Yahoo!7 has closed its Yahoo Search Marketing business in a move which sees a number of staff redundancies as the company movies its search inventory to the Google Ad platform in Australia.
The move by the Australian joint venture between Seven West Media and the US-based Yahoo, is a significant shift in the Australian search market, with advertisers no longer able to advertise on Yahoo’s search engine directly and instead obliged to go directly to Google.
A spokeswoman for Yahoo!7 said the company chose to go with Google after Mi9 launched Bing Ads in Australia without migrating advertisers from the YSM Panama platform, which Yahoo!7 uses. Globally Bing and Yahoo! have an advertising alliance in search however, in Australia it appears the two side have been unable to come to terms.
“We believe the decision by Microsoft to launch Bing without us is not in the best interest of the Australian search industry,” said a Yahoo!7 spokeswoman. Read more »
An insulation brand has launched a new campaign built around the idea of insulating what it claims is the most isolated town in Australia.
The campaign by Knauf Insulation saw the company insulate the entire town of Birdsville, population 80, which in the summer often reaches temperatures as high as 40 degrees.
The project, saw the company truck 8,000 square metres of Earthwool insulation (enough to cover a football field) across the outback 1500 kilomoetres by road-train from Brisbane to Birdsville. The rollout began in April this year and will conclude this weekend at the annual Birdsville Races. Read more »
A panel at next month’s Festival of Branded Content and Entertainment is to discuss ways of brands using music and collaborating with artists. The panel will include Australian artist Ricki-Lee Coulter, who will provide her perspective on what makes a successful brand project.
The panel, also includes Roddy Campbell, GM of business development at Universal Music; Greg Tremain, GM of content marketing at MCM Media and Coulter, and will debate why artists are now more receptive than ever to get involved in brand activity, who is doing it well, how they made it work and what we can learn from these examples.
The panel will discuss whether audiences accept brand involvement in content and how artists can avoid being perceived as sell outs Read more »
Budget Direct completes its move away from unconventional couple Michael and Michelle in new ads from the insurance brand.
The ads cement alien couple Zeek and Zia as the new faces of the brand as the company continues its departure from the previous pairing of an older Australian man and younger French woman.
The low cost insurance company began to transition away from Michael and Michelle with a parody of the brand’s original ad which featured Michelle in the shower. The first ad for the new direction saw a pastiche of the spot showing Zia and Zeek in a similar bathroom scene.
After the airing of the initial spot featuring Zeek and Zia, Jonathan Kerr, Budget Direct’s director of marketing and digital, said social media monitoring system Radian6 found Budget Direct was the most talked about brand when compared to others in the market that aired ads during the same period. He added that Zeek and Zia are already building a fan base. Read more »
Senior media buyers say that research company Ipsos, the organisation running new industry-funded readership metric EMMA, is offering price-slashing deals to ensure media agencies start using the new survey.
They told Mumbrella’s sister tablet edition Encore that most agencies have been offered at least one year of free readership data and a second year at a heavily discounted rate if they sign up before December as the new metric seeks to challenge established readership metric Roy Morgan Research.
All of the senior buyers Encore spoke with refused to go on the record until they had fully evaluated the new metric, however, one media agency head said: “They are being generous, offering a significant discount on the price.” A senior media buyer added: “They are essentially offering it for free until July next year. There are also incentive discounts from July onwards if you get in before December for the next year.” Read more »
A tongue-in-cheek ad for a tractor has been named best cinema advertisement of the year.
Gruen Nation was the top entertainment show of the night with 1.179m metro viewers tuning in to watch the Wil Anderson-hosted panel discussion about the election advertising campaigns. And Kitchen Cabinet, in which political journalist Annabel Crabb went to Tony Abbott’s house for dinner, had 921,000 metro viewers making it seventh for the night. Crabb also participated in the Gruen Nation Panel, along with Leo Burnett Sydney CEO Todd Sampson, and Channel Ten’s Russel Howcroft.
The Hamster Decides, from the Chaser team, brought 913,000 metro viewers to ABC1 from 9.15pm to 9.45pm and was eighth for the night. Read more »
Morning update – Sept 5: Twitter search; Tesco ‘misleading’ horsemeat ad; Paid customer social media backlash
In the Morning Update, we round up what was going on in the other timezones while you were asleep.
“Topsy is one of a small handful of companies that offer advanced Twitter search tools for the microblogging network’s entire stream, known as the Twitter ‘firehose.’
The Guardian: Tesco criticised over ‘misleading’ horsemeat ad – UK ad watchdog says campaign attempted to shift blame to ‘the whole food industry’
“The ad campaign said that the problems that have arisen with meat is ‘about more than burgers and bolognese’. ‘It’s about some of the ways we get meat to your dinner table. It’s about the whole food industry'” it added. Read more »
Former Melbourne Football Club general manager Peter Maynard is moving to DMG Radio to take up the job of Adelaide general manager for FIVEaa and Nova 919.
