When is an audience not an audience? What marketers need to know when allocating video ad dollars
Posted on 6th September 2021 in Articles of Interest
By Kim Portrate, CEO ThinkTV
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 Now, Paramount+, Netflix, Stan, Amazon Prime, Binge, iView, Vimeo, YouTube, Tubi, Disney+, Apple TV+, SBS On Demand, Stan Sport and Tik Tok. Australians are utterly spoiled for choice.
But the choice part is a bit misleading because while there’s a sea of choice for viewers, the video advertising options for marketers are much simpler.
When considering video audiences, marketers need only factor in the platforms that allow advertising. To uncomplicate the complex, there’s audience and then there’s available audience. Big shiny new audience numbers are enticing, but the truth is not all audiences are actually available.
It’s dead simple: the only video platforms that matter to marketers are the ones that carry ads.
News / Articles of Interest / 7th Apr 2022
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 […]
News / Articles of Interest / 28th Feb 2022
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 […]
News / Articles of Interest / 24th Jan 2022
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 […]
News / Articles of Interest / 8th Dec 2021
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 […]
News / Articles of Interest / 18th Oct 2021
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 […]
News / Articles of Interest / 20th Sep 2021
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 […]
News / Articles of Interest / 1st Sep 2021
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 […]
News / Articles of Interest / 10th Aug 2021
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 […]
News / Articles of Interest / 19th Jul 2021
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 […]
News / Articles of Interest / 13th Jul 2021
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 […]