76 million reasons to love TV - MCN
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76 million reasons to love TV
Contents Why read this?.............................................................04 If you read one bit, read this........................................06 TV is everywhere, premium quality, liked and trusted..........................................................08 How do we TV?..............................................................10 Aim wide.......................................................................12 The true value of TV......................................................14 The 3 rules of effective advertising..............................16 How to be a prize-winning attention seeker................18 Get with the programmes............................................20 Case Study: Domain and The Block.............................22 Case Study: Heinz and AFL..........................................24 Case Study: Rexona and Fox Sports.............................26 Case Study: Holden and Australian Survivor...............28 What makes BVOD so special?....................................30 Measuring video...........................................................32 TV advertisers can have it all.......................................34 Talk to us......................................................................36 Grand Designs Australia, Lifestyle.
04 05
Why read this?
It’s a fair question. You’re undoubtedly busy and
there is that unopened article on how AI is going to
revolutionise advertising and steal all our jobs eyeing
you from your inbox.
01
We think you’ll find this digest to be useful because it
tackles some of the most pressing topics in advertising 02
today: things like attention, viewability, measurability,
transparency and most importantly, effectiveness.
This booklet puts context around the hyperbole, busts
some media myths, and contains a few facts that may
surprise you (did you know that an average broadcast TV
campaign of 400 TARPs gets 76 million views?).
While it’s true that our world revolves around TV, we
only ever present thorough, evidence-based facts. We
understand that you need to make informed and effective
decisions, and that is only possible when you have all the
information at your fingertips.
03
Since we launched in July 2016, ThinkTV has
commissioned a feast of independent research by globally-
renowned marketing academics and media experts. The 04 05
findings are rich with data and insights. This booklet aims
to provide bite-sized and delicious morsels of all the key
findings – plus some tasty bonus bits.
We hope you find it a useful digest – or at least a nice
starter before you tuck into that scary report on AI.
01 Wentworth, Showcase.
02 The Bachelorette Australia, Network Ten.
03 My Kitchen Rules, Seven Network.
04 Australian Ninja Warrior, Nine.
05 Wanted, Seven Network.
06 07
03
If you read one bit, read this
We know you don’t always have time to languish in the details.
So if you’ve only got a few minutes, read this.
01 02
TV IS AN EXPERIENCE – AVAILABLE WE’VE ALL HEARD OF SVOD BUT DON’T TV REACHES MORE PEOPLE FASTER THAN TV MAKES MARKETERS MORE MONEY NOT ALL VIDEO AD VIEWS ARE EQUAL TV IS RELIABLE
ANYWHERE, ANYTIME FORGET BVOD ANY OTHER MEDIUM Ask any CFO and they will tell you that return If your ad can’t be seen then it won’t have an Media channels are under the microscope
Watching your favourite show on a big Aussie’s viewing of Broadcaster Video-On- There was a time when broadcast TV and on investment (ROI) is all they want to know impact, right? That may seem like a blinding – and rightly so. Tough questions are being
screen from the comfy couch in the living Demand (BVOD) content on other screens cinema were pretty much the only video about advertising effectiveness. So we asked flash of the obvious, but we commissioned asked about everything from brand safety to
room is still the preferred way to watch is growing like crazy. It’s up 42% year on advertising for brands. Now there are lots Ebiquity to get you some crib notes. Their a team of PhDs to do the research anyway. audience measurement. TV audiences have
video, because it is heaven isn’t it? But year with more than 325 million minutes of new kids on the block, including new Payback study showed that on average, The results showed that for advertising, been independently measured and audited
sometimes you’re not at home, or someone viewed each week. That’s the equivalent to forms of TV. Yet TV remains the fastest $1 invested in TV pays back $4.13 in sales attention equals sales. TV commands more for 17 years and commercial broadcasters
else has baggsed the Big Tellie, and if that the combined time that 29,000 Hipsters in way to reach a mass audience and make revenue across key advertisers from four of attention, which means a stronger sales in Australia lean in to any and all scrutiny.
happens there are more ways to watch TV Kombi vans spent looking for parking at the your brand famous in a way that cannot be the economy’s biggest sectors – Finance, result from TV advertising than all other TV is transparent and has strong brand
than ever before. (See page 10 for more). beach last summer. (See page 28 for more). matched by any other media. (See page 12 FMCG, Automotive and E-Commerce. (See video platforms. Why? Because TV ads are safety controls: all programming and
to find out more). page 14 to find out more). shown in all their glory and they take up advertising content must meet broadcast
100% of the screen. It’s a no brainer. (See guidelines set by the ACMA which are
01 Home And Away, Seven Network.
02 True Story With Hamish And Andy, Nine. page 16, 18 and 20 to find out more). enforceable by law. (See page 30 for more).
03 MasterChef Australia, Network Ten.
08 09
AVERAGE MONTHLY TIME SPENT AUSTRALIANS TRUST TV
TV is everywhere, premium IN FRONT OF THE TV SCREEN ADVERTISING THE MOST
quality, liked and trusted
In which, if any, of the following places are you
most likely to find advertising that... YOU TRUST
TOTAL USE OF THE TV 0200-2600
SET - Monthly average (hh:mm) TV
All TV is video, but not all video is TV. TV is unique for its content,
its huge appeal and its ability to bring people together.
