ADVERTISERS REPORT Ebiquity provides independent advertising monitoring and analysis to key marketers and agencies across Australia and internationally. Ebiquity digitally monitors advertising across Television, Newspapers, Magazines, Radio, Online Banners, Digital Video & Outdoor, capturing the creative as well as reporting on where and how often a brand campaign appears. CONTENTS
3. O N L I N E F E A T U R E SUMMARY TELEVISION NEWSPAPER MAGAZINES RADIO ABOUT US BANNERS REPORTS 4.
36 38 40 42 44 46 54 48 52 57
media in Australia: in media (95 major(95 sites plus pages) their key sourced rate cards. rate sourced Radio – 59 stations – 59 Radio Newspapers – 61 Magazines – 96 clients. spend & Radio Press estimates based are on industry Our TV spend estimates based are on an spend average a of Online Banners 380 – websites ABOUT EBIQUITY Service Summary FEATURE REPORTSFEATURE 10 RisingCategories in 2014 Top 10 Shrinking Categories in 2014 Top Automotive Retail Category Snapshot Home & Garden Retail Category Snapshot Insurance Category Snapshot Food Category Snapshot TV Advertising Clutter Contact Page Measuring Online Ad Wastage Ad Online Measuring $10 million$10 advertiser within our media benchmarking pool of Adelaide & Perth including all secondary channels. This report is based on the advertising monitoring main of Melbourne, Brisbane, 10 & SBS 9, in Sydney, TVChannels – 7, 18 19 22 23 26 27 30 31 34 05 07 09 11 13 15
TELEVISION 50 TV AdvertisersTop in 2014 10 Categories and their Leading BrandsTop in 2014 NEWSPAPER 50 Newspaper AdvertisersTop in 2014 10 Categories and their Leading BrandsTop in 2014 MAGAZINE Advertisers 50 Magazine in 2014 Top 10 Categories and their Leading BrandsTop in 2014 RADIO Advertisers 50 Radio inTop 2014 10 Categories and their Leading BrandsTop in 2014 BANNERS ONLINE 50 Online Banner AdvertisersTop in 2014 MEDIA FOCUS TOTAL MARKET SUMMARY MARKET TOTAL Introduction Top 50 Advertisers Top in 2014 10 Advertising Groups their and Brands Top Top 50 Categories in 2014 Top 10 Categories and their Leading BrandsTop in 2014 10 Campaigns in 2014 Top SUMMARY TELEVISION
EBIQUITY’S TOP 50 NEWSPAPER
ADVERTISERS IN 2014 MAGAZINES INSIGHTS ON THE TOP 50 ADVERTISERS IN AUSTRALIAN MAIN MEDIA
We are pleased to present the second annual Their national dealer network TVC ‘Toyota Top 50 Advertisers Report. Ebiquity provides Means Business’ had the highest share across RADIO independent advertising monitoring and ONE CONSISTENT TREND all Toyota campaigns. analysis to key advertisers and agencies WE ARE SEEING, AND IT’S across Australia and Internationally. NOT CATEGORY SPECIFIC, Our focus is on the big Advertisers and their E N I L N O IS A GRADUAL BUT BANNERS brand messages, including some of the more high profile campaigns that were top of mind DEFINITE SWITCH FROM that captured the media space throughout 2014. BRAND BUILDING EMOTIVE 2014 all in all was an intense year with hacked ACTIVITY INTO RETAIL, naked celebrities, a tragic cricket accident, E R U REPORTS T A E F brawling media giants and terrorism hitting us PRICE DRIVEN ACTIVITY. hard at home. At an Advertiser level, Reckitt Benckiser led In ad land however it was a little less dramatic This switch from brand to retail is reflected in total spend, increasing their 2013 reported showing a pretty flat market overall with the the leading sector which for the second year in spend by 14%, moving from third place to first likely sectors experiencing continued decline a row is the Automotive (dealer) category which with Dettol representing the largest share of ABOUT US ABOUT and Digital still growing as previously expected. led overall category spend with a year on that activity. Second on the list was Woolworths TV remains the dominant player though with a year increase of 2.4%. Toyota led that activity, edging ahead of Coles followed by Harvey slight decline in spend vs 2013. accounting for just over 10% of spend. Norman & McDonald’s.
5. SUMMARY TELEVISION
# TOP 20 ADVERTISER GROUPS IN 2014 TOTAL $M
1 Wesfarmers Limited 247.9
2 Woolworths Group 202.9 NEWSPAPER
3 Harvey Norman Holdings 125.6
4 Reckitt Benckiser 107.4
5 Suncorp Metway 86.1 MAGAZINES
When looking at TV specifically, McDonald’s had the highest spend on TV with a 2% 6 McDonald's Family Restaurants 83.1 increase vs their 2013 spend. On Newspapers Dan Murphy’s had the highest share of voice 7 Toyota Motor Corporation 82.0 with Priceline leading Magazines, Harvey Norman leading Radio and Telstra recording the largest share for Online Banners. 8 Telstra Corporation Limited 70.9 RADIO From a campaign perspective the ‘I bought a Jeep’ TV campaign had the largest spend 9 Foxtel Australia 62.0 across all campaigns edging out CompareTheMarket’s ‘Meerkat’ campaign and the Coles Insurance ‘Little Red Quote.’ 10 Commonwealth Bank Group 55.4 In the Special reports section we uncovered which categories have grown and shrunk 11 Unilever 54.1 in media spend against the previous year, and we found a few surprises. 2014 saw the E N I L N O 12 Mitsubishi Australia Limited 54.1 BANNERS Newspaper Publishers category surge in spend with a 360% increase year on year with a myriad of campaigns selling Newspaper mobile and tablet applications. Alongside this, 13 Mazda Australia Limited 47.0 Online Travel Services saw a large increase led by Expedia.com, booking.com and Trivago. 14 Yum! Brands 46.0 We have also looked into TV advertising clutter and how it’s impacting brands ability to di erentiate and be noticed as well as looking at how best to ensure online ads are not 15 Myer Limited 45.1 wasted using cost and quality benchmarks. E R U REPORTS T A E F 16 Holden Australia Limited 44.9 I hope you enjoy the report. 17 Hyundai Australia Limited 43.3
18 Hungry Jack’s 42.3 Richard Basil-Jones 19 News Limited 41.2 US ABOUT CEO 20 Seven West 41.1
6. O N L I N E F E A T U R E SUMMARY TELEVISION NEWSPAPER MAGAZINES RADIO ABOUT US BANNERS REPORTS 7. $4.1 $2.1 $1.5 $1.0 $1.0 $1.2 $11.1 $7.2 $0.7 $0.4 $3.3 $3.8 $3.9 $2.6 $5.3 $0.3 $2.5 $0.9 $0.2 $12.7 $12.8 $10.5 $23.0 RADIO $M - - $0.1 $1.6 $2.4 $0.4 $3.3 $4.3 $3.5 $2.8 $2.8 $2.0 $2.0 $3.2 $0.5 $0.5 $2.0 $0.5 $0.5 $2.2 $2.2 $0.2 $0.2 MAGAZINES $M $0.1 $0.1 $0.1 $1.0 $3.4 $3.3 $0.3 $8.9 $12.1 $11.8 $25.1 $13.8 $12.9 $15.8 $18.9 $31.9 $29.7 $32.4 $33.0 $28.6 $25.9 $40.3 $29.2 NEWSPAPERS $M - $7.8 $38.1 TV $M $13.8 $51.3 $68.1 $21.6 $15.2 $31.2 $35.7 $23.4 $28.4 $36.4 $39.8 $23.8 $25.6 $34.2 $28.9 $63.5 $29.2 $55.0 $50.9 $104.3
$47.1 $83.1 $50.1 $45.1 $54.1 $54.1 $41.6 $41.2 $41.2 $87.3 $40.7 $70.9 $70.5 $39.3 $39.2 $43.3 $45.6 $42.3 $62.0 $44.9 $107.4 $100.7 $102.3 TOTAL $M TOTAL Myer Coles Target Nestle Telstra Mazda* Toyota* Nissan* Holden* Unilever Hyundai* Bunnings ADVERTISERS IN 2014 Mitsubishi* McDonald's Seven West Woolworths News Limited News Dan Murphy's Hungry Jack's Foxtel Australia Foxtel Harvey Norman Reckitt Benckiser MARKETER/ADVERTISER Commonwealth Bank (CBA)
RANKING
* Automotive advertiser spend includes both brand and dealer advertising dealer and brand both includes advertiser spend Automotive * 1 # 7 3 4 8 9 2 5 6 11 17 13 14 12 21 18 15 19 16 10 23 22
20 TOP 50 SUMMARY TELEVISION
# RANKING MARKETER/ADVERTISER TOTAL $M TV $M NEWSPAPERS $M MAGAZINES $M RADIO $M
24 KFC $37.6 $35.4 - - $2.2
25 Domayne $37.2 $3.5 $22.3 $3.3 $8.1 NEWSPAPER 26 L'Oreal Group $37.0 $31.9 $0.4 $4.7 - 27 Optus $36.0 $31.9 $2.5 $0.1 $1.5 28 Ford* $34.3 $25.8 $7.7 - $0.8 29 Youi $34.1 $34.1 - - -
30 Johnson & Johnson $33.3 $27.9 - $5.1 $0.3 MAGAZINES 31 ANZ $32.5 $17.7 $10.6 $0.9 $3.3 32 AAMI $31.0 $27.4 $0.5 - $3.1 33 Volkswagen* $30.1 $15.1 $12.1 $0.1 $2.8 34 Procter & Gamble $29.8 $27.2 $0.2 $2.0 $0.4 RADIO 35 Chrysler Group* $28.4 $25.3 $2.8 - $0.3 36 GlaxoSmithKline $28.3 $25.4 - $0.6 $2.3 37 Allianz $27.9 $20.5 $0.6 - $6.8 38 Mondelez $27.3 $26.0 - $0.9 $0.4 E N I L N O 39 National Australia Bank (NAB) $26.2 $14.4 $8.3 $0.9 $2.6 BANNERS 40 Insurance Australia Group (IAG) $25.9 $18.0 $0.9 - $7.0 41 Big W $25.4 $18.1 $3.6 $0.8 $2.9 42 Medibank Private $25.2 $23.2 $0.3 - $1.7 43 Chemist Warehouse $24.9 $10.5 $8.5 - $5.9 E R U REPORTS T A E F 44 Twentieth Century Fox $24.8 $24.7 - - $0.1 45 Suncorp $24.7 $17.8 $2.4 $0.3 $4.2 46 Victorian Government $24.1 $21.3 - - $2.8 47 Apple $23.7 $22.0 $1.1 $0.5 $0.1
