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An Emerging Picture and As for Ad-Skipping, in the US, Where Per- and Mediaworks Planning to Deliver Ondemand Shape of Television Advertising

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An Emerging Picture and As for Ad-Skipping, in the US, Where Per- and Mediaworks Planning to Deliver Ondemand Shape of Television Advertising stoppress.co.nz Time out But advertiser sponsored content—whether in the US found 81 percent of respondents used a In New Zealand, 76 percent of all people 5+ tune their name is in the masthead or not—must strike smartphone concurrently with television watch- in to television every day and Nielsen’s TAM puts the right balance for viewers. “Our viewers are ing, and 66 percent did the same with a laptop. the average time spent watching TV at three hours smart and if the concept is forced, they will see Interestingly, tablet and smartphone users and 18 minutes, up 30 minutes since 2000. The right through it,” says MediaWork’s director of were spending 40 and 35 percent of that time, average age of those viewers has increased, but, if sales Liz Fraser. “I also believe viewers are far more respectively, in complementary usage activities anything, thanks to catch-up viewing, digital has accepting of branded content than ever before.” like visiting blogs or conducting searches related strengthened television, allowing viewers to watch on their own terms. Live television is still king, however: 90 percent of television is still viewed live, We’ve created new forms of media behaviour and 94 percent is near live, with the vast majority now. If television doesn’t evolve to include of recorded programming still watched the same day as broadcast. those things people love, it’ll always be a bit “We are social beasts,” explains Tom Cotter, underwhelming.” TVNZ’s digital media general manager. “It’s in our nature to want to watch events live, or near live, as MATT O’SULLIVAN. a collective to remain relevant with our peers; to have some form of social currency to exchange at the water cooler.” Taken as a whole, the emerging picture doesn’t to the content being viewed. And 22 percent of In 2013, that water cooler is just as commonly suggest consumers’ appetite for content is waning. smartphone searches were prompted by either a a digital one as a literal one. Facebook and Twitter In fact, it’s almost the opposite. But, importantly, television commercial or programme, leading the increasingly play an influential role in people’s the methods of delivery have to change. report to conclude “a business’s TV strategy should television viewing decisions, as well as providing “The biggest challenge for media companies be closely integrated with the marketing strategies a forum to air opinions and stay engaged with and publishers is to make sure they are evolv - for digital devices”. shows outside of broadcasting times. And social TV ing distribution channels to meet that changing apps like Zeebox and GetGlue provide platforms consumer behaviour,” says Jeremy O’Brien, head United front to watch and share programming across web and of sales at TVNZ. That’s a challenge major Kiwi The smartphone and tablet phenomenon is really mobile platforms. broadcasters have taken to heart, with both TVNZ the driving force behind what will become the new An emerging picture And as for ad-skipping, in the US, where per- and MediaWorks planning to deliver ondemand shape of television advertising. With explosive sonal video recorder (PVR) penetration and usage accessibility to mobile and tablet devices as soon as growth in current and predicted ownership, huge As Disney’s chairman and chief executive Bob Iger famously said: is much higher than New Zealand, a Millward February. That’s in addition to TVNZ’s revamped opportunities exist for brands to use interactive “You have to have one hand in the future and one hand in the present. If Brown report estimated only six to 11 percent of Ondemand platform and recent apps for Samsung advertising to better target viewers (perhaps, as you have two in one place then you fail.” So are New Zealand’s networks total ad exposures were skipped. Refining that view Smart TVs and PS3 game consoles. OMD social strategist Anthony Gardiner suggests, heeding that advice? Lynda Brendish puts up her aerial. even further, research from Murdoch University’s by using Facebook log-ins for Ondemand sites), Beyond :30 project found that, with as little as one Screens ahoy! engage with them and move them further along prior full exposure, partially viewed ads—such as Over time, says O’Brien, the business is moving the path to purchase. And both sides are currently in an ad-skipping environment—still retained a towards releasing content simultaneously across all singing each other’s praises, openly stating that the high level of effectiveness. screens, so consumers have access when and where mass awareness