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    Articles of Interest

    Australian stories help to forge a lasting connection with TV audiences in 2024

    News / Articles of Interest / 31st Jan 2024

    Australian stories help to forge a lasting connection with TV audiences in 2024

    Published Mediaweek Australia’s broadcasters play an important role in society. From the news that keeps viewers informed to the programs we choose for entertainment and escape. Local stories matter to […]

    Perspective: The year TV brought Australians together

    News / Articles of Interest / 10th Nov 2023

    Perspective: The year TV brought Australians together

    By Kim Portrate, ThinkTV Published AdNews It’s been a big year for TV bringing Australians together for cultural moments that had everyone talking and smashing audience viewer numbers as a […]

    If 20+ million viewers is a ‘problem’, I’ll take it

    News / Articles of Interest / 13th Oct 2023

    If 20+ million viewers is a ‘problem’, I’ll take it

    By Danielle McWilliam, ThinkTV Published Mediaweek It’s rare that a week passes where there isn’t a headline proclaiming TV has a “problem”. The thing is, I think someone forgot to […]

    TV or YouTube: Which platform is best for short- and long-term business results?

    News / Articles of Interest / 8th Jun 2023

    TV or YouTube: Which platform is best for short- and long-term business results?

    Published AdNews Watching YouTube’s ‘The Long and The Short of It’ leaves the viewer with the impression the only way for brands to achieve short- and long-term business results is […]

    CMOs share Effie Award-winning work via ThinkTV campaign

    News / Articles of Interest / 7th Jun 2023

    CMOs share Effie Award-winning work via ThinkTV campaign

    Published AdNews ThinkTV has revealed a campaign featuring the stories behind some of Australia’s most successful advertising campaigns. The campaign sees marketers Brent Smart, Mim Haysom, Simon Cheng and Mark […]

    Suncorp’s Mim Haysom on the evolution of TV in the campaign mix

    News / Articles of Interest / 6th Jun 2023

    Suncorp’s Mim Haysom on the evolution of TV in the campaign mix

    By James Manning Published Mediaweek It’s television, but not as you know it, according to Mim Haysom, EGM Brand & Marketing at Suncorp Group. The celebrated marketing boss said the […]

    Why the industry needs to move from ‘truthiness’ to truth

    News / Articles of Interest / 31st May 2023

    Why the industry needs to move from ‘truthiness’ to truth

    By Kim Portrate, CEO ThinkTV Published AdNews Advertisers are entitled to transparency and truth from media partners. Kim Portrate asks why some make it hard to get it. From trade […]

    The enduring power of ‘Did Somebody Say Menulog’

    News / Articles of Interest / 25th May 2023

    The enduring power of ‘Did Somebody Say Menulog’

    By Ruby DerrickPublished AdNews  Sixteen-year-old Australian-founded company Menulog is celebrating its fifth year and iteration of the Did Somebody Say campaign. The campaign is showing no signs of leaving the […]

    CMOs explain: Why Total TV is the mainstay in ALDI, Menulog, Suncorp and NRMA’s media plans

    News / Articles of Interest / 18th May 2023

    CMOs explain: Why Total TV is the mainstay in ALDI, Menulog, Suncorp and NRMA’s media plans

    Published Mi3 The way audiences consume video content is evolving but big brands are embracing the change. And one thing that isn’t going to change anytime soon is the role […]

    ThinkTV’s RE VISION shows that the future is bright for Australian television

    News / Articles of Interest / 5th May 2023

    ThinkTV’s RE VISION shows that the future is bright for Australian television

    By Tess ConneryPublished Mediaweek On Thursday afternoon, hundreds of industry representatives made the trip to Carriageworks in Eveleigh for ThinkTV’s RE VISION. After a Welcome to Country from Marrawarra and […]

    Everything you need to know: OzTAM launches VOZ viewing data

    News / Articles of Interest / 1st May 2023

    Everything you need to know: OzTAM launches VOZ viewing data

    Published Mediaweek May 1st marks the launch of daily Overnight viewing data via Virtual Australia (VOZ) – the most accurate picture of Total TV viewing, combining broadcast content watched on […]

    ThinkTV presents Australian Idol’s Royston Noell

    News / Articles of Interest / 27th Apr 2023

    ThinkTV presents Australian Idol’s Royston Noell

    Published AdNews The 2023 Idol winner will perform and speak at the upcoming RE VISION conference on May 4. After his show-stopping audition earned him a golden ticket to the […]

    ThinkTV presents Professor Jana Bowden: A consumer psychologist’s guide to effective campaigns

    News / Articles of Interest / 20th Apr 2023

    ThinkTV presents Professor Jana Bowden: A consumer psychologist’s guide to effective campaigns

    Published AdNews The Professor will speak at the upcoming RE VISION conference on May 4 where she will explain how to stop thinking about consumers as “walking wallets” and instead […]

