Are Aussie publishers prepared for the invasion of the global hordes?

Nic ChristensenLast week some of the biggest digital players in the world presented their content and monetisation strategies to advertisers in New York. Nic Christensen sat through many of those Newfront presentations and fears many local media players aren’t ready to compete in the global race for scale and audience.       

If I was to distill the most pertinent question for the Australian market from the dozen or so presentations I sat through last week at the IAB Digital Newfronts in New York it would be this: are our local publishers able and willing to “lean in” to video and embrace it as a core part of their future businesses? Read more »

How Much Is It Worth?

howmuch_220x150-234x160Ever wondered what the real price of media is? Our weekly 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 did it cost to buy: a 30-second spot in Sunday Night; a page in a royal baby special edition; a pre-roll ad in Ten’s Shark Tank; an ad before the new Mad Max film; securing Iggy Azalea as a brand ambassador. Read more »

Australia is a test ground admits AOL’s international boss

Graham MoyseyOnline giant AOL is expanding its footprint in Australia with the launch of HuffPo and its programmatic platforms locally. Head of AOL International Graham Moysey sat down with Nic Christensen to talk about the future of video, its partnership with Fairfax Media and how the company is using Australia as a testing ground for its ad sales plans. 

Where are things up to with the Huffington Post Australia? Read more »

Confusopoly: Why companies are motivated to deliberately confuse

Kenan KalaycıIn this cross-posting from The Conversation Kenan Kalaycı of the University of Queensland argues the companies which simplify their messaging and products will win with customers.

Consumers today have easy access to a wide range of products and services. The task of choosing between hundreds of products or packages each having dozens of different fees however, is the opposite of easy. Read more »

Media has no need to dramatise an event that is already fuelled with drama

steve jones headshotDistressing images of coffins being delivered to an Indonesian prison, crosses being made and details of the execution process for nine drug smugglers awaiting the firing squad are gratuitous and tasteless, argues Mumbrella’s Steve Jones.

Overnight we received an email with the subject line: “Offering pics about execution /Death convicts in Nusakambangan Island”, with some examples of the photographer’s work.

“For me these are premium Images and only me and one other print media who take the crosses making,” said the man who had taken the photos showing the names of Bali nine ringleaders Andrew Chan and Myuran Sukumaran being painted on their grave markers.

Certainly most of the Australian media shares the view these ghoulish shots are premium inventory, revelling in every moment leading up to the almost inevitable end to the saga, their death by firing squad.

Read more »

What I’ve learned 90 days into life as a marketing management consultant

David AngellIn this opinion piece David Angell takes a candid look at his first three months as an industry consultant after many years working in media agencies.

Here’s an interesting thing: when I privately announced to selected colleagues my decision to enter the world of ‘consultancy’, the reaction I had was…well, to use a polite cliché – mixed.

Read more »

How Much Is It Worth?

howmuch_220x150-234x160Ever wondered what the real price of media is? Our weekly 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 did it cost to take out: the main ad on the homepage of the Bureau of Meteorology website during this week of wild weather; how much the strategic placement by NRMA Insurance on the second page of the Daily Telegraph in the aftermath of the storms; a product placement deal on Masterchef; a half page ad in the Saturday Paper; and a live read by Sydney/soon-to-be Brisbane Breakfast shock jock Alan Jones?

Read more »

The Apple Watch launch carries a lot of lessons in user experience

luke brownYou might not have the marketing budgets of Apple but Luke Brown argues there is no reason every brand can’t learn lessons from its focus on user experience.

With all the hype surrounding the launch of the Apple Watch there’s some lessons that all marketers can take out from Apple’s grip on brand experience.

And before you roll your eyes and utter, but we’re not Apple we don’t [insert size, budget, boring product excuse here], every brand can afford to take a good look in the mirror to see if it’s keeping pace with customer expectations. Read more »

Who will buy the Apple Watch and when?

rob marstonThe Apple Watch has gained a lot of attention since it was announced late last year. In this guest post Rob Marston unpacks who will buy it and what that means for marketers. 

Today Apple has again launched an oxymoron – a watch that is less about time-telling and more about communicating, just as the iPhone is less about calling and more about apps, taking selfies, texting with emoticons and snap chatting your latest latte. But the Apple Watch will change the humble watch and it will change tech gadgetry for a whole sweep of demographics over time. Read more »

Spotify’s global business head talks piracy, getting better with data and who will survive in the Australian market

Levick

In seven years Spotify has changed the way a generation listens to music, and claims to have cut music piracy drastically in the process. Alex Hayes sat down with Spotify’s chief business office Jeff Levick to discuss how many services can survive in the Australian landscape, improving the use of data and how it works with telco partners.