of TV and the targeting abilities of undits have been Peddling the myth of the death of mass media since, well, they choose to. MediaWorks is treading a similar online are a match made in media heaven. the dawn of mass media. the rhetoric is familiar: talkies will kill theatre, radio will kill Brands on show path, with a new video-on-demand player and Naked Communications managing partner Pnewspapers, video the radio star and on it goes. the difference in the internet era is that Clearly television’s not on death’s door, but that’s second-screen apps planned for the near future, Matt O’Sullivan says the firm has been working the pundits are louder and more numerous, the pace of industry change is seemingly accelerated, not to say there aren’t many big challenges to deal and it’s already integrating content across its TV, with clients to develop best practices around televi- and the anachronistic myths are easily mistaken for prophecy. with. Fragmentation of options—even within radio and online assets to stimulate water-cooler sion’s interactive possibilities—and he’s optimistic What is now crystal clear, however, is that digital technology—and specifically mobile and tablet free-to-air channels—means broadcasters are conversations online and off. about the potential. “Television can do more than devices—is ushering in a new era in the way content and advertising is delivered on, and in conjunc- competing for a narrower share of eyeballs, and This mountain to Mohammed approach ad- reach, frequency, awareness and comprehension,” tion with, traditional media. The digital media explosion has not come at the expense of television the demand for international content in line with dresses the first of two main trends in current he says. “[With interactive campaigns], it can actu- viewing and the possibilities this burgeoning realm afford suggest a world far beyond the 30-second global schedules is driving the cost of programming television consumption behaviour: 1) viewers are ally change behaviour and influence the lounge spot—and we’re only just beginning to see how that might play out. up. These increased costs and a desire to be inside seeking to access content on their own terms, and room dynamic.” shows rather than beside them makes ‘integra- across multiple devices. And 2) companion, sec- Perhaps the best-known execution so far of tion’—think Mitre 10 Dream Home, MasterChef or The ond, or dual screening reflects the rising numbers an interactive campaign came from the 2012 Super Block NZ—an increasingly attractive proposition for watching television and simultaneously using a Bowl. Coca Cola’s iconic polar bears existed during both sides. So much so that TVNZ announced a $1 second device, something particularly evident the game on second-screen devices, and between the million branded content fund to bring collaborative during live event TV. game in ad spots, reacting to the goings on in-game content propositions to air for 2014. A recent Google report on multi-screening and on television in real-time. This year’s campaign, 35 stoppress.co.nz stoppress.co.nz TV CHoiCe, Bro ➔➔Long gone are New Zealand’s two-channel, single-broadcaster days. Both Freeview and Sky have skin in the variety game, bringing more choice to Kiwi remotes. 39 percent After a long delay TVNZ and Sky Of Kiwi hOmes have a pvr watched baby Igloo, which straddles the divide between Freeview and a full Sky subscription, take its first steps at the 76.3% O tv Of the all 5+ pOpulatiOn tune in t tv is a majOr end of 2012. “At the moment it seems each day, and each persOn 5+ watches catalyst fOr you can have an entrée or an all-you- † search* can-eat buffet,” says Igloo general 3hrs 18 minutes manager Chaz Savage, who recently this is up 30 minutes since 2000 stepped down to take a job at Telstra in Australia. Igloo offers the option to prepay content on a 30-day basis for around half the cost of a basic Sky package, as well as on demand movies and television, and pay- Over the past year, per-view for selected sporting events. cOnsOlidated ratings 90% Igloo’s aiming to fill a niche for current Clockwise from top left: as part of the growing desire for integration, The Block NZ (measurement Of live, as-live and time all media interactiOns sponsors like Wild Bean cafe made the most of the investment inside and outside the are screen-based* free-to-air only viewers. And Savage show; NZ’s Got Talent, the biggest show of 2012 by far, centres around audience interac- shifted viewing) tivity; Patrick Gower’s YouTube channel shows how news is changing; X Factor sponsor dismisses worries of market cannibalisa- increased puts Ford and its musical Kuga campaign; TVNZ’s ondemand service is now available on (peOple using televisiOn) by 5% tion. “It’s simple bell curve economics. At tablet; and a Pluk campaign allowed viewers to send questions to Campbell Live.
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