NEWSPAPERS
Total TV Screen Use 113:03:00
RADIO
Total Broadcast TV 81:25:00
SOCIAL MEDIA
Watching Live TV 72:21:00 WEBSITES
ONLINE SEARCH PAGES
TV BRINGS PEOPLE TOGETHER for brands. It is important to distinguish the relationship viewers have with it. Watching Playback to 7 days 7:25
Can you imagine what newspapers or social the different contexts within which video Commercial broadcasters invested $2.4
media would look like if TV didn’t exist? It’s is consumed and what advertising it rubs billion creating local content in 2016, and YOU TUBE
easy to forget that almost 9 out of 10 people shoulders with. all of the top 25 rated programmes in 2017
Watching Playback 8-28 days 1:39
watch broadcast TV every week. TV enriches were produced locally. It is the creative OUTDOOR
our lives with humour, cultural reference TV across all platforms swims in the fruits of that investment that produce a
points and shared joys and sorrows. Some trusted, high quality end of the video quality environment for advertising, and MAGAZINES
Other TV Screen Use 31:38:00
say the water cooler has been replaced pool but there are wild variations in the it’s the advertising revenue that enables
by social media, but regardless of venue, context for other types of video advertising. the investment in content. It’s like a lovely 0% 05% 10% 15% 20% 25% 30% 35% 40% 45%
Source: OzTAM, Australian Video Viewing Report Quarter 2, 2017
imagine the colour our conversations would Unlike some of the biggest online-only virtuous circle.
% OF SAMPLE
lack without TV? Not happy, Jan. platforms – where user-generated content
Source: ThinkTV AdNation Study, April 2017
dominates – TV is not about videos of cats EMOTIONAL CONNECTION EQUALS
TV HAS UNBEATABLE REACH VELOCITY on skates, it’s premium quality content that SALES IMPACT
There are lots of alternatives to TV and yet is professionally produced and curated. TV advertisers have learned a thing or
70
Australians watch 2 hours and 41 mins of two about high quality content – it’s why
live and playback TV on in-home TV sets AUSTRALIANS LIKE AND TRUST they spend so much time crafting ads that
TV REACH CURVE 60
each day, which is equivalent to 81 hours TV ADVERTISING resonate with their audiences.
per month. A single spot in a tent-pole The 2017 AdNation Study found that TV A 400 TARP campaign will 50
programme can reach more than a million advertising is the most liked form of Research from The Benchmark Series generate around 60% reach
Reach (%)
people in under a minute, and an average advertising: it’s also the most trusted, the shows that they are right on the money. 40
TV campaign of 400 TARPs can reach almost most memorable, and the one most likely TV ads that generate a strong emotional 1+
2+ 30
60% of the population in a fortnight. to generate an emotional response. TV is reaction – irrespective of whether or not 3+
4+
Nothing compares to the reach velocity of the most likely place to find advertising the reaction is positive or negative – attract 5+ 20
broadcast TV. that draws attention to a brand, product or 16% more attention than ads which elicit 6+
7+
service you haven’t heard of. weak reactions. And attention translates 8+ 10
TV CONTENT PROVIDES THE HIGHEST into sales: products with ads that generate 9+
10+
QUALITY ENVIRONMENT FOR ADVERTISING AUSTRALIANS LOVE LOCAL CONTENT a strong emotional response are 30% more
0 50 100 150 200 250 300 350 400
Our reputations are made and lost by the TV provides fantastic context for advertising likely to be chosen by consumers than ads
company we keep, and it’s no different because of its high quality content and that generate a weak response. Source: TVmap TARPs
10 11
LIVE AND PLAYBACK VIEWING BY GENRE
How do we TV? DRAMA
MINI SERIES
78.3%
78.8%
21.9%
21.2%
REALITY TELEVISION 84.5% 15.5%
TV is having babies. There’s live-streaming, Broadcaster Video-On-Demand DOCUMENTARY 87.7% 12.4%
(BVOD) and other online, on-demand viewing – yet live broadcast TV is the CULTURAL 89.3% 10.8%
mother of the TV experience as we know it and the beating heart of home RELIGIOUS PROGRAMS 89.5% 10.6%
entertainment. The future is a blend of both broadcast and its babies. SPECIALS 91.1% 9.1%
LIGHT ENTERTAINMENT 91.4% 8.7%
MOVIES: FEATURE FILMS 91.5% 8.6%
COMEDY 91.8% 8.3%
OTHER SPORTS 91.8% 8.2%
SPECIAL SPORTS EVENT 92.7% 7.3%
CHILDREN’S PROGRAMS 93.0% 7.2%
INFOTAINMENT/LIFESTYLE 94.2% 5.9%
OTHER PROGRAMS 95.9% 4.2%
INFORMATION ONLY 96.0% 4.1%
89% OF BROADCAST TV IN AUSTRALIA IS gathers around the nearest screen for a to an average of more than 325 million NEWS/CURRENT AFFAIRS 96.3% 3.7%
WATCHED LIVE horse-race at 3pm on the first Tuesday of minutes a week. SPORTS EVENT 96.5% 3.5%
Nothing can alter the fact that humans November? In 2017 almost half of the top Source: OzTAM Metro, Total TV. 0200-2600.