48 Westpac $23.3 $14.6 $7.5 $0.2 $1.0 US ABOUT 49 Lite n' Easy $22.4 $22.4 - - - 50 Australian Government $22.3 $13.2 $0.6 $0.1 $8.4
* Automotive advertiser spend includes both brand and dealer advertising 8. SUMMARY
ADVERTISING GROUPS TELEVISION TOP 10 AND THEIR BRANDS
1. WESFARMERS LIMITED 2. WOOLWORTHS GROUP 3. HARVEY NORMAN 4. RECKITT BENCKISER 5. SUNCORP METWAY NEWSPAPER HOLDINGS $247.9M $202.9M $125.6M $107.4M $86.1M
COLES GROUP WOOLWORTHS HARVEY NORMAN DETTOL AAMI MAGAZINES $100.7M $102.3M $87.3M $14.6M $31.0M RADIO
BUNNINGS DAN MURPHY’S DOMAYNE FINISH SUNCORP $50.1M $40.7M $37.2M $13.6M $24.7M E N I L N O BANNERS
TARGET BIG W SPACE VANISH APIA E R U REPORTS T A E F $45.6M $25.4M $0.58M $11.5M $18.3M ABOUT US ABOUT
Each ad featured is the highest spending execution per campaign. 9. SUMMARY TELEVISION
6. MCDONALDS FAMILY 7. TOYOTA MOTOR 8. TELSTRA CORPORATION 9. FOXTEL 10. COMMONWEALTH BANK NEWSPAPER RESTAURANTS CORPORATION LIMITED $83.1M $82.0M $70.9M $62.0M $55.4M
SPECIFIC DISH KLUGER CORPORATE PRICE OFFER COMMONWEALTH MAGAZINES $41.2M $3.0M $22.0M $16.1M BANK $41.6M RADIO
CORPORATE CAMRY CONSUMER MOBILE TODAY’S PICK BANKWEST $25.4M $2.9M $14.4M $8.4M $9.4M E N I L N O BANNERS
BREAKFAST COROLLA BUNDLED PACKAGES SPORTS COLONIAL FIRST E R U REPORTS T A E F $5.9M $2.6M $7.4M $6.5M STATE $4.4M ABOUT US ABOUT
Each ad featured is the highest spending execution per campaign. 10. SUMMARY
CATEGORIES TELEVISION TOP 50 IN 2014 NEWSPAPER
# CATEGORY TOTAL $M TV $M NEWSPAPERS $M MAGAZINES $M RADIO $M
1 Automotive (Retail) $425.1 $143.1 $230.3 $2.2 $49.5 2 Insurance $396.0 $329.2 $15.6 $2.8 $48.4
3 Automotive (Brand) $261.6 $229.4 $21.1 $9.7 $1.4 MAGAZINES 4 Telecommunications $250.2 $186.6 $24.1 $15.1 $24.4 5 QSR $238.3 $201.5 $0.6 $3.3 $32.9 6 Supermarkets $227.3 $133.0 $72.5 $6.4 $15.3 7 Broadcasting $197.0 $115.2 $37.3 $12.5 $32.0 RADIO 8 Department Stores $184.0 $78.5 $76.3 $7.9 $21.3 9 Consumer Credit $177.5 $115.8 $31.7 $2.0 $28.0 10 Furniture Retail $141.9 $71.4 $52.6 $11.1 $6.8 11 Movies $115.6 $114.6 - - $1.0 E N I L N O 12 Savings & Investments $114.4 $71.7 $30.5 $4.4 $7.9 BANNERS 13 Charities $103.0 $79.5 $13.2 $2.7 $7.5 14 Alcohol Retail $100.3 $6.0 $89.4 $1.1 $3.9 15 Health & Beauty Retail $89.4 $50.9 $23.4 $8.1 $7.0 16 Vitamins & Minerals $86.2 $64.8 $11.9 $6.8 $2.7 E R U REPORTS T A E F 17 Utilities $83.2 $40.5 $29.1 $1.1 $12.5 18 Hardware Stores $82.0 $51.3 $26.7 $0.3 $3.7 19 Non-Alcoholic Drinks $74.9 $62.5 $2.3 $5.6 $4.5 20 Alcoholic Drinks $73.6 $51.8 $10.8 $8.1 $3.0
21 Travel Companies $73.3 $72.3 $0.2 - $0.8 US ABOUT 22 Skin Care $72.6 $42.3 $6.6 $23.1 $0.6 23 Telecom Retailer $65.4 $3.4 $55.7 $0.4 $5.9
11. SUMMARY TELEVISION
# MARKETER/ADVERTISER TOTAL $M TV $M NEWSPAPERS $M MAGAZINES $M RADIO $M
24 Airlines $61.2 $27.9 $27.8 $2.4 $3.0
25 Education / Training $61.0 $31.3 $24.1 $1.8 $3.8 NEWSPAPER 26 Confectionery $59.1 $56.7 $0.2 $1.7 $0.5 27 Dairy $55.4 $42.7 $1.1 $6.4 $5.1 28 Chemists $55.0 $24.8 $16.5 $7.0 $6.7 29 Bed Retailer $54.2 $31.8 $15.4 $2.6 $4.4
30 Fashion Retailer $51.6 $49.8 $0.1 - $1.6 MAGAZINES 31 Government $49.0 $40.8 $1.3 $0.1 $6.9 32 Newspapers $47.8 $8.6 $38.5 $0.1 $0.5 33 Business Financial Services $41.3 $15.0 $19.6 $2.1 $4.6 34 Analgesics $40.1 $34.4 $0.2 $2.1 $3.5 RADIO 35 Property $39.7 $30.4 $2.7 $0.2 $6.4 36 Universities $39.5 $13.6 $23.0 $1.6 $1.3 37 O ce Technology $39.0 $26.7 $4.9 $4.4 $3.0 38 Fashion $37.9 $36.9 $0.1 $0.1 $0.9 E N I L N O 39 Washing Detergents $37.5 $37.0 - $0.2 $0.3 BANNERS 40 Betting Shops/Bookmakers $37.0 $24.8 $8.6 - $3.6 41 Cleaning $36.0 $35.9 - - $0.1 42 Haircare $34.7 $33.9 $0.4 $0.3 - 43 Online Travel Services $34.5 $34.2 - - $0.3 E R U REPORTS T A E F 44 Oral Hygine $34.1 $33.8 - - $0.2 45 Breakfast Cereals $32.3 $32.2 - $0.1 - 46 Pet Food & Accessories $30.0 $27.3 $0.9 $1.0 $0.7 47 Lotteries $26.2 $21.2 $2.8 - $2.2
48 Tourist Boards $26.0 $23.8 $1.8 $0.1 $0.4 US ABOUT 49 Lawyers $25.8 $13.8 $2.1 - $9.9 50 Cosmetics $24.9 $21.7 $1.0 $2.1 -
12. SUMMARY
CATEGORIES AND THEIR TELEVISION TOP 10 LEADING BRANDS IN 2014
1. AUTOMOTIVE (RETAIL) 2. INSURANCE 3. HOME & GARDEN (RETAIL) 4. FOOD 5. AUTOMOTIVE (BRAND) NEWSPAPER $425.1M $396.0M $393.9M $315.8M $261.6M
TOYOTA YOUI BUNNINGS LITE N’ EASY TOYOTA MAGAZINES $44.7M $34.1M $50.1M $22.4M $25.8M RADIO
MITSUBISHI AAMI DOMAYNE CADBURY JEEP $33.3M $31.0M $26.5M $20.7M $23.5M E N I L N O BANNERS
HYUNDAI ALLIANZ SUPER A MART KELLOGG’S MAZDA E R U REPORTS T A E F $28.9M $27.9M $20.3M $20.6M $23.2M ABOUT US ABOUT
Each ad featured is the highest spending execution per campaign. 13. SUMMARY TELEVISION
6. TELECOMMUNICATIONS 7. RESTAURANTS (RETAIL) 8. SUPERMARKETS (RETAIL) 9. BROADCASTING 10. DEPARTMENT STORES NEWSPAPER $250.2M $238.5M $227.3M $197.0M $184.0M
TELSTRA MCDONALD’S WOOLWORTHS FOXTEL MYER MAGAZINES $70.9M $80.0M $95.6M $62.0M $45.1M RADIO
OPTUS HUNGRY JACK’S COLES CHANNEL 7 TARGET $36.0M $42.3M $83.6M $38.0M $41.2M E N I L N O BANNERS
VODAFONE KFC IGA FREEVIEW HARVEY NORMAN E R U REPORTS T A E F $18.1M $37.6M $21.6M $20.1M $24.8M ABOUT US ABOUT
Each ad featured is the highest spending execution per campaign. 14. SUMMARY
CAMPAIGNS TELEVISION TOP 10 IN 2014 1. 2. 3. 4. 5. NEWSPAPER JEEP COMPARETHEMARKET COLES INSURANCE ALLIANZ YOUI $16.4M $16.0M $13.6M $11.4M $11.3M
COMPARE THE LITTLE RED QUOTE MAGAZINES I BOUGHT A JEEP AHH MOMENTS QUOTE CHALLENGE MEERKAT CAR INSURANCE RADIO
Leading all campaigns Originating in the UK, Whilst supermarkets remain Running for a solid four 2014 saw Youi continue to across all industries last CompareTheMarket.com the backbone of Coles years now, Allianz’s leading stamp its footprint into the year was Jeep’s memorable entered the Australian advertising, 2013 saw brand campaign continues Australian Insurance market, ‘I bought a Jeep’ campaign. market a few years ago with the retail giant establish to provide Australia with new landing two campaigns in E N I L N O Having launched the their TVC ‘Aleksandr The itself within the insurance ‘Ahh moments’. Campaign Australia’s Top 10. Leading BANNERS year prior, the campaign Meerkat’. Today Aleksandr market. Stretching between spend was strong during the charge was the brand’s didn’t hold back in 2014 and his silent assistant car, home and contents early 2014 with 82% of the original ‘Quote Challenge’ introducing a number of Sergei continue to feature insurance, the brand largely $11.4m monitored in the campaign which, using new instalments for its on Australian TV screens, focused on car insurance first six months. As the year new customer testimonials, new and improved ‘Grand prompting consumers to go with their ‘Little Red went on, Allianz’s campaign continued to demonstrate Cherokee’, ‘Compass’ online “to seek good car Quote’ campaign. messaging fragmented to how Youi’s tailored insurance and ‘Patriot’. Monitored and health insurance deals”. more tailored advertising, products can provide savings E R U REPORTS T A E F The undeniably catchy exclusively in Television, Splitting evenly between limiting the ‘Ahh moments’ to for consumers all across TVC encouraged the campaign soaked motor ($6.34m) and car a silent $100k in the final four Australia. After spending a consumers to switch to up 77% of Jeep’s 2014 insurance ($6.31m), the months of the year. The Ahh combined $9m in the months Coles’ comprehensive media budget spending campaign ran consistently moments have instead been between May and August, car insurance, peaking a whopping $6.3m in all year and exploded in used to promote individual Quote Challenge came to a in Autumn as the end of Spring alone. August with $3.4m. products and prizes, such sudden halt in September financial year approached as the $50k EOFY Bonus, with Youi passing the torch US ABOUT with $4.86m. rather than used as a generic to its more recent ‘Why not brand promotion. Switch’ campaign.