Maynard will fill the vacancy left by Sean O’Brien who resigned from the radio network last month to take up the job of managing director of Channel Nine’s Adelaide operations.
The move is a return to Adelaide for Maynard who was general manager of Austereo Adelaide for three years before he joined Melbourne Football Club in February 2010.
The rise saw the overnight metro audience increase from 642,000 to 874,000 – a growth of 36.1 per cent.
The unusually heavy timeshifting came after the show was moved back into a later timeslot to accommodate the launch of Recipe To Riches which has since moved into the 7.30 slot previously occupied by Masterchef.
OzTAM’s numbers only include people who watch a show on their TV as catchup viewing and do not fast forward through the ads.
Although a 36 per cent rise is unusually high, the number underlines the increasing importance of ratings other than overnight figures, particularly as catch up viewing becomes an increasingly regular part of viewing.
Last Tuesday, the next biggest audience growth by size came for Seven’s Winners & Losers which grew its metro audience by 120,000 to 996,00, a rise of 12 per cent.
Another heavy audience increase came for SBS2’s Vikings repeat, which rose by 35.8 per cent to 78,000.
Story of Daft Punk’s outback adventure, Rolling Stone’s bar and Coca-Cola’s peace mission to be told at BE Festival
John Parker, GM of marketing & promotions ANZ from Sony, who led the launch of in Wee Waa, a small town in NSW will present the thinking behind the project and what it delivered for the brand and band.
Parker will be on a panel discussing how real life experiences can connect consumers with brands. Other examples to be discussed include Rolling Stone magazine’s Sydney bar and Coke’s Small World Machines. Read more »
Cricket Australia has launched a ‘Play Cricket’ campaign promoting the accessibility of the game to anybody.
The campaign includes a website that allows people to search for places where they can play cricket in their local area backed by a TV ad created by GPY&R Melbourne. Read more »
Senior marketers are to be offered free places at a speed networking forum which kicks off next month’s Festival of Branded Content and Entertainment.
In a new initiative for this year’s festival, the three hour session held late on the afternoon before the conference, will seek to connect anyone interesting in doing business around branded content and entertainment. This may include marketers, agencies, suppliers, technologists, creatives, commissioners and content makers.
The speed networking session will allow people to book up to 12 appointments over the three hours in a series of targeted 15 minute slots, with the meetings organised ahead of time via the BE Festival website.
A maximum of 100 places are available at the speed networking. Twenty of those places are reserved for marketers with budgetary signoff who are interested in knowing more about forms of branded content available to them.
The speed networking takes place from 3pm on Wednesday October 2 at the Festival venue of Luna Park in Sydney.
The event, which Festival organisers believe to be an Australia-first, is intended to give both content makers and potential commissioners of content the chance to connect and briefly discuss their business challenge or capabilities, with a view to being able to continue a conversation later if they wish. Read more »
Telco Vodafone has launched a new online campaign, promoting the benefits of its new ‘infinite’ Red mobile package. Read more »
The two minute film – #limousine13 – promotes Westfield’s premium shopping centres in central Sydney, Bondi Junction and Doncaster, Victoria, which carry luxury brands such as Gucci, Willow and Jimmy Choo.
The ABC’s online voter survey ABC Vote Compass has received more than 1m responses in the four and half weeks since it launched.
The public broadcaster said the insights on voter attitudes had been informing its election coverage in a number of areas.
“We can’t say it matches precisely one million unique users” said Gillian Bradford, ABC federal election producer, “but it has brought a richness and depth to the coverage which we wouldn’t have otherwise have had.” Read more »
Tailor MJ Bale has unveiled its Spring /summer collection in a short film on the theme, ‘Summer Pursuits of a well dressed gentleman’.
The two minute video shows men wearing items from the new collection while playing sports on the beach, riding a paddle board, and emerging from the water with dive gear and fishing equipment.
The second episode of Ten’s new cooking and product marketing show Recipe to Riches missed OzTam’s list of the top 20 programs of the night last night, with just 588,000 viewers across the five city metro.
Ratings for the show in which Droga5 creative chairman David ‘Nobby’ Nobay provides marketing advice to chef entrepreneurs declined from last week’s debut of 616,000 viewers when it was 18th for the night. Yesterday it was 21st.
Last week Ten pushed back a new episode of US drama series Under the Dome to 9.30pm to launch Recipe to Riches at 8.30pm, however this week Recipe to Riches aired in what is planned as its regular 7.30pm timeslot now Masterchef is over, but could not compete with Seven and Nine.