Author: Saffron Carter

TikTok – why is it taking the world by storm?


What is TikTok?

TikTok allows users to create short music and lip-sync videos of 3 to 15 seconds and short looping videos of 3 to 60 seconds.  It has been compared to Vine which was also a short video platform consisting of 6 second looping videos. Before shutting down, Vine boasted over 200 Million users. Vine became a culturally relevant app for Millennials often resulting in creating viral content.

Some interesting stats:

– TikTok has 6 million active users worldwide monthly and is the 4th most downloaded App as of April, 2020.

There are currently 1.4 million monthly active users in Australia and New Zealand. It’s estimated that Australians make up just 2% of users on TikTok worldwide.

In 2019 TikTok hit 1.9 billion downloads and was the second most downloaded app.

While 64% of TikTok users are aged between 16 and 24 and (58% Female – 42% Male) – Tiktok’s Ad targeting can be filtered by gender, location, age and more. There is an option to upload a custom audience list or expand your target audience with “Lookalike Audience”. In addition to paid activity through the app, creators on Tik Tok are increasingly accepting paid promotion partnerships with brands. These opportunities would be approached as per any other influencer partnership.

There are three Ad Types available:

Brand Takeovers

A brand takeover ad will appear when a user opens TikTok. The ad can then be redirected to an internal or external link. Only one Advertiser per day can appear using Brand Takeovers.

In-Feed Ads

This is TikTok’s solution for their Native offering. In-Feed Ads are placed in the feed and part of the video queue.

Hashtag Challenge

As an advertiser, you are able to work in conjunction with the TikTok marketing team to create a sponsored Hashtag. This encourages users to create and share content on behalf of the advertised brand.

How much do you spend?

You are able to set two types of budget caps – daily or “all time” (for the length of the campaign). There is a minimum of $500 spend at the campaign level and $50 at the ad group level, to ensure that your ad has a significant budget to spend in order to garner adequate results.

Wondering whether TikTok is the right media channel for your brand?   Let us help you make the right decision.

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What does the future hold without cookies?

cookies, 3rd party cookies,

From an advertising perspective, 3rd party cookies are predominately used to look at users’ previous browsing behaviour for re-targeting purposes, to create look-a-like audiences and to also categorise purchase intenders. Once built, these audiences can then be targeted with further communications.

Removing Cookies is an industry move as Safari and Firefox browsers have removed the tracking already, Google being the last to follow. This decision has been made due to the need to ensure better privacy for consumers online.

Cookie tracking will be replaced by a new standard within Google Chrome called “Privacy Sandbox” which uses 5 application programming interfaces (APIs). Data will be stored at a browser level instead of within Cookies. This new standard is still in its infancy, therefore publishers and advertisers alike need to explore new data capturing methods and targeting options.

Who will be hit the hardest?

Publishers will be hit the hardest as a Google study revealed Publisher revenue decreased by 52% on impression without cookies, while new Publishers are seeing a massive 62% drop in revenue.

From an Advertiser perspective, IAB’s Australia CEO Gai Le Roy believes that medium sized firms will be most affected by the removal of cookies. A reason for this being that mid-sized advertisers don’t have future proof data capturing systems and activity in place compared to larger firms in market which will need to be leveraged when cookie tracking no longer exists.

Three quarters of the Industry haven’t started preparing for a cookie-less world. 

How should you prepare?

The removal of 3rd party cookies will foster collaboration between industry players which will assist in developing innovative data strategies and techniques. This is great from a media progression perspective as we can finally say goodbye to a tracking method which goes all the way back to the 90’s.

At Paykel, we are forward thinkers and believe advertisers have 2 ways to plan for a cookie-less world:

  1. Grow 1st party data and add depth to this

In an ideal world, Advertisers should be capturing their own 1st party data from brand building and marketing initiatives and feeding this into DMPs (Data Management Platforms).

However, using this data alone doesn’t provide scale and in isolation struggles to paint a holistic view of the consumer due to limited consumer details captured. This 1st  party data can be enhanced by working with 3rd party data providers who will be able to add layers of information to that basic data such as interests, browsing behaviour, purchasing history etc.  This is captured through other sources such as device IDs (e.g. OTT IDs, App IDs etc.) rather than relying on cookies.

  1. Consider a Contextual targeting approach

If clients do not hold first party data on their consumers and are not in a position to start capturing this information, they can still drive performance of their digital buy from leveraging the most appropriate contextual environment to bring the campaign to life.