Each ad featured is the highest spending execution per campaign. 15. SUMMARY TELEVISION
6. 7. 8. 9. 10. NEWSPAPER YOUI QBE FOXTEL TELSTRA AAMI $9.4M $8.7M $8.4M $7.9M $7.8M
NETWORK FREE SKILLED MAGAZINES WHY NOT SWITCH BIG TICK TODAY’S PICK COMMITMENT DRIVERS COURSE RADIO
Youi’s latest ‘Why not QBE’s Big Tick campaign Leading all campaigns for Telstra established itself as Leading AAMI’s campaign switch?’ campaign was made up a dominant 81% Foxtel in 2014 and edging the biggest telco spender spend for 2014 was their quietly introduced with of the brand’s total media out Foxtel’s $25 package in 2014 with their ‘Network ‘Free Skilled Driver’s TV creative in August budget for 2014. The campaign in the process, Commitment’ campaign. Course’, making up 25% E N I L N O before suddenly booming campaign draws attention was ‘Today’s Pick’. The brand campaign of 2014’s total ad spend. BANNERS in September spending to QBE’s 127 years in the The Press-only campaign employed Australian The campaign featured $3.2m in the month only. car insurance market, consisted of 360 di erent celebrities – Jimmy Barnes, two core scenarios where, Shifting from their previous whilst also o ering a press ads, each one Jessica Mauboy and a mother and a father, are “customer savings- tactical 20% o new car promoting an individual Magda Szubanski to reminded of how they used oriented” advertising, insurance policies. show or program that promote the networks’ to drive when they were the campaign seeks to Running strong until its would be aired on Foxtel commitment to providing younger, prompting viewers capitalise on the brand’s end in October, the TV that night. Campaign ad the best and most to sign with AAMI and take E R U REPORTS T A E F success, detailing the dominated campaign spend was incredibly reliable mobile network advantage of their free many reasons why Youi was almost exclusive to consistent, with a ‘Today’s to Australians. Running skilled driver’s course for is growing so fast. With the Sydney (87%) and Pick’ banner monitored for 5 five months, Telstra drivers under 25. TV-only activity, Youi Perth (10%) markets. on every single Sunday dedicated 42% of May’s Campaign spend was presented 45 various last year. Of all the shows monthly ad spend budget concentrated in the middle executions each illustrating included in the campaign, to launching the campaign, of last year with Winter
di erent attributes as to National Geographic’s Brain with media spend gradually months all recording more US ABOUT why the brand is growing Games accounted for the slowing down after Winter than $2m in ad spend each. so quickly. highest spend. to an end in September.
Each ad featured is the highest spending execution per campaign. 16. SUMMARY
MEDIA FOCUS TELEVISION
TELEVISION NEWSPAPER MAGAZINES
RECKITT BENCKISER WAS THE HIGHEST SPENDER
AGAIN ACROSS TV IN 2014 RADIO
Leading all advertisers for the second IN 2014: consecutive year was Reckitt Benckiser. THE LARGEST SINGLE TV AD IN 2014 WAS At $104m, the FMCG giant spent $36.2m FOR THE FREEVIEW PLUS DIGITAL TV SERVICE E N I L N O more than the next highest TV spender, BANNERS 10,146,939 WITH A TOTAL AMOUNT OF $10.9M SPENT ON accounting for 7% of all monitored TV TV events monitored spend in 2014. THIS 60 SECOND AD Leading TV at a category level in 2014 $3.2 BILLION TOTAL NUMBER was Insurance at $329.2m. As the OF TV EVENTS
categories Top 3 spenders, Youi, AAMI spent on advertising BY AD E R U REPORTS T A E F and Allianz collectively accounted for Analysis based on 50 free-to-air channels. DURATION 25% of TV spend for the Insurance Channels 7, 9, 10 & SBS in Sydney, IN 2014 category with Youi leading the charge Melbourne, Brisbane, Adelaide & Perth 10 secs 3% at $34.1m. including all secondary channels. 15 secs 44.9% 30 secs 47.1%
Ebiquity monitored on average 250,000 TV 45 secs 1.1% US ABOUT events every week in 2014, with an average 60 secs 3.4% of 900 new TVCs weekly. 120 secs 0.4%
17. SUMMARY
TELEVISION TELEVISION ADVERTISERS IN 2014 TOP 50 NEWSPAPER # RANKING MARKETER/ADVERTISER $M # RANKING MARKETER/ADVERTISER $M 1 Reckitt Benckiser $104.3 26 GlaxoSmithKline $25.4 2 McDonald's $68.1 27 Chrysler Group* $25.3 3 Woolworths $63.5 28 Twentieth Century Fox $24.7 MAGAZINES 4 Coles Group $55.0 29 Hyundai* $23.8 5 Telstra $51.3 30 Commonwealth Bank (CBA) $23.4 6 Unilever $50.9 31 Medibank Private $23.2 7 Holden* $39.8 32 Lite n' Easy $22.4 8 Hungry Jack's $38.1 33 Apple $22.0 RADIO 9 Mitsubishi* $36.4 34 Seven West $21.6 10 Nestle $35.7 35 Victorian Government $21.3 11 KFC $35.4 36 Mars $21.0 12 Toyota* $34.2 37 Village Roadshow $20.9 E N I L N O 13 Youi $34.1 38 Allianz $20.5 BANNERS 14 L'Oreal Group $31.9 39 Freeview $20.1 15 Optus $31.9 40 Kellogg’s $19.9 16 Foxtel Australia $31.2 41 Aldi International $19.6 17 Harvey Norman $29.2 42 Super A-Mart $18.9
18 Bunnings Group $28.9 43 Hollard Financial Services $18.8 E R U REPORTS T A E F 19 Mazda* $28.4 44 Subway $18.6 20 Johnson & Johnson $27.9 45 Lion – Beer, Spirits & Wine $18.3 21 AAMI $27.4 46 Big W $18.1 22 Procter & Gamble $27.2 47 Insurance Australia Group (IAG) $18.0 ABOUT US ABOUT 23 Mondelez $26.0 48 Suncorp $17.8 24 Ford* $25.8 49 Budget Direct Insurance $17.8 25 Nissan* $25.6 50 ANZ Bank $17.7
* Automotive advertiser spend includes both brand and dealer advertising 18. SUMMARY
TELEVISION
CATEGORIES AND THEIR TELEVISION TOP 10 LEADING BRANDS IN 2014 NEWSPAPER 1. INSURANCE 2. HOME & GARDEN (RETAIL) 3. AUTOMOTIVE (BRAND) 4. RESTAURANTS 5. AUTOMOTIVE (RETAIL) $329.2M $259.7M $229.4M $201.5M $143.1M
YOUI BUNNINGS JEEP MCDONALD’S HOLDEN MAGAZINES $34.1M $28.7M $23.5M $68.1M $21.3M RADIO
AAMI SUPER A MART TOYOTA HUNGRY JACK’S MITSUBISHI $27.4M $18.5M $22.2M $38.1M $16.0M E N I L N O BANNERS
ALLIANZ NICK SCALI FURNITURE MAZDA KFC TOYOTA E R U REPORTS T A E F $20.5M $12.5M $18.9M $35.4M $12.0M ABOUT US ABOUT
Each ad featured is the highest spending execution per campaign. 19. SUMMARY TELEVISION
6. SUPERMARKETS 7. CREDIT SERVICES 8. MOVIES 9. TELEVISION 10. SAVINGS & INVESTMENT NEWSPAPER $133.0M $115.8M $114.6M $106.9M $71.7M
WOOLWORTHS ANZ MR PEABODY & FOXTEL INDUSTRY MAGAZINES $57.2M $9.5M SHERMAN $2.5M $31.2M SUPERFUNDS $8.4M RADIO
COLES CASH CONVERTERS X MEN DAYS OF FREEVIEW AUSTRALIANSUPER $43.6M $8.3M FUTURE PAST $2.1M $20.1M $8.0M E N I L N O BANNERS
ALDI RAMS DAWN OF THE PLANET CHANNEL 7 CREDIT UNION E R U REPORTS T A E F $19.4M $7.6M OF THE APES $2.1M $14.9M AUSTRALIA $6.1M ABOUT US ABOUT
Each ad featured is the highest spending execution per campaign. 20. SUMMARY
MEDIA FOCUS TELEVISION
NEWSPAPER NEWSPAPER MAGAZINES
DAN MURPHY’S WAS THE HIGHEST SPENDER IN 2014:
ACROSS NEWSPAPERS IN 2014 RADIO 78,264 Monitored Newspaper spend picked up $86.5m Newspaper events monitored in 2014. Much of this increase can be explained by an increase in Newspaper coverage with 2014 E N I L N O recording 2,453 more ad spots compared to 2013. $1,081M BANNERS Leading advertisers Dan Murphy’s, News Limited spent on Newspapers and Coles Group all retained their Top 3 positions in Newspaper spend for 2014. Alcohol retailer Dan Murphy’s attributed $40.3m in Newspapers
during the year, subsequently leading all spenders Analysis based on 61 E R U REPORTS T A E F in the medium. Newspapers monitored Once again, the Automotive category monitored across Australia. the highest spend across Newspapers in 2014 totalling $230.3m, with Toyota leading at $29.7m. THE LARGEST SINGLE NEWSPAPER AD IN 2014 WAS TOYOTA’S ‘SOMETHING SPECIAL US ABOUT FOR EVERYONE’ PRESS AD
21. SUMMARY
