Australia’s leading content creators highlight growth opportunities for brands advertising during CV-19
Posted on 4th May 2020 in Media Releases
Australia’s leading premium content creation companies have joined together to launch a campaign alerting marketers to the competitive advantages of maintaining advertising investment during CV-19.
The ‘When they go dark, the spotlight is yours’ campaign, inspired by a similar initiative from the UK’s Institute of Practitioners in Advertising (IPA), draws on independent analysis of advertising spend patterns during the 2008 recession .
The research found brands that maintained or increased advertising investment, relative to competitors, were the ones to gain market share during and following the downturn.
The campaign launches today and runs across the digital, print, TV and Broadcaster Video on Demand (BVOD) inventory of Foxtel Group, Foxtel Media, Network 10, News Corp Australia, Nine and Seven West Media.
The Premium Content Alliance chair and executive chairman of News Corp Australasia, Michael Miller, said: “Providing safe and trusted environments for brands is crucial in times of crisis and that is exactly what The Premium Content Alliance does reaching four out of five adult Australians every week. The evidence from previous periods of economic downturn confirms that now is the time for advertisers to shine, not go dark, and the campaign clearly communicates this message.”
Produced in-house by The Premium Content Alliance, the campaign speaks to the changing economic conditions all Australians and the brands that serve them are experiencing right now. It will evolve in the coming months as the recovery gets underway.
The Premium Content Alliance CEO Kim Portrate said: “We know what a difficult time this is for advertisers and consumers. We firmly believe advertising is a business driver that has a flow on effect for brands, and the evidence supports the need for marketers to continue to connect with audiences. Brands that connect in trusted premium content environments will be best placed when the worst of the COVID-19 crisis is behind us.
“While this isn’t creative developed with a Gold Lion in mind, it clearly conveys an important message in a simple and concise way that is appropriate for the times.”
ThinkTV works with the marketing community to lead a collective effort that demonstrates how advertising in broadcast-quality content environments provides the greatest return on investment. Our curiosity for all things TV is boundless – whether it’s understanding how audiences engage with TV, investigating the impact TV has on business results or simply celebrating the creativity of TV advertising – we’re always ready to chat about TV in all its forms and devices.
News / Media Releases / 27th Sep 2021
A powerful new public service campaign that heroes the country’s ingenuity, inventiveness and resilience to overcoming challenges is being released nationally in a bid to boost Australia’s double vaccination rate […]
News / Media Releases / 16th Aug 2021
Total TV revenue is up 12 per cent for the 12 months while BVOD surges ahead by 63 per cent. ThinkTV has today announced the total TV advertising revenue figures […]
News / Media Releases / 19th Jul 2021
Edition Five of The Payback Series shows how to maximise return on investment by choosing channels with the ability to deliver positive ROI as well as short and long-term sales. […]
News / Media Releases / 25th Feb 2021
The latest edition of The Payback Series demonstrates TV’s ability to generate demand for Australian businesses in a multitude of categories across a range of time frames. An Australian-first study […]
News / Media Releases / 8th Feb 2021
TV continues to outperform the broader advertising market recording a 0.5% increase in revenue for the six months to 30 December 2020, while BVOD increased 52.7% for the same period. […]
News / Media Releases / 5th Aug 2020
TV outperforms the broader advertising market recording a 13.7% drop in revenue for the 12 months to June 30. ThinkTV has today announced the total TV advertising revenue figures for […]
News / Media Releases / 1st Jun 2020
TV is the most influential channel for encouraging downloads of the COVIDSafe app with Australians labelling Facebook and YouTube “untrustworthy” in providing vital information during CV-19 according to new study. […]
News / Media Releases / 5th Feb 2020
BVOD, Australia’s fastest-growing advertising medium, saw a revenue increase of 42.8% for the same period ThinkTV has today announced the total TV advertising revenue figures for the 12 and six […]
News / Media Releases / 2nd Dec 2019
The buying platform will allow agencies to monetise the datasets provided by the forthcoming VOZ database and simplify the buying of TV across platforms In a world-first, Australian broadcasters have […]
News / Media Releases / 7th Aug 2019
ThinkTV has today announced the Total TV advertising revenue figures for the six months to June 30, 2019, and the 12 months to June 30, 2019. The total TV market, […]