According to the Programmatic Predictions 2020, the “golden age of contextual advertising” is on the rise, a response to phasing out cookies. Contextual targeting are ads appearing on pages and sites which are of contextual relevance to the brand/consumer. This type of targeting is an effective technique which predicts where users will land as opposed to relying on historical cookie data which can get wiped out in any moment, leaving you with a fragmented consumer journey. According to IAS, the lifespan of a cookie can be as short as one day or can live more than two weeks.

A few crumbs to take away

In short, Advertisers, Publishers & Ad Tech Providers need to start planning for a cookie-less world, it is not here yet but it is just around the corner. Cookie targeting is not perfect however has been part of the advertising landscape for many years; thus the industry has grown a strong reliance on it.

At Paykel we are encouraging clients to see the removal of cookies in a positive light as it forces re-assessment of their current data strategies and offers the opportunity to explore new innovative ways to reach their consumers.

Contact Paykel Media’s digital specialists who help clients build their brands with relevant data strategies in time for a cookie-less world.

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TV Now and into 2021 – What are the industry developments impacting clients and agencies

TV update Blog V2

TV/video is being consumed across multiple screens in many ways and our TV networks recognise the importance of staying technologically relevant and providing innovative solutions to agencies and advertisers in order to be easily accessible and results focused.

Here’s a brief overview of their plans for 2020 and beyond.

TV networks and their multiple channels

Australia now has a multitude of linear free-to-air and subscription channels as well as BVOD (Broadcast Video On Demand) channels including 7Plus, 9Now, 10 Play, SBS On Demand and Foxtel Now.

As the number of channels grew over time, it was obvious that TV trading needed to be simplified and automated to provide agencies a means to buy airtime cost and time efficiently, whilst still ensuring that client’s commercials were reaching the right audience at the right time.

Dynamic Trading on TV

Networks 9 and Foxtel have had dynamic trading (ie airtime bought via an automated platform targeting specific OzTAM demographics) available via their own platforms for a while now.  Networks 7 and 10 have now come on board.

These platforms (either self serve or run by the broadcasters) allow agencies and advertisers to plan and buy advertising campaigns that deliver agreed upon ratings/impressions at an agreed cost.  This negates shortfalls on campaign delivery necessitating make goods for campaigns that have under delivered.  At this stage most networks have limitations on channels or time zones that are able to be traded dynamically ie typically, peak zone on the network’s primary channels are excluded.

Advertisers will still be able to hand pick programmes if required eg premium content, programmes that may be contextually relevant for their brand/product or for sponsorship/integration opportunities.

What’s next?

The next big step is the announcement that Australian broadcasters will partner with Nine’s automated television trading tool 9Galaxy to launch a demand-side buying platform (DSP) which is expected to be operational by mid 2021.

This will provide agencies with a single interface for buying linear TV, live streaming and broadcast video on demand (BVOD) with audience measurement using Virtual Australia, or ‘VOZ’.  VOZ will bring together broadcast plus viewing on TV sets and connected devices (smart TVs, desktop/laptop computers, tablets and smartphones) to provide all-screen, cross-platform planning and reporting for Australia’s television industry.

Following the announcement, ThinkTV CEO Kim Portrate said this is a “red-letter day” for the television industry and its agency partners.

“The collaboration of broadcasters to select the technology to allow for a single platform to purchase TV speaks to the power of the TV business,” Portrate says.

“The incredible impact of this move will be felt for years to come.”

Paykel’s Experienced TV team

Paykel’s TV experts are highly experienced using TV trading platforms thus providing a streamlined buying process that benefits the agency and our clients.

Let us help you get the best out of your TV campaigns!

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2019 CMA Judge’s Choice award goes to: Thursday Plantation!

Untitled design 4

Thursday Plantation winner of CMA Award!

The 2019 winner of the CMA Judge’s choice award was the well known and loved Australian brand, Thursday Plantation, a long standing client of Paykel Media for their new essential oil Roll-Ons. In the highly cluttered healthcare industry it is hard for a brand to stand out from its competitors (which is where a killer media strategy comes into play).

How are brands recognised for their out of the box, innovative products? In the complementary medicine sector, the CMA have this covered. From time to time, the CMA panel receives an outstanding nomination for a specific business product or idea that they just cannot look past. These particular businesses are acknowledged with the Judges Choice award for products the CMA board feel deserve recognition within the sector.