Jan 2017 to Dec 2017 – FTA Networks only
like humanity. Despite the new choices 25 rated programmes were live sporting ON-DEMAND IS A BOX OF CHOCOLATES
technology brings, we generally prefer events. Live sport can generate an almost The myriad of on-demand options means Live Playback
watching TV as it is broadcast, sitting on five-fold increase on the monthly average today’s TV has almost limitless menus of
our sofas, in the company of others. Live of 2.5 million devices used to watch BVOD programmes to consume. But everyone has a
TV fulfils a basic human need to belong. or live-streaming. different diet, depending on their age, gender, TOTAL BROADCAST TV
Social media and the increasing potential and appetite for genres. Younger audiences VIEWING ON TV SETS, PER
for spoilers only adds greater urgency to AUSTRALIANS ALL EXPERIENCE TV IN are the most enthusiastic fans of watching on- PERSON, PER MONTH
our love for live TV. But if you are out and THEIR OWN WAY demand, older viewers still watch a lot more LIVE AND PLAYBACK VIEWING BY DEMOGRAPHIC
about, don’t panic, you can live stream TV on When live viewing isn’t possible there’s live. But in general, live TV is still our daily 2%
WOMEN 89.8% 10.2% 9%
virtually any device. always playback. Many of us save our food and on-demand is a box of chocolates.
favourite shows on PVRs and watch them Together they fulfil our every TV need. PPL 25-54 90.4% 9.7%
LIFE’S RHYTHM, NOT ALGORITHMS on playback when it suits us. This is PPL 16-39 90.5% 9.6%
There’s a reason that tech companies like particularly true for drama, where THE JOY OF MULTI-SCREENING GB + CHILD 90.7% 9.3%
Facebook and Twitter are turning towards live overnight audiences increase 22% when There is an urban myth that because TOTAL INDIVIDUALS 90.8% 9.2%
video. On-demand – awesome and convenient playback is added. everyone is multi-screening, no one sees SH + CHILD 90.9% 9.2%
though it is – can’t replace live TV because the ads on TV anymore. While two-thirds PPL 0-17 91.4% 8.7% 89%
it can’t replicate what TV does for people; AUSSIES LOVE THE FLEXIBILITY OF BVOD of Aussies admit to having multi-screened MEN 92.1% 8.0%
it can’t understand our viewing needs. The BVOD services such as Foxtel Now, 9Now, while watching TV, 90% of them say they can
Source: OzTAM Metro, Total TV. 0200-2600.
broadcasters are expert at understanding 7plus and tenplay mean no Australian still engage with TV while multi-screening. Jan 2017 to Dec 2017 – FTA Networks only
Watching Live TV
what programmes we want to watch even if need ever miss their favourite show And that makes sense, watching TV with a
we don’t necessarily know ourselves. because of ill-timed soccer practice. BVOD connected device in hand has simply made Live Playback Watching Playback to 7
offers more than catchup content, with our relationship with TV deeper and more
Watching Playback 8-28
AUSTRALIANS LOVE LIVE SPORT ON TV archived shows and BVOD originals too, immediate, enabling us to chat about what
Aussies have a bit of a thing for live all available anytime, on any device. Small we’re watching or go online and buy that Source: OzTAM, Australian Video
Viewing Report Quarter 2, 2017
sport; what other country stops and wonder BVOD viewing soared 42% in 2017, product we saw advertised, all in real time.
12 13
Aim wide
Targeting is an important element of marketing, but every
serious piece of research about advertising effectiveness
shows that broad reach is essential to make brands grow.
TV REACHES FAR, WIDE, NEAR to target the whole market if they want your target market but is a light or potential
AND NARROW to grow, and that mass media is critical buyer. Where would automotive brands be if
With connected TV sets, BVOD and for marketing success. Sharp argues that they only reached people who could buy their
addressable advertising, different TV focusing on loyal customers is not the best cars right now and not those who aspire to
commercials can be sent to different way to grow a brand. We can’t detail it all in the future? TV’s reach and efficiency helps
households and individuals. Advertisers here (as much as we’d like to). But if you make TV advertising even more effective
have always bought against specific TV want to know more, Sharpe’s How Brands by reaching future potential customers,
audiences, but targeting, with the advent of Grow is widely considered to be the modern generating fame and word of mouth and
new technology, has gone to the next level, marketer’s handbook. setting up brands for future growth.
making TV accessible to niche, emerging
and never-been-on-TV-before brands. ‘WASTAGE’ IS A MISNOMER
‘Wastage’ sounds bad when actually it
01 Today, Nine.
MASS MARKETING, MASSIVE RESULTS should be highly valued by advertisers. An ad 02 A Place To Call Home, Showcase.
But never lose sight of the mass power and may be relevant to someone who is outside 03 The Living Room, Network Ten.
reach of TV advertising. TV can be laser-
01
targeted and do amazing things in the short
term as well as being a gift that keeps on
giving over time. TV has unique value that 02 03
comes from mass reach over the long PROFIT EFFECT
term. It creates the kind of fame and word
of mouth that builds the biggest brands.
TARGET WHOLE MARKET
In ‘Advertising Effectiveness: the Long and
Short of it’, Les Binet and Peter Field – “The
Godfathers of Effectiveness” – showed
that reaching a mass audience is the most TARGET NEW CUSTOMERS
effective strategy: targeting the whole
market achieves double the profit effects
achieved by focusing on existing customers. TARGET EXISITING CUSTOMERS
STAY SHARP AND AIM WIDE 0% 5% 10% 15% 20% 25% 30%
Acclaimed marketing scientist Professor
Source: The long and the short of it,
Byron Sharp has shown that brands need Binet & Field, IPA 2013
14 15
OVERALL RETURN BY CATEGORY - TV ROI
The true value of TV FINANCE $5.30
When it comes to buying media, there’s a big difference between focusing
on cost and effectiveness. Too often the conversation about TV advertising E-COMMERCE $0.60
begins and ends with the cost of buying airtime. TV’s true value lies in
what the investment pays back versus other media.
