Author: Saffron Carter

How Brands are Pivoting

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In our last edition of Paykel Insights we noted how consumers are letting brands know what they expect of them in the current global pandemic.  And brands are responding by pivoting their business structures and communications to service consumers appropriately within the constraints of COVID-19.

Some examples:

  • – Tesco: Some little helps for safe shopping https://www.youtube.com/watch?v=v_DaKh1_Y8I
  • – Guinness St Patrick’s Day “Don’t worry we’ll march again” https://www.youtube.com/watch?v=GWVW5p62sO8
  • – LVMH has replaced perfume production with hand sanitizers
  • – Virgin Group and Tesla are producing ventilators
  • – Both Calm (sleep and meditation app) and Glo (online provider for yoga, pilates and meditation) have launched a list of free resources to encourage self-care at home

Considerations: Having a meaningful connection with consumers is not just about maintaining ad spend, it’s also recognizing the key attributes being sought from brands:  emotional intelligence, authentic empathy and practicality.

Co-Viewing TV – delivering greater value

Highlighted in the most recent ThinkTV’s Fact Sheet is the clear illustration of how TV has become a focus for family co- viewing during COVID-19 isolation.

Programs like Lego Masters (70% of its viewing during lockdown has been in the company of others), MasterChef (65%), Gogglebox (63%) and movies including The Castle (62%) and Guardians of the Galaxy (60%) have given brands the chance to increase share of voice without actually spending an extra cent by speaking to multiple generations at once.

Analysis of advertising spend patterns during the 2008 recession found brands that maintained or increased advertising investment, relative to competitors, were the ones to gain market share during and following the downturn.  Kantar’s recent simulation modelling also illustrates that “keeping the lights on significantly aids in the recovery phase as it supports brand saliency and reinforces brand strengths”

Considerations: In a time of increased co-viewing within the family home, there is opportunity to drive your TV investment further as networks are at the negotiating table to partner with brands.

Online media consumption continues to increase in lockdown

There has been a strong increase in user activity on the Facebook platform and Messenger. The number of daily active users rose 4.6% from the previous quarter (to 1.7bn) while monthly active users rose 4.2% (to 2.6bn). These growth rates are the highest since 2016.

Across all of its platforms, Facebook also announced that over 800m daily active users are engaging with livestreams each day, seeing advertising impressions rising 39% in Q1 2020 (WARC Data April 2020)

Brands continue to cut their advertising investment in the face of sales declines across the year ahead.  Ascertaining how long to ‘go dark’ with advertising remains a continuing key decision for marketers. And as e-commerce is now vital for meeting consumer demand, online brand placement is now more critical than ever before.  Research from Criteo suggests that 52% of shoppers will purchase more online as a consequence of adjusting purchasing during the COVID-19 pandemic.

According to Kantar’s latest COVID-19 Barometer online consumption has grown significantly in lockdown amongst younger audiences, with online video seeing the greatest increase:  72% of GenZ and 69% of Millennials saying they use it more (vs 52% overall)

  • – YouTube has now seen the greatest increase across all online platforms, with 71% of GenZ and 65% of Millennials using the channel more
  • – TikTok is also gaining momentum, with usage up by a third (33%) among GenZ and 27% among Millennials
  • – Over two thirds (68%) of the 18-34 age group are spending more time on social channels. Instagram is the channel that has seen the greatest gains among young adults 63% of GenZ and 49% of Millennials say they are using it more, possibly tapping into video and live streaming activities

GlobalWebIndex data suggests 15% of recently surveyed internet users expect to continue spending more time using social media post-pandemic. TheNextWeb has noted that ad engagement on social media has increased at the same time as the cost of digital advertising has decreased.

Considerations: If your brand’s social presence has been limited so far, and you are looking to particularly connect with younger audiences, now is the time to build and/or extend your social brand content to drive more meaningful connection.

Print Media suffering closures

While the media agency-funded ad spend market dropped 10.6% in March, newspaper bookings soared by 30.2% in response to COVID-19, according to the latest Standard Media Index (SMI) figures. Newspaper bookings were the strongest of any medium for the month, but the extent of the current crisis impact on ad spend and budgets is yet to be realized.

