism for creating profitable growth for brands and businesses. We believe in that because advertising has the potential to change or reinforce the way people feel and to persuade them to act. Even after they have acted, advertising can assure people that they have made the right choice.We know all this and with greater and lesser degrees we can prove it. As AdNews enters the next phase of its life, it does so as the burden of proof has grown. It’s grown for three reasons. One, there is…