AUTOMOTIVE $8.90
FMCG $1.70
Source: Payback Australia Study, Ebiquity 2017
100%
OVERALL EFFICIENCY: MEDIA
100% CHANNEL ROI INDEXED TO TV
90%
80%
70%
60% 57%
52%
50%
MANY HAPPY RETURNS most efficient channel, Search, which category worked differently. TV was third
The best measure of marketing success, indexes to 57% of TV’s efficiency. TV returns after Search and Radio when it came to 40%
which can be overlooked, is the return average sales of $1.70 for every dollar ROI in this category. Perhaps not that 29%
30%
22% 22%
on investment a brand actually makes invested within the FMCG category, $8.90 surprising given the businesses modelled 20% 18%
from its media spend. We know this can for Automotive, $0.60 for E-Commerce and were online-only.
10%
be tricky and time-consuming to work $5.30 for every dollar invested in media
out, so ThinkTV commissioned Ebiquity, within the Finance category. But before you write off TV in this category, 0%
TV SEARCH RADIO PRINT OOH ONLINE ONLINE
an independent marketing and media Ebiquity models showed TV played a big
Source: Payback Australia Study, Ebiquity 2017 VIDEO DISPLAY
consultancy, to do the maths. Ebiquity asked THE RECKONING role in driving Search traffic for those
21 advertisers with a collective spend of Ebiquity found that TV delivers almost twice businesses. “As a major business you cannot
over $500 million in 2016 to provide three the sales uplift from media spend compared live on Search alone and TV is the most AVERAGE
years’ worth of raw sales and campaign to Search and Radio, and circa five times effective media to support Search,” was 70% 65%
data to be analysed using econometric more ROI than Out-of-Home, Online Video the summary from Richard Basil-Jones, 60%
RETENTION RATE
modelling. We called the research Payback and Online Display media. TV also has the Managing Director of Ebiquity - Asia Pacific. 50%
Australia. Here’s what it showed. longest retention rate – the lingering effect
40%
advertising has on consumer purchasing HOW TO GROW
30% 28%
THE RAW TRUTH behaviour – of all the media. Because TV So by all means get the calculator out and 23% 22%
TV is the most efficient media channel advertising keeps working for weeks after seek cost efficient spend on your media but 20% 19% 17%
when indexed across advertisers drawn the spot airs. don’t neglect to examine how that spend is 10%
from four of the economy’s biggest sectors: actually growing your business. Time and
0%
Fast Moving Consumer Goods (FMCG), TV TURBOCHARGES OTHER MEDIA time again, in studies around the globe, TV TV OOH VIDEO ONLINE PRINT RADIO
Automotive, Finance, and E-Commerce. Before we get too cocky, we should comes up trumps as the best medium to DISPLAY
TV is almost twice as efficient as the next acknowledge that the E-Commerce drive brand growth. Source: Payback Australia Study FMCG, Ebiquity 2017
16 17
The 3 rules of effective advertising?
Attention. Attention. Attention.
We have seen that platforms such as YouTube and Facebook have attracted
more of our time in recent years. That certainly suggests increasing popularity,
but does that mean these are always the best place for your ads? To find out, we
commissioned Dr Karen Nelson-Field, a Professor of Media Innovation at The
University of Adelaide, to undertake The Benchmark Series study.
01 02
03
IN AN AVERAGE AD SECOND, MOBILE DEVICES
COMMAND ATTENTION ON ANY PLATFORM
ATTENTION
TV SCREEN PC MOBILE TABLET
Benchmark is an independent, large- delivered on mobile, with TV (BVOD) still advertised (so we proved that advertising TV 58 39 63 43
scale, in-home study that measures how king; commanding 1.2 times the attention of works – hooray!) but that the more attention
FACEBOOK - 20 54 -
Australians really engage with video Facebook and 1.4 times that of YouTube. paid to the ad for a product the greater the
advertising across different platforms and sales impact in the online supermarket. YOUTUBE - 45 44 -
devices, enabling comparisons to be drawn Which is all fine and good, but what impact
between TV, Facebook and YouTube on TV does the level of attention have on sales? In the world of marketing, attention is king,
sets, computers, tablets and mobiles. and as it becomes increasingly difficult to SALES IMPACT
Well, once participants had viewed the capture, attention becomes king-ier than
So let’s cut to the chase: the results platforms and their attention had been ever. Yet capture it we must, as it’s attention TV SCREEN PC MOBILE TABLET
showed that TV, on a TV set, commands captured using eye-tracking they visited that delivers sales.
TV 144 153 161 174
almost 1.3 times the attention of YouTube an online supermarket to choose products
watched on a computer and almost three they wanted to purchase. The team not only FACEBOOK - 118 121 -
01 KITKAT TV Advertisement.
times that of Facebook on a computer. All found that participants were more likely 02 Scholl TV Advertisement. YOUTUBE - 116 137 - Source: The Benchmark
platforms showed increased attention when to choose the products that they had seen 03 Finish TV Advertisement. Series, 2017
18 19
How to be a prize-winning
attention seeker ADS THAT ARE FULLY RENDERED (100% OF PIXELS) GENERATE TWICE
So we know that advertising’s ability to capture attention is THE SALES IMPACT OF THE CURRENT STANDARD (50% OF PIXELS)
critical if it is to generate a sale. But what can advertisers do to
give their video advertisements the best chance of success?