Who are the CMA?

The CMA or Complementary Medicines Australia are the industry body for the complementary medicines industry. Complementary medicines are regulated in Australia under the Therapeutic Act 1989 and include categories such as vitamins, minerals, nutritional supplements, homeopathic, aromatherapy products and herbal medicines.

Who is Thursday Plantation?

Thursday Plantation is one of Australia’s original natural skin care brands, with their heritage established over the last 40 years amongst their tea tree plantations in NNSW. Today, Thursday Plantation manufacture a wide range of plant oil based health and beauty products, helping consumers understand how the power of pure plant oils can restore the skin, from relieving abrasions to generating radiant, healthy looking skin.

Paykel and Thursday Plantation

Paykel has provided strategic media advice for all products within the Thursday Plantation portfolio since 2014. As the competitive set and media marketplace have evolved, Paykel has ensured Thursday Plantation have remained top of mind with their target market. To launch the new Lavender and Peppermint essential oil roll-ons, Thursday Plantation tasked Paykel to reach time poor, busy professionals. After researching and profiling time poor professionals Paykel developed a digital media strategy focused on reaching the target market via their highly used devices and contextually Right Device, Right Time, Right Environment. The digital strategy was coupled with Influencer Outreach to promote the product and educate consumers about essential oils and their specific uses to aid in alleviating stress and aiding sleep and relaxation, and all in their highly convenient, transportable roll-on format.

The End Result

An overwhelming positive response from consumers and the market! Within the first 5 weeks of the campaign, the new formats drove incremental dollars to the essential oils category and to the Thursday Plantation brand across both Pharmacy and grocery channels. Thursday Plantation’s Lavender Oil Roll-On for Sleep Support & Calming and Peppermint Oil Roll-On for Headache Pain Relief…we use and recommend both!

Read more about the CMA awards:

Let us help you with your media strategy

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Changes are coming in TV audience measurement-Meet VOZ


In the first quarter of 2020 a new measurement system incorporating BVOD and TV viewing will launch into the Australian market. In terms of TV audience measurement, it is the biggest change since the move to OZTAM and is arguably more important.

What is VOZ?

VOZ stands for Virtual Australia and is the core of the new Total Australian TV viewing measurement system. It combines FTA and Pay TV viewing numbers with Connected TV BVOD viewing numbers. It does not include streaming services such as Netflix, Stan, Disney + etc; it measures only the FTA networks, Foxtel, SBS and the ABC.

The goal is to provide one metric that allows cross platform planning and reporting for TV campaigns. Where previously we could only provide reach and frequency numbers for traditional TV viewing campaigns, we will now be able to provide an overall reach number and campaign performance that incorporates BVOD.

Why is this important?

  • It will allow advertisers to have a common set of audience segments across all broadcast partners, enabling consistent planning and post analysis outcomes. It will provide deeper audience targeting than the traditional demographic, socio-economic and age targeting we have used previously.
  • Not only will the advanced segments be available, we will be able to measure length of viewing, channel and programme preferences, on which device and their preferred mix, as well as the volume of people watching and ultimately, reach into overall target audiences.
  • Advertisers and agencies will benefit from more accurate reflection of their campaign performance, whether it be nationally or on a market by market basis. This will enable advertisers to better understand the impact of their broadcast video campaigns and allocate budgets more efficiently and effectively.
  • From the networks perspective, they will be able to see the incremental reach that is delivered by their BVOD products (as well as advertisers) and then allocate budgets accordingly.

Are there any privacy implications with VOZ?

No, the data is anonymised and based on the latest information that will enable an accurate representation of the Australian population, meaning everyone can have confidence in the numbers provided.

What impact do we believe VOZ will have?

Paykel believes that BVOD share of the video budget will increase as VOZ will allow us to measure the incremental reach impact on specific audiences. This de-duplication of the audience will be invaluable and while there may not be much impact on social media video, other video providers will lose spend to BVOD.

With VOZ, the implication is that BVOD will play a much larger role going forward within the allocation of digital video budgets.

It will also make it easier for clients / advertisers to move budget from offline activity to digital video with more confidence about audiences being impacted, as there will be a much more accountable and accurate measurement system in place.

Contact Paykel and we’ll help you make the most of your video spend using VOZ technology.