    ThinkTV reveals the talent line-up set to take the stage for RE VISION

    News / Articles of Interest / 17th Apr 2023

    ThinkTV reveals the talent line-up set to take the stage for RE VISION

    Published Mediaweek “RE VISION celebrates and shares pathways for marketers looking to engage with audiences” ThinkTV has revealed the talent line-up for its RE VISION event on May 4. Taking […]

    AdClub: Media investment and brand impact high on the agenda

    News / Articles of Interest / 17th Mar 2023

    AdClub: Media investment and brand impact high on the agenda

    Australian marketers are drilling down on the effectiveness and efficiency of media investment, as economic headwinds blow the industry into a fast start in 2023. Chief investment, strategy and planning […]

    Need to trim advertising spend? Kantar research suggests what you can’t afford to cut

    News / Articles of Interest / 14th Mar 2023

    Need to trim advertising spend? Kantar research suggests what you can’t afford to cut

    By James Manning Published Mediaweek ThinkTV has commissioned research from Kantar to help explain the options open to marketers if they need to trim budgets during 2023. The latest research […]

    Television at a turning point: Unmade Podcast

    News / Articles of Interest / 2nd Mar 2023

    Television at a turning point: Unmade Podcast

    Hosted by Tim Burrowes Published Unmade In this Unmade podcast, Tim Burrowes speaks to ThinkTV’s director of research, Steve Weaver, taking a look at new viewing habits revealed by ThinkTV’s […]

    FAST channels grow as broadcasters respond to viewers’ changing habits

    News / Articles of Interest / 31st Jan 2023

    FAST channels grow as broadcasters respond to viewers’ changing habits

    By James Manning Published Mediaweek At the recent 2023 upfronts, a key feature uniting the commercial free-to-air (FTA) platforms and Foxtel was the growth of FAST (Free Ad-supported Streaming Television) […]

    The importance everyday Australians place on TV

    News / Articles of Interest / 9th Dec 2022

    The importance everyday Australians place on TV

    By Kim Portrate, CEO ThinkTV Published AdNews AdNews asked industry figures for their assessment of 2022 and outlook for next year. 2022 was the year buyers really came to understand […]

    Why attention metrics need to be viewed in the context of scale and reach

    News / Articles of Interest / 5th Dec 2022

    Why attention metrics need to be viewed in the context of scale and reach

    By Kim Portrate, CEO ThinkTV Published Mediaweek Is the attention of 10 as valuable as the attention of 10,000? As more media platforms join the attention debate, advertisers shouldn’t forget […]

    The new challenge for marketers

    News / Articles of Interest / 1st Dec 2022

    The new challenge for marketers

    By Lisa Ronson Published AdNews The post-pandemic mindset is colliding with a change in economic circumstances resulting in unpredictable consumer behaviours. How can marketers respond? Lisa Ronson explains. The effects of COVID […]

    MFA’s how to buy television

    News / Articles of Interest / 29th Nov 2022

    MFA’s how to buy television

    Published AdNews A cohort of 41 has successfully completed the pilot run of Media Federation of Australia’s newest e-learning course, MFA How to Buy Television, gaining best-practice training for TV […]

    Creativity in 2023

    News / Articles of Interest / 28th Nov 2022

    Creativity in 2023

    By Kim Portrate, CEO ThinkTV Published The Australian If the economists are on the money, we’re set for a roller coaster ride in 2023. There will be the ups: inflation, […]

    Recapping the TV upfronts: Here is what’s coming in 2023

    News / Articles of Interest / 17th Nov 2022

    Recapping the TV upfronts: Here is what’s coming in 2023

    Published Mediaweek More ways for marketers to engage with viewers on returning hits and new programming, with enhanced viewing experiences Australia’s TV broadcasters have now wrapped their upfronts for another […]

    Advertisers beware: don’t look a workhorse in the mouth

    News / Articles of Interest / 8th Nov 2022

    Advertisers beware: don’t look a workhorse in the mouth

    By James Manning Published Mediaweek There is a place for everyone in the mediascape, but research shows some channels do more heavy lifting than others and shouldn’t be replaced by […]

    There’s a place for all platforms in the media mix, including TikTok, but choice needs to be based on facts, not fantasy

    News / Articles of Interest / 20th Oct 2022

    There’s a place for all platforms in the media mix, including TikTok, but choice needs to be based on facts, not fantasy

    By Kim Portrate, CEO ThinkTV Published mi-3.com.au Audiences are undoubtedly fragmenting but recent claims that TikTok is swallowing up to a third of video viewing might be a little wide […]

    Crying ‘my attention is bigger than yours’ won’t convert audiences into customers

    News / Articles of Interest / 31st Aug 2022

    Crying ‘my attention is bigger than yours’ won’t convert audiences into customers