YOUTUBE 4100
FACEBOOK
260
240 3600
SALES IMPACT (STAS)
SALES IMPACT (STAS)
220 CURRENT 3100 CURRENT
STANDARD STANDARD
200 2600
180 2100
100%
PIXELS
160 1600
50%
PIXELS
140 1100
120 600 100% PIXELS
50% PIXELS
100 100
1 SEC 2 SEC 5 SEC 10 SEC 1 SEC 2 SEC 5 SEC 10 SEC
Source: The Benchmark Series, 2017
PROPORTION OF INVENTORY DELIVERED AT DEFINED
VIEWING LENGTHS AND PIXEL LOADS
FACEBOOK YOUTUBE TV
01 ONLINE VIDEO STANDARD 50% PIXELS & 2 SECS 56% 78% 100%
10 SEC STANDARD 50% PIXELS & 10 SECS 30% 59% 100%
BRANDING SHOULD BE LARGE, OFTEN SO THAT’S THE CREATIVE LESSON BUT of the screen. Because if you can’t see the
AND EARLY WHAT ABOUT MEDIA CHOICE? ad, it won’t generate a sale – we know, we 100% PIXEL STANDARD 100% PIXELS & 10 SECS 21% 48% 100%
It turns out that the size, frequency and Simples. Ask the following: know, amazing right?
timing of your brand’s appearance in an ad • How much of the ad can the consumer see 10 SEC & 100% STANDARD 100% PIXELS & 10 SECS 4% 30% 100%
correlates to attention and sales impact. on the screen? Professor Nelson-Field hit the nail on
• How long is the ad seen by the consumer? the head at ReThinkTV 2017: “Coverage TV STANDARD 100% PIXELS & 30 SECS 0% 6% 100%
Ads that produce greater sales impact: (Actual viewing time, no bots, no scroll). is always maxed on TV across almost all
Source: The Benchmark Series, 2017
1. Show the brand at twice the size of • What proportion of the screen does the devices, and until other platforms take that
poorly-performing ads, ad cover? position, TV is the top of the tree in terms of
2. Show the brand almost twice as often and attention, cut-through and sales.”
3. Are 25% more likely to display the brand The big lesson from the Benchmark Series?
within the first two seconds. Aim for 100% of your ad playing on 100% 01 Kona TV Advertisement.20 21
Get with the programmes ADS THAT PRODUCED
GREATER SALES IMPACT...
From sponsorship to contextual advertising, the opportunities for
brands to get closer to TV content have never been greater. Whether
% UPLIFT (GOOD VS POOR)
it’s aligning your brand with the perfect programme, integrating your
product into the action of a show, or signing TV talent to act as your Showed brand at twice the size
brand ambassador, the prospects are delicious. 100%
(brand prominence)
Showed the brand almost twice as
96%
often (brand frequency)
Showed the brand within the first 2
25%
seconds (brand entry timing)
Believe in better. Source: The Benchmark Series, 2017
EMOTIONAL REACTIONS
TO ADVERTISING
Ads that generate high emotion response
01 02
have greater sale impact
WEAK STRONG DIFFERENCE
TURBO CHARGE ATTENTION AND SALES bright colours on the palette of content resonate with their audiences. And research
16%
THROUGH BRAND INTEGRATION partnerships for advertisers. from the Benchmark Series shows that they
AdLand has always known that integrating are right on the money. TV ads that generate
brand messages into appropriate TV I GET SO EMOTIONAL, EVERY TIME a strong emotional reaction – irrespective
content, and sponsoring shows, provides I WATCH TV of whether or not the reaction is positive or
a brand with long-term, sustained equity We know that TV is the complete story- negative – attract 16% more attention than
impacts. And yet so often advertisers telling medium, capturing viewers’ hearts ads which elicit weak reactions. ATTENTION 50 58
overlook integration in the media mix in and minds and bringing them back week
favour of “spots and dots” because they after week. TV affords brands the time and When your ad sits within highly engaging
carry a lower cost per thousand (CPM). space to create a beginning, middle and content your audience’s emotions will be WEAK STRONG DIFFERENCE
The Benchmark Series found that brands end, build tension and resolution, triumph heightened, creating greater attention. And
30%
enjoyed a sales uplift when they integrated or loss – and the ads are shown against if we know one thing from Benchmark, we
their brands into TV’s fabulous content. It’s premium quality content. Combine the know that attention translates into sales:
like the icing on the cake isn’t it? power of story-telling with mass reach and ads that generate a strong emotional
you have the perfect context for your brand response get a 30% greater sales impact
Be it sponsorship, advertiser-funded to build valuable equity and grow. than ads that generate a weak response.
programming, advertorials, interactive SALES IMPACT 128 167
content, competitions and promotions, TV advertisers have learned a thing or two Source: The Benchmark Series, 2017
televised branded events, product about high quality content too – it’s why 01 A2 Milk Company TV Advertisement.
placement, or licensing, there are many they spend so much time crafting ads that 02 Aldi TV Advertisement.22 23
Case study: How a digital property
app used TV to drive performance
It was a case of delivering real results when Australia’s best property
app partnered with Australia’s leading real estate reality format.
