Mumbrella held a video hangout with one of the founders of Outbrain today to discuss the nature of content marketing, what works and what doesn’t and the ROI of content discovery platforms.
Co-founder of the content discovery platform Yaron Galai and Australia and New Zealand managing director Ayal Steiner spoke about how the platform came about, the rise of content marketing, and how publishers and marketers need to show their audiences respect in their content and resist clickbait in order to hold readers’ trust and make the practice sustainable.
The ongoing lack of premium inventory and concerns about issues like ad fraud and verification are major factors constraining the growth of video in Australia, the industry has been warned.
Speaking at today’s launch of the second annual State of the Video Industry Report, John Miskelly GroupM’s head of digital, told the audience: “We have to be singularly focused on increasing the number of streams that is the absolute number one constraint on our market.”
The declaration comes at the Interactive Advertising Bureau (IAB) report found that there were still major shortages on video inventory, particularly with Australian content and long form content, while two third of media buyers surveyed also expressed concerns about quality control on video around the issues of viewability, ad verification and fraud. Read more »
The hotel chain, part of InterContinental Hotels, will compare business travellers to athletes by stressing how Crowne supports them during the day – “from starting the game to recharging after the game”.
The marketing drive, called ‘Business is a game. Play to win’ , features digital and out of home channels and will run until December.
The rise of online independent publishers has coincided with a loss of trust in traditional media companies who the public feel are either owned or bullied by Governments, according to the global general manager of youth media brand Vice.
Hosi Simon, who at the weekend confirmed the launch of Vice News in Australia and the expansion of its local team from 40 to 70 by the end of next year, described the media crisis as “acute”, with their future further complicated by the “liberation of information”.
“Out of this liberation a lot of media alternatives have shown up,” he said.
Simon also told marketers they have huge opportunities as everything in the media landscape is “broken down and reinvented”.
An Australian man has ben convicted of sex offences as a result of the awarding winning ‘Sweetie’ campaign which saw an avatar of a ten-year old Filipino girl created in the hope of catching sex offenders.
The avatar was created by Dutch advertising agency Lemz and children’s aid organisation Terre Des Hommes Netherlands, which captured details of 1,000 men from around the world who requested that Sweetie perform sex acts in front of a webcam for cash. Their details, including 50 men from Australia and New Zealand were then passed onto Interpol.
GPY&R and Publicis Mojo each took home a haul of 14 gongs, including two golds each, while JuniorCru snagged 16 awards, including two golds, six silvers and six bronze.
Australia’s PR agencies increasing reliance on a few larger clients for the bulk of their revenue should be seen as a “warning sign” for the industry to diversify risk, with a new report showing monthly agency retainers are also on the rise.
While the annual Public Relations Institute of Australia (PRIA) consulting sector benchmark survey has reported a 14.6 per cent increase in the monthly agency retainer, with the average rising for the second year running, up from $10,873 last year to $12,461 in 2014, it showed 34 per cent of agencies rely on their top five clients for more than three-quarters of their revenue.
“(The dependency figures) are always a warning sign and businesses need to make sure they don’t concentrate revenue too much. Our business are no different to anyone else’s — diversify risk, and keeping an eye on not being caught out by having one or two very large clients,” said Adam Benson national chair of the PRIA Registered Consultancies Group (RCG). Read more »
St George Bank encourage customers to ‘start something’ in new spots promoting business banking and home loan products
St George Bank is continuing with its ‘Start Something’ positioningcreated by Saatchi & Saatchi, with spots focusing on business banking and home loans which aims to encourage customers “to start something for themselves”.
Saatchi & Saatchi ECD Mike Spirkovski said: “As a brand positioning Start Something has the strength to inspire customers of all ages and with just a little help anything is possible. We simply dramatise how St George can help get you started.”
The first spot, focusing on the bank’s home loan rates, sees a young boy telling audiences about his passion for drumming and how he’s learnt from his dad, but according to mum it all started when they were house hunting and coming across a perfect music room.
Agencies should aim to ‘unknow’ their prior knowledge of a client in order to take a fresh approach to the work and senior marketers need to take more of a role in encouraging a fresh approach to ideas, acclaimed adman Jeff Goodby has said.
Speaking at an Australian Association of National Advertisers (AANA) conference in Sydney yesterday, the co-chairman and partner at Goodby Silverstein & Partners also took a swing at what he deemed “dithering” lengthy pitch processes, urging marketers to put tighter timelines on their processes.
On the issue of agencies taking a new approach to their clients he said:”My obsession with unknowing is a reaction to seeing too many presentations where planners and creative directors and so on told the client they were going to take ‘deep dives’ into their business and learn so much about them and use the drill down and unpack kind of language we’ve all caught ourselves using.