In March Nine suspended printing of non-weekly magazines and some lift outs ceased.  Boss, Sophisticated Traveller, Luxury, Good Food Magazine and Executive Style have all been suspended, although their content will appear elsewhere within Nine’s titles, and the Traveller lift out, Domain magazine and The Shortlist/EG guides have all been suspended.

News Corp Australia suspended printing of 60 community titles in April citing rapid decline in advertising revenues due to COVID-19 related restrictions. Bauer Media also announced its decision in the first week of May to suspend printing of certain titles (yet to be confirmed), despite its recent acquisition of Seven West Pacific Magazines.

News publishers are focusing on their digital products and re-jigging them to allow more accessibility for newsrooms to provide up-to-the-minute COVID-19 information.  According to Nielsen’s Digital Content Ratings March report, the top ten news sites saw an average increase of 57% during March 2020, when compared to February 2020.

Paykel Media’s research team are available for further information.  Contact us today.

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Consumer expectations of brands and advertising during COVID-19

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“The Resilience of the Australian spirit shines through.. as we believe we will become stronger, which is a key difference to the rest of the globe” *Consumer confidence has strengthened for the third week running. The gain was broadly based with the exception of ‘current finances’.

36% of Australian expect their family to be ‘better off financially this time next year’ (Up 4pts)

As we move into mid-April, the ongoing COVID-19 crisis is now generating clarity around consumer expectations of brands and advertising is becoming evident. Kantar’s COVID-19 Barometer measure what consumers think brands should be doing.

  • 31% believe brands should be practical and realistic and help consumers in their everyday life.
  • 20% believe brands should be an example to guide change
  • 16% believe brands should help in reducing anxiety and understand consumer concerns.

Strong brands will lead the way and show their purpose in action. They must be mindful of striking the right tone; what you say now must be relevant to the customer and to the brand DNA and backed up concrete action.(Source: Kantar COVID-19 Barometer)

Shopping trends

Footfall instore is now returning to pre-pandemic announcement level, as panic buying has subsided.

What has developed over the past few weeks is consumer supermarket promiscuity as scarcity of products pushed shoppers to be more flexible in their brand choices.

As we move past the heights of the panic of the COVID crisis, the supermarket brands will next have to contend with regaining shopper brand loyalty.

This may be a war won online given the increased need to shop online, with Google queries* for supermarket online delivery increasing by up to 1,850%.

Google Search

Over the past week queries around face masks, hand sanitiser and toilet paper have declined, hand washing has remained steady.

What’s happening in media channels now?

If your brand is looking to return to market and gauge consumer response there are deals and specific opportunities to stretch budgets as media partners come to the table with discounts and insights.

TV

  • Primetime audiences (7:30-9:30PM) are up 13+% compared to the weeks prior lockdown, with the YOY increase at 4.9%.
  • News slots audience figures have stabilised from week 14 – week 15 across most key demographics. Supported by nine’s consumer pulse tracking which illustrates that the intensity of concern has eased slightly.
  • The Networks are offering increased slip discounts e.g. Prime 20%, marker card discounts off specific programming alignments e.g. 9 Network in Lego Masters – 85%

Radio

  • Significant increases in listenership across both off and online radio, and downloading podcasts.
  • Without the distinct breakers between home, work and ‘Me’ time people are creating their own ‘audio stacks’. Switching between radio, music streaming and podcasts to meet their needs.
  • Recent megaphone survey exposed shifting trends in the time of day that Australians are consumer podcasts. Up until the pandemic was declared, Podcast listening trends peaked in line with morning and evening commutes but with working from home the new norm, consumption remains relatively constant across the day with a sharp increase in listening between 11AM – 1PM. (Megaphone. March 2020, compared with February average weekly downloads.
  • Networks are offering market discounts between 45-60%.

Online

  • Week 15 (05/04/2020) shows continued increased consumption of BVOD with viewing up 36% since pre-lock down.
  • From its April launch, the no 1 BVOD program is Masterchefs’ new series
  • 9 Now leads with a unique audience of 4.7 Million, the highest ever in DCR history, and continues to grow, up 22% month on month in UA. (Source: OzTam Live +VOD, 5 April – 11 April 2020)
  • BVOD CPMs are reduced in market currently 20-25%
  • Specific program packages are available e.g. The Voice offering integration opportunities for investment commitment starting at $50,000.

