Now Nine will run your ads for seven grand a month

they’d be going after small local business, which mid to large agencies from both sides of the fence aren’t interested in whatsoever

nope, I heard the letter went out to some major clients … how not to run a direct mail campaign.

Agencies can already get their client’s on 9 for under $7000 a month. All the spots would run midnight to dawn or in daytime with wide parameters (say 1100-1500).
Not ideal if it went to larger companies, but managable for both agencies and the agency sales team I’m sure.

interesting. very advertising advantage-esque

any agency people want to comment? Seems like its only Nine on the line here.

This is an old radio style filler spot package that’s been done for years. Its had tons of different names, Image Plus, Brand Works etc.

The Southern Cross group do it with a package that includes a trip OS…that everyone goes on, not just one winner.

Sadly, this appears to be a sign of the times if Nine is doing it now.

As Craig mentioned … this has been happening for years and will continue too. The concern is if larger marketing companies see this as a viable option. If they do their media agencies are definitely not doing their job efficiently!

hmmm …. the Sales Director at Nine is ex radio (both Lou Barrett and Peter Wilshire ex-radio). Are they trying to turn television into radio?

many multi national advertisers have received this offer and many agency principles – one media agency head said they have received the letter under three different names and addresses. There is clearly confusion in the market that needs clearing up.
Maybe Nine should stick to TV, not direct marketing

what would happen if 500 advertisers showed up wanting a free ad? Could they then run their advertisements somewhere else – like on Seven?

I think it shows a degree of business flexibility that has been missing from Nine and other Networks for a long time.
Faced with issues of excess capacity what choices do they have – run bonus airtime for clients who have already extracted signiciant rate advantages or look to expand their business to clients that previously couldnt afford to buy airtime?
You can call it a sign of the economic times or a sign that they are applying some lateral strategy in the market place. Plus, if clients that couldnt previously afford TV suddenly see a growth in their sales and business as a result, it not only allows them to increase their commitment with the Network but positions the medium as a whole in a positive light.
Perhaps they should work on their communication strategy though and keep these offered a little more targeted.
(BTW – I’m not from Nine or a Sales company)

Sounds like some1 is getting desperate. Kerry would be rolling in his grave…

Surely media/ad agencies don’t want to give the impression that the only way an advertiser can access the broadcasting media is through them. Better to show advertisers they have an option, of pros doing what they specialize in, or broadcasters (being broadcasters) doing their best, for same sort of price.
Not to say 9 won’t do a good enough job, horses for courses and all that.

By the way I’m sure it’s been hammered to death, but who was the bright spark that claims the glory for ‘the best job in the world’?

In response to Say What 12:03pm, TV is already radio as far as my household is concerned…it’s on in the background while I am on the computer. *winks*

Whats tv? cant think of many people I know that even watch it anymore… A large chunk of the young crew get all the relevant info online or mobile. 🙂

Whats tv? (i am hoping you were saying this tongue in cheek)

Chris, are you serious? Have you not seen underbelly, getaway, 20 to 1 and other top rating awesome shows on channel 9?

And when people aren’t watching TV, they are watching catch up TV downloading their favourite programs from the web….

JD
Yes, thus, $ 7,000 is underselling the medium

Totally agree Gemma, but you can’t maintain yield if no one will buy it. Sometimes you need to chase volume.

So JD u must work 4 9 then…

Look we all know Australia produces some amazing productions and Underbelly was cool but then so was Blue murder.. Getaway should be good with the Budget they have and how many hours they shoot of footage per sag.

And how does Australia work out what is Top rating… That’s right ratings boxes… Not a very accurate ratings system we have… Even if it is a cross section of the population.

The beauty of the web is the diagnostic software that is accurate down to the last second of every individual who watches what & from where.

I know a huge x section of web users and the last thing they watch on the web is Australian productions… Which is a shame…

So we all Know that Video is one of the most engaging web experiences available, which is why more than 75% of Internet users in Australia, Germany, India, Japan, the U.K., and U.S. watched online videos in Q3 2008 – and the number of people watching videos is set to explode in the next few years from 563 million in 2008 to 1.8 billion in 2013.

ComScore, a leader in measuring the digital world just released February 2009 data from the comScore Video Metrix service showing that in the U.S. alone Internet users viewed 14.8 billion online videos during the month.

Video views are now surpassing searches performed on the top 5 search engines, according to the most recent two months of stats released by comScore. YouTube has now become the No 2 search engine.

Sorry but when u look at these facts and the decline in advertising revenue with broadcast TV in OZ, it’s not rocket science 2 work out where Broadcast in Australia should of placed there content a few years back.

🙂

We all know that the web is highly measurable, but the reality is that you are only measuring their behaviours online. It is easy to discount all the other touch points on the consumers way to forming a brand relationship. Unless you are referring to the handful of people who spend their entire life online; who do not read papers or magazines, go to the cinema, watch the footy or take a flight to a new place. They truly sound interesting, your masters of the cyber world.
You might want to have a look at the real world every now and again.
The reality is that all you are measuring is the % that click through without really knowing why.
Thanks for yet another web efficiency update

Chris Abbot – your post reminds me of Anchorman – 50% of the time it works every time. 75% of stats are made up etc etc

You never know which one of these web stats to believe – so many sources, countries, caveats … it’s like another language!

There are many Gen Z & Gen Y,who dont go to the Cinemas, dont by papers, dont watch football and are happy 2 sms, mms and chat online with their buddies.

In fact Japan is having a major problem with the younger crew who do everything on their mobiles…

Also web video Diagnostic tools are alot more effective than measuring the pecentage of click throughs within their member base… U have age, gender, country, what videos they start with, what videos the finish with, do they start on a bookmarked page, who their friends are, how many comments they make, how many videos have they voted for, do they subscribe to a channel…

Will be very interesting to see how things progress in this country.. 🙂

YouTube XL Reflects Google’s Browser-Centric Worldview

YouTube’s announcement this week of “YouTube XL,” an optimized version of its site meant for viewing on larger screens, it appears to be another building block in broadband-to-the-TV convergence.

On the one hand YouTube XL is a great offering for early adopters who have connected their computers directly to their TVs. XL offers large, easy-to-use navigation that scales depending on the size of your display and HD video quality. Given Chrome and Android compatibility, XL creates some very cool functionality. Some video isn’t yet rights-cleared, that will likely change over time. XL builds on the “YouTube for Television” initiative introduced in January for Sony PS3 and Nintendo Wii.

https://www.youtube.com/blog?entry=ByKmsHdhra8