Author: paykel

The Rise of the Machines


The connected fridge of the future will enable programmatic commerce, a new channel set to redefine retail – but, what is it?

Connected devices able to make purchase decision on behalf of consenting consumers and businesses based on pre-programmed preferences.

Connected devices able to make purchase decision on behalf of consenting consumers and businesses based on pre-programmed preferences. As an example, you wake up in the morning and your coffee machine tells you it’s almost out of your favourite blend.  Your internet enabled coffee machine then instantly does the ordering for you – adding it to your shopping basket, along with the washing powder that needs replacing. The machine has had pre-programmed parameters set based on preferred brands, price limits and other learned preferences.

Shopping changed forever with the birth of the internet.  Programmatic Commerce will be the next revolution. Such concepts present almost limitless opportunities for retailers, brands and smart device manufacturers to revolutionize the way that goods and services are offered to customers.

Programmatic commerce: a world where mundane repeat purchases and those easily being shared (especially millennials), add to the reasons programmatic commerce will become commonplace in the future.

Whereat the moment, much of advertising is pushed around emotion, the future could well be geared more to utility and, of course, to price. While consumers will undoubtedly still look for variety in their lives, the whole conversation really changes what loyalty looks like in terms of basic everyday goods. For brands the challenge is to ensure they are not locked out due to competitors dealing exclusively with smart device manufacturers.

Salmon commissioned an independent research consultancy to explore consumer attitudes and expectations surrounding the concept of automated purchasing. The results:-

Product types that consumers are most comfortable having ordered via programmatic commerce

54% household supplies, food and drink
34% beauty, healthcare, personal hygiene

Youth leads the change towards programmatic, while older shoppers require convincing.  32% of 25-34 yr olds are totally comfortable with the idea of programmatic commerce vs 7% 55-64 yr olds.

As might be expected, the expected time savings (37%) and convenience factor (25%) are cited as major benefits, but a third key element is cost.  More than a third (37%) see programmatic commerce as a potential money-saver, highlighting that it would offer them a way to automatically purchase the cheapest products within a category. Bargains, not brands, win the heart of the consumer here.

Key Out takes

  • Programmatic commerce will be especially important for consumer goods and grocery markets.
  • The access to personal data will eventually make search and pay per click less dominant.
  • Marketing will play a lesser role in driving decisions, as demand can be anticipated
  • Speed, convenience and simplicity will drive customer demand. However, brands and retailers still need to prove that customer data is being used securely and appropriately.
  • Older shoppers are less accepting of the idea of technology automating their purchases. However, they hold the wealth.

Time for businesses to really start thinking about it.

Source: Forbes & Salmon

Time to Rethink Your Audio Strategy?


Picking the right platform for your target audience

2018 is the year of the voice. With the increase of audio consumption across platforms such as Spotify & IHeartRadio as well as traditional radio listenership, Audio advertising as a whole has seen a rejuvenation of interest as agencies and marketers shift towards a ‘Voice’ strategy.

Underpinned by the ‘Voice search’ trend which has rocketed since the inclusion of smart assistants in mobile phones and the take up of connected devices around the home, voice strategy encompasses far more than a traditional radio buy.

As smartphone ownership has now reached 90%, more people are using apps and radio websites in order to consume audio; a trend which will continue to rise YoY. These devices also now come with voice assistants as standard and whilst smart speaker ownership still sits at just 5%, it signifies the shift towards a more voice centric media trend for 2018.

The industry is quick on the uptake as, according to Gai Le Roy, Director of Research at IAB Australia, digital audio advertising is no longer being seen as ‘experimental’ or ‘digital,’ but rather, being integrated with other audio advertising platforms such as radio, much like video strategy is now integrated with TV strategy to become a ‘screen’ strategy.

With the rise of programmatic audio buying, agencies and marketers are increasingly turning to cross platform audio as a favoured mass reach medium that actively engages the user and integrates with other media channels. AI and personalisation will lead to more opportunities to reach the right person, in the right place, at the right time, with the right message. Effectively, allowing you to speak to your segments individually; choosing a different tone of voice and communication style dependent on the audience.