NEWSPAPER TELEVISION ADVERTISERS IN 2014 TOP 50 NEWSPAPER # RANKING MARKETER/ADVERTISER $M # RANKING MARKETER/ADVERTISER $M 1 Dan Murphy's $40.3 26 Telstra $8.9 2 News Limited $33.0 27 Chemist Warehouse $8.5 3 Coles Group $32.4 28 NARTA $8.4 MAGAZINES 4 Harvey Norman $31.9 29 Dick Smith Electronics $8.3 5 Toyota* $29.7 30 National Australia Bank (NAB) $8.3 6 Woolworths $29.2 31 Masters Home Improvement $7.7 7 Myer $28.6 32 Ford* $7.7 8 Target Australia $25.9 33 Audi* $7.6 RADIO 9 Foxtel Australia $25.1 34 Dixon Advisory & Superannuation Services $7.6 10 Domayne $22.3 35 Westpac $7.5 11 Bunnings Group $18.9 36 Lexus* $7.3 12 David Jones $16.6 37 PharmaCare $7.0 E N I L N O 13 Fairfax Digital $16.4 38 Independent Brands Australia $6.7 BANNERS 14 Mitsubishi* $15.8 39 BMW* $6.6 15 Commonwealth Bank (CBA) $13.8 40 AGL $6.4 16 Mazda* $12.9 41 Land Rover* $6.2 17 Liquorland Australia $12.6 42 Virgin Australia $6.2
18 Volkswagen* $12.1 43 Suzuki* $6.1 E R U REPORTS T A E F 19 Nissan* $12.1 44 John Hughes' Group $6.0 20 Hyundai* $11.8 45 Honda* $5.9 21 ANZ $10.6 46 Fairfax $5.9 22 IGA Distribution $10.4 47 Jetstar Airways $5.3 ABOUT US ABOUT 23 Origin Energy $10.1 48 GE (General Electric) $5.2 24 Mercedes-Benz* $9.6 49 The University of New England $5.1 25 BWS $9.3 50 Ten Network $4.8
* Automotive advertiser spend includes both brand and dealer advertising 22. SUMMARY
NEWSPAPER
CATEGORIES AND THEIR TELEVISION TOP 10 LEADING BRANDS IN 2014
1. AUTOMOTIVE (RETAIL) 2. HOME & GARDEN (RETAIL) 3. ALCOHOL STORES 4. DEPARTMENT STORES 5. SUPERMARKETS NEWSPAPER $230.3M $95.7M $89.4M $76.3M $72.5M
TOYOTA DOMAYNE DAN MURPHY’S MYER COLES MAGAZINES $29.7M $19.0M $40.3M $28.6M $30.0M RADIO
MITSUBISHI BUNNINGS BWS TARGET WOOLWORTHS $15.5M $18.9M $9.3M $21.3M $29.2M E N I L N O BANNERS
HYUNDAI MASTERS FIRST CHOICE DAVID JONES IGA E R U REPORTS T A E F $11.8M $7.7M $8.5M $14.6M $9.4M ABOUT US ABOUT
Each ad featured is the highest spending execution per campaign. 23. SUMMARY TELEVISION
6. NEWSPAPERS 7. TELEVISION 8. CREDIT SERVICES 9. SAVINGS & INVESTMENT 10. UNIVERSITIES NEWSPAPER $38.5M $37.3M $31.7M $30.5M $23.0M
HERALD SUN FOXTEL ANZ DIXON ADVISORY UNIVERSITY OF NEW MAGAZINES $7.8M $25.1M $5.2M $7.6M ENGLAND UNE $5.1M RADIO
THE DAILY TELEGRAPH CHANNEL TEN WESTPAC CBA CHARLES DARWIN $7.5M $4.8M $3.8M $3.0M UNIVERSITY $2.9M E N I L N O BANNERS
UNIVERSITY OF THE COURIER MAIL CHANNEL 7 CBA EUREKA REPORT E R U REPORTS T A E F TECHNOLOGY $3.6M $3.1M $3.7M $2.1M SYDNEY UTS $1.7M ABOUT US ABOUT
Each ad featured is the highest spending execution per campaign. 24. SUMMARY
MEDIA FOCUS TELEVISION
MAGAZINES NEWSPAPER MAGAZINES
PRICELINE LED SPEND IN MAGAZINES IN 2014 IN 2014: RADIO 14,493 2013 leader Nine entertainment was marginally nudged out as lead advertiser Magazine events monitored in Magazines by Priceline which, after tripling its ad spend in 2014, recorded an estimated $6.2m in Magazines alone. E N I L N O 2013’s category leader ‘Broadcasting’ completely dropped out of Magazine’s $188.6M BANNERS Top 10 category list making room for new leaders ‘Female Skincare’ ($18.9m) and spent on Magazines ‘Home & Garden’ ($13.6m). Responsible for the dramatic drop was Foxtel and Seven West who dropped Magazine spend significantly in 2014.
THE LARGEST SINGLE Analysis based E R U REPORTS T A E F MAGAZINE AD IN 2014 WAS on 96 Magazines FOR MAZDA’S ‘ALL NEW across Australia. MAZDA 3’, ACCOUNTING FOR 30% OF THE BRAND’S
MAGAZINE SPEND IN 2014. US ABOUT
25. SUMMARY
MAGAZINES TELEVISION ADVERTISERS IN 2014 TOP 50 NEWSPAPER # RANKING MARKETER/ADVERTISER $M # RANKING MARKETER/ADVERTISER $M 1 Priceline $6.2 26 King Furniture $1.2 2 Nine Entertainment $5.9 27 Samsung $1.2 3 Johnson & Johnson $5.1 28 Blackmores $1.1 MAGAZINES 4 L'Oreal Group $4.7 29 PharmaCare $1.1 5 Woolworths $4.3 30 Estee Lauder $1.1 6 Seven West $3.5 31 Kmart $1.1 7 Domayne $3.3 32 Joan Lesley $1.0 8 Mazda* $3.3 33 Treasury Wine Estates $1.0 RADIO 9 Harvey Norman $3.2 34 Fisher & Paykel Appliances $1.0 10 Monessa Gulf $2.8 35 Fonterra $1.0 11 Reckitt Benckiser $2.8 36 IKEA $0.9 12 Toyota* $2.8 37 Mondelez $0.9 E N I L N O 13 Foxtel Australia $2.4 38 ANZ Bank $0.9 BANNERS 14 Coles Group $2.2 39 Bose $0.9 15 Unilever $2.2 40 LiveLines $0.9 16 Target $2.0 41 Fine Wine Partners $0.9 17 McDonald's $2.0 42 National Australia Bank Group (NAB) $0.9
18 Procter & Gamble $2.0 43 Bayer Healthcare $0.9 E R U REPORTS T A E F 19 Myer $2.0 44 Miele $0.8 20 RJ Media $2.0 45 Powercom Interactive Media $0.8 21 Nestle $1.6 46 Novartis $0.8 22 Tetley Australia $1.5 47 Foodco Group $0.8 ABOUT US ABOUT 23 Absolute Soul Secrets $1.4 48 Big W $0.8 24 Natio $1.3 49 Martin & Pleasance $0.8 25 Bupa $1.3 50 Sanofi $0.7
* Automotive advertiser spend includes both brand and dealer advertising 26. SUMMARY
MAGAZINES
CATEGORIES AND THEIR TELEVISION TOP 10 LEADING BRANDS IN 2014 NEWSPAPER 1. SKINCARE (FEMALE) 2. HOME & GARDEN (RETAIL) 3. CHATLINES 4. TELEVISION (BROADCASTING) 5. AUTOMOTIVE (BRAND) $18.9M $13.6M $13.0M $12.5M $9.7M
L’OREAL DOMAYNE PSYCHIC SOFA CHANNEL 9 MAZDA MAGAZINES $2.9M $3.3M $1.8M $5.9M $3.3M RADIO
NEUTROGENA HARVEY NORMAN ABSOLUTE SOUL CHANNEL 7 TOYOTA $2.0M $2.9M SECRETS $1.4M $3.5M $2.8M E N I L N O BANNERS
OLAY KING FURNITURE GRACE’S PSYCHICS FOXTEL LAND ROVER E R U REPORTS T A E F $1.7M $1.2M $1.3M $2.4M $0.5M ABOUT US ABOUT
Each ad featured is the highest spending execution per campaign. 27. SUMMARY TELEVISION
6. ALCOHOLIC DRINKS 7. DEPARTMENT STORES 8. CHEMISTS 9. VITAMIN SUPPLEMENTS 10. DAIRY/MARGARINE NEWSPAPER $8.1M $7.9M $7.0M $6.8M $6.4M
PETALUMA TARGET PRICELINE BLACKMORES PHILADELPHIA MAGAZINES $0.7M $2.0M $6.2M $1.1M $0.8M RADIO
BROWN BROTHERS MYER TERRY WHITE FLORADIX KIND ISLAND DAIRY $0.5M $2.0M $0.3M $0.5M $0.7M E N I L N O BANNERS
YELLOWGLEN KMART CHEMMART NATURE’S OWN SKI E R U REPORTS T A E F $0.3M $1.1M $0.2M $0.5M $0.6M ABOUT US ABOUT
Each ad featured is the highest spending execution per campaign. 28. SUMMARY
MEDIA FOCUS TELEVISION
RADIO NEWSPAPER MAGAZINES
HARVEY NORMAN WAS THE LEADING BRAND IN 2014:
IN RADIO IN 2014 RADIO 2,331,322 Radio events monitored Automotive Retail category which, despite leading all categories for the second year in a row, dropped Radio spend from $60.2m to $49.5m in 2014 as the leader in adspend E N I L N O in Radio. $493M BANNERS At the individual brand spend level we saw Harvey Norman continue to lead all spent on Radio Radio spend at $23m in 2014. However, with the federal election over, the Australian Government reduced Radio spend from a dominant $22.2m in 2013 to $8.4m last year – a $13.8m drop which remained a significant driver in Radio’s 2014 overall
spend reduction. Analysis based E R U REPORTS T A E F on 59 Radio Stations CHANNEL 7’S PROMO FOR ‘MY KITCHEN RULES’ Australia wide. ACCOUNTED FOR THE HIGHEST SPEND ACROSS RADIO IN 2014 AT $6.4M. ABOUT US ABOUT
29. SUMMARY
RADIO TELEVISION ADVERTISERS IN 2014 TOP 50 NEWSPAPER # RANKING MARKETER/ADVERTISER $M # RANKING MARKETER/ADVERTISER $M 1 Harvey Norman $23.0 26 ANZ Bank $3.3 2 Seven West $12.8 27 Bing Lee $3.2 3 McDonald's $12.7 28 Australian Pork $3.2 MAGAZINES 4 Coles Group $11.1 29 AAMI $3.1 5 Telstra $10.5 30 Big W $2.9 6 Australian Government $8.4 31 Sportsbet $2.9 7 Domayne $8.1 32 Victorian Government $2.8 8 Hyundai* $7.2 33 Volkswagen* $2.8 RADIO 9 Insurance Australia Group (IAG) $7.0 34 National Tiles $2.7 10 Allianz $6.8 35 Origin Energy $2.6 11 TPG Internet $6.4 36 Target $2.6 12 Ten Network $5.9 37 National Australia Bank Group (NAB) $2.6 E N I L N O 13 Chemist Warehouse $5.9 38 Painaway $2.5 BANNERS 14 Woolworths $5.3 39 Mazda* $2.5 15 Nine Entertainment $5.0 40 Vodafone $2.3 16 Australian Pensioners Insurance (APIA) $5.0 41 GlaxoSmithKline $2.3 17 Bupa $4.8 42 Automotive Holdings Group (AHG) $2.3