DOOH

  • DOOH drives brands awareness, primes the consumer for purchase and reinforces brand preference.
  • Right now, footfall in local centres is high and dwell times are longer.
  • Local centre retail panels are on the path to purchase.
  • Audience data, including consumer spend potential and Nielsen homescan spend data from appropriate categories can be layered to up weight centres where key audience segments over indexes, generating a heightened targeted campaign.
  • Adapting brand messaging to the COVID-19 market is quick and simple on digital panels.
  • Market discounts are currently available at 50% off the card rate.

Paykel Media’s research team are available for further information.  Contact us today.

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*Source: Kantar COVID-19 Barometer; What Google data reveals about what people need April 2020

 

The impact of COVID-19

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What we know from 2003-2004

The impact of the COVID-19 outbreak is showing early signs of some similarities in 2003, where;

  • Consumers cut spend on luxuries, outside entertainment and leisure activities.
  • Lowers “on-the-go” impulse buying
  • Full service restaurants only able to offer take-away.
  • Supermarkets and convenience stores showed a significant increase in sales.
  • Culinary and instant food categories showed a noticeable sales increase due to consumer stockpiling.
  • Consumers increased their purchase of household and personal cleaning products.
  • Consumer spending moved, to a large degree, online (we predict more so in 2020 as increased quarantine measure have been put in place compared to     SARS).
  • Retail purchases were mainly from (neighbourhood) supermarkets.
  • A buyers’ market for media – lower media costs.
  • Less competitive messaging and marketplace “noise”.
  • Brands who pulled out of media entirely had to spend more in the long run to gain consumer share of mind.

What’s happening today?

  • Accelerated growth in food delivery apps and fresh food delivery services.
  • Increase in at home entertainment including, news, videos, streaming, gaming and family time.
  • Brands offering free content online and through apps to help consumers through isolation.
  • Sharp drop in travel and tourism.
  • Increased self-education through online education services usage as schools are shut and, people seek to fill their time.
  • Less use of Public Transport.

News viewing has increased across all formats.

Online news seen significant increases.

Time spent on news digital sites and apps has increased 29% in March, compared to the same period in February.

Nielsen have profiled a considerable shift in time spent on news sites amongst 18-29 year olds: nearly doubling over the course of the previous 4 weeks – up to 93%. Older Australians up 28%.

Consumer device usage has shifted with desktop usage outpacing smartphone usage for the first time in a long time as the working populous shifts to WFH.

Traffic to News Corp Australia’s sites has almost doubled over the L7D and sales of the newspaper have increased, with subscriptions up 21% compared to the same week in the previous year.

TV:

  • Locally, after seeing trends in FTA TV viewing decline, in recent weeks FTA TV overall viewing is up 10%+, with a lift of 15%+ seen during the day.
  • ABC News Channel has seen some of its largest audience share in its history.
  • The top 4 programs of the L7D were all news bulletins.
  • Foxtel has been forced to open up increased content to subscribers to try and stop the cancellation of subscriptions after the suspension of sporting seasons which particularly threatens streaming service Kayo.
  • Foxtel faces competition from Netflix and Stan with subscriber’s base declines of approx. 5% from September 2019 through to end the year.
  • Foxtel subscribers will have access to all drama, entertainment, lifestyle, documentaries, kids and on-demand content.

Consumers are turning to entertainment content as an escape

Entertainment options are shifting. The reliance on SVOD services has accelerated.

  • Film studios and streaming platforms have been experimenting with the timing of new cinema releases on big screen versus fast tracking to small screen for some time, with the traditional 3 month cinema release window becoming shorter and shorter.
  • Film studios are weighing up the options of delaying releases or releasing new titles to streaming platforms with a higher price tag i.e. – Premium Video On Demand (PVOD). Studios generally pocket approximately 80% of PVOD income, with the remaining going to the streaming platforms.
  • Will audiences continue to pay for a home-style theatrical cinema experience in a post COVID-19 world?

Around the world people have been turning to radio for updates and entertainment

  • Globally 28% are listening to more radio than that prior to COVID-19 outbreak and 42% say that radio has helped them cope with the impact of the pandemic on their lives. (Nielsen US custom study march, 2020)
  • Locally radio audiences are growing across the board, with some networks reporting that 10%+ of their audience is listening to more radio than they were pre COVID-19.
  • Over the past week in Australia there had been a 20% list in radio app users on mobiles, 22% list on TSL onto radio apps on mobile, 26% in podcast downloads, and 30% lift in news podcasts downloads.
  • Streaming radio is seeing record numbers. NOVA entertainment have reported listeners are actively seeking them out, with a 250% increase in Google searches.
  • This mirrors global trends – in the UK the BBC & Global radio have seen online radio listening increase by 16%.

