SBS heads say ‘honest, ethical and low clutter environment’ must be considered with advertisers and brands
An “honest, ethical and low clutter environment” needs to be a part of the story when it comes to working with advertisers and brands, according to SBS managing director, James Taylor.
Appearing on the latest episode of Mumbrella’s one-on-one podcast series, Taylor sent a message to the Australian media and marketing industry regarding what is of most importance to the sector.
“Our capacity as an industry to continue to attract a fair share of Australia’s advertising spend will be linked to our capacity to deliver value for those advertising clients and placing brands in a high trust,” he said.
“[An] honest, ethical and low clutter environment needs to be part of the story. Now, of course, that’s an incredibly self-serving thing to say, but we need to make sure that, that we continue to super serve our advertisers because they have choices about where they spend their money. And this part of the mix is important, but it only remains important if we continue to differentiate between low value and high value environments and do so intentionally.”
SBS managing director James Taylor
SBS has delivered on the sustainability front in a big way in recent months. In October, after declaring it plans to reach net zero emissions by 2045, the network introduced an opt out for gambling, alcohol, and quick food delivery services ads on its On Demand platform, and just last month, The Cook Up with Adam Liaw became the first show to have its carbon footprint validated through Sustainable Screens Australia.
SBS’ chief marketing and commercial officer, Jane Palfreyman, added that it is crucial both on the commercial and marketing side to understand “the value of where you are putting your marketing spend and the return you are getting for that”.
“Not all ad units are equal,” Palfreyman said.
SBS chief marketing and commercial officer Jane Palfreyman
“You really need to look at the quality of that environment, the type of brands you’re aligning with, what they stand for and whether you want to be part of that environment or not.”
Listen to the full episode here.
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Neil Griffiths is the editor of Mumbrella. He joined the company in October 2023.
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Funny how you can be choosy with which advertisements to run, when you are tax payer backed isnt it
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