With 13.6 Million Australians streaming audio content on their digital device in Dec 2017, Radio is still king in terms of an audio platform, however as more and more types of audio are consumed on more devices, we are starting to see a fractured listener-ship:

Time spend with audio daily

One benefit of this fractured listening is the audience trends that accompany it, allowing for greater brand alignment. Accuen, a digital trading platform by Omnicom Media Group, recently presented figures that showed that traditional radio buying is effective for reaching 40+ audiences and that programmatic audio buying is strong with younger audiences. This presents an opportunity for brands to limit wastage by choosing the most appropriate platform for their target age group.

Further developments to come for audio platforms include proximity data and behaviour data, including location services, which can allow advertisers to deliver ads for products relevant to you when you are driving, in transit on your way home from work, jogging, or exercising in your gym.

Indeed, Adshel have already partnered with ARN to sync roadside panels with radio ads using similar tech to TV syncing.

Podcasts growing disproportionately

Whilst the base is still low, there has been a huge growth in the uptake of podcasts globally as an audio medium.

Podcast consumption continues to rise with Australia’s consumption increasing disproportionately faster than anywhere else in the world. The latest stats from Edison research show that 17% of Australians 14+ have listened to a podcast in the last month, with 25-54 year olds making up the largest share of monthly podcast listeners. Furthermore 13% of Australians have listened to a podcast in the last week, with 16% of 25-54 yr olds listening every week showing that this is a very engaged and loyal audience.

The breadth of subjects covered by podcasts means there is something for everyone and currently only 14% of podcasts are by radio stations or radio personalities. Mamamia is a leader in podcasts in Australia with over 30+million downloads to date. Their flagship podcast, ‘Mamamia Out Loud’ has achieved over 8.2million downloads in its lifetime and currently receives 116,000+ downloads every week.

Percentage of Audio Platform Consumption

GFK Share of Audio 2017

“There has been a massive amount of growth… 72% of people in Australia now know what a podcast is, and usage is growing,” said Sharon Taylor of Omny Studios at the latest IAB Audio Advertising State of the Nation event.

Reasons why marketers are considering podcasts can be distilled into 6 key points:

  1. The power of audio – a high level of engagement, a captive audience who has chosen to listen to the content.
  2. The podcast consumer – a very personal experience, mostly via headphones.
  3. Ad engagement – people get just as engaged with the ads as they do with the content.
  4. Targeting – The huge range of podcasts out there offer something for everyone. An example is a podcast targeting Australia’s 150 people who are tree arborists. It is a small audience, but there are companies with products which want to reach those people.
  5. High profile personalities – Use high profile people to help you build your brand. They have already built trust with their audience. Even low profile personalities such as the hosts of the Arborist podcast will be “influencers in their own communities,” who will be valuable to advertisers.
  6. Creative options – hosts can be more creative with live reads, which can expand into the show.

These really strong elements of engagement that podcasts are achieving make it the perfect accompaniment to a radio buy to deepen the relationship with the consumer and create brand salience.

Paykel would love to help you build a voice strategy in-keeping with your brand that appeals and engages your unique target audiences, let us show you how we can help!

In Summary:

  • Voice strategy emerges in 2018 as it is identified as The Year of The Voice
  • Radio still king in terms of hours spent but appeals more to a 40+ audience
  • Younger audiences are turning to more digital methods of consuming audio
  • Brands can start to tailor their audio ads to suit the customer much like digital display
  • Uptake of Podcasts in Australia rising faster than anywhere else in the world with brands loving the intimate and immersive one-on-one nature of the medium
  • Marketers are leveraging integrated Audio campaigns across multiple platforms to different audience segments in an effort to increase relevance to the consumer

Mobile Page Speed – Why our load speeds hurt Aussie brands


Mobile Page Speed

Scenario: Your mobile digital campaign has a Click-Through Rate above benchmark. However the Conversion Rate to site drops drastically with less than 50% of clicks landing on site.  