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Baby Boomers. An untapped market

Baby boomers(3)

Do you know how to reach Baby Boomers?

Reaching a wide audience is a numbers game. Boomers are a big audience. They are consumers with well-established media habits and more spending power than other generations. Put simply, Baby Boomers are too valuable to ignore and are often overlooked by marketers.

Who Are Boomers?

Baby Boomers were born between 1946 and 1964 who in 2019 are aged between 55 and 73 years. This important demographic is wealthier than preceding generations, and are approaching their later years thinking, feeling, working and engaging with their families and communities in quite distinct ways.

Some interesting facts:

  • The number of Baby Boomers in Australia is 5,601,000 representing 23.4% of the total Population.
  • While the majority (59%) of Baby Boomers live in Australia’s capital cities (19% in Sydney and 17 % Melbourne) the areas with the highest proportions of 55 to 73 year olds were mainly located around larger urban centres in regional Australia or along the coast. Topping the list was North Eastern regional NSW and Coastal QLD.
  • The usual retirement age is 63 years, with 48% male and 52% female.
  • 61% own their own home outright, and so do not have the same cost pressures as other generations.
  • Baby Boomers are proud Australians, family is important and almost half of them own a pet.

Baby Boomers like to stay in touch and be informed

Baby Boomers still consume traditional media (especially TV, Radio, print and OOH). The internet is the media they use most. They spend time researching products online before making a purchase. Paid search and online videos are important in their consumer journey.

Boomers continue a lifetime habit of wanting to stay informed and in touch via their most consistently watched TV genre – news. In 2019 it was Seven News, ABC and Nine News. The most watched TV Network in 2019 was Network Seven.

They have embraced Social Media and love to share content

Baby Boomers have embraced social media but prefer Facebook over Instagram, with a female skew of 61%. Many Baby Boomers use the platform to keep in touch with friends, family and loved ones and to stay informed.

With organic Facebook reach hovering somewhere between two and four percent, many brands struggle to gain impressions and engagement on the platform. As a result, Facebook advertisements are essential to reach new and existing customers.

Contrary to perception, Boomers are the generation most likely to share content, with more time and patience for long-form content. It can be in written and/or video form. This provides advertisers with the opportunity to create long form blog posts, ebooks and a range of videos (explainer, entertaining, funny, sales).

The challenge for advertisers is to create content they want to share. Baby boomers are a well-educated and experienced audience, develop content that speaks to them. Their interests are varied but include travel, family, entertainment, politics, finance and insurance.

How can you win the Baby Boomer dollar, before your competition does?

When creating messaging, there are some things to keep in mind:-

Baby Boomers are diligent researchers – provide them with useful information
Treat them with respect – they’ll reward you for it . They will head into retirement still physically active and engaged. Walgreens has reassured baby boomers they can still be cool, in an advertisement that does not overlook or underrate this key consumer.

Know your target audience

In today’s highly diverse media landscape, it is essential to know your target audience. Understanding age, gender, economic profile, lifestyle, consumer behaviour and media consumption habits aids building a targeted media campaign and in tailoring messaging to deliver best product and brand recall within channel and beyond.

Let us help you reach the valuable and ever growing market of Boomers

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BVOD Wide Appeal

BVOD wide appeal - Paykel Media

The Rise of BVOD

During the first half of 2019, BVOD (Broadcast Video On Demand) recorded in excess of 20 billion streaming minutes (Live + VOD), up 52% on the same period last year. Here at Paykel Media we are big proponents of BVOD/ CUTV channel to drive incremental reach on linear TV campaigns and deliver brand messaging in an engaged environment.


Broadcast VOD

TV watched online is BVOD. It can be watched either live (via live streaming) or on-demand and is available on a computer, mobile device or Connected TV. BVOD content is professionally produced, broadcast-quality and includes TV shows and movies, archived shows and BVOD exclusives and originals.

The rise of BVOD has been enabled by the adoption of internet enabled Smart TVs, and in addition to delivering live streaming broadcaster content into over 50% of Australian homes, BVOD also delivers unique content via digital channels and member exclusives which has a wide range of demographic appeal, as proven by OzTAM’s VPM measurement.


A new way to profile BVOD

As well as illustrating that BVOD provides incremental audience to existing reach from broadcast viewing, the soon-to-be released Virtual Oz software shows a clear younger audience profile.

