Page 25 - Adnews magazine Sep-Oct 2022

Agenda
measurement initiatives like VOZ is making that easier, but there’s still a lot of work to do,” Ladmore says.
“These audiences are shifting to view content on the SVOD platforms. The advertiser demand for TV is still really strong though, so the pricing is not going down anytime soon. We believe this demand for TV will hold for some time as advertisers still believe in the power of linear TV – and the pre and post brand results they’re getting is backing this up.
“Here’s a crazy idea – instead of going head to head, the TV networks should work closely with the SVOD providers. Become friends! If they all played together nicely and built a TV/video ecosystem that was easy for media buyers, then maybe they could all grow by stealing revenue from other broadcast channels, or better still, Facebook and Google.”
Appointment viewing
Havas Media CEO Virginia Hyland, meanwhile, sees consumers choosing which shows are still appointment viewing.
“If networks are at risk of losing revenue to digital competitors, they will ensure that advertisers are enticed through strong package deals to return to their television platforms,” she says.
Frequency is playing a greater role in how we target potential customers to cut through the noise and clutter. Blockbusters, news and sport consist- ently deliver return on investment for marketers, she says.
Actionable audience insight is a key consideration in how we refine our screen buying strategy for marketers. This means tracking web search and purchase behaviours, she says.
Peter Grose, head of marketplace, Wavemaker Sydney, says the rest of this year will see a course correction in the market and demand will soften.
“Now that the federal election is out of the way, we’ll be able to get a more accurate read of where the market is going to land in 2022,” Grose says.
“Advertisers and agencies develop longer term strategies ... to lock in price.” Richard Hunwick, Nine
The Twelve from Foxtel.
“Encouragingly, the incoming Federal Government has been vocal around protecting Australia’s robust anti-siphoning laws, which will ensure major sporting events remain on FTA TV.”
Networks did a roaring trade throughout COVID due to increases in viewership, however no one was under any illusion that this would last forever.
Justin Arlt, head of partner- ships, Initiative Australia: “While there’s no denying linear TV still has a key role to play in the cam- paign eco-system, over the next 12 months we’ll continue to see linear audience declines as viewers migrate to network BVOD offerings. This creates a real opportunity if we look at the much broader array of targeting and creative options avail- able in the BVOD space and high- lights the need to think Total TV when planning screens.”
Despite contracting audiences, demand for linear TV remains high, creating significant cost pressures. Year-on-year TV cost inflation for 2022 is projected at 12%, an improvement from 29% the year prior.
“Ultimately, pricing is going to mirror demand trends. It’s highly unlikely the market will cool off this year, however we’re going to reach a point in 2023 where client budgets will be unable to accom- modate double digital CPM increases. Until that point, expect pricing to remain high,” Arlt says.
News and sport properties, espe- cially when you’re able to integrate, remain his favourites, Arlt says.
“News provides a safe, wide-reaching and consistent envi- ronment for clients and with sport, there is such an amazing opportu- nity to interweave your brand with a consumers’ key passion point.
“For me, the most exciting thing we’re seeing in the TV land- scape is the convergence of metro and regional. With Seven acquir- ing Prime and Nine looking for ways to integrate its sales team with regional affiliate WIN, both networks can go to market with a truly national Total TV solution for brands.
“With these mergers, we can expect to see an increase in local content, creating new opportunities
www.adnews.com.au | September - October 2022 25