    By Kim Portrate, CEO ThinkTV Published mi-3.com.au The industry is embracing attention as a driver of consumer action, but that’s just one part of the equation. The next step is […]

    The top 10 reasons why Total TV is better than YouTube

    News / Articles of Interest / 29th Aug 2022

    The top 10 reasons why Total TV is better than YouTube

    Published mumbrella.com.au Trying to decide how to invest your media budget in video? Wondering what the difference is between TV and YouTube? This handy listicle will help you make the […]

    Why a mobile-first approach to video can slow your growth

    News / Articles of Interest / 16th Aug 2022

    Why a mobile-first approach to video can slow your growth

    Published mediaweek.com.au As part of a continuing examination of advertising effectiveness, ThinkTV has new research findings that explore the hot topic of audience attention. ThinkTV sought to interrogate video platforms […]

    It’s time to make your new financial year media resolutions

    News / Articles of Interest / 20th Jun 2022

    It’s time to make your new financial year media resolutions

    By Kim Portrate, CEO ThinkTV Published mumbrella.com.au With FY23 upon us, now is the perfect time to do a little media health check and put some new healthy habits in […]

    VOZ super users: Delivering deeper campaign insights & reach beyond broadcast

    News / Articles of Interest / 7th Apr 2022

    VOZ super users: Delivering deeper campaign insights & reach beyond broadcast

    Published mediaweek.com.au Virtual Australia, or ‘VOZ’, brings together broadcast viewing on TV sets and connected devices to provide all-screen, cross-platform planning and reporting for the television industry. “VOZ has proven […]

    Mi3 podcast: Lucrative ‘light viewers’ shifting to TV streaming

    News / Articles of Interest / 28th Feb 2022

    Mi3 podcast: Lucrative ‘light viewers’ shifting to TV streaming

    Hosted by Paul McIntyre Published mi-3.com.au In the six months since VOZ launched, giving a look at unduplicated viewers on linear TV, online streaming and catch-up services, dozens of agencies […]

    Why travel brands should continue to advertise through Omicron

    News / Articles of Interest / 24th Jan 2022

    Why travel brands should continue to advertise through Omicron

    Published mumbrella.com.au The travel industry’s long-awaited bounce back is at the pandemic’s mercy, but that doesn’t mean now is the time to stop advertising; quite the opposite, argues former travel […]

    ThinkTV’s Kim Portrate takes aim at ‘rubbery’ figures and Meta (Facebook)

    News / Articles of Interest / 8th Dec 2021

    ThinkTV’s Kim Portrate takes aim at ‘rubbery’ figures and Meta (Facebook)

    By Kim Portrate, CEO ThinkTV Published adnews.com.au Facebook and ThinkTV agree on one thing: reach will always be a key success metric for advertisers. If you want to make your brand […]

    OzTAM CEO on VOZ market reception and what’s next

    News / Articles of Interest / 18th Oct 2021

    OzTAM CEO on VOZ market reception and what’s next

    By James Manning Published mediaweek.com.au OzTAM chief executive Doug Peiffer spoke to Mediaweek’s James Manning on the market reception to VOZ and what’s next. Mr Peiffer said, “So far we […]

    New OzTAM data reveals how people at home split their video viewing

    News / Articles of Interest / 20th Sep 2021

    New OzTAM data reveals how people at home split their video viewing

    By James Manning Published mediaweek.com.au For the first time, advertisers have been able to get a snapshot of total video consumption – just what sort of video people are watching […]

    When is an audience not an audience? What marketers need to know when allocating video ad dollars

    News / Articles of Interest / 6th Sep 2021

    When is an audience not an audience? What marketers need to know when allocating video ad dollars

    By Kim Portrate, CEO ThinkTV Published mi-3.com.au There’s only one word to describe today’s video universe and that is vast. There’s 10 Play to 9Now, 7plus, Kayo, Foxtel Go, Foxtel […]

    VOZ data reveals Total TV audience of 20m weekly

    News / Articles of Interest / 1st Sep 2021

    VOZ data reveals Total TV audience of 20m weekly

    By James Manning Published mediaweek.com.au As part of the wider media industry marketing body Premium Content Alliance, ThinkTV has welcomed the release of the first VOZ data. VOZ broadcast viewing […]

    WFH Diaries: Kim Portrate

    News / Articles of Interest / 10th Aug 2021

    WFH Diaries: Kim Portrate

    By Chris Pash Published adnews.com.au Last year, AdNews launched the WFH Diaries during the depths of the fallout from the pandemic as a way of sharing how people managed their […]

    Media spend research reveals the difference between efficient and effective ROI

    News / Articles of Interest / 19th Jul 2021

    Media spend research reveals the difference between efficient and effective ROI

    By James Manning Published mediaweek.com.au Edition Five of The Payback Series from ThinkTV aims to show how to maximise return on investment by choosing channels with the ability to deliver […]

