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Carat’s Craig Cooper thinks that taking ad dollars back from the tech giants probably isn’t at the top of the list for networks now.
“It was deprioritised in light of the growing concern around COVID-19, as most media companies fought to survive,” he says. “Given 2021 has already brought challenges, such as the Australian Open shifting a month, and uncertainty around the Olympics, we doubt this will be a focus for 2021.
“However, there may be some organic spend shift from the Facebook family of apps, given the growing concern around the privacy data of WhatsApp, and thereby mass migration to competitor Signal, and the highly contentious iOS 14 upgrade, which will see a substantial shift in the ability to track, and target, consumers from Apple devices.”
Another area that Nine has previously targeted is small-to-medium businesses (SMBs) with the rollout of its 9Voyager in 2