Morning Update: Nov 1 – Haunted Honda Civic; Top 20 Halloween Vine and Instagram videos; Brooks-Coulson affair revealed to jury
This is Morning Update, our overnight wrap up of the international media and marketing news.
“It’s Halloween, folks. And you know what that means? Time to roll out the “spooky” marketing stunts! The yearly onslaught of Halloween-themed viral ads has become a tradition that’s getting up there with super-clever-but-actually-lame April Fools’ Day pranks on the list of overused holiday marketing strategies.”
Screen Australia and YouTube are to give $400,000 to help the channel’s most popular local content makers develop their work.
The funds, along with production resources will be available to those have an as yet undisclosed minimum number of subscribers and create original content.
A growing number of local YouTube contributors are making a significant income fro their work, based on YouTube’s owner Google sharing a slice of the advertising which appears with their videos. A handful are reportedly bringing in six figure sums. Read more »
The move is also a sign of the growing closeness between Lachlan Murdoch’s DMG Radio and Foxtel, which is jointly owned by News Corp and Telstra. Ten has reportedly been in talks to merge its sales operation with that of Foxtel’s sales house MCN.
The new channel will launch in a month’s time, on December 3. Read more »
In the lead up to Halloween, Optus has been running a Halloween-themed campaign promoting its ‘My Plan’ mobile plans.
The campaign, managed by M&C Saatchi, Fuel Communications and Starcom, ran across radio, print, social media and online with a supporting PR campaign.
Short videos are being shared across Twitter and Facebook with the description “WARNING! Just like bill shock and spooky excess fees, this video will scare you!”
The videos are also running today only on YouTube, Boom seeding network and mobile Facebook paid ads.
Nathan Rosenberg, head of brand at Optus said: “Optus believes no one should receive a scary bill so Halloween is the perfect time to warn consumers to watch out and make sure the others don’t trick you with spooky excess fees.”
According to Ten’s first numbers, 10m million videos were viewed during October – up 14 per cent on the previous month.
Tenplay is funded through display ads on the site along with TVCs inserted as pre-roll and during the video conent.
Page views on the tenplay site have increased by 24.3 per cent to 20m, Ten said.
The network also points to viewers staying on the site for lengthy periods of time, with the average session lasting 14 minutes, a 17 per cent increase on previously. Read more »
Editor-in-chief of AAP Tony Gilies told Mumbrella in a statement: “I want to advise of our decision to close AAP’s bureau in Papua New Guinea.
“The decision was difficult but necessary. We’ve been there since the 1950s,” he said.
AAP said that the current PNG correspondent Eoin Blackwell is returning to a position on their national reporting desk in Sydney. Read more »
The industry push toward automated buying will take major steps forward next year with confirmation television, radio and outdoor advertising will launch, or further develop, automation platforms for media agencies.
Sophie Madden, CEO of the Media Federation of Australia (MFA), told Encore discussions with various industry bodies are well advanced, with outdoor advertising and radio set to follow television in allowing automated buying.
“We are looking at automating the transacting part of buying. At the moment we are focusing on television because that is the bulk of where time is spent,” said Madden. Read more »
The appointment comes a year after the dismissal of former CEO Amanda Gome.
Go joined Private Media last April with a brief to drive the commercial performance of the portfolio. Previously she was publisher at women’s websites publishing house Independent Digital Media. She also held senior publishing roles with Emap (now part of Bauer Media) and Fairfax Media’s magazines.
Private Media is chaired by former Sydney Morning Herald editor Eric Beecher. In a note to staff Beecher said: “She is talented, creative, focused, approachable, strategic, sensible and highly professional. She comes to the role with an impressive and diverse track record that traverses writing, editing, publishing, managing. She has a significant public profile, an MBA, an intuitive feel for the connection between content and commerce, and a deep understanding of digital media. And she was editor of Dolly magazine at the age of 23. Read more »
Halloween Eve marked 75 years since the original radio broadcast, based on HG Wells’ novel, and 2SER program director Anthony Dockerill produced and broadcast the show to engage listeners in the drama. Read more »
SBS is expected to axe its high profile long-form interview series The Observer Effect after the show’s poor ratings performance this year.
The speculation comes as supermarket chain Coles has conceded it “may” have complained to the show’s production company Shine Australia about an interview between journalist Ellen Fanning and Coles CEO Ian McLeod.
