Case study: how Bespoke created a conversation about addressable TV in Australia
More viewers than ever are streaming TV shows – yet Aussie television execs aren't investing in the tech to monetise it. Video ad-serving platform SpotX turned to Mumbrella for help.
SpotX is an addressable TV advertising platform for broadcasters. Because its service is specifically designed for video, it provides a host of benefits over its larger, more traditional rivals.
For instance, SpotX ads load without lag, give publishers and brands more control, allow for programmatic editing (so different spots appear to different audiences) and can adapt to live sport.
The challenge
However, many broadcasters – who have still not come to grips with the streaming revolution – are opting to stick with one-size-fits all platforms, largely by default. This is costing them money as well as frustrating viewers who are suffering from laggy, interrupted videos. SpotX needed to persuade potential clients through credible journalism rather than promotional material.
Mumbrella’s insight
Mumbrella is the most popular news site for Australia’s media and marketing industry by a huge margin. We’re currently averaging 850k monthly page views and 14k daily browsers – three times higher than our nearest audited rival.
What we did
Mumbrella wrote three long-form features that examined addressable TV advertising in Australia and around the world. They were designed to inform and educate broadcasters on the issues they are facing.
They examined topics such as:
- Why viewers are increasingly watching services online
- How streaming is changing viewing habits
- How streaming is changing the types of programmes that are being made
- The problems that traditional ad serving problems face when dealing with video
- How a new generation of ad serving platforms not only solve these problems, but allow new advances in addressable technology – such as allowing multiple versions of different TV spots tailored to different audiences
- What the future of television, and marketing, looks like
These articles appeared on prominent positions on the Mumbrella homepage, received multiple pushes on our newsletter, appeared on all our social channels and received a sponsored boost on Facebook.
How it performed
The first feature was released in August 2017 and received 1500 views across both Mumbrella Australia and Asia with an average time on page of 3 minutes and 40 seconds. It was shared more than 100 times across Facebook and LinkedIn.
The second feature was released in November 2017 and received 2700 views across both Mumbrella Australia and Asia with an average time on page of 4:24 seconds. It was shared nearly 150 times across Facebook and LinkedIn.
The third feature was released in February 2018 and received 3,400 views across both Mumbrella Australia and Asia, with an average time on page of 4:06 seconds.
Want to know more?
Vist Bespoke’s homepage at mumbrella.com.au/bespoke. If you’re interested in working with us, just send an email to adam@mumbrella.com.au and we’ll get back to you to arrange a meeting. To see our different packages, click here.