Virtual Oz will deliver agencies and clients alike much greater insights into the world of BVOD – eg consumption patterns by daypart/by device and by demographic allowing media channel planning to drive greater targeted reach and deliver efficiencies for client ROI.


Top BVOD Programs L28D

  1. TEN: The Bachelor Australia – multiple episodes
  2. ABC: Utopia
  3. SBS: The Hunting
  4. ABC: Old People’s Home for 4 year olds
  5. ABC: Les Norton
  6. TEN: Australian Survivor
  7. NINE: The Block Season 15
  8. SBS: The Hand Maid’s Tale

Paykel will help you deliver results for your advertising campaign using effective cross channel strategies. Contact us now.

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Data Centres increase RTB speeds for advertisers

Server room interior in datacenter

With digital marketing continuing to grow year on year, it is important to facilitate the ever growing needs of publishers, agencies and data providers to adequately deliver a seamless user experience when it comes to delivering marketing solutions. As the scale and size of networks continue to grow each year, the traffic and security needed across networks and those of users is more considered.

Digital ad spend is growing, particularly on mobile devices

For financial year ‘17/18 total digital advertising spend ending June reached $8.5 billion. A continued shift in advertising spend from desktop to mobile devices, with mobile revenue growing 39% year on year. This shift is in line with recent data from Nielsen that reported that in July 2018 more than 1 million more Australians consumed content online via their smartphone compared with one year earlier. With digital consumption showing so much growth it is important to be able to handle the challenges underpinning online marketing within the advertising industry.

Programmatic advertising represents a large share of the digital media landscape

One of the biggest players in the digital ecosystem has been the rise and power of programmatic advertising in the last decade. By 2020 Zenith’s Programmatic marketing forecasts predicts that programmatic spend will grow by 67 percent between 2018 and 2020 and will represent 27 percent of all spend digitally in the Australian digital media landscape. With programmatic representing such large share of the market, the importance of having the infrastructure in place to benefit the real-time bidding process becomes a key part in the programmatic advertising funnel.

In order to increase your share in this fast growing market, to be competitive, you need to increase your programmatic RTB speed. Real-time bidding transacts large volumes of bids between networks and providers each second, being able to the decrease the time it takes to process this data each millisecond can be of greater benefit for successful outcomes and opportunities for clients.

Data Centres store, manage and disseminate data

Having providers of Data centres that help to facilitate and speed up RTB processes is vital to the future of digital advertising. Being capable to interconnect publishers, networks, ad exchanges, DSPs and sell side platforms is key to improved performance. With a company like Equinix consolidating these parameters and aiding in this field you can bypass the internet and allow these components to connect directly and complete all these processes without the latency you would find on public internet. These direct connections allow for less restrictions and greater reliability when it comes to automated real time bidding transactions.

What do data centres mean for advertisers?

Advertisers can have the access to more inventory and data when running digital campaigns. With so much data available to advertisers and its ever present growth, being able to reach more potential high-value users and bidding on more relevant impressions is now more important than ever. With state of the art data centres and interconnection services allowing greater reach and scaleability, the ability to drive better results for clients is now a reality.

The next time you consider these for your digital campaigns, perhaps one the things you may want to ask is exactly how the exchange process has been built with your provider. Whilst you always want to know what is on offer from a product perspective, sometimes knowing the mechanics/backbone of the operation can be just as if not equally influential in deciding who you may go with.

Contact Paykel for more information.

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Media Mergers and their potential impact


Since the cross-media ownership laws changed in September 2017, there have been a number of potential mergers mooted. While there were some key changes, such as the 75% rule being dropped (previously TV networks were prohibited from broadcasting to more than 75% of Australia’s population), the two from three rule, which previously blocked owning three of TV, Radio and print was the one that got everyone excited.

This has now led to the merger/takeover of Nine and Fairfax and to a lesser extent mergers/takeover of AdShel by Ooh! and APN by JCDecaux. So what are the possible impacts of these mergers?

AdShel and Ooh!

Once the APN and Ooh! merger was essentially rejected by the ACCC, it meant that everyone suddenly was in play, at one stage with APN trying to buy AdShel while JCDecaux was in the midst of trying to buy APN. The dust settled and AdShel ended up with Ooh!. From a strategic perspective, this is a strong result for Ooh!, as it adds a complementary business to their existing portfolio. From an asset perspective, the formats are very similar or identical to their retail products, which can be leveraged when pitching to FMCG and QSR clients.