Paykel Media’s research team are available for further information.  Contact us today.

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Instagram Best Practice in 2020

Instagram

It is safe to say we are living in uncertain times. As the world adapts to these new norms, more and more businesses are using social media as a new way to stay connected to their consumers. Instagram is one of the most popular platforms for users to share photos and video content.

With more than one billion monthly active users, Instagram is the third most used social media network globally. According to Hootsuite; “Last year, businesses spent roughly $20 billion to advertise on Instagram. That’s $5.1 billion more than YouTube earned in 2019. This year, competition for Instagram users’ attention and loyalty will only grow more intense. Instagram Stories alone is expected to earn $1.7 billion in sales in 2020—with 150% revenue growth year over year”.

It is especially important for brands and advertisers to keep up with the latest trends to “stay relevant” and fully utilise everything the platform has to offer in the ever-changing landscape that is Instagram.

So, where do brands begin?  Bringing it back to basics

It can be overwhelming for brands to consider where to start when it comes to advertising on Instagram – especially during a global pandemic! There are multiple touchpoints and each business objective will change from one to the other. Understanding best practises for the specific platform is a great start and foundation for beginners starting up their own business profile.

What are best practices?

  1. Establishing a business profile – Establishing a business profile on Instagram is a crucial first step. You’ll be able to build your brand image, following, and sales funnel in ways a personal profile won’t allow. Make sure to include convenient call-to-action buttons which visitors and followers can tap to contact or conduct ecommerce with you.
  2. Give your Instagram bio a bit of TLC – If you want your Instagram profile to appeal to users, you need be appealing. With 150 characters or less and a photo or logo, you’ll need to capture the essence of your brand: who you are, what you offer, and why you’re different.
  3. Make it easy to do business with you – If you are an e-commerce business, shop-able content within Instagram is a must. If you’re in the health and beauty, food and beverage, or ticketing business, you can now add an action button to your business profileso users can book an appointment, reserve a table, or buy tickets without leaving the platform.
  4. Try to avoid creative exhaustion -When it comes to content on Instagram, the creative possibilities are limitless. By experimenting with post types, media options, and editing tools, you can easily mix up your content routine and refresh your image.
  5. Instagram stories are the new newsfeed (with the right creative!) – Instagram Stories, when put to good use, are a powerful engagement tool. With Stories, you can drive traffic to a new Instagram post or product page, use the “Ask me anything” feature to invite questions and share your responses and even conduct a poll to create buzz around a new product. You can also include Story Highlights on your profile page which is a great way to invite visitors to get to know your brand.
  6. Expand your reach with hashtags and geotags – Instagram users search for content using hashtags. They can also follow hashtags. By including relevant hashtags (even daily ones) in your bio and your post captions, you’re exposing a lot of potential new followers to your brand and products.

In these currently difficult times, social media engagement is significantly higher. Having a social media business profile offers the opportunity to grow a brand and engage with established and new consumers.

If your business is seeking to understand how to build and/or extend its social platform, Paykel is here to help you. Talk to one of our Social Media experts today.

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https://involvedmedia.com.au/services/paid-social-media-advertising/

Source: https://blog.hootsuite.com/instagram-best-practices/

Understanding how COVID-19 affected media consumption in Australia

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As human beings, anecdotes help us better comprehend novel problems. We have grown to understand that our gut is more often right than wrong.  In understanding how COVID-19 has affected media consumption and how brands are responding we can draw on our own experiences.

What has changed in my own consumption habits?

What do I now expect from advertisers during this unprecedented time?

Video

A life in isolation and an incredible wealth of video content available through catch-up and subscription based services means we now have more time than ever to consume long-form video content.

Over 35’s have increased live TV consumption, especially between 5-6 pm, whilst usage amongst the younger demographic has remained steady, preferring online streaming-based services. During this period Netflix and Stan recorded the highest search volumes in the last 5 years and OzTAM VPM showed a 10-15% increase in BVOD usage, highlighting dramatic change in the search for entertainment.