18 Suncorp $4.2 43 KFC $2.2 E R U REPORTS T A E F 19 Hungry Jack's $4.1 44 Bunnings Group $2.1 20 Iselect $3.9 45 Isuzu Motors* $2.1 21 Toyota* $3.9 46 O ceworks $2.0 22 Commonwealth Bank (CBA) $3.8 47 Lexus* $2.0 ABOUT US ABOUT 23 Slater & Gordon $3.3 48 Red Rooster $2.0 24 Foxtel Australia $3.3 49 Honda* $2.0 25 Brydens Compensation Lawyers $3.3 50 Kmart $2.0
* Automotive advertiser spend includes both brand and dealer advertising 30. SUMMARY
RADIO
CATEGORIES AND THEIR TELEVISION TOP 10 LEADING BRANDS IN 2014 NEWSPAPER 1. AUTOMOTIVE (RETAIL) 2. INSURANCE 3. RESTAURANTS (RETAIL) 4. CREDIT CARDS 5. TELEVISION (BROADCASTING) $49.5M $48.4M $32.9M $28.0M $27.8M
HYUNDAI ALLIANZ MCDONALD’S NUSTART FINANCE CHANNEL 7 MAGAZINES $7.2M $6.8M $12.7M $1.9M $12.6M RADIO
VOLKSWAGEN NRMA HUNGRY JACK’S MORTGAGE HOUSE CHANNEL TEN $2.8M $5.3M $4.1M OF AUSTRALIA $1.9M $5.9M E N I L N O BANNERS
AUSTRALIAN MAZDA KFC GE MONEY CHANNEL 9 E R U REPORTS T A E F PENSIONERS APIA $2.5M $5.0M $2.2M $1.9M $5.0M ABOUT US ABOUT
Each ad featured is the highest spending execution per campaign. 31. SUMMARY TELEVISION
6. HOME & GARDEN (RETAIL) 7. DEPARTMENT STORES 8. SUPERMARKETS (RETAIL) 9. ENERGY 10. LAWYERS NEWSPAPER $27.6M $21.3M $15.3M $12.5M $9.9M
BING LEE HARVEY NORMAN COLES ORIGIN ENERGY SLATER & GORDON MAGAZINES $3.2M $8.2M $8.8M $2.6M $3.3M RADIO
NATIONAL TILES DOMAYNE WOOLWORTHS ENERGYAUSTRALIA BRYDENS LAW OFFICE $2.7M $4.8M $5.2M $1.7M $3.3M E N I L N O BANNERS
HARVEY NORMAN BIG W IGA MOMENTUM ENERGY TURNER FREEMAN E R U REPORTS T A E F $2.1M $2.9M $0.7M $1.5M $0.4M ABOUT US ABOUT
Each ad featured is the highest spending execution per campaign. 32. SUMMARY
MEDIA FOCUS TELEVISION
ONLINE BANNERS NEWSPAPER MAGAZINES
TELSTRA HAD THE HIGHEST SHARE OF VOICE IN 2014:
ACROSS OUR MONITORED WEBSITES RADIO 154,547 Telstra Online Activity accounted for 6.24% of all banner activity across Online Banner Australia’s top 380 websites in 2014. events monitored Closely following Telstra was ANZ Bank (5.13%), which came in at fourth E N I L N O most monitored spender in 2013, and Budget Direct Insurance (4.59%), BANNERS who was not monitored in 2013’s Top 50 Online Advertiser list.
Analysis based on Online Banners scraped
from 380 websites E R U REPORTS T A E F (95 major sites + their sub-pages) THE MOST FREQUENTLY MONITORED ONLINE 4 times a day. BANNER IN 2014 WAS FROM STAYZ ABOUT US ABOUT
33. SUMMARY
ONLINE BANNERS TELEVISION ADVERTISERS IN 2014 TOP 50 NEWSPAPER # RANKING MARKETER/ADVERTISER %** # RANKING MARKETER/ADVERTISER %** 1 Telstra 6.24% 26 Foxtel Australia 1.35% 2 ANZ Bank 5.13% 27 Commonwealth Bank (CBA) 1.33% 3 Budget Direct 4.59% 28 Wesfarmers General Insurance 1.25% MAGAZINES 4 Square Foot 4.51% 29 American Express 1.24% 5 Stayz 4.28% 30 Westpac 1.23% 6 Unilever 4.21% 31 Samsung 1.19% 7 Coty Inc 4.11% 32 Target 1.17% 8 iiNet 3.64% 33 BankWest 1.14% RADIO 9 PayPal 3.61% 34 Toyota* 1.12% 10 Kellogg’s 3.00% 35 Microsoft 1.12% 11 Heinz 2.95% 36 Bank Of Queensland 1.12% 12 Optus 2.78% 37 Suncorp 1.07% E N I L N O 13 GlaxoSmithKline 2.46% 38 National Australia Bank Group (NAB) 1.02% BANNERS 14 IG Markets 2.22% 39 Colonial First State 1.01% 15 Queensland Government 2.16% 40 Hyundai* 1.00% 16 Yahoo!7 2.12% 41 Coles Group 0.96% 17 NSW Government 1.95% 42 Tatts Group 0.96%
18 Procter & Gamble 1.87% 43 BMW Group* 0.95% E R U REPORTS T A E F 19 Lite n' Easy 1.75% 44 Woolworths 0.96% 20 Credit Union Australia (CUA) 1.67% 45 Google 0.93% 21 Subway 1.55% 46 Specsavers 0.91% 22 Nissan* 1.52% 47 Blackmores 0.91% ABOUT US ABOUT 23 Origin Energy 1.50% 48 AHL Investments 0.88% 24 The Muir Electrical Company 1.49% 49 BankSA 0.88% 25 Sony 1.40% 50 Volkswagen* 0.85%
* Automotive advertiser spend includes both brand and dealer advertising **Percentage of activity based on top 50 advertisers 34. SUMMARY TELEVISION
FEATURE NEWSPAPER MAGAZINES
REPORTS RADIO E N I L N O BANNERS E R U REPORTS T A E F ABOUT US ABOUT SUMMARY
RISING TELEVISION TOP 10 SECTORS NEWSPAPER
% CHANGE # SECTORS FTA TV* NEWSPAPERS MAGAZINES RADIO TOTAL VS. 2013 1 Newspaper Publishers 7.6 38.5 0.1 0.5 46.8 +360% 2 Online Travel Services 25.3 0.0 0.0 0.3 25.6 +116% MAGAZINES 3 Bundled Telecommunications Products 27.5 6.2 0.1 8.1 41.9 +37% 4 Female Skincare 28.7 5.9 18.9 0.1 53.6 +33% 5 Energy 33.0 29.1 1.1 12.5 75.6 +32% 6 Betting shops / Bookmakers 21.6 8.6 0.0 3.6 33.8 +30%
7 SUV & O road Cars 92.2 3.3 3.4 0.6 99.4 +28% RADIO 8 Slimming / Weight Loss 19.1 0.0 0.1 0.0 19.2 +26% 9 Lawyers 11.3 2.1 0.0 9.9 23.4 +25% 10 Consumer Insurance 268.8 15.6 2.8 48.4 335.7 +16% E N I L N O * Does not include Secondary channels BANNERS
(L–R) 1. Newspaper Publishers 2. Online Travel Services 3. Bundled Telco Products
4. Female Skincare E R U REPORTS T A E F 5. Energy
(L–R) 6. Betting / Bookmakers 7. SUV & Oroad Cars 8. Slimming / Weight Loss
9. Lawyers US ABOUT 10. Consumer Insurance
36. SUMMARY TELEVISION
SNAPSHOTS OF TOP RISING SECTORS IN 2014 NEWSPAPER Leading growth across all categories in Consumer Health trends continue to play serves as the ideal weapon to leverage the 2014 was Newspaper publishers (Newscorp, a role in dictating ad expenditure with the strength in one product to grow another. As Fairfax) which increased spend by a Slimming/Weight Loss category rising such, this particular market space has grown whopping $36.7m. Since 2010, Press as a 26% YOY. Meanwhile, unhealthy food 40% YOY recording an $11.4m increase. platform for media expenditure has dropped categories such as Cheese and Sugar Heavyweight spender Insurance was MAGAZINES roughly 16% in market share. With digital Confectionery have both suered declines monitored as 2014’s second greatest plugging the majority of that gap, Newspaper of over 45% each. spender, recording a $45m increase on 2013. publishers have since pushed their 2014 marks the fourth year of double Leading the charge in spend was Youi and products online with 2014 monitoring heavy digit growth in the Betting industry. After AAMI, accounting for 9% and 8% of total advertising for Newspaper mobile and tablet increasing 41% in 2013 the controversial Insurance spend respectively. applications. RADIO sporting sector continues to grow in ad Another large category was Automotive Feeding o the surge of the Digital revolution spend recording a 30% YOY increase in 2014. (Brand) which experienced a shift in Car has been Online Travel Services. With big Female Skincare also enjoyed continued model popularity over 2014 as SUV and spenders Expedia.com, booking.com and growth in 2014 with the total category up Medium Car categories increased ad Trivago all battling for market leadership, 33% YOY. Driving this growth at a sub- expenditure by 30% and 38% respectively. E N I L N O category ad expenditure has soared, BANNERS category level were Facial Cleanser and This increase has come at a cost for small increasing by $14m YOY. Moisturising products with leading brands and compact cars which experienced 14% External factors continue to influence L’Oreal and Neutrogena accounting for 12% reductions in ad spend YOY. advertising trends. Energy costs, for example, and 10% of category spend respectively. When reviewing growth in the more niche reached record highs in 2014, emphasising 2014 saw Bundled Products grow in category markets, Lawyer services were the importance for Energy companies to popularity within the Technology, Media and found to increase by 25% in 2014. In a highly E R U REPORTS T A E F provide aordable plans for consumers. In a Telecommunications industry. The operations stratified market with over 130 dierent competitive market space, brands shifted to a of these dynamic markets are in constant Lawyers advertising, its impressive to find price-orientated focus causing retail activity innovation, which, with a high turnover of that Slater & Gordon made up 35% of total ad to boom and ad expenditure to increase by new products, causes market segments to expenditure in the category last year. 42% YOY. converge. The notion of Bundling therefore ABOUT US ABOUT
