Farewell to the digital agency?

angela smithIn this opinion piece Angela Smith argues digital agencies have no place in the modern marketing mix. 

It’s 2015 and the term ‘digital’ in marketing as a specialisation is outmoded and the notion of ‘The Digital Agency’ is a non sequitur. Given 81 per cent of Australians have smartphones on them every waking hour, using laptops, desktops, and tablets simultaneously – it seems a little old fashioned to distinguish digital as a separate discipline.

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TEDxSydney 2015: The short films

Each year thousands of people descend on the Sydney Opera House for TedxSydney. The 2015 event, held yesterday, saw film makers and ad agencies create videos on topics from child literacy, to disability, society’s obsession with consumer goods to more artistic films on the environment and water. 

Here are this year’s TedxSydney videos:  Read more »

APN on the hows and whys of its new paywall strategy

APN Build, Inspire, Engage

Yesterday APN News & Media announced it was setting up paywalls on its regional media websites. Director of sales, products and technology of Australian Regional Media Clayton Cooke spoke to Nic Christensen about the thinking behind the strategy and whether regional news media can get consumers to pay for content.

We’ve seen News Corp and Fairfax Media struggle to get their digital subscriptions above a certain level. Are you worried about resistance among regional readers when it comes to paywalls?  Read more »

The creative brief is the most important document an agency has

Screen Shot 2015-05-18 at 3.55.12 PMThe need for creative briefs from clients has caused some debate lately, but Craig McLeod argues it is needed now more than ever.

A lot has been written about the creative brief lately. Last year Patricia McDonald wrote a great piece entitled Planning for Participation. Or there’s Martin Weigel’s recent post: On the necessity of briefs, client briefs and creative briefs. Read more »

Mashable content chief Jim Roberts on looking for a journalist obsessed with Elon Musk

jim roberts Jim Roberts is the executive editor and chief content officer of 10 year-old digital media website Mashable.

In this extract from a Q&A with Mumbrella with Asia editor Robin Hicks, the former assistant managing editor of the New York Times and executive editor Thomson Reuters Digital talks about what he says to detractors about Mashable’s broadening of focus beyond tech, what he thinks of brand newsrooms, and why he wants a reporter who knows everything and anything about Elon Musk. Read more »

Even at the US upfronts TV has become a dirty word

Gavin AshcroftTV is big business, and nowhere is it bigger than in the US. Gavin Ashcroft travelled to New York for this year’s upfronts, but found even in the US TV has become a dirty word.

The New York Upfronts are a marquee industry event both in the US and globally, and when you read the list of venues from Madison Square Garden to Carnegie Hall and Radio City you get a real sense of the scale and spectacle you can expect.

There is a lot of great content coming down the pipeline with a raft of new shows from each of the networks – although I question whether there is one show that I could hang my hat on and say it will be massive. Read more »

Are Facebook Instant Articles a faustian pact for publishers?

Matt RowleyFacebook has launched its Instant Articles product to encourage publishers to post articles to the site. Matt Rowley looks at what it means, and asks whether it is a ‘faustian pact’.  

This week Facebook and nine of the world’s top publishers including The New York Times, Buzzfeed, the BBC and The Guardian launched Instant Articles.

I believe they have the power to be a user experience breakthrough for Facebook and to transform publishing – for better or eventually for worse. Read more »

How Much Is It Worth?

howmuch_220x150-234x160Ever wondered what the real price of media is? Our regular spot How Much Is It Worth reveals both the ratecard price and what agencies really pay for it. 

This week’s How Much Is It Worth asks how much would it cost to buy: a 30 second TV spot during Reno Rumble; 1,000 pre-roll ads on a News Corp tabloid website; a 30 second ad on Fox FM and a full page colour ad in Zoo Magazine. Read more »

Can Aussie publishers make paywalls work or are we approaching the ceiling?

NicThis week senior execs from the world’s top news organisations came together at the INMA 2015 World Congress, with the future of paywalls a hot topic of conversation. Nic Christensen looks at what was being said, and asks whether paywalls are really a viable option for Australian publishers in light of today’s circulation figures. 

Publishers across the world are at a crossroads. There are two alternatives they face at this point: pull up stumps after investing in expensive paid content strategies deciding they’ve hit a barrier they can’t get over, or hold their nerve and look to break the subscriptions ceiling that confronts many of them?

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Global publisher association boss: traditional and new media are two ends of a burning rope

Earl WilkinsonThis week more than 500 of world’s top newspaper executives converged- in New York for the International News Media Association (INMA) World Congress. Nic Christensen sat down with executive director Earl Wilkinson to talk about the organisation and the challenges facing his members globally. 