These are statistics we can all relate to as, with less distraction from the real world, we now have the opportunity to tick off our to-watch list of shows and movies.

Programmatic

Unlike traditional media channels, programmatic inventory is subject to traffic. The more people viewing online content, the more ad space becomes available. As news feeds are constantly refreshed and we search for new baking recipes, there is an abundance of availability for programmatic advertising.

However, with consumer confidence plunging to the lowest level in history (Roy Morgan, March 2020), there is an adverse trend where advertisers are reluctant to send messages to consumers that may compromise the image of their brand.

Herein lies opportunity to capitalise on these record-low inventory prices and inflated traffic volumes. We can, and are, naming-and-shaming advertisers who are acting in poor taste.  However we are also welcoming advice from advertisers on how to carefully navigate these difficult times with their brands alongside. Many advertisers have adapted their messaging to speak delicately to their customer base rather than wave a promotional banner in their faces.

Print

The sudden collapse of Bauer NZ, as well as News Corps suspension of printing of 60 community titles heralds an alarming threat to print.  It is entirely likely that COVID-19 may be the catalyst for more print empires to fall in the coming weeks or months and, as we become accustomed to life without newspapers and magazines, even the most devout print-consumers may finally be converted to digital channels. The advent of technologies, such as more affordable iPads will help drive the nail further into the coffin.

We can expect sweeping changes in the print industry as the search for consumers online intensifies, and the medium as a whole catches up with the rest of the online world.

Audio

While radio networks and Spotify both report increases in listenership as consumers seek companionship, Podcasts are also surging in popularity as they continue to find their way into the mainstream.

Our routine comforts of driving to work or attending a local gig have been stripped away, adding to the compounding stresses of the pandemic.  We are reaching out to try the new things, and the variety of audio at home experiences offer many of us a new delight in entertainment and companionship.  This presents advertisers with new opportunities to engage with their customer base as they journey through experimentation with different entertainment and information channels.

Outcomes for advertisers and agencies

The COVID-19 pandemic presents us with a sad truth; that there will be winners and losers across the advertising industry.  Whilst all channels have played an important role in consumer communication up to now, brands and agencies are faced with the need to be even more agile in adapting to change as we the consumers re-define our daily routines.

To understand more clearly how to shift advertising and communication focus, contact Paykel.

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COVID-19 and the impact on Property Marketing

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Living arrangements have changed

According to the St George Bank Property Monitor released Tues 21 April, around 16% of Australians have changed their living arrangements due to COVID-19. Australians are moving home to their parents, taking on extra housemates, delaying plans to move.

As highlighted by recent McCrindle Research, this change in living arrangements is likely to push the number of people per household (currently 2.6) higher and potentially impact what people value in a home, with the pandemic crisis shifting a focus to homes with flexible spaces, larger dwelling sizes and an increased reliance on space sharing due to many now WFH.

As Australians continue to adapt to living through the COVID crisis, those with a keen eye on the property markets will have noted that auction clearance rates have dropped dramatically as houses are either withdrawn from sale, or sellers move to a private sales option. In fact withdrawn rates are at unprecedented levels, driven purely by the COVID-19 crisis.

However, there are still people in the market for properties, as currently interest rates are at historical levels and given the state of the economy, will remain at these low levels for the foreseeable future.

How can sellers reach buyers?

How to reach potential buyers and speak to them during and post COVID-19 will require a re-think. Remember that buyers now have a lot more time on their hands so they are able to spend more time researching and comparing properties, as well as the amenities near their potential new home. This means Agents and developers have to be more proactive and innovative to generate interest in a property and then close the sale.

Given the restrictions on movement, there are three key things that agents can offer instead of the usual open for inspection:

– Virtual Tours & videos

– Live viewings

– Private one-on-one inspection by appointment.

Using Digital Apps for live viewings

Live viewings allow a more interactive experience for potential buyers with Agents using:  Zoom, FaceTime, WhatsApp Video Call or Facebook Live, while Facebook Live offers the added bonus of being recorded. This is important as social media browsing has increased around 16% on Facebook & 12% on Instagram over recent weeks.