37. SUMMARY
SHRINKING TELEVISION TOP 10 SECTORS NEWSPAPER
% CHANGE # SECTORS FTA TV* NEWSPAPERS MAGAZINES RADIO TOTAL VS. 2013 1 Welfare / Social Services 2.2 0.0 0.0 0.1 2.2 -88% 2 Beer 15.3 0.7 0.1 0.4 16.4 -58% MAGAZINES 3 Sugar Confectionery 10.6 0.1 0.0 0.1 10.9 -47% 4 Cheese 5.3 0.5 2.5 0.4 8.7 -46% 5 PC Laptops / Notebooks 4.2 0.2 0.9 0.2 5.5 -39% 6 International Flights 4.2 9.9 0.5 0.5 15.2 -37%
7 Government 36.2 1.3 0.1 6.9 44.4 -34% RADIO 8 Breakfast Cereals 25.3 0.0 0.1 0.0 25.4 -30% 9 Tourist Boards 21.4 1.8 0.1 0.4 23.7 -29% 10 Oral Hygiene 28.2 0.0 0.0 0.2 28.4 -16% E N I L N O * Does not include Secondary channels BANNERS
(L–R) 1. Welfare / Social Services 2. Beer 3. Sugar Confectionery 4. Cheese E R U REPORTS T A E F 5. International Flights
(L–R) 6. PC Laptops / Notebooks 7. Government 8. Breakfast Cereals
9. Tourist Boards US ABOUT 10. Oral Hygiene
38. SUMMARY TELEVISION
SNAPSHOTS OF TOP SHRINKING SECTORS IN 2014 NEWSPAPER With the 2013 federal election over, Much like the rest of the Developed world, When reviewing how last year’s top rising Government advertising was naturally bound Australians are becoming increasingly more and shrinking categories have moved, a to drop significantly. This was evidenced informed about the foods they consume number of interesting trends were found. First at the sub-category level where political and in turn, demanding more information and foremost was 2013’s largest shrinking advertising accounted for $8.5m in 2014, an from food providers. According to Mintel, category by percentage, PC Laptops/ MAGAZINES after-thought compared to the almost $19m Consumer popularity in quitting sugar has Notebooks, which continues to decline in ad expenditure monitored in 2013. seen ‘Reduced/No sugar’ packaging claims spend dropping 39% in 2014. The category, increase 33% over the past five years. This which once boasted $19m ad spend in 2012 Surrounding the 2013 election were a number has likewise been reflected in ad spend with has since been squeezed out by newer of key policy events such as Julia Gillard’s Sugar confectionery dropping 47% in 2014. technologies such as Tablets, dropping 70% ‘National Disability Scheme’ and Tony
over the three year period. RADIO Abbott’s controversial ‘Stop the Boats’ policy. Other health trends taking a grip on the Collectively these events accounted for $16m advertising market include the popularity in Leading Domestic Tourism in 2013 was Gold of ad spend. As a result of their absence in organic foods. Particularly popular has been Coast which spent $11.5m on their ‘Theme 2014, Welfare & Social Services experienced Paleo and Vegan diets which favour natural, Park Capital of Australia’ Campaign. Having an 88% decline YOY. unprocessed foods. In doing so they have subsequently dropped spend by $7.7m in E N I L N O shunned Dairy products, possibly translating 2014, Tourist Boards as an entire category BANNERS When reviewing larger category segments, to a fall in Cheese ad spend which almost have taken a hit with monitored ad spend Alcoholic Drinks, which represented close halved YOY. reducing by 29% YOY. to $90m in 2013, has dropped 21% YOY. Taking responsibility for the majority of Whilst some health trends alter the types of Another booming category last year was this chunk was Beer which dropped $22m foods we eat, others have been impacting Toothpaste which increased 65%, taking the YOY. Also dropping at an entire category entire meal segments. Breakfast, once the number 3 spot on the 2013 Top rising Sectors E R U REPORTS T A E F level were Airlines, with both Domestic and most important meal of the day, has slowly list. The category has subsequently dropped International experiencing YOY reductions lost traction with University obesity studies $6m, which combined with a decline in in monitored ad spend. International Airlines (Monash) in 2014 revealing skipping Breakfast Mouthwash, has resulted in a 16% decline in were particularly significant dropping almost as a legitimate means of losing weight. Oral Hygiene. $9m. Driving this slump were key advertisers Coupled with an increasingly busy lifestyle,
Jet Star International (-41%), Qantas (-58%) and Breakfast Cereals has dropped monitored ad US ABOUT Singapore Airlines (-43%). spend 30% YOY.
39. SUMMARY
LEADING CATEGORY TELEVISION
SNAPSHOT: NEWSPAPER
AUTOMOTIVE RETAIL MAGAZINES
* AD SPEND – 12 MONTHS ENDING DECEMBER RADIO
2012 2013 2014
60
55 E N I L N O BANNERS 50
AUTOMOTIVE RETAIL $MILLIONS 45
REMAINS CONSTANT 40 COMPARED TO 35 30
PREVIOUS YEAR E R U REPORTS T A E F 25
WITH TOYOTA 20 CONTINUING TO 15 LEAD THE CHARGE 10 5 ABOUT US ABOUT 0 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
*Data includes 5 city metro primary free-to-air TV channels, all major Press titles & Radio stations across Australia 40. SUMMARY TELEVISION AD SPEND – TOP 4 ADVERTISERS IN 2014*
TV PRESS RADIO
60 TOP 4 BRAND SUMMARY NEWSPAPER TOYOTA continued leading Automotive 50 Retail in 2014 with 61% of total spend $MILLIONS allocated to the Automotive Retail 40 sector. Press campaigns dominated activity with Auto Retail events
‘Buyer’s Advantage’ and annual sales MAGAZINES 30 events ‘Toyota Means Business’ and ‘Toyotathon’ leading activity. 20 MITSUBISHI allocated 64% of total spend in 2014 to Automotive Retail. Across all 10
campaigns, Mitsubishi’s major Press RADIO campaign ‘No Time to Waste’ led media 0 spend o ering up to $4000 cashback.
TOP 10 BRANDS BY NUMBER OF EVENTS HYUNDAI allocated 69% of total spend E N I L N O in 2014 to Automotive Retail. Of BANNERS SUBARU Hyundai’s leading campaigns, Press FORD contributed to the top three with ‘I-Sale’ leading in 2014, followed by NISSAN ‘End of Financial Year Event’. HONDA
VOLKSWAGEN E R U REPORTS T A E F HOLDEN allocated 60% of total spend MAZDA in 2014 to Automotive Retail. Of that HOLDEN spend, TV dominated Holden’s spend with the leading campaign ‘The TOYOTA Automatic Choice’ that o ered free MITSUBISHI
Automatic vehicle options. US ABOUT HYUNDAI
0 10,000 20,000 30,000 40,000 50,000 60,000
*Data includes 5 city metro primary free-to-air TV channels, all major Press titles & Radio stations across Australia 41. SUMMARY
LEADING CATEGORY TELEVISION
SNAPSHOT: NEWSPAPER
HOME & GARDEN RETAIL MAGAZINES
* AD SPEND – 12 MONTHS ENDING DECEMBER RADIO
2012 2013 2014
45
40 E N I L N O BANNERS
HOME & $MILLIONS 35
GARDEN RETAIL 30
ROSE IN 2014 25
WITH BUNNINGS 20 E R U REPORTS T A E F
WAREHOUSE 15 CONTINUING 10 THEIR LEAD 5 ABOUT US ABOUT 0 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
*Data includes 5 city metro primary free-to-air TV channels, all major Press titles and Radio stations across Australia 42. SUMMARY TELEVISION AD SPEND – TOP 4 ADVERTISERS IN 2014*
TV PRESS RADIO
60 TOP 4 BRAND SUMMARY NEWSPAPER BUNNINGS WAREHOUSE established itself 50 as the clear leader of Home & Garden $MILLIONS Retail in 2014. With a heavy product 40 focus, Bunning’s led spend with their ‘Lowest Prices’ TV campaign followed
by their existing ‘Nobody Beats Our MAGAZINES 30 Prices’ campaign.