This could easily be assumed as a result of fraudulent inventory. However, we shouldn’t always assume unusual performance is a result of BAV (Brand Safety, Ad Fraud and Viewability).

If your website takes longer than an average of 3 seconds to load then you are at risk, as Alex Shellhammer from Double Click draws a study insight by Akamai, that:

“53% of visits are abandoned if a mobile site takes more than three seconds to load”

Furthermore, Google’s Maile Ohye also states in a blog that “Just as an FYI, at Google we aim for under a half-second [load time]”!

Given that Australia’s download speed is currently ranked 50th in the world according to Akamai’s 2017 State of the Internet Report, it is even more important for client’s to optimise their own site load speed across all devices for a positive user experience.

But what does ‘load’ mean, and to whom? Is it when all content appears within the screen? Is it when you can interact with the page?

Philip Walton stresses that page loads shouldn’t be acknowledged as a single metric, as this becomes a “misrepresentation of reality”. But rather, load times are a moment, which vary drastically from the device capabilities, network conditions and by definition to the user. Therefore Walton mentions that you must consider some of the below;

  • The hero element of the page should load first
  • Interactive elements should visually render when they are capable of responding to the user’s output
  • Continually test across different devices to build first party data of your average load times.

But in even more recent news, on the 17th Jan 2018 Wang and Phan announced on the behalf of Google that “starting in July 2018, page speed will be a ranking factor for mobile searches”.

Below are a list of free resources that’ll help you evaluate your web performance:

As we live in a mobile-first world, brands need to consider the above before building a digital media strategy. By improving your mobile load speed, you should hopefully see further engagement across site. Some web analytic metrics to look out for are repeat visitation, longer dwell time and a decreased bounce rate.


Alex Shellhammer. (2016). The need for mobile speed: How mobile latency impacts publisher revenue. Google. Retrieved from:

Maile Ohye. (2010). You and site performance, sitting in a tree… Google. Retrieved from:

Angus Whitley. (2017). Life in the slow lane: Australia has slower internet than Kenya. Sydney Morning Herald. Retrieved from:

Philip Walton. (2018). Leveraging the performance metrics that most affect user experience. Google Developers. Retrieved from:

Wang and Phan. (2018). Using page speed in mobile search ranking. Google. Retrieved from:

Television vs. Digital out-of-home: Where does screen power lie?


A hot topic in the ad world today, which saw the likes of two of media’s best, Harold Mitchell and Anne Parsons, go head to head at a Mumbrella360 conference, as they discuss which screen is most powerful in 2017.

Parson’s argument centralises on the connection between digital out of home and mobile devices, and how that partnership brings a call to action. She states, “Research proves that when you are outside your home and active, you are 2.5 times more likely to take action. You remember and you act.

“You marry that with a mobile screen and what you have is the most powerful communication source you are going to get in the next decade.”

Mitchell hits back, offering that, “Television has been a part of people’s lives for nearly three hours of the day… since 1956.” He also adds, “You can’t learn anything in seven seconds.”

So… which side does Paykel take?

We believe both screens can inform, inspire and engage consumers.  Of course, it is what is right for the client and their business objectives, that we make the decision to refer either form.

Referral sources

Position on Network 10


As we are all aware, Network 10 was placed into Voluntary Administration (VA) on June 14

First and most important thing to realise – It’s not lights out! The station is still running and programmes being broadcast just as it was prior to the VA

What has occurred is that the 3 main backers – Lachlan Murdoch, James Packer and Bruce Gordon – are no longer willing to refinance the current debt facility of $250m

The Administrators will continue to run the Network. EOFY earnings at June 30 are estimated to be a $30m loss. Revenue growth is projected to increase to + $50m in FY18 and on to $80m in FY19 – so operationally, things are OK. The problem is, the underlying debt is just too high.