Digital media is a powerful way to create visual stimulus for customers who cannot visit a Property. The astute will maximise real-life video or high quality interactive CGI generated images to create real life environments. What were once traditional methods of still images, or brochure are now 2nd or 3rd tier.  The end message is to maximise online presence against competitors. It will be the ultimate selling tool for Property that cannot give the “real experience” in the future to stimulate interest and generate response.

So the key for both developers and agents is to ensure that you have an integrated digital strategy that allows your potential buyers to discover the property and/or development, and then to experience it from their own home, before they reach out to you directly.

At Paykel we have been helping our clients promote their real estate for many years.  Contact us for more information.

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Creative Advertising In The Times of COVID-19

Creative during COVID19

There is plenty of discussion and data to recommend to advertisers as to why it is more important than ever to continue to advertise during times such as these rather than to ‘hibernate’ and cut the marketing budget.

The brands that do choose to continue to be present and reactive with their television advertising now also have to navigate the sensitive issue of what they relay in their brand message in the current climate.

Adapting Brand Message to Stay Relevant

One example of a smart brand adapting quickly by using clever and creative ideas to embrace change and stay relevant is Coles with their “What’s For Dinner?” sponsorship in the 6pm Seven Nightly News.

Taking over a whole newsbreak in the format of a 2 ½ minute cooking infomercial, and featuring long established, successful chefs cooking an easy family dinner from their very own kitchens, using basic ingredients and filmed on their iphones, the segment capitalises on recent consumer insights feedback that they had many of the staple pantry items on hand (eg: pasta, rice, tinned vegetables, sugar etc.), but lacked the broad knowledge as to how to make healthy home meals from scratch.

By adjusting their messaging to embrace consumer need Coles have also increased their SOV by being in a very relevant timeslot, taking advantage of the 20-30% increase in viewership of news services in a soft market, and reinforcing the stay at home and stay healthy message promoted by both the state and federal governments.

Coles – What’s For Dinner (Curtis Stone)

A couple of other examples of brands which have illustrated the ability to tweak their creative to encompass the current climate are KIA and Colgate.

KIA – Together We Can Make A Change

With a cost efficient change through the execution of the overlay of new audio on an existing commercial from a recent campaign they have conveyed what can be seen as a shared experience with the consumer, allowing KIA to reinforce the sentiment that we are all in this together while maintaining brand awareness and building consumer loyalty in a market category significantly affected by COVID-19.

Colgate – #Stay Strong

The ‘Colgate Smile’ logo used throughout the commercial is reinforcing the brand while the feel good images illustrates the value of their product using captured moments of families, friends and pets smiling doing a number of activities or socialising while at home in lockdown and sharing the message:  “Even though we have to stay apart; our smiles keep us together”, with a final tag line “Keep Smiling.  It is more important than ever”

Simple but Effective!

How have TV Networks adapted?

Networks have also had to demonstrate nimble change as the production of many shows are on hold.   The internet entertainment format has become the way we are now being entertained, delivered to us via the shared screen experience of people living their lives from their lounge rooms, kitchens, gardens, wherever they are, at home in lockdown…cooking, dancing, singing and smiling throughout it all.

Many of the American late night talk shows have mirrored this format with the talent producing and presenting from their own home studios.

Even the stalwart favourite Have You Been Paying Attention will be returning to our screens soon in the new COVID0-19 self-isolation style of television.

James Corden – Homefest Special

We can only watch this “new normal” space!  Contact us for more information.

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The need for Transparency in the Programmatic Ecosystem

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As an advertiser, how do I know where my money is being spent across the programmatic supply chain?

A lack of transparency in the industry has fuelled the need for a deeper look into the associated cost breakdowns of using Programmatic.

The ISBA Programmatic Supply Chain Transparency Report released in May 2020 provides us with clarity on cost attribution and next steps for the Industry moving forward.

What is the ISBA Programmatic Supply Chain Transparency Report?

The study analysed each aspect of the Programmatic supply chain, the costs at each stage and mapped out the different chains from start to end across 15 top advertisers in the UK market. Key insights are transferable and relevant to other geo markets.

It took over a year to obtain the data for this study due to challenges relating to constraints on data sharing, inconsistent data formatting and having to gather all this data from a plethora of supply chains. The 15 advertisers in the study had approx. 300 supply chains to reach 12 publishers. This in itself demonstrates the degree of complexity in the Programmatic ecosystem.