20 DOMAYNE Home & Garden Retail accounted for 64% of Domayne’s total
10 spend in 2014. Press dominated activity
was led by bedroom furniture products RADIO that contributed to 63% of activity. Of 0 that spend, leading campaign was the retail event ‘Half Yearly Sale’.
TOP 10 BRANDS BY NUMBER OF EVENTS SUPER AMART led advertising activity E N I L N O KING in 2014 with retail sale events. BANNERS FURNITURE Furniture led spend with the top 2 FREEDOM FURNITURE campaigns ‘Why Pay More?’ closely followed by ‘Price Meltdown’. FORTY WINKS NICK SCALI FURNITURE MASTERS HOME E R U REPORTS T A E F MASTERS HOME IMPROVEMENT SPOTLIGHT continued presenting a heavily DOMAYNE product focused approach in 2014. HARVEY Across all campaigns, Masters NORMAN focused mainly on paint products SUPER AMART
accounting for 26% of total spend. US ABOUT BUNNINGS
0 10,000 20,000 30,000 40,000 50,000 60,000
*Data includes 5 city metro primary free-to-air TV channels, all major Press titles and Radio stations across Australia 43. SUMMARY
LEADING CATEGORY TELEVISION
SNAPSHOT: NEWSPAPER
INSURANCE MAGAZINES
* AD SPEND – 12 MONTHS ENDING DECEMBER RADIO
2012 2013 2014
50
45 E N I L N O INSURANCE BANNERS 40 SOARED IN 2014 $MILLIONS 35 WITH YOUI 30 CONTINUING TO 25 E R U REPORTS T A E F LEAD THE CATEGORY 20
WITH THEIR 15
‘QUOTE CHALLENGE’ 10
CAMPAIGN PROMOTING 5 ABOUT US ABOUT MOTOR INSURANCE 0 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
*Data includes 5 city metro primary free-to-air TV channels, all major Press titles & Radio stations across Australia 44. SUMMARY TELEVISION AD SPEND – TOP 4 ADVERTISERS IN 2014*
TV PRESS RADIO
40 TOP 4 BRAND SUMMARY NEWSPAPER 35 YOUI continued leading Insurance with their Motor Insurance product, $MILLIONS 30 accounting for 43% of activity in 2014. Youi launched two major TV 25 campaigns, ‘Quote Challenge’ and MAGAZINES 20 ‘Fastest Growing Attributes’, both of which focused on the cost saving 15 benefits of Motor insurance.
10 AAMI led advertising activity in 2014 with their Motor Insurance product,
5 accounting for 76% of spend. Of that RADIO spend, their ‘Skilled Drivers Course’ 0 had the highest spend accounting for 29% of total Car Insurance spend.
AD SPEND – TOP 10 PRODUCTS ALLIANZ led advertising activity in 2014 with their Brand Insurance campaigns, E N I L N O BANNERS PET accounting for 39% of activity. INCOME Launching one campaign for their Brand Insurance, their ‘One Word’ FAMILY LIFE TV campaign demonstrated the LIFE helpful and understanding assistance from Allianz. BUSINESS E R U REPORTS T A E F MULTI-POLICY NRMA led advertising activity in 2014 HOME with their Motor Insurance product, accounting for 57% of activity. CORPORATE Of that spend, their ‘Anyone Can Drive’ HEALTH TV campaign had the highest spend accounting for 36% of total US ABOUT MOTOR Car Insurance spend. $0 $20M $40M $60M $80M $100M $120M $140M
*Data includes 5 city metro primary free-to-air TV channels, all major Press titles & Radio stations across Australia 45. SUMMARY
LEADING CATEGORY TELEVISION
SNAPSHOT: NEWSPAPER
FOOD MAGAZINES
* AD SPEND – 12 MONTHS ENDING DECEMBER RADIO
2012 2013 2014
40 E N I L N O 35 BANNERS
MONDELEZ LED $MILLIONS 30
THE CATEGORY 25 WITH THEIR 20 ‘WHAT FLAVOUR E R U REPORTS T A E F 15 DO YOU FAVOUR?’ CAMPAIGN FOR 10 CADBURY 5 ABOUT US ABOUT 0 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
*Data includes 5 city metro primary free-to-air TV channels, all major Press titles & Radio stations across Australia 46. SUMMARY TELEVISION AD SPEND – TOP 4 ADVERTISERS IN 2014*
TV PRESS RADIO
30 TOP 4 BRAND SUMMARY NEWSPAPER MONDELEZ’S spend for 2014 was 25 dominated by their Cadbury chocolate $MILLIONS range accounting for 76%. Of that 20 spend, the ‘What Flavour Do You Favour?’ TV campaign had the highest MAGAZINES 15 share accounting for 15% of total Mondelez activity.
10 LITE N’ EASY’S spend for 2014 was led by their ‘Story’ campaign accounting 5 for 53% of spend. The major campaign
featured a series of customer RADIO testimonials who described their 0 experiences with Lite N’ Easy meals and delivery service.
AD SPEND – TOP 10 PRODUCTS KELLOGG’S led advertising activity in E N I L N O 2014 with their Special K products BANNERS BAKERY accounting for 40%. Of that spend, ICED COFFEE the leading campaign ‘Pop Up Van’ launched Kellogg’s ‘3 Grain Recipe’ DAIRY MILK cereal accounting for 17% of the EXTRA total spend.
MINTS E R U REPORTS T A E F MARS’ chocolate range led spend for PORK (MEATS) 2014 accounting for 66% of activity. DRIED PASTA However Mars’ leading campaign was the existing ‘Why Cook When You CEREAL Can Create?’ campaign that promoted CHOCOLATE
BARS their Masterfoods bottled sauce range US ABOUT MEAL accounting for 22% of spend. DELIVERY
$0 $5M $10M $15M $20M $25M
*Data includes 5 city metro primary free-to-air TV channels, all major Press titles & Radio stations across Australia 47. TV advertising clutter
48. 48. SUMMARY TELEVISION
Despite the explosion in digital activity, TV is still the main brand-building medium for big NEWSPAPER advertisers in Australia. Advertising clutter, the sheer volume of advertising that consumers encounter every day, makes it hard for an individual ad to achieve its most fundamental goal – to di erentiate and be noticed. MAGAZINES
In the past couple of months, two of the three The long-term trend we have noticed in the This increasing number of ads per ad break, or major network channels in the Australian number of 15-second ads vs 30-second ads is clutter, is making the actual ad position in the market have begun lobbying the government that 15 second ads are certainly more prevalent break more important than ever. to increase the amount of ads they’re allowed now than they have ever been. In 2009 34% of Ebiquity’s position in break analysis (PIB) is a RADIO to broadcast in any given hour. Currently they TV activity was in the 15-second format. After measure of how many of your ads appear in are restricted to 15 minutes per hour, and they the GFC and shrinking advertising markets ‘good’ positions in break i.e. as close to first and want to move that to 20. If they are successful, and budgets, advertisers were looking at ways last, after and before the program starts. Given Australian TV viewers will be watching one to reduce actual costs, and found savings in that over 50% of ad breaks have 8 or more ads minute of ads every three minutes – a scary maximising weeks on air using the 15-second E N I L N O in them (Australia), if you fall in the middle of BANNERS proposition. If the networks are successful in format. Fast-forward to 2014 and we are that break, there is a greater chance that your their bid, Australia would have the highest ratio now seeing almost 50% of all TV ads in the message will be lost. In some programming, the of ads to content of any western country. 15-second format. audience can drop o up to 40% in the middle More minutes of ads per hour aside, the onset SEE DIAGRAM 1 OVER PAGE of the break. of the 15-second ad as the format of choice This increase in the 15second format is also SEE DIAGRAM 3 OVER PAGE E R U REPORTS T A E F has been one of the main drivers of ad clutter driving number of actual ads, on average, over the past couple of years. An hour full of 30 In addition, the number of sponsored programs consumers are seeing every ad break. second ads will translate to 30 messages hitting has increased significantly. As a sponsor, you In 2008 only 35% of ad breaks had 8 or more consumers per hour. If those ads all became 15 may negotiate premium position in break and ads per ad break, with 2014 seeing closer to second cuts, those 30 messages become 60, get preference. For non-sponsors this makes
60% on average. US ABOUT making it even more di cult for brands to cut the quest for good PIB even more di cult. SEE DIAGRAM 2 OVER PAGE through the noise, tell a meaningful story and SEE DIAGRAM 4 OVER PAGE build relationships with consumers.