    Under 40s might be over Covid but they’re not abandoning TV to camp out at Gold Class

    News / Articles of Interest / 13th Jul 2021

    Under 40s might be over Covid but they’re not abandoning TV to camp out at Gold Class

    By Kim Portrate, CEO ThinkTV Published mi3.com.au Cinema audiences may well be on the precipice of an under 40s boom, but the occasional outing to the movies will never compare […]

    The ‘she-cession’ and adland

    News / Articles of Interest / 28th Jun 2021

    The ‘she-cession’ and adland

    By Kim Portrate, CEO ThinkTV Published mi3.com.au Diversity and flexibility are key to stopping a quarter of our workforce leaving The “she-cession” is putting gender equality at risk. After all […]

    The Best I’ve Ever ‘Ad with Kim Portrate, CEO, ThinkTV

    News / Articles of Interest / 17th Jun 2021

    The Best I’ve Ever ‘Ad with Kim Portrate, CEO, ThinkTV

    Published advertisingweek.com ThinkTV CEO Kim Portrate talks to Advertising Week about her all-time favourite ads. What is your all-time favourite ad (or ad campaign) and why? You can’t go past […]

    Maximising the post-pandemic opportunity for FMCG brands

    News / Articles of Interest / 2nd Jun 2021

    Maximising the post-pandemic opportunity for FMCG brands

    Published CMO.com.au We have seen that brands which invested in communications during the pandemic have tended to emerge in a stronger position than those that pulled back. For FMCG brands, […]

    To grow supermarket sales for FMCG you need to ThinkTV

    News / Articles of Interest / 24th May 2021

    To grow supermarket sales for FMCG you need to ThinkTV

    Published mediaweek.com.au ThinkTV has released a special report to help better equip brands wanting to build FMCG sales. The report, branded At the Check-Out, details how growth can be sustained […]

    How TV is helping the finance sector grow in 2021

    News / Articles of Interest / 7th Apr 2021

    How TV is helping the finance sector grow in 2021

    Published mediaweek.com.au 2020 sent shock waves through the economy as all businesses scrambled to deal with the unexpected. With financial assistance from governments starting to wind-down amongst a post-Covid recovery, […]

    Introducing Jumpstart: a new mentored pathway to the Effie Awards

    News / Articles of Interest / 24th Mar 2021

    Introducing Jumpstart: a new mentored pathway to the Effie Awards

    Published Advertising Council Australia Advertising Council Australia has introduced Jumpstart: a new mentored pathway to the Effie Awards. Jumpstart is a brand new category in the 2021 Effie Awards designed […]

    New research reveals the real value of TV

    News / Articles of Interest / 11th Mar 2021

    New research reveals the real value of TV

    Published CMO.com.au Marketers have long understood the power of television advertising as a tool for brand building. But television’s ability to create awareness and strengthen long-term retention has overshadowed some […]

    Entries open for 2021 Australian Effie Awards

    News / Articles of Interest / 25th Feb 2021

    Entries open for 2021 Australian Effie Awards

    Published Advertising Council Australia Advertising Council Australia has today launched the 2021 Australian Effie Awards, issuing the marketing community with a challenge to demonstrate its resourcefulness, resilience and the power […]

    Payback report looks to understand TV’s short-term impact on sales

    News / Articles of Interest / 25th Feb 2021

    Payback report looks to understand TV’s short-term impact on sales

    By Nadia Cameron Published CMO.com.au TV’s short-term as well as long-term contribution to sales and marketing ROI has taken centre stage in the latest edition of The Payback Series research released this […]

    Over TV? Not by a long shot

    News / Articles of Interest / 23rd Nov 2020

    Over TV? Not by a long shot

    By Kim Portrate, CEO ThinkTV Published adnews.com.au If you think TV was popular during the pandemic, wait until you see what’s yet to come says ThinkTV’s Kim Portrate. Australians have […]

    Accent Group CEO: How we’ve made it through Covid

    News / Articles of Interest / 29th Sep 2020

    Accent Group CEO: How we’ve made it through Covid

    By Daniel Agostinelli, CEO Accent Group Published insideretail.com.au According to Accent Group CEO Daniel Agostinelli, the footwear business is on track to emerge from the pandemic stronger than ever. Agostinelli […]

    TV sits centre stage in Australian’s hearts and homes

    News / Articles of Interest / 8th Sep 2020

    TV sits centre stage in Australian’s hearts and homes

    By Kim Portrate, CEO ThinkTV Published adnews.com.au In a year defined by uncertainty, one thing you can count on is the enduring power of TV. Kim Portrate explains. If there […]

    Attention matters in advertising, and part of the answer lies in screen real estate

    News / Articles of Interest / 18th Aug 2020

    Attention matters in advertising, and part of the answer lies in screen real estate