Advertiser Spend Finding

The study reveals that 51% of media spend actually ends up in the Publisher’s pocket, with 49% being attributed to agency & platform fees.

The issue here is that within this 49%, 15% of spend couldn’t be attributed – labelled as the ‘Unknown Delta’.

The need for Industry collaboration & standardisation

The ‘Unknown Delta’ highlights the problem with the lack of transparency within Programmatic. This stresses the importance for all industry participants to collaborate openly and to build a network where there is consistency around data, contributing to standardisation.

Jonas Jaanimagi, Technology lead at IAB has responded to the study and highlights that most of the required standards actually exist. Jaanimagi also talks about the adoption of these standards – “adoption requires more than simply deep product understanding and technical ability, as there needs to also be an accompanying commercial awareness of why they are important.” IAB have developed critical standards such as OpenRTB 3.0, SupplyChain Object, sellers.json and OpenData which aim to deliver integration, visibility & standardisation.

Direct Sales v’s Programmatic

Maximising Publisher revenue was one of the recommendations of the study which we at Paykel challenge, as that is not the purpose of Programmatic. Jaanimagi further validates our view as he states “to purely classify monies received by publisher as ‘working media’ as a standard convention is incorrect and remains a huge misunderstanding of a key difference between direct sales upon signed contracts and real-time bidding on open market inventory”.

Through Direct Sales campaigns, you are reaching people on a single website with basic targeting capabilities. Whereas with Programmatic, there is a diverse range of targeting options available to reach and follow your end consumer across numerous sites.

Programmatic delivers value!

Programmatic is driven by technology & data which is unlocked through selective partnerships with ad-verification vendors and DSP’s. Technology Partnerships across the supply chain provide value such as:

– Buyer Decisioning (power to buy impressions based on advanced audience targeting)

– The ability to overlay 1st, 2nd and 3rd party data sets to build attractive audience segments

– Controlling where your ad runs and blocking where necessary

– Increasing the probability of ads being Viewable

Recommendations for Advertisers

If you’re an advertiser considering Programmatic, it is important to carefully select a Media Agency who offers you transparency across demand side fees. This will ensure you have full visibility into where each dollar of your budget ends up.  Partner up with a team who is able to:

– Openly share details on their technology stack and partners (e.g. associated costs & value)

– Provide you with seamless reporting to allow for ongoing campaign monitoring

As a result of this study, Paykel hope that as an Industry we develop our knowledge of the standards already set in place and adopt these at scale to drive greater transparency within the market. In the meantime, we are happy to discuss supply chain transparency with all current and new clients.  Contact us if you’d like more information!

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Sources:

https://www.isba.org.uk/media/2424/executive-summary-programmatic-supply-chain-transparency-study.pdf

https://www.exchangewire.com/blog/2020/05/14/upgrading-transparency-standards-from-optional-carrots-to-mandatory-sticks-jonas-jaanimagi/

Setting up your business on Social Media isn’t as complicated as you may think

Social for Business

Why isn’t your business using Social Media?

You’re on social media, your friends are on social media, even your parents are on social media, so why isn’t your business? With almost 8 in 10 Australians using various social media platforms, it has never been easier to find and target your audience. Advertising on social media can help brands stay fresh, relevant, and screen across multiple devices and platforms.

Businesses are using Facebook to connect with their customers

Facebook has over 2.5 billion monthly active users and is one of the largest social media platforms in the world. On any given day there are around 1.6 million active users. These people are on Facebook looking for content, engaging with pages, and sharing with their friends. No longer is Facebook only for connecting with family and friends or sharing status updates. Businesses are using this platform as a tool to connect with their customers and bringing the content directly to them. Working with the Facebook algorithm provides advertisers a quick and cost efficient way to reach an engaged audience.

  • Facebook’s advertising tools

Facebook has one of the most effective advertising tools on the market in Business Manager and Ads Manager.  Both are easy to understand and use across both paid and organic social media posts. Business Manager is a Facebook tool that helps organise and manage your business. Ads Manager is your starting point for running paid ads on Facebook, Instagram, Messenger or Audience Network. It’s an all-in-one tool for creating ads, managing when and where they’ll run and tracking how well your campaigns are performing. Everything you need to advertise is in the one place!