49. O N L I N E F E A T U R E SUMMARY TELEVISION NEWSPAPER MAGAZINES RADIO ABOUT US BANNERS REPORTS 50. Including SponsorshipsIncluding Sponsorship Database, All Zones, 5 City Metro, Jan 2008–Jun 2014 Primary Channels, FMM Database, Peak, 5 City Metro, Jan 1998–May Jan 2014 City Metro, 5 Peak, Database, FMM Primary Channels, DIAGRAM 4. 18% database of spend was invested in sponsorships DIAGRAM 2. ads 8 or2013 in more 60%Close ad breaks have of to
Including SponsorshipsIncluding Including SponsorshipsIncluding Ebiquity Database, All Zones, Primary Channels, 5 City Metro, Jan 1998–Jun 2014 Jan City Metro, 5 Primary Channels, Zones, All Ebiquity Database, Primary Channels, vs Secondary Channels, Peak, Ebiquity Database, 5 City Metro, Apr–Jun 2014 Apr–Jun City Metro, 5 Ebiquity Database, Secondary Peak, Channels, vs Primary Channels, A highly cuttered environment DIAGRAM 3. DIAGRAM 1. years 15sec use in Australia of recent ads in more A greater SUMMARY TELEVISION To further add a layer of di culty, With that in mind, this comes down Whilst every case is unique, some networks are charging a loading to an argument between longer Neuro Insight have worked with for good PIB (20-25% extra), but there ads less often vs shorter ads clients to prove that all is not are no guarantees. We know that more frequently. If your goal is to what it seems when it comes regardless of the level of your spend, maximise audience ratings points to duration & e ectiveness. NEWSPAPER or the share you give a particular (TARPs) and weeks then it would network, the results on this measure make sense to go for the shorter So, in an e ort to introduce A 60 SECOND AD MAY BE are rarely secure. format ad over a longer period of frequency & double the TARP 50% MORE EFFECTIVE THAN time. But according to Peter Pynta A 30 SECOND AD WHICH, ON So how does a brand, who can’t weight, the storytelling power from Neuro Insight, we are missing of a 60 second ad has been PAPER, MAKES THE 60 SEEM secure a good position in break MAGAZINES the most important ingredient through their purchasing power or a overlooked at the expense of IN-EFFICIENT. HERE’S THE when comparing the 15 vs 30 large media budget, cut through the more tonnage &/or more reach REALLY INTERESTING POINT: second format – the power clutter? Understanding the strategic or frequency. 1 X 60 IS EVEN MORE of storytelling. di erences between a 15 second ad The same can be true for 30’s EFFECTIVE THAN 2 X 30’S and a 30 second ad is a good start. Quite often a spreadsheet of CPMs ...BECAUSE THE 2ND TIME & 15’s. So if a shorter length RADIO won’t ever factor into the mix how Darren Bailey from Generator commercial is attractive because CONSUMERS SEE THE 30 important it is to convey a story United who has worked on large TV of the pure economics of IT PERFORMS LOWER with a message & brand as part of campaigns over the past few decades frequency, this may be a false STILL THAN THE 1ST 30 SEC that story. in major creative agencies believes economy when storytelling is EXPOSURE. WHY? factored in. We’re hard-wired to E N I L N O there is a clear distinction in how a 15 IT’S A FUNCTION OF HOW BANNERS second ad and a 30 second ad should engage in stories – we’re not THE STORY IS TOLD... be approached. necessarily hard-wired to engage & THEN RE-TOLD. in shorter stories, with twice the frequency.
IF WE APPROACH THIS QUESTION LIKE A REAL HUMAN RELATIONSHIP, THE So how does a brand cut through E R U REPORTS T A E F MORE TIME YOU HAVE TO BOND WITH SOMEONE THE BETTER THE CHANCE the clutter? There isn’t one principle is to optimise your OF CREATING A REAL CONNECTION. YOU NEED THIS TIME TO DEVELOP AND clear way to approach this – TVC to ensure that the BUILD A RELATIONSHIP FIRST AND THEN HOPEFULLY YOU GET A CHANCE TO understanding the problem is first impression is the best important and working out ways impression. Frequency itself SELL YOUR GOOD POINTS…FOR A 15 SECOND AD TO BE EFFECTIVE LONG to maximise PIBs will only get will rarely increase the impact TERM, IT NEEDS TO BE PART OF A BROADER CAMPAIGN AND USED AS A TOOL US ABOUT you so far. The only one guiding of storytelling! TO REINFORCE THE MESSAGE FIRST INSTILLED BY THE LONGER FORMATS.
51. SUMMARY
Using cost and quality TELEVISION benchmarking to
ensure your online ads NEWSPAPER are not wasted A simple and pragmatic approach to monitoring and measuring digital inventory means that online ads will MAGAZINES work very much harder for advertisers.
Ensuring online ad impressions are high quality has become increasingly important. The arrival of blind ad networks over a decade ago began a process that sacrificed ad placement in a specific location on a specific site to chase mass audiences at low cost. RADIO With the shift to programmatic trading over recent years even more ads are bought today with little known about the actual placement of the client’s creative. Online ad visibility Online inventory is often bought and resold many times, to the point where the seller your (% delivered impressions) agency buys the ad from may have very little knowledge of where the ad will actually be E N I L N O BANNERS placed. This lack of transparency has led to a rise in unscrupulous entities entering the sales side ecosystem, making poor quality and even fraudulent impressions a real issue. ‘Fraudulent’ ads can be defined here as ads that will never be seen. ** * Google 44% In addition to fraudulent impressions, ads can also be placed ‘below the fold.’ Although Exchange 39% Display traded
Platforms not fraudulent, they may never be viewed. Increasingly, ads are viewed by bots and not E R U REPORTS T A E F video Source: humans. The IAB in the UK estimates that 33% of programmatic ad impressions may be * TubeMogul: APAC viewed in this way. Ads can also appear in non-brand-safe environments. Viewability rate 2014 ** Google: Think with Google Study Nov 2014 All of the above should be thought of as wastage. So what can you do to ensure you’re *** Comscore Blog: vCE June 2014 not wasting your money?
**** Integral Ad Science US ABOUT Q4 2014 media quality Benchmarking cost and quality across your own activity and against the market is the report Networks **** *** 43% best place to start. There are five core metrics that can be benchmarked to ensure you vCE 44% and benchmark Exchanges are getting the best out of your campaigns. for display
52. 52. SUMMARY TELEVISION
Cost: The first two metrics only You need to make sure you are require an independent not overpaying for your impacts. ad server to provide a Benchmarking CPMs by publisher, basic understanding of NEWSPAPER targeting, buy type, and ad format will cost and quality. The ensure your delivered impressions remaining three demand are cost-e cient compared with pool advertisers in the current market. additional investment into ad verification technologies
and require the campaign to MAGAZINES be set up and tra cked to obtain that extra information. Engagement: It is important that the Wherever cost is benchmarked, you also need a quality metric. In all cases, no matter Visible technology used to RADIO what the ad format and placement, there impressions: capture and verify the will be some form of engagement with Ad viewability technology can data for benchmarking the ad which is tracked by the ad server. be used to assess how much is independent from Benchmarking the cost-e ciency of the ad and for how long your ad was publishers (and ideally and its placement to deliver an engagement actually on screen. agencies), and works across is the most straightforward place to start to E N I L N O BANNERS ensure your ads are getting cut-through. all sales-side platforms and devices to allow for meaningful comparisons for all activity on the media plan. Non-fraudulent E R U REPORTS T A E F and brand safe In this way a greater On-target understanding of the quality impressions: impressions: of impressions can be Using technology to understand Using a panel, you can determine gained to ensure that fewer the page environment, clutter, and if your ads have actually reached impressions are wasted how your ad is being rendered can your intended target audience. US ABOUT ensure the ad is correctly delivered and you are delivering the in a quality environment. biggest bang for your buck.
53. O N L I N E F E A T U R E SUMMARY TELEVISION NEWSPAPER MAGAZINES RADIO ABOUT US BANNERS REPORTS 54.
Ebiquity been have operating Australia in Zealand New and media for the past substantial years.30 A in investment processes technology people over and that time been have a hallmark of the business which now provides data independent driven information and advice help to our more than 100 clients region. the across
ABOUT ABOUT US SUMMARY TELEVISION NEWSPAPER ADVERTISING INTELLIGENCE MEDIA BENCHMARKING Ebiquity provides independent advertising monitoring and analysis to Our Media Value Measurement team is focused on helping advertisers key advertisers and agencies across Australia and Internaitonally. Our find a path through the media landscape to greater e ectiveness, and thus Sydney team monitor almost 15million competitive ads per year for our better results, from media. MAGAZINES clients, across all main media - TV, online, newspapers, radio, magazines We do this though a range of consultancy training, coaching and and outdoor. We provide analysis and insights to advertisers, industry benchmarking services: associations, Government departments, creative and media agencies. Benchmarking - At Ebiquity we ask the tough questions to determine Our service is built on three core products: what’s working with clients’ campaign and what’s not. We help them Portfolio - The most advanced competitor advertising intelligence set goals, identify how improvements can be achieved and monitor the RADIO website tool. Stay informed on all new campaigns with daily email alerts changes. We also help brands benchmark performance against what Insight - Customised reporting designed to your specific needs. Short, other advertisers are doing. Through our experience, judgement and concise and actionable insights -weekly, monthly, quarterly willingness to challenge accepted beliefs, we continually improve the performance of our clients’ campaigns. Ebiquity Mobile – A fast, dynamic tablet dashboard app updated daily E N I L N O with your category’s advertising activity Training – We have developed a range of training workshops which BANNERS are designed to raise the confidence of marketers to brief agencies correctly, challenge their strategic responses and work better together. Our experienced trainers have trained over 350 marketers in our digital media one day workshop since 2011 and more than 2,000 in our two day media process workshop since we began in the early 90s. E R U REPORTS T A E F Coaching and Consultancy – As the media landscape continues to fragment and increase in complexity, our coaching services provides independent advice when it is needed most. We conduct media process reviews, uncover brand problems and improve briefs, help
brand teams challenge plans and strategies, conduct agency reviews, US ABOUT advise on agency remuneration and give marketers the confidence to ask the right questions of their agency partners.
55. 55. CONTACT SUMMARY TELEVISION NEWSPAPER RICHARD BASIL JONES AARON RIGBY MUNGO MCCALL CEO DIRECTOR OF BUSINESS DEVELOPMENT CLIENT SERVICES MANAGER [email protected] ADVERTISING INTELLIGENCE ADVERTISING INTELLIGENCE [email protected]
[email protected] MAGAZINES RADIO E N I L N O SYDNEY OFFICE BANNERS LEVEL 10, 50 MILLER ST NORTH SYDNEY NSW 2060, AUSTRALIA
TEL. WEB. BLOG. TWITTER. +61 02 9299 7911 EBIQUITY.COM EBIQUITY.COM/OPINION @EBIQUITYGLOBAL E R U REPORTS T A E F ABOUT US ABOUT
57.