Domain has had huge success in partnering checked the progress of each renovation, “At Domain, we track and measure
with The Block since 2015, and 2017 was no judging the rooms based on the key selling everything we do and what makes
different. criterion; did the room cater to the needs of The Block such a strong channel
the Elsternwick buyer. for us is that the activity within
In 2017 Domain was focussed on driving the show translated directly to
their credibility as an expert in order to Additional Domain experts were also business outcomes.
increase app downloads and memberships, integrated at relevant moments in the
core business metrics for the brand. series. ‘Domain Doctors’, Data Scientist, The show integration delivered
Dr Nicola Powell and Economist, Dr Andrew spikes in new app users every time
BRINGING REAL ESTATE EXPERTISE Wilson armed the Blockheads with insights The Block was on.”
TO RENOVATIONS about the Melbourne property market,
As with any good TV format, The Block is specifically Elsternwick, to prepare them for Melina Cruickshank
about great characters; the ones that we the mammoth task ahead, and attended the Chief Editorial and Marketing
love, hate, laugh at and learn from. In 2017, open for inspections to help the contestants Officer, Domain
we worked with Domain to bring their own get the highest reserve for their properties.
character to our screens, week in, week
out; a true expert that would demonstrate OUTSTANDING RESULTS
that when it comes to Real Estate, Domain With The Block reaching 15.75M Australians
knows best. across the series, Domain was able to
promote their expert suburb knowledge to
Throughout the series we integrated Alice Australians across the country. As a result
Stolz, Domain National Managing Editor, they saw a +43% increase in new app users
seamlessly into The Block. She featured and +20,000 new members to Domain while
with Scotty Cam and Shelley Craft as they The Block was on air.24 25
Case study: Heinz, the
one for Footy
Heinz showed footy fans how they’re the perfect match
on and off the field with key integration pieces into AFL
narrated by world-class presenters.
TOMATO SAUCE OR KETCHUP? RECORD RESULTS “The “Upgrade to Heinz” campaign
Do you know the difference? Over 70% of These integration pieces achieved mass was a major milestone for the
Aussies did not know if there was a product reach with Seven’s AFL broadcast reaching Heinz brand. The task was
difference between the two. Ketchup is over 7.5m Australians. Supported by clear: achieve impact, reach
packed full of tomatoes that make it thick shared sponsor billboards and airtime, and resonance. Working closely
and we all know thicker is tastier. So Heinz before being propelled further afield as with 7Sport, we married iconic
needed to clear up any confusion and they were extended to Seven social and all Seven presenters with an iconic
encourage Aussies to upgrade to Heinz; Heinz digital assets. The campaign kicked household brand creating content
by showing them that “Thicker is Tastier”. some major goals exceeding overall sales that kicked major goals.”
Spark Foundry, knowing there’s nothing more expectations for Heinz ketchup by 23% –
Australian than Footy; and only one ketchup clearly the audience understood that Heinz Mughees Abid
that can complement footy foods, found Heinz Ketchup is better, thicker & tastier. Marketing Director Heinz
the perfect and most contextually relevant The Kraft Heinz Company
match with integration into AFL broadcast. GRAND FINAL DAY
Seeing what AFL integration could do for
UPGRADING LOCAL FOOTY ketchup; Heinz took their baked beans
Heinz surprised local footy clubs by into Grand Final day with the ultimate
upgrading their ranks with AFL legends and integration piece; helping power Seven’s
Channel 7 presenters Cameron Ling, Katie commentary team to get them through
Brennan, Nick Riewolt and Brian Taylor a long day. With it being Brian Taylor’s
making a special appearance for match day first Grand Final match call, we saw
to give their advice, support and motivation. him nervously practice for the big event,
This helped grab the attention of fans from bringing comedy to the kitchen where
the grassroots up. Heinz provided the fuel to Hamish McLachlan struggled to make his
these integration pieces as everyone involved morning jaffle with Heinz baked beans and
came together to enjoy a post-match snack. Lingy proving he had it all in hand!26 27
Case study: Rexona – helping
you thrive under pressure
Rexona wanted to re-connect with their male target audience after
a four year break from sports advertising and reaffirm its long-time
positioning: “It won’t let you down”.
REINVIGORATE THE MALE with ten athletes, including Johnathan throughs), connecting Rexona with the
SPORTING AUDIENCE Thurston, Patrick Dangerfield and Scott LIVE audience in real time.
After tapping into a core passion point, McLaughlin. 18 x 60” content pieces and
sport, Rexona needed a reinvigorated three x 30” TVC’s were produced, with Great reach was delivered for Rexona placing
message to drive the male sporting insights into each athlete and how they the brand at the heart of the LIVE sporting
audience to purchase. perform under pressure. conversation. This was MCN’s largest ever
cross-channel, cross-platform content
Brand insights demonstrated Rexona’s The content was played during LIVE series that saw 7.59m fans exposed to the
association with sport was about elite broadcast, and saw high impact and Rexona Pressure Series.
athlete’s performance. This resulted in targeted placements across major FOX
‘pressure’ within sport becoming the centre SPORTS digital and social channels. THE RESULTS
of the brief. Rexona showed how athletes • Rexona Sport is now the number one
are able to thrive under pressure, to reach HIGH PRESSURE MOMENTS selling deodorant in Australia (MAT
the target audience during LIVE sport. FOX SPORTS was able to place Rexona 26/2/2017)
messaging at precise moments when • Rexona regained baseline sales growth
CROSS-CODE CONTENT pressure was building in LIVE sport during the campaign (Qtr 9/10/16 - 8/1/17)
A cross-code talent campaign was created broadcast, (using reactive VIZ pull- • 14m views on FOX SPORTS digital assets.28 29
Case study: Holden and Australian
Survivor partner for success
In 2017, Holden returned as a key partner of Australian Survivor, leveraging the
power of television to drive awareness and sales for the Holden Trailblazer.