    By Kim Portrate, CEO ThinkTV Published mumbrella.com.au If attention is a currency, some advertisers are paying for nothing, especially if people can’t see their ads, as Kim Portrate explains. It’s […]

    MFA TV Foundations course launches to train industry on ‘changes in the way TV is traded’

    News / Articles of Interest / 21st Jul 2020

    MFA TV Foundations course launches to train industry on ‘changes in the way TV is traded’

    By Brittney Rigby Published mumbrella.com.au The Media Federation of Australia (MFA) has launched a new, 10-week course to address the “rapidly changing nature of TV advertising” and “upcoming changes in […]

    Mi3 podcast: premium content audiences at all time high

    News / Articles of Interest / 16th Jun 2020

    Mi3 podcast: premium content audiences at all time high

    Published mi3.com.au The audiences of Australian TV, news media and premium digital platforms have never been stronger with viewership and subscriptions up and a new baseline of engagement established off […]

    How can you influence consumer behaviour in a post-COVID world?

    News / Articles of Interest / 1st Jun 2020

    How can you influence consumer behaviour in a post-COVID world?

    Published adnews.com.au With their usual choices unavailable during the pandemic, consumers turned to new brands disrupting long-held loyalties. So how can brands be included in this consideration set or stay […]

    It’s all about content as networks prep H2 2020

    News / Articles of Interest / 27th May 2020

    It’s all about content as networks prep H2 2020

    Published mediaweek.com.au ThinkTV’s Kim Portrate tells Mediaweek that Australia’s TV broadcasters are just getting started with hundreds of hours of content yet to come in 2020 Click here for more

    Based on how people are feeling, how should brands approach advertising during this ‘unprecedented’ crisis?

    News / Marketing during a crisis / 18th May 2020

    Based on how people are feeling, how should brands approach advertising during this ‘unprecedented’ crisis?

    Published mi3.com.au By Orlando Wood There has been no reduction in advertising’s ability to connect with people despite research showing the general deterioration of mood across the globe. Click here […]

    Lockdown paint advertising campaign is truly an inspiration

    News / Marketing during a crisis / 18th May 2020

    Lockdown paint advertising campaign is truly an inspiration

    By simply staying on air during the pandemic, Inspiration Paint’s retail sales are up 65% compared to the same period last year. By Mark Ritson Published theaustralian.com.au

    Marketers: What next? It’s a global question

    News / Marketing during a crisis / 13th May 2020

    Marketers: What next? It’s a global question

    If there’s any solace to be had right now it’s that marketers around the globe are being asked the same questions about how to manage the impact of COVID-19 and […]

    Marketers urged to keep up brand messaging during Covid-19

    News / Marketing during a crisis / 4th May 2020

    Marketers urged to keep up brand messaging during Covid-19

    A new campaign backed by an alliance of media outlets is urging brands not to wind back their marketing and advertising efforts in the midst of the Covid-19 pandemic. The […]

    What happens if I stop advertising during CV-19?

    News / Marketing during a crisis / 2nd May 2020

    What happens if I stop advertising during CV-19?

    Given the economic impact of CV-19, it’s tempting to cut advertising spend. While that may help to balance the P&L in the short term, it pays to consider the long […]

    Fortune favours the brave: The spoils will go to the brands having a go

    News / Marketing during a crisis / 24th Apr 2020

    Fortune favours the brave: The spoils will go to the brands having a go

    COVID-19 hasn’t dealt marketers an easy hand, yet many great Aussie brands have shown they know exactly how to play their cards, and they’re the ones who will come out […]

    Brands advertising during CV-19: Burger King

    News / Marketing during a crisis / 13th Apr 2020

    Brands advertising during CV-19: Burger King

    Burger King is one of the brands that pivoted to respond to changing consumer behaviour with CMO Fernando Machado telling Digiday the brand changed tack creating new assets in 72 […]

    Maintaining share of voice is key in recessions

    News / Marketing during a crisis / 13th Apr 2020

    Maintaining share of voice is key in recessions

    According to research by Ebiquity, advertisers that boosted spending levels in a recession gained 1.6 percentage points in market share in the first two years of a recovery. Published warc.com

    Australians are fine with your brand continuing to advertise, even if it’s not COVID-19 related

    News / Marketing during a crisis / 9th Apr 2020

    Australians are fine with your brand continuing to advertise, even if it’s not COVID-19 related

    In times of crisis, it can be tempting to go into containment mode. But there is a unique window for brands to show leadership and earn trust by maintaining their […]

    Brands advertising during CV-19: Bird’s Eye

    News / Marketing during a crisis / 6th Apr 2020

    Brands advertising during CV-19: Bird’s Eye

    As a ‘brand of reassurance’, Birds Eye feels a responsibility to stay on air and remain connected to consumers during the coronavirus pandemic. Bird’s Eye UK and Ireland marketing director […]