It is likely the Network will be put up for sale and a buyer found. Who that will be no-one knows, but already Lachlan Murdoch and Bruce Gordon have formed a JV. If not them, the most likely suitor would be News Ltd. If there isn’t a buyer, the other options are that the Directors will be handed control, or in the worst case scenario, the creditors will vote to liquidate the business (extremely unlikely…).

Our position on this is as follows:

We will continue to make bookings with the Network based on the normal criteria we apply to television buying – is the audience there? Does utilising the network represent good buying and cost efficiency? If the answer to these questions is Yes, then we will continue to include the Network as part of our clients FTA Television mix.

If any client prefers us not to include the Network in their television buys, we will accept that request and exclude the network as requested.

We prefer to see a 3rd Network in Australia as part of the FTA television landscape, as it is better for market competition, rate control and promotes flexibility and options for advertisers.

However, it does remain to be seen whether in the changing and dynamic world of broadcast TV, the market can support a 3rd network that at the moment has limited content and not much ability to change that in the short term. It is quite possible that any new owners or market entrant will shape the network in an entirely different way to what we are used to seeing – but that of course is not known at this stage..

If there are any questions or concerns, please contact us at Paykel and we will answer any questions or queries you may have.

MCN Programmatic TV buying on Subscription Channels across Foxtel

program 2

MCN has developed a world-first private programmatic trading market called MCN Programmatic TV, built in conjunction with technology provider, AOL Platforms.

The platform uses MCN’s Multiview audience segments to provide the most sophisticated audience targets in the Australian market.

It is Australia’s largest TV audience measurement panel using return-path-data from 200,000 anonymous homes, combined with 10,000 opt in homes to deliver comprehensive consumer insights.

Multiview has partnered with Quantium to deliver insights based upon “actual” consumer behaviour, in addition to claimed behaviour from the 10,000 survey homes.

What It Means

The ONE by AOL:TV platform gives Paykel access to MCN’s premium inventory from our desktop, using the interface online, for traditional linear TV spot buys, complementing and enhancing our TV buying relationships. It provides advanced TV spot optimisation and measurement across 47 Multiview segments as well as OzTAM demographics.

The automated platform brings speed and efficiency to TV buying.  It gives us the ability to access a wide range of data beyond traditional age and gender demos.  KPI’s are easily established based on agreed projections and CPMs, campaign parameters are easily adaptable and generated dynamically and automated weekly tracking, data visualisation and reporting transparency provides a complete picture for us and our clients.

Speak with us for more details!

What’s the best measure for social success?


Have you heard?

Stephen Graham (2017) discusses on AdNews why engagement metrics are misleading to a brand’s social media success. The initial buzz of likes, post reactions, shares and comments can imply the content is resonating with your audience. But this buzz becomes an ‘echo chamber’ – where it could fade into vague inference of brand awareness and consideration. Suggesting we should steer away from purely optimizing towards engagement and rather looking at continually reaching as many of our fans and customers as possible.

Paykel Proposes…

Here at Paykel Media we understand every client uses their social media pages to achieve different objectives. Some use social to build a community hub for likeminded people, or some solely use it as an on-target reach tool and others use it to speak to the possible 98% of their Facebook fan base they now cannot reach organically (Source: Locowise 2015 – see below). So depending on the client, it is paramount that we build KPIs catered to their individual objectives.

While Stephen (2017) mentions that engagement is not a reliable metric, for some it is more valuable than a simple impression. It is important to see your audience consistently engaging with your brand, especially with your product focused posts. Engagement shouldn’t be a metric standing on its own, but rather complimenting others (e.g. Reach) to understand true success.


Cohen, D. (2015). STUDY: Facebook page posts net 2.6% organic reach in march. ADWEEK. Referenced from:

Graham, S. (2017). Why marketers need to wean themselves off social engagement metrics. AdNews. Referenced from:

Programmatic is growing, succeeding & thriving


The adoption of programmatic buying is still in its infancy with many people quite unsure of its definition. Google Trends shows that over the past 5 years Australia is ranked the 3rd most popular region searching ‘programmatic’ terms. Even further, these ‘programmatic’ search terms in 2014 have moved from curiosity to doubling in 2015 and 2016. And so, it is fair to say that programmatic is a growing hot topic in Australia’s media industry.