The 12 week partnership extended across content series – achieving 554,000 views “Australian Survivor was a perfect
multiple platforms, including broadcast, in 2017. catalyst to drive awareness of the
online, social media and dealership events. Holden Trailblazer by utilising
CONSUMER PROMOTION partnership IP and talent in a
FIRST LOOK BILLBOARDS Australian Survivor viewers had the chance contextually relevant environment.
In the lead up to the series launch, to win the Holden Trailblazer by collecting It also allowed us to connect
Holden received a number of ‘First Look’ code words featured in episodes and with the audience via a dedicated
billboards, where viewers were given a entering via tenplay. CRM program which helped
sneak-peek look at the new season, with drive the partnership ROI and
thanks to Holden. RESULTS effectiveness.”
Following season 2 of Australian Survivor,
OUTSTANDING INTEGRATION Network Ten conducted a research study to Nancy Del Monaco
The highlight of the Holden partnership was determine the results of the sponsorship. Senior Marketing Manager -
when a brand new Trailblazer was shipped Media, Brand and Partnerships,
from Australia to Samoa to become the Holden was correctly identified as the car GM Holden
most exciting integrated reward of season 2. brand sponsoring Australian Survivor by
The integration was featured on Network 38% of viewers, and 44% of Australian
Ten’s Gogglebox and The Project. Survivor enthusiasts, those who watched
regularly or never missed an episode.
TAILORED COMMERCIAL CONTENT
Network Ten created a series of 30” TVCs When asked what brands they consider
for Holden, amplifying key features of the when looking to purchase or recommend a
vehicle and featuring series 1 Australian mid-sized SUV, 35% of Australian Survivor
Survivor runner-up, Lee Carseldine. enthusiasts selected a Holden Trailblazer.
TENPLAY EXTENSION The research results were supported by
Sponsorship included homepage takeovers Holden’s record sales of the Trailblazer
and display media, as well as integration of and the significant increase in brand
the Trailblazer within Australian Survivor’s engagement overall, including a 636%
online content series, Jury Villa – one of increase in website traffic and 411%
Network Ten’s most successful online increase in website engagement.30 31
What makes BVOD so special?
Broadcaster Video-On-Demand (BVOD) gives us greater choice. It
provides a suite of advanced advertising solutions spanning interactivity,
personalisation, targeting and programmatic opportunities.
01 02
03
BVOD IS PROFESSIONALLY- and have the time to watch your ads – and chocolates. It has highly engaged viewers
PRODUCED CONTENT indeed expect to see them. catching up on their favourite shows and 04 05
Not all video is equal, different types of watching premium box sets and movies.
video appear along a quality spectrum and BVOD IS ALMOST ALWAYS PLAYED
knowing what content your ad is placed FULL-SCREEN The different BVOD offerings provide a suite
next to is crucial for both effectiveness All BVOD players default to full-screen on of advanced advertising solutions spanning
and brand safety. Right at the high quality, tablets, mobiles, TVs and on over-the-top interactivity, personalisation, audience,
trusted end of the spectrum are the players such as Apple TV as soon as the genre and interest group targeting, as well
Broadcaster VOD (BVOD) services. And that play button is pressed – collectively that as programmatic opportunities. The rise
is great news for advertisers. accounts for over 80% of BVOD viewing. On of live streaming and the rapid growth of
computer-based browsers, which account connected TVs are both factors that are
BVOD IS THE MOST BRAND-SAFE for less than 20% of viewing, BVOD players helping to make addressable TV a reality.
FORM OF VOD default to a large proportion of the screen
Your brand won’t be rubbing shoulders and many viewers make one click to trigger
with inappropriate content in the world of the player to play full-screen.
BVOD; nor will you be accidentally funding 01 Picnic At Hanging Rock, Showcase.
activities you wouldn’t want your brand to HIGHLY ENGAGED VIEWERS, HIGHLY 02 Suits, Universal.
03 Nine News Melbourne, Nine.
fund. And in BVOD, people are choosing to ADVANCED AD SOLUTIONS 04 Shark Tank, Network Ten.
watch a TV programme, so they are relaxed BVOD is an indulgent treat, a box of 05 House Rules, Seven Network.32 33
Measuring video
Advertisers need independent, objective and accountable data to meaningfully
understand viewer behaviour and evaluate media performance. In a world
where trust and transparency are increasingly rare, Australian TV has for
almost two decades enjoyed a world class audience measurement system.
OzTAM – Australia’s official source of TV ratings for the five mainland metro
markets and nationally for subscription television – offers gold standard
measurement methodology and third-party verification.
THE TV PANEL SAMPLE IS population, that makes Australia the world’s Radio Association (ASTRA) have observer
REPRESENTATIVE OF THE POPULATION largest per capita people-metered market. status at OzTAM board meetings.
