Please fill in your details below to access this file

    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 media think pieces to broadsheet interviews media companies and industry groups – us included – strive to present their channels and organisations in the best possible light. On any given day, you’ll find at least one of us touting impressive reach numbers or remarkable ROI.

    It’s why every time organisations (like ours) put out a piece of research, we get a ribbing from the press. No matter how robust the methodology is or how independently the research was conducted. Of course we would say we have the most effective advertising medium. And that’s okay. I have always been a tiny bit cynical, so scrutiny is 100 per cent fair in my opinion.

    And if us seasoned cynics are struggling, imagine how the attendees at the recent Macquarie Australia Conference felt when they saw a presentation from oOh! Media touting outdoor’s ability to reach 95 per cent of metro Aussies.

    In an opinion piece by QMS CEO John O’Neill celebrating the growth of spend in OOH driven by digital innovation in the sector, he said, “The numbers don’t lie.”

    That’s the funny thing about numbers. They can’t do much of anything but the people using them can get up to all sorts of shenanigans in the way they present them.

    When you see numbers without transparent sourcing, it’s enough to make you wonder how accurate, validated and correct the claims are. And before you ask, yes, we did reach out and ask to see the original report – but we shouldn’t have to. If your numbers are shared with the public, they should be correctly sourced.

    Read the full article here

    Share this article

    More like this

    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 t’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 […]

    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 […]