You mentioned in your statements to the World Congress that paywalls are a decreasing priority for your members, branded content has been a big focus of the 2015 Congress – from your perspective what is top of the agenda for publishers when it comes to revenue question?  Read more »

The Washington Post’s new revenue streams – a model for other publishers?

Ross Dawson

The Washington Post has outlined some of its new revenue streams and how it is changing the business model under the guidance of Jeff Bezos. Ross Dawson asks if it sets a model for other publishers.

The opening INMA World Congress keynote on the second day was from Steve Hills, president of the Washington Post, who spoke about the state of publisher’s business, since its acquisition in October 2013 by Amazon.com founder Jeff Bezos.

He shared some fascinating insights that are highly relevant to any news publisher looking to create the future. Read more »

Not all corporate tax avoiders will be snared by new rules

kerrie sadiqIn this cross-posting from The Conversation Kerrie Sadiq of the Queensland University of Technology questions what effect new rules to stop multinational companies avoiding tax will have in effect.

Joe Hockey’s budget announcement of two major tax integrity measures was flagged before the budget was handed down, but even that came as no surprise. Integrity, or lack thereof, in our tax system is a hot topic and an easy target for a Treasurer looking to sell a federal budget. Read more »

Measurement is ruining your relationship with consumers

jorn sandaIn this opinion piece Jörn Sanda argues the focus on measuring everything is ruining relationships between consumers and brands.

The Devil doesn’t come dressed in a red cape, sporting pointy horns. He comes in everything you measured for.

Brands are failing their potential by measuring marketing, sales, reputation, customer experience, support, etc – as thinking defined by these terms drives a wedge between consumers and brands. Read more »

Why no one watched your branded video

jamie crickThe majority of brand funded videos only draw a handful of viewers. Jamie Crick argues marketers are failing to take a very basic principle into account when drawing up their plans. 

Asked to name two marketing growth areas, many would pick online video and content marketing.

Both ultimately owe their ascent to the bandwidth improvements that are shifting consumer demand away from scheduled programming – and they’re coming together as never before now that the SVOD market has reached a level of maturity in Australia. Read more »

What should you be asking potential ad tech partners?

jj eastwoodWith so many ad tech solutions promising different things JJ Eastwood looks at some of the questions clients should be asking when looking to find what’s right for them.

Whether we like it or not, the way that media is bought and sold in this country is transforming at an unprecedented rate. And with it, innovation in the advertising ecosystem is bringing a huge range of new opportunities for brands, marketers and agencies.

For the most part media buyers, both agency side and client side, are embracing this change. Any conference billed as ‘programmatic’ sells out immediately, and a slew of so-called ‘experts’ are popping up everywhere to add their opinion. Read more »

Can Masterchef’s success help Ten cook the books?

Last night’s ratings win for Masterchef was a very important moment for Network Ten argues Mumbrella editor Alex Hayes.

It’s become something of a morning ritual to write a ratings report with news of a returning franchise showing dwindling audiences. So for Masterchef to not only win the night, but also boost its launch audience by 44 per cent, is deeply impressive.

Especially given the brutal competition from Seven and Nine, who both took a leaf out of Ten’s book by simulcast their new reality shows House Rules and Reno Rumble on their multichannels. Read more »

As YouTube’s cultural significance builds in Australia so will its ad dollars

Last week Google outlined its plans for YouTube at a huge Brandcast event. DentsuAegis’ Paul Brooks was in the crowd at Maddison Square Gardens and dissects what the future holds for the world’s largest video platform. 

It would be hard to find anyone that wasn’t impressed with the 2015 US Brandcast event in New York. YouTube celebrated its tenth birthday with a very clear pitch to US media buyers and advertisers in New York. It was about scale, it was about headlines, mobile, engagement, fame and above all a very clear play for a larger slice of the $189bn advertising pie. Read more »

Time for Finkelstein? Australians need to rewind the media policy machine

bruce baer-arnoldIn this cross-posting from The Conversation Bruce Baer Arnold of the University of Canberra argues the government needs to revisit the Finkelstein Report as a guide to help overhaul media regulation.

As Australia drifts between national elections it is time, once again, to ask some hard questions about media policy. Those questions should be asked and answered by all Australians rather than just by Malcolm Turnbull, Rupert Murdoch, Bill Shorten, Kerry Stokes, Bruce Gyngell and Tony Abbott.

A guide is provided by the Finkelstein Report, a victim of political opportunism and ALP infighting. Read more »

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