Page 22 - Adnews magazine Sep-Oct 2022

Agenda
Evidence of audiences
Advertisers who supported their brands with video placements (including TV) appear to have fared well during the pandemic, says Ben Willee, media director at Spinach.
“There’s much evidence to sup- port the power of sight, sound and movement for moving the dial on brand metrics,” he says.
Reach is a key contributor to awareness, he says. “So it’s no sur- prise that the TV market has been strong. However, the biggest driver of the advertising market is consumer confidence, which is more volatile than a jilted bride on MAFS. We’re all picking up lots of messages about house prices falling, increasing interest rates and petrol price hikes. Volatility leads to uncertainly, and we’ll have to watch the market closely to see what happens post the end of the financial year,” he says.
Pricing
TV is traded on a Cost-Per- Thousand basis, which means it is a supply and demand market, with the two key variables being audi- ence and revenue. “It’s been a vol- atile market, with peaks and troughs over the last year, and that instability will continue.
“Smart planners have a range of tools to combat inflation includ- ing locking in activity early, long term commitments and using lower demand periods. Gone are the days when clients could hold back a campaign to the last minute and expect a good result. Clients and agencies need consideration, and experience to get the best results,” Willee says.
Spinach undertakes detailed analysis of the market, and uses a range of considered strategies to get the best results for clients, he says.
“The key to success is finding an intersection between client objectives, media objectives and proven result drivers. There’s a big difference between cost and value. Smart clients and agencies focus on getting the best value within client objectives. Having said that, if you’ve got the budget and your target audience is aligned, you can’t go wrong with a footy grand final,” Willee says.