Sources at SBS and Shine have told Encore that the program, hosted by journalist Ellen Fanning, will not return in 2014 after failing to draw viewers or gain sufficient traction with its interviews.
“It would be a miracle if we brought it back,” said an SBS source. “The show has not performed in terms of wider traction and was rushed out.”
OzTam Ratings show The Observer Effect averaged 106,000 viewers in the 8.30pm Sunday timeslot hitting a low in June of 70,000 and a season high a few weeks later of 149,000. Read more »
The Australian Defence Force has launched a new campaign, created by GPY&R Melbourne, aimed at encouraging women to enlist in the army.
The commercial features a woman completing an average day at work with the Army, with narration addressing the concerns women may have about enlisting, such as lifestyle changes.
Army marketing manager Kate Mathias told Mumbrella: “It was about dispelling some myths about the army, and the flexibility that it provides as an employer and educate the target audience that you can be a mum, you can be a girl and you can be feminine and you can also be in the army.”
The campaign, created by Big M and BMW’s media agency Vizeum, includes the “new accelerometer 360-degree virtual tour” which allows users to take a 360-degree virtual tour of demo models.
Consumers are also able to track down the demo cars, which are parked at various locations across Sydney and Melbourne, using their mobile phones.
Graham Christie, group commercial director and partner at Big Mobile said: “Mobile is playing an increasing role in the automotive purchase cycle, so it’s vital that brands create more immersive ways to speak with prospective buyers. This is our most comprehensive and innovative mobile campaign for the sector yet.”
Instead of the usual large scale showcase, the company is understood to be favouring smaller private briefings for media buyers and the media in late November, given the company will be in its pre-IPO period which is expected to occur in early December.
Seven and SBS have already had their upfronts while Ten and the ABC will have theirs in the coming weeks. Read more »
Host Wil Anderson and the panel discussed ads for and against same sex marriage, the Queensland government campaign to crack down on bikies and ran a pitch on the evils of advertising.
Along with the second episode of Ja’mie: Private School Girl, ABC1 had the top two entertainment shows of the night, despite a decline of around 100,000 viewers from Ja’mie. Read more »
Morning Update: Oct 31 – The best Halloween ads of the last decade; Ex-News of the World staff plead guilty; Facebook revenue win
This is our Morning Update, rounding up international media and marketing news from while you were sleeping.
“Halloween is always a good time for frightfully dark ad campaigns. And Wieden + Kennedy in Amsterdam has delivered one of the most gorgeously creepy efforts this year—a series of movie-style posters for Booking.com that dare you to stay at seven of the most haunted hotels in America. The properties, listed below, are all apparently inhabited by ghosts—and all get amazing hand-painted posters courtesy of renowned illustrator Akiko Stehrenberger.”
The publisher will move a number of high profile reporters away from the centralised news hub, run by executive editor John McGourty, and return them to their original newspapers from Monday.
News Corp Australia declined to comment on the moves, but Mumbrella understands among those leaving the desk are political reporters Gemma Jones and Patrick Lion, who will return to the Daily Telegraph, and Jessica Marsalek, who will go back to Melbourne’s Herald Sun.
Centralisation was a key initiative of former News CEO Kim Williams and the national news hub cut costs by having a central group of reporters reporting national stories for News Corp’s mastheads across the country rather than several journalists at various newspapers covering the same news story. Read more »
A new campaign for Red Rooster’s ‘RoosterRaps’ features a pastiche of movie getaway scenes as the star of the ad eats on the go.
The 303Lowe campaign features the same character making his escape whilst still managing to eat his RoosterRap.
303Lowe ECD, Richard Morgan said: “People will grab a RoosterRap when they’re running around, literally too busy to stop for lunch. But the Hollywood version of being ‘on the run’ was a lot more fun creatively.”
The campaign runs across TV and in-store.
The ad, which appeared in the West Australian ‘Seven Days’ magazine and in the paper’s ‘The Wire’ section in September, depicts two girls in the aisle of a video library dressed in matching outfits and covered in blood with the tagline ‘You see it all at Planet Video’.
The ad watchdog said “that the image, when presented as a print advertisement in a television guide or in proximity to children’s cartoons in a paper is likely to cause a level of alarm to children and that other readers would not necessarily be expecting to come across graphic images such as this”.