  • Facebook’s data

There is no way to shy around the topic, but Facebook owns a lot of data. While this may be a scary thought for some, it benefits advertisers by allowing for precise and granular targeting. You want to only target females aged 20-30 with an interest in wine and makeup? You got it! All you need to do is select the gender, age, and add in interests. You need to hit those tradies from Melbourne with the newest steel cap boot? Easily done with occupation and location targeting! No matter how wide or how niche your audience is Facebook can find them for you. Ads Manager will also give a guide of how many people your campaign is likely to reach and if your audience is the right size.

Getting into the more nitty gritty technical stuff, Ads Manager has different types of advertising from which to choose. While Brand Awareness is usually the go-to to reach as many people as possible, you may want to drive traffic to your website or drive direct response and ask users to fill out a form.

Facebook offers different campaign goals for various forms of advertising. A Traffic campaign will deliver an ad to users who are more likely to click on it, whereas a Lead Gen campaign will encourage users to fill out a form. E-Commerce is also easy to setup and implement into a campaign.

You also have complete control over how you want to spend your advertising budget as you can decide how you would like to pay e.g. CPM, CPC, CPA, bid auction, lowest cost, accelerated budget, daily budget, or lifetime campaign budget.

It’s time to start your Social campaign

Now more than ever businesses are jumping on the social media bandwagon in hopes of reaching and connecting with their customers. Social media provides the platform that allows connectivity in an engaging and comfortable environment.  In a time where connection is only a screen away, it is important to keep in touch with your customers and not get lost in the background.

Our social media experts at Paykel will help you get your business up and running on this important media channel!

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References:
https://www.sensis.com.au/about/our-reports/sensis-social-media-report
https://www.omnicoreagency.com/facebook-statistics/
https://blog.hootsuite.com/facebook-demographics/

MAFS – the Nation’s guilty TV pleasure

Married At First Sight

Reality TV: it’s not a new concept

In fact reality TV has been around for nearly 50 years. With recycled models and Australian content regulations we can say goodbye to the glory days of what was. Let’s not forget about the oh so right but oh so wrong Playing It Straight or the 2006 live television incident that caused Big Brother Up Late to be canned for good. So how is it in a world of ever declining FTA television audience numbers that Married at First Sight AU is seeing such huge nightly viewership?

This will show my age but I remember a time when amateur cooks where given the chance to open up a fully-fledged restaurant instead of cooking in their suburban kitchen and decking out living rooms with D grade decorations only to impress a bloke who doesn’t even eat dairy. With budget cuts reducing series quality season by season (not to mention the prize money) it can be nearly impossible to survive the savageness of people’s short attention spans however, the Nine Network has found the perfect equation; bogans + booze + fake nuptials between two strangers = television gold.

Who Wants a Happy Ending?

Let’s look at casting of the show, it has dramatically changed since season one. Turns out not everyone likes a fairy-tale ending. The shows ‘experts’ should probably seek out new employment with a strike rate of 4/60 couples still in confirmed relationships and 1.5 babies produced since 2015 (congratulations Cam and Jules on your pregnancy announcement). Let’s be honest with ourselves, who wants to watch a show with a happy couples slowing building non-toxic, healthy relationships… NO ONE. Big personality clashes and wrong matchings have earned the Nine Network top rating spots, smashing MKR (may it rest in peace). The numbers speak for themselves…

Although there was a drop since 2019 (plenty of factors in play here i.e. COVID19) MAFS still defied the odds by seeing not just finale episodes but nightly episodes in the upwards of millions of viewers all over the country.

So we have covered the clever dramatised formula bringing in the audience numbers but what are some of the other reasons keeping us glued to our screens? How about the social media strategising. MAFS official Instagram page is currently sitting at 301k followers and the Facebook at 491k. The show has grown with the ways of the internet’s trends, with perfectly thought-out ‘scripting’ made to be ‘meme-fied’.

Big Brands Are On Board

But it’s all well and good for Nine to boast ratings wins but is the show brand safe? Well it would seem that KFC, Suzuki, YouFoodz, Finder.com.au and Lotto (to name a few) would say yes. With a range of sponsorship opportunities over the 11 season’s brands have been more than happy to ride the wave of success.

With what seems like no more possible shock factors left to be shown what does 2021 or series 12 (yep 12) of Married at First Sight look like? We will have to wait and see. But if I could send the Network Nine producers a message it would read BRING BACK INES.

Contact us for more information on all things TV!

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