OzTAM panel homes are recruited via a
continual establishment survey involving VIEWING IS ONLY COUNTED WHEN TV MEASUREMENT IS CONSTANTLY
01
tens of thousands of interviews each year. THE TV SOUND IS ON AND PLAYED AT IMPROVING
Every residential household in OzTAM’s NORMAL SPEED The number of homes in OzTAM’s panel has
coverage area has a chance to be chosen OzTAM uses sophisticated audio matching progressively expanded and in 2016 OzTAM 02 03
for interview. Recruitment is managed technologies (think ‘Shazam’ on steroids) to introduced Australia’s first official figures
to ensure the panel reflects the overall accurately register viewing by all household for viewing of internet-delivered TV content
population and the panel’s characteristics members and guests to all broadcast in its Video Player Measurement (VPM)
are continually monitored against external channels in each of OzTAM’s coverage Report. VPM is capable of reporting on any
benchmarks such as Australian Bureau of areas. If the sound is off those minutes are online video service, including subscription
Statistics. Panel homes are anonymous and not counted in the ratings data as a view. video-on-demand and free streaming
household members are left alone as much services. Unlike broadcast TV ratings,
as possible, so as not to influence their TV MEASUREMENT IS TRANSPARENT, which rely on audio matching, VPM relies
viewing activity. ACCOUNTABLE AND AUDITED on technical implementation by each video
OzTAM retains an independent technical provider. As their implementation progress
AUSTRALIA IS THE WORLD’S LARGEST auditor and broadcast ratings data is and data is validated by OzTAM, more online
PER CAPITA PEOPLE-METERED MARKET independently collected and produced viewing data will be released to the market.
OzTAM and its regional counterpart, by external research supplier, Nielsen,
Regional TAM, comprise nearly 8,500 panel on OzTAM’s behalf. The ABC, SBS, Media
homes and together capture the actual Federation of Australia (MFA), Australian
01 Love It Or List It, Lifestyle.
viewing of more than 15,000 people daily. Association of National Advertisers (AANA) 02 Family Food Fight, Nine.
In terms of panel size relative to the overall and Australian Subscription Television & 03 Better Homes And Gardens, Seven Network.34 35
TV advertisers can have it all
01 02
THE CONNECTED TV IS THE From inventive content partnerships and and BVOD, with a 100% audience delivery
ENTERTAINMENT HEART OF new creative formats to the new use of guarantee.
TODAY’S HOME TV technology and data-led solutions,
In addition to watching TV, Australians use advertisers have a host of opportunities • Seven has begun the scaled launch of live
their TV sets to play games, watch BVOD, available to them. “Addressable TV” in Australia, allowing
browse the web, access social media advertising partners to dynamically insert
and SVOD services. The rise and rise of All of ThinkTV’s shareholders have been targeted video commercials on its live
connected TVs – about 50% of us will have busy on this one, and there is much more streaming and video-on-demand content.
them by Christmas 2018 – means advertisers to come, but here’s a snapshot of what’s
03
have even more ways to reach consumers. happened so far. • Network Ten’s data and sales partnership
with MCN provides opportunities in
TV GIVES ADVERTISERS THE BEST OF • Multi Channel Network (MCN) is developing advanced audience targeting, automation 04 05
BOTH WORLDS the data management solution SIA with and trading delivered through Landmark,
On page 12, we talked about TV’s ability to the world’s largest privately held software and the new SIA data management
reach far, wide, near and narrow. While one company, SAS. SIA will ultimately provide solution.
of TV’s strengths is its ability to reach vast advertisers with a single consumer view
numbers of people faster than any other across linear TV and all digital platforms, Much more is planned for technology, data
medium, TV is also investing heavily in enabling advertisers and marketers to and systems automation across the whole
technology and data that makes it easier to intelligently connect a brand’s ad to the TV landscape in 2018. Stay Tuned.
find the audience you want. right consumers, on the right screen.
BROADCASTERS ARE INVESTING IN • Nine has launched 9Galaxy, offering 01 The Voice, Nine.
THE FUTURE marketers and agencies far greater 02 Slime Cup, Nickelodeon.
03 800 Words, Seven Network.
MCN, Nine, Seven and Ten now provide certainty on their TV campaigns by 04 Studio 10, Network Ten.
suites of advanced advertising solutions. automating buying and selling of TV 05 Married At First Sight, Nine.36
Talk to us
01 02
Hopefully you are now brimming with facts, And we’re always happy to come along and We also want to acknowledge Thinkbox for
figures and a burning fire in your belly to talk to advertiser and agency teams. After inspiration and a little bit of copying as we
find out more about how TV can grow your all, ThinkTV is here to help you get the have re-purposed some content from their
brand and your business. If any of the stats best out of today’s TV experience, which booklet entitled “234 million views”.
in this booklet have sparked your interest, includes providing the latest facts about
tickled your fancy or got you wondering, you TV’s effectiveness and examples of brands We also wish to thank our shareholders
can call us on 02 8016 9360, email us on that have reaped the rewards of investing in Multi Channel Network (MCN)/Foxtel, Nine,
contact@thinktv.com.au, or visit our website TV. We can present on anything TV related; Seven Network and Network Ten.
at thinktv.com.au. from attention to viewability, which is almost
A to Z isn’t it?
The ThinkTV website is a treasure trove
of useful resources and killer charts you ACKNOWLEDGEMENTS
can pinch at your leisure for that urgent We are indebted to our research partners
presentation. And it has much more on the and friends who provide the industry with
01 Sunrise, Seven Network.
nuts and bolts of the Benchmark Series and a plethora of insights and are dedicated to 02 Blind Date, Network Ten.
03
Payback Australia studies. proving what works in advertising. 03 Gogglebox Australia, Lifestyle and Network Ten.With thanks to:
ThinkTV Shareholders
WANT TO KNOW MORE?
Partners Call us on 02 8016 9360
Email us on contact@thinktv.com.au
Visit our website at thinktv.com.au© THINKTV 2018
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