It also means that their Quantiuum partnership becomes even more valuable, as it allows a client to potentially “follow” a customer from initial brand awareness through the purchase funnel to retail activation, all based on the data they capture.

From a pricing perspective, things shouldn’t change dramatically initially, however, as more and more data is captured and more sites transition to digital, the way of buying OOH will change. In the future certain OOH sites will be bought on a Day of Week or Daypart (time of day) as an example. This can only be a good thing for clients as it will allow them to be more effective with their OOH budgets and with digital sites, comes greater accountability.

JCDecaux and APN

From being a predator, APN suddenly found themselves prey once the French OOH behemoth decided to entire the market. A relatively quick kill and JCDecaux was (subject to ACCC approval which has happened) the proud owners of APN.

This is a strong strategic move, broadening the appeal of JCDecaux and allowing them to provide a complimentary asset to advertisers.

In saying this, there may be some impact in prices and the way OOH is sold is in the railway station 24 sheet market. Once JCDecaux won the Yarra Trams tender, the days of buying individual panels or specific panels essentially disappeared. While there are some exceptions, clients don’t have the same flexibility they had when AdShel had the contract. The expectation of what  will happen to the 24 sheet sites at railway stations is they may become a package and being the ability to buy an individual station will no longer be possible.

What this means is that smaller advertisers are potentially priced out of the market or can’t consider using certain OOH formats, which isn’t a great look for the industry. It also could mean that dollars previously spent on OOH head to other media or head to a competitor.

Nine and Fairfax

Well straight away say goodbye to the Fairfax name. But does this really affect the public? Probably not. The mastheads are what bring value to the deal, not what is essentially a company name that lost relevance years ago.

The news and reporting synergies are obvious and look to see more cross pollination of journalists across the two. We already see this with sports reporters at The Age appearing on Channel 7, so that then will change to appearing on Channel 9, especially the weekly football shows. The implied credibility that comes from The Age, SMH and AFR can only help Nine with their news and current affairs. You will also probably see join investigations which will impact the current Fairfax and ABC deal, but you could argue that the scale that Nine has can only help to make societal change for important issues.

From an advertising perspective, integration will be the key. It could possibly start with digital, as that is the easiest, with articles being promoted across the digital ecosystem that has suddenly gotten a lot larger. It will also mean that there is a lot more data to be used from a targeting and segmentation perspective, which will make the Nine offering much more compelling. It will also see the end of the Google/Fairfax deal, which was always a strange one to being with.

From a TV perspective, sponsorships of key properties, especially sport allows these to be stretched into print, driving additional value, especially for higher end offerings. Also, expect to see property i.e. Domain get into TV in a big way, driving the move for selected agents to provide more exposure for developments and the overall market.

The hard part for Nine and Fairfax from an advertiser’s perspective is integrating the sales teams. How you deal with this and the ease of working with the various divisions will go a long way to making it a success. I can envisage a consolidation of sales, integration and content creation to streamline things, with digital specialisms, print specialisms, TV specialisms and then an integration specialism still existing, but reporting to an overall head of sales.

As these mergers are bedded down, expect more to occur. News Corp, whilst having just sold off a number of assets, will eventually jump in and perhaps a deal to pick up the Seven West Media assets could happen. More likely, you will see regional TV and its capital city sibling merge, assuming there are cost savings to be leveraged.

All of these mergers are designed to combat the existential threat of Facebook, Google and Amazon. Whether merging will enable them to compete remains to be seen, given the media market only grew at 2-3% last year and digital spending is picked to grow by 3-4%, the vast majority of additional spend is still going to the digital companies. A merged business may not necessarily mean a guarantee to success.

Print Update – Sharing is Caring


When deciding where to split your advertising spend, many of you may wonder whether a Print ad still holds the same value that it did, say 10 years ago.  Comments such as “Print is Dead” or “No one reads the paper anymore” followed by “they all just use the internet now, don’t they?” may just brainwash you.  Interestingly though, Print is now being perceived as the new “Black” with many advertisers returning in flocks.

It is important to understand the tools you need in order to achieve the best outcome.  For example, in the Real Estate industry and prior to the Internet revolution, Agents relied upon Print to bring them a buyer and even new leads.  Now Print is used to lead interested parties to the listing online, plus create awareness for the listing, Agent and Agency.  It could also bring phone calls from the ad, but it is not the main purpose.  The overall point is to create awareness and to capture the right audience.  With so many options for advertising, it is important to use the correct channels.