    If you’re in marketing, now is a time to spend, not bend

    News / Marketing during a crisis / 6th Apr 2020

    If you’re in marketing, now is a time to spend, not bend

    As long as there have been marketers, we have been studying advertising’s impact on sales during and after a recession. And what this study tells us is now is the time to […]

    The history of advertising in a recession

    News / Marketing during a crisis / 3rd Apr 2020

    The history of advertising in a recession

    History provides plenty of examples of brands that have successfully navigated recessions. Case in point, during the 1991 recession, in the US, McDonald’s dropped its advertising budget. Pizza Hut and […]

    Planning for the spring back

    News / Marketing during a crisis / 2nd Apr 2020

    Planning for the spring back

    Start preparing now for the Rocking ‘20s – life after CV-19 – by making marketing what it should be and was before we slipped into treating media as an expense […]

    Advertising through a recession

    News / Marketing during a crisis / 1st Apr 2020

    Advertising through a recession

    ‘Going dark’ and focusing on short-term price promotions during a recession are strategies that will be counterproductive as they erode brand equity measures, stifle growth, and put brands at competitive […]

    Nielsen: How marketers should be dealing with the coronavirus

    News / Marketing during a crisis / 1st Apr 2020

    Nielsen: How marketers should be dealing with the coronavirus

    Consumers homebound by the pandemic are having an immediate impact on brands, according to analysis by Nielsen with global research highlighting how pulling back on advertising spend will cut expenses […]

    Navigating TV advertising during and after coronavirus

    News / Marketing during a crisis / 31st Mar 2020

    Navigating TV advertising during and after coronavirus

    TV advertising will have a critical role to play in the coming months and advertisers will need to look at existing creative to ensure it speaks to current sensitivities. Short- […]

    Brands should take opportunity ‘to shine’

    News / Marketing during a crisis / 31st Mar 2020

    Brands should take opportunity ‘to shine’

    According to GfK’s client strategy director Joe Staton, this is the time for known brands to come into their own as consumers look for certainty and reassurance. By Ellen Hammett […]

    Crisis a ‘time to build brands’

    News / Marketing during a crisis / 30th Mar 2020

    Crisis a ‘time to build brands’

    Industry executives are urging brands to connect with home-bound con­sumers, who are ferociously consuming media, and to start planning now for the recovery. By Lilly Vitorovich Published theaustralian.com.au

    COVID-19: How the media is driving behaviour change

    News / Marketing during a crisis / 30th Mar 2020

    COVID-19: How the media is driving behaviour change

    Behavioural science has important lessons for how media is used during the ongoing pandemic and brands can benefit from these learnings.  By Michaela Jefferson Published mediatel.co.uk

    Australia’s TV broadcasters respond to COVID-19

    News / Marketing during a crisis / 30th Mar 2020

    Australia’s TV broadcasters respond to COVID-19

    From advice on how to tackle the marketing challenges presented by the coronavirus to messages of hope and solidarity, ThinkTV has collated the responses from Australia’s TV broadcasters as they speak to […]

    Brands must desist from freezing advertising plans: Kantar

    News / Marketing during a crisis / 30th Mar 2020

    Brands must desist from freezing advertising plans: Kantar

    Kantar estimates a six-month absence from TV will result in a 39% reduction in total brand communication awareness, potentially delaying recovery in the post-pandemic world. By Rahul Sachitanand | Published […]

    Defending your marketing budget in times of COVID-19

    News / Marketing during a crisis / 30th Mar 2020

    Defending your marketing budget in times of COVID-19

    If your budget is under threat, the CFO may not understand that although cutting brand-building investment may have a short-term impact on the bottom line, it will be detrimental for […]

    Kantar research finds national media channels are the most trusted information source

    News / Marketing during a crisis / 27th Mar 2020

    Kantar research finds national media channels are the most trusted information source

    Kantar’s latest study, ‘Covid-19 Barometer,’ examines how the pandemic is influencing consumer attitudes, behavior, and expectations, along with how advertisers should respond to stay relevant in these times. By Nathan […]

    Step up and focus on the silver lining

    News / Marketing during a crisis / 27th Mar 2020

    Step up and focus on the silver lining

    Research by The Lab and Nature Research confirms that people expect brands to step up, to lead by example, to be part of the collective good in such uncertain times. And for brands looking […]

    During COVID-19, Aussies are choosing trusted brands that deliver safety and value

    News / Marketing during a crisis / 27th Mar 2020

    During COVID-19, Aussies are choosing trusted brands that deliver safety and value

    New research from Kantar suggests Aussies want brands to focus on affordable pricing, deals and promotions, easy availability of products and services (especially, supermarkets, banking, FMCG) and products and services […]

    How to leverage brand purpose in the grip of COVID-19

    News / Marketing during a crisis / 26th Mar 2020

    How to leverage brand purpose in the grip of COVID-19

    Right now, brands should be thinking about how to use their marketing for public good and that means messaging should change to be about how they can help people through this […]

