DigitalMarketingLab

Internet TV Advertising – Taking Centre Stage

According to Nielsen’s online consumer landscape report, 24% of Australians are viewing some of their favourite TV programs on demand or via catch up TV. As a result, Mediacom estimates TV streamed from the internet now accounts for up to 12 per cent of total TV viewing (March 2012). There is thus little wonder why brands are flocking to take up internet TV advertising for Australia’s most popular TV programs.
So popular is internet TV advertising becoming; the cost to advertise is starting to outstrip the cost for placement during the traditional scheduled format. In fact last week it was reported that online TV advertising for the Voice reached a CPM of $75 whilst advertising during the scheduled TV slots for the hit format was $37 CPM.

But whilst online TV advertising is commanding a premium – it is still early days……

It’s big and it’s going to get bigger.
According to Comscore in late 2011, internet TV had already reached upwards of 12 million viewers per month in Australia. But where are the eyeballs going? Read Full Article >

Be Sociable, Share!

• 

Big brands throw their weight behind content marketing

In the age of digital, content isn’t just reserved for publishers and news-site. With global brands like Coca-Cola investing heavily in content writing and brand journalism as a format to express brand identity, content marketing is fast becoming a staple within the marketing toolkit.

Unfortunately however when it comes to content – there is no silver bullet. Gone are the days when a blog was the answer to developing a content strategy. The rise and domination of key social platforms like Facebook, Twitter and YouTube as well as the emergence of tablets and mobile internet usage has changed the way brands are developing, packaging and distributing content.

News that finds you
Over recent years the way in which content is found has evolved. No longer are search engines the main vehicle for consumers to discover content of interest. As unique and valuable content now acts as a social currency and source of conversation – content is now also finding people.
Social however has not only changed the flow of information on the web, it has changed the way in which people are now consuming content. Edelman has categorised content into 2 categories – being spreadable and drillable media. Spreadable content finds you; it tends to be shared socially whilst drillable media (longer format and usually found through “searching”) is news that consumers actively seek out and allows them to go deeper into their interests.

In the spreadable media stakes – Twitter and Facebook reign supreme with snackable media snippets in the form of infographics, videos and more, being readily shared. Whilst Google, Apple and even Amazon, are the core platforms where drillable media is discovered. The challenge therefore is for marketers to determine how to steer their content strategy to successfully leverage both spreadable and drillable media.
Read Full Article >

Be Sociable, Share!

•