The important thing to remember though, is that the ad has to be sharp, with not too many words and images, and it should be eye catching.  Something that could be advantageous would be to have a link to show where the interested party(ies) can find the property online.

Outside of the property world though, let’s think of a premium brand, such as Porsche. Their Print ads always have a very sophisticated appearance with a striking photograph of a car and the Porsche logo.  There is no phone number on their ad.  The brand name is well known, so if anyone who wants to find out more it is assumed that they would just look up the nearest dealership location via the Internet.  Porsche know this, so they just want to remind their audience that they are still in the marketplace, by advertising in the paper, and stay in the forefront of their audience’s minds.

Ads such as the Porsche ads can be found in Print publications such as The Australian Financial Review (AFR) where there is currently a National Average Issue Readership of 972,000 per month.  This publication attracts influential and ambitious decision makers who are intent on staying in the know.  They are generally senior professionals, entrepreneurs and successful types (43% earning a household income over $120K p/annum), with a large majority of the audience being male (65%) and aged between 45-64 (33%).  This audience is generally a premium audience who is who Porsche aim to capture.

Whereas, if you wanted to capture other types of audiences, then other Mastheads such as The Sydney Morning Herald (SMH) and The Age which are distributed to NSW / ACT (for SMH) and VIC (for THE AGE), capture a more generic affluent style of audience, with close to an even split of gender interest, who look for honest and fearless storytelling.  Over 32% of the audience have a household income of over $120K also and the audiences for these publications are higher than the AFR with an average Readership of 1,888,000 per month for SMH and 1,421,000 per month for The Age.  These are very trusted brands that have been around for decades.  The SMH is 187 years old this year and The Age is over 163 years old, so they are very well known titles.

News reaches approximately 2.99 million people across the country between Monday to Friday in publications such as the Daily Telegraph, Herald Sun, Courier Mail, Hobart Mercury and NT Times which is 16.4% of the population.  Including the Australian and their regional publications, they reach 3.5 million Australians between M-F, which is 19.1% of all Australians.

Also, whilst the traditional print industry has declined somewhat and online readership rises, Fairfax Media and News Corp are entering into an agreement to share printing presses in a bid to save costs. They announced on 18 July they would use each other’s print networks in particular regions across Australia, in an attempt to “reduce capital intensity”.

Source: Roy Morgan Single Source Australia 14+ April 97-Mar 17

Although there has been this long term decline in traditional media usage (see above chart), Australians aren’t abandoning their newspapers, with TV and Press continuing to be the main sources of news:

  1. Television 69%
  • Free-to-Air (FTA) 64%
  • Pay TV eg Foxtel, Fetch TV 12%
  1. Newspapers 48%
  • Printed edition 33%
  • News or newspaper website or app 25%
  1. Radio 44%
  2. Social media 32%
  3. Newsfeed sites 11%
Source:  Roy Morgan Single Source Australia 14+ April 97-Mar 17

And the papers are still a trusted channel source to deliver Australians their news:

  1. Television 41.5%
  • Free-to-Air (FTA) 38%
  • Pay TV eg Foxtel, Fetch TV 4%
  1. Newspapers 25%
  • Printed edition 13.5%
  • News or newspaper website or app 12.5%
  1. Radio 16.5%
  2. Social media 4%
  3. Newsfeed sites 3%
Source:  Roy Morgan Single Source Australia 14+ April 97-Mar 17

With print Newspapers still being read by over 40% of Australians:

Source: Roy Morgan Single Source Australia 14+ April 97-Mar 17

And as expected, that readership is skewed to the 50+ segment of the Australian population – a readership potential of over 8 million

So in conclusion, Print still has a very valuable audience and a lot of people still like to read information via a tangible product; especially when a large number of the population spend a lot of time in front of devices. It is also a trusted media source and with the heightened amount of Fake News floating around, it is again strengthening the reasoning behind using Print even further.


  • emma conducted by Ipsos MediaCT; People 14+ for the 12 months ending March 2018, Nielsen Digital Ratings Monthly, March 2018; People 14+
  • & emmaTM conducted by Ipsos Connect, People 14+ for the 12 months ending April 2018, Nielsen DRM March 2018, People 14+ only
  • Fairfax
  • News Limited