Connexity predicts that 90% of all advertising will flow programmatically within a decade (Teich, 2015). Australia is also welcoming programmatic buying with open arms and willingly experimenting with their campaigns. A study conducted by AdRoll (2016) found that an outstanding 92% of Australian and NZ marketers are planning to keep or increase their programmatic advertising budgets in 2017. Hence programmatic buying is moving in a bright and progressive future.

There is great success in programmatic buying as 68% of marketers in Australia and NZ are spending up to half of their budgets in programmatic, while 70% of social media space is already purchased programmatically (AdRoll, 2016). With great success comes a hybrid approach, Hayek (2016) states that programmatic must customize their teams with self-serve (marketer’s control) and full-service (relies on agency of experts) to meet all potential ROI. A collaborative approach will allow marketers to have full control while utilizing agency expertise in programmatic.

One of the best ways to thrive in programmatic buying is to understand what the term means for your business and your client. It’s all about getting the strategy right for your client (Caroline, 2016). One of which could be leveraging programmatic tools like segmented audience targeting. Simply sharing detailed target audience insights with the creative agency will help the production team tailor their designs and bring relevance to each segment (Think with Google, 2016).

Overall, programmatic buying has grown drastically in Australia with much potential in the future. While programmatic buying is globally successful it needs to be approached according to individual client strategies in order to truly thrive.


AdRoll. (2016). State of the industry 2016. AdRoll. Retrieved from:

Caroline. (2016). Retargeter blog: Digital brand building: Getting the most out of programmatic buying. Retargeter. Retrieved from:

Hayek, T. (2016). There’s a third party for programmatic- the flexible digital marketer needs a flexible programmatic model. MarTech Advisor. Retrieved from:

Teich, C. (2015). Five predictions for the future of programmatic. MediaPost. Retrieved from:

Think with Google. (2016). 3 ways to make the most of programmatic and data-driven creative. Google. Retrieved from:

Ad Blocking


The idea of browsing the web without ads or popups may sound like a dream for many, but it has quickly turned into a nightmare for advertising agencies that are on the backburner of this increasing issue.

Whilst blocking ads or ‘ad blocking’ is not a new issue, it has become a growing concern as mainstream companies have created apps that are targeting larger demographics to utilise these services; making it easier for the not so ‘tech savvy’ consumers to use.

The term ‘ad blocking’, according to the Internet Advertising Bureau (IAB), refers to software that users can download and install to prevent digital ads from appearing on computers and mobile devices. The problem with this is that although it may seem like a great idea- there is a catch. What many consumers do not realise is by using these ad blocking services, they may actually have to pay for the content that they currently receive for free- doesn’t sound so good now, does it?

In response to this increasing problem, the IAB has focused research towards finding a solution to control these services that may benefit all parties involved. Their findings suggest that more than half of web users do not properly understand online advertising and the many benefits they entail, such as allowing consumers to enjoy content and services at usually little or no cost.

You may then think why do people want to block ads in the first place? The main issue is that many internet users find them invasive. Many traditional forms of advertising usually allow some form of escape if they are not relevant to an individual’s interest. Online advertisements, however, do not usually give consumers this option as they can be abrupt and often interrupt ones online experience. IAB furthers this statement with research that suggests the primary motivation for blocking ads was because they ‘interrupt’ and ‘interfere’ with what people are doing.

In Australia, the IAB found that the use of ad-blocking software has already reached 10-15% of the adult population.Although the issue has not reached an epidemic, it is a growing concern that the digital advertising industry needs to take seriously.

Companies have created this software in the belief that blocking ads completely is the only solution for users to enjoy an interrupted, online browsing experience. However, blocking ads is clearly not the solution as it is only adding to the problem (no pun intended).

By providing leaner and better quality ads that are not so invasive, the internet will continue to be ad funded and users will still be able to freely browse the web without interruption. To find out more about Ad Blocking, visit