“First of all, there’s no way an agency is going to know more about your business then you do. They’ll say they’ll know as much as you do but they’re not going to. They have other things to work on, they have sneaker and beer and stuff that are more fun than your account.” Read more »
They will work with academics across the US to produce content, starting with 62 members of the American Association of Universities and the US Science Coalition universities.
The US launch, described by The Conversation as a pilot, is the third market for the not-for-profit publisher which launched in Australia in 2011 and expanded to the UK last year. Around 20 per cent of traffic to The Conversation, which claims a monthly audience of two million, already comes from the US.
The second season of Ten’s Woolworths funded series Recipe to Riches debuted to an audience of 561,000 last night, down from last year’s season launch of 616,000, beaten by Nine’s Big Brother, Seven’s Dancing with the Stars and ABC’s 7.30 in its 7.30pm timeslot.
However, it was up on season one’s finale, which was watched by 504,000 metro viewers, according OzTam’s overnight metro ratings.
It was a night where audiences were down across the board, with Nine News at 6pm the only show to crack the 1m audience mark.
Ten did grab an audience share of 15.6 per cent, ahead of the ABC’s share of 15.1 per cent, but was beaten by a dominant Seven which had a share of 20.3 per cent while Nine sat on a share of 17.2 per cent.
Morning Update: If ‘The Shining’ took place in Ikea; YouTube and Lionsgate created branded series to promote The Hunger Games
This is our Morning Update, rounding up international media and marketing news from while you were sleeping.
Mashable: If ‘The Shining’ Took Place in IKEA
“By day, IKEA is the cheery backdrop for two lovebirds in 500 Days of Summer. By night, it’s a desolate maze for Stanley Kubrick’sThe Shining.
Just in time for Halloween, IKEA Singapore has released its very own homage to the classic horror film. The ad serves as part of Ikea’s holiday “Spot & Win” contest.
“Come and pay with us, Danny… Come pay with us.””
Jean-Marie Dru warned that unless marketers and creative staff approach their work in a bolder fashion, and are prepared to see ideas flop, companies will struggle to truly innovate.
Speaking at an Australian Association of National Advertisers (AANA) conference in Sydney today, Dru said 10 or even 20 initiatives may have to fail before one succeeds.
Asked to identify some of the major barriers to innovation, Dru said: “The first one is a fear of failure. You might have to fail many times before you get it right but companies are afraid of failure.”
The shortlist is thought to include four agencies with incumbent OMD defending the account against Carat, Mediacom and Mindshare.
The Dulux Group has a range of brands including British Paints, Selleys and Berger. Read more »
Brands must end their obsession with TV advertising and “liberate” themselves with a new approach to media buying, according to the global managing partner and UK chairman of ZenithOptimedia.
Belinda Rowe, who was CEO of ZO in Australia for a decade and a chair of the Media Federation, told the Australian Association of National Advertisers (AANA) Reset conference this morning that she still attends too many meetings where TV is still “front of mind”.
“Everything is seen through that lens,” she said in comments directed at marketers. “You need to liberate yourselves and ask how can you come up with innovative ways to to get you out of TV-led thinking.
“There are conversations around digital but I can tell you I have so many meetings where TV is still front of mind.”
Baker also signalled his last marketing push with the agency will be around Indigenous tourism.
Speaking to Mumbrella after announcing his decision to step down after seven years at TA, Baker did not rule out another tourism role but said he would explore positions away from the industry, with media, publishing, technology and health and well-being all areas of interest for the British-born marketer.
Talks are taking place over several “short and long term” positions, he said.
Baker’s stock is high after a successful stint at TA which followed a 10-year career with upmarket resort operator Voyagers Hotels and Resorts.
The appointment, following hot on the heels of the agency picking up Kate Smithers in a similar role from Ogilvy & Mather in London, bolsters the strategy team offering to 35 at the agency, which includes 11 members of the innovation unit led by Ben Cooper.
Berthinussen will lead strategy for the NRMA/SGIO, Lexus and Google accounts for the agency, and report into Justin Graham.
Mediacom Melbourne has promoted Anny Havercroft to heads its operations replacing Peter Barrie who departed the agency in July, Mumbrella can reveal.
Havercroft previously headed the Melbourne division of its brand content division Mediacom Beyond Advertising and prior to that was innovation director.
“I’m delighted to have Anny Havercroft as general manager of our Melbourne operation,” Mark Pejic CEO of Mediacom told Mumbrella. Read more »