    Peter Field: Going dark is no way forward

    News / Marketing during a crisis / 26th Mar 2020

    Peter Field: Going dark is no way forward

    The Godfather of effectiveness, Peter Field, says the only sensible course for any advertiser who wants to maintain a presence through CV-19 is putting money into long-term brand building because […]

    Companies and leaders will be judged on how they respond to the coronavirus crisis

    News / Marketing during a crisis / 26th Mar 2020

    Companies and leaders will be judged on how they respond to the coronavirus crisis

    Many sectors will not have the capacity to think beyond their own survival, but some will and they will be judged on whether they stood up in a time of […]

    Now is the time for brands to lean in

    News / Marketing during a crisis / 25th Mar 2020

    Now is the time for brands to lean in

    Nielsen forecasts a 60% rise in media consumption and recommends brands and agencies adjust the products being marketed as well as the tone in which messages are delivered to account for this shift in behaviour. […]

    How should your brand respond to COVID-19?

    News / Marketing during a crisis / 25th Mar 2020

    How should your brand respond to COVID-19?

    Kantar research finds the long-term prognosis for many brands will be uncertain if they don’t respond correctly to the COVID-19 pandemic. By Joe Mandese Published mediapost.com

    How to advertise during COVID-19

    News / Marketing during a crisis / 25th Mar 2020

    How to advertise during COVID-19

    By Rob Clapp Published warc.com As new media consumption habits take hold and brands grapple with whether the best approach is short-term sales activation or long-term brand building, research by […]

    The optimal media mix during COVID-19

    News / Marketing during a crisis / 24th Mar 2020

    The optimal media mix during COVID-19

    By Emma Black and George Groves Published mumbrella.com.au Research by McCann Melbourne shows where ad dollars are working hardest during the crisis and how to optimise campaigns to accommodate social […]

    Consumers want reassuring brand messages during COVID-19

    News / Marketing during a crisis / 23rd Mar 2020

    Consumers want reassuring brand messages during COVID-19

    Research by the American Association of Advertising Agencies reveals consumers want messages that are “reassuring from the brands I know and trust,” with 40% of survey respondents interested in what […]

    What marketers should do as the apocalypse hits

    News / Marketing during a crisis / 22nd Mar 2020

    What marketers should do as the apocalypse hits

    Businesses are facing similar challenges: how to engage with nervous customers, how to loosen spend in nervous markets, how to position solutions and the best strategies to launch products when attention is […]

    Know your customers and empathise with their world

    News / Marketing during a crisis / 20th Mar 2020

    Know your customers and empathise with their world

    By Barry O’Brien Published mumbrella.com.au Barry O’Brien thinks we’re currently living through the toughest times of this century, at least. O’Brien explains why brands need to maintain their level of […]

    To spend or not to spend?

    News / Marketing during a crisis / 19th Mar 2020

    To spend or not to spend?

    By Daren Poole Published marketingmag.com.au Learnings from the GFC suggest continued advertising spend will help brands to remain strong and recover quickly but the decision should be made on a […]

    ThinkTV launches interview series with Sky News

    News / Articles of Interest / 16th Mar 2020

    ThinkTV launches interview series with Sky News

    Published mumbrella.com.au Think TV has partnered with Sky News on an interview series which will showcase Australian CMOs and CFOs. Click here for more

    Staying Put

    News / Marketing during a crisis / 16th Mar 2020

    Staying Put

    Published nielsen.com The impact of social distancing is already driving a shift in media consumption habits with Nielsen noting that staying in our homes can lead to a 60% increase […]

    COVID-19: Three scenarios for the impact on media planning

    News / Marketing during a crisis / 4th Mar 2020

    COVID-19: Three scenarios for the impact on media planning

    Brands and agencies should be preparing strategies for three potential outcomes driven by COVID-19. By James McDonald | Published warc.com

    How the complexity and duration of an advertising campaign influences effectiveness

    News / Articles of Interest / 27th Feb 2020

    How the complexity and duration of an advertising campaign influences effectiveness

    Advertising campaigns are more effective when they target a broad audience and run for some time, according to a study of the winners of the Australian Effie Awards run by the Communciations […]

    Australia’s media owners in an alliance to show advertisers that premium content works

    News / Articles of Interest / 24th Feb 2020

    Australia’s media owners in an alliance to show advertisers that premium content works

    By Chris Pash Published adnews.com.au Australia’s biggest commercial media companies across television, radio, print and digital, have banded together to convince advertisers that premium content is the superior way to reach customers. […]

    How to avoid getting lost in a sea of mediocrity

    News / Articles of Interest / 29th Nov 2019

    How to avoid getting lost in a sea of mediocrity

    By Jamie Connolly, Wavemaker group business director Published adnews.com.au We all know that grabbing, let alone keeping people’s attention is getting harder and harder. We’ve also seen the studies and […]

    Only the unreasonably ambitious will drive growth

    News / Articles of Interest / 28th Oct 2019

    Only the unreasonably ambitious will drive growth

    By Kim Portrate, ThinkTV Published mi-3.com.au How can brands with shrinking budgets and increasing pressure to deliver dividends to shareholders be exceptional? The best way is to think about your […]

    Stop paying for ineffective reach – not all connection is created equal

    News / Articles of Interest / 22nd Oct 2019

    Stop paying for ineffective reach – not all connection is created equal

    Published marketingmag.com.au What’s the point of reaching millions if your message remains unseen, unremembered and the audience is left feeling less than compelled? ThinkTV’s Rowena Newman explains how to ensure […]

    Stay connected with your customers

    News / Marketing during a crisis / 5th Sep 2019

    Stay connected with your customers

    By Brad Adgate Published forbes.com Numerous studies show the advantages of maintaining or even increasing ad budgets during a weaker economy. Historically, advertisers that maintained or grew their ad spending […]

    Australia’s hipages moves to The Block for branding push

    News / Articles of Interest / 9th Aug 2019

    Australia’s hipages moves to The Block for branding push

    Published WARC Australian online home improvement marketplace hipages is making a big bet on TV – signing on as a major sponsor of season 15 of The Block, which will […]

    ‘Get off the paid search drug to build brand’: Hipages chief customer officer Stuart Tucker

    News / Articles of Interest / 5th Aug 2019

    ‘Get off the paid search drug to build brand’: Hipages chief customer officer Stuart Tucker

    Published Mi3 Former KFC, Optus and Commbank marketer Stuart Tucker has done the unthinkable for a digital pureplay targeting the $70bn market for tradies – he’s cut back paid search […]

    The facts on the effectiveness of Facebook video advertising

    News / Articles of Interest / 30th Jul 2019

    The facts on the effectiveness of Facebook video advertising

    By Kim Portrate, ThinkTV Published adnews.com.au While the debate rages on about Facebook’s My Screen report, ThinkTV’s Kim Portrate says the errors and withdrawal of the report aren’t the real […]

    Warning: Numberwanging may cause blindness

    News / Articles of Interest / 24th Jul 2019

    Warning: Numberwanging may cause blindness

    By Steve Weaver, ThinkTV Published AdNews There’s nothing like a robust, independent, factual research report to get the blood pumping on the first day of the work week and Monday’s […]

    Why sports advertising is a grand slam for brands

    News / Articles of Interest / 17th Jul 2019

    Why sports advertising is a grand slam for brands

    By Steve Weaver, ThinkTV Published Mumbrella Sport has a unique ability to create an emotional connection between brands and viewers, says ThinkTV’s Steve Weaver. And research shows advertising that stirs […]

    BVOD – the ultimate reach extender

    News / Articles of Interest / 16th Jul 2019

    BVOD – the ultimate reach extender

    Published mumbrella.com.au Trying to get more reach? Here’s the answer you’ve been searching for. Television has long been the king of reach. For decades, the platform has boasted unrivalled audience […]

    Feedback is good but facts are better

    News / Articles of Interest / 11th Jun 2019

    Feedback is good but facts are better

    By Kim Portrate, CEO of ThinkTV Published AdNews Australia’s broadcasters are far from “shortsighted” and missing an opportunity to unite, says ThinkTV’s Kim Portrate. Here she replies to comments about […]

    TV increases its slice of the advertising pie

    News / Articles of Interest / 6th May 2019

    TV increases its slice of the advertising pie

    By Kim Portrate, ThinkTV Published The Australian Monday is my favourite day of the working week. After a rousing cup of coffee and a quick walk with the dog, I […]

    Context is king when it comes to TV and YouTube

    News / Articles of Interest / 21st Nov 2018

    Context is king when it comes to TV and YouTube

    By Steve Weaver, ThinkTV Published Mumbrella When ThinkTV’s Steve Weaver discovered some surprising YouTube summer viewing figures, he decided to investigate how they really stacked up against television. As the […]

    Yes, TV is your friend

    News / Articles of Interest / 7th Nov 2018

    Yes, TV is your friend

    By Kim Portrate, ThinkTV Published Mumbrella Kim Portrate, CEO of ThinkTV Australia, argues television can work in tandem with online-only channels to deliver the best results for marketers. About a […]

    Committed: Exploring millennials’ meaningful relationship with TV programming

    News / Marketing during a crisis / 19th Sep 2018

    Committed: Exploring millennials’ meaningful relationship with TV programming

    Published thevab.com In moments of crisis, emotional attachment to TV programming sees viewers turn to multiscreen television. A survey by the VAB shows how viewers demonstrate their commitment, engagement and […]