Is it better to have paid subscriptions?

We’re a feemium business – it’s hard to separate the two.

The whole reason for free is to basically have a platform to allow consumers for free to find music, listen to music and engage with it, and obviously for us it’s a big part of our push into premium which is paid. Read more »

Just because I’m a white young woman doesn’t mean I don’t deserve my job at SBS

Ellie LaingIn this opinion piece SBS journalist Ellie Laing hits back at a report in The Australian suggesting she and colleagues were hired because they were attractive.

I’m a 32 year old married woman who like so many, endures a daily struggle with frizzy hair and the occasional breakout.

So when a compliment suggesting I might be, in some way, “attractive” comes my way, I’ll take it.

With delight. Read more »

How Much Is It Worth?

howmuch_220x150Ever wondered what the real price of media is? Our new weekly spot called How Much Is It Worth reveals both the ratecard price and what agencies really pay for it. 

Today’s How Much Is It Worth asks how much it is to take out: the top promoted tweet for Game of Thrones; a poster on the back of a phonebox; an ad on the back of a glossy magazine; a news website takeover; and what is the De Rucci guy is paying for all those billboards.

Read more »

Are big media agencies serving their clients or the media owners?

Nick CleaverIn the aftermath of the revelations about media agency practices 303Lowe CEO Nick Cleaver questions whether big media agencies have forgotten what business they’re in?

The recent exposure of murky practices and less than savoury activities within media agencies has raised a lot of questions about the legitimacy and responsibility of media agency practices.

However there is a bigger question worth posing: have some big media agencies simply forgotten what business they’re really in? Read more »

Don’t let puns become another victim of the Woolworths Anzac debacle

chris taylor 2015While Woolworths has received much-deserved opprobrium for its ‘Fresh in our memories’ Anzac Day campaign Chris Taylor fears puns could become the underserved victim of the backlash for advertisers. 

Ah, puns. The copywriter’s equivalent of the dad joke. Harmless, chuckle-worthy, eye-rollingly good plays on words that make us expel air out of our noses at a rate faster than normal for at least one breath. Read more »

Why Amazon’s Dash Button might be the marketing innovation of the decade

amazon dash buttonIn this guest post, Eaon Pritchard argues that getting upstream of the problem means that commodity brands can finally forget about notions of ‘engagement’ and just be happy with selling more stuff more often.

We conducted a small survey on supermarket shopping behaviour using the agency staff as our sample group of around 50.

It was relatively unscientific, however, the aim was to crudely test one particular covert thought. We simply asked our respondents if they used a shopping list when visiting the supermarket. Read more »

Mortein: To post or not to post?

Tom Kearney IsobarMortein was this week forced to apologise and pull a Facebook post which showed its mascot, Louie the fly, voicing his sympathy for murdered schoolteacher Stephanie Scott. Isobar’s Tom Kearney looks at where the social media team went wrong. 

To post or not to post?

That was the question raised on Sunday when bug spray brand Mortein decided to create a Facebook post relating to the murder of schoolteacher Stephanie Scott.

So, how does a brand judge whether it’s appropriate or not to comment on a sensitive topic on social media? Are there rules that govern posts for everyone, brands and individuals alike?

Does it boil down to understanding your place? Read more »

Why is the phrase ‘Life, drink it in’ too subversive for Aussies to handle?

unnamedIn this opinion piece Mitchell Taylor argues the ban on the latest ad campaign from his winery is “political correctness and the nanny state gone too far”.

‘Life, Drink it in’.

It seems a pretty good tagline for life, a nice message to get up and out and drink from life’s cup (responsibly of course). But I’m afraid this seemingly innocuous tagline, accompanying some beautiful imagery shot by one of the nation’s finest photographers, is simply too shocking, too provocative, too dangerous for your eyes. Read more »

A brand has elbowed its way into the conversation about a tragic murder. And nobody seems to mind. What am I missing?

Tim BurrowesIs the murder of schoolteacher Stephanie Scott an acceptable topic for a brand to use to drive Facebook engagement? Mortein’s apparently successful decision to do so puzzles Mumbrella’s Tim Burrowes.

Sometimes you think you know how something’s going to unfold on social media, and you turn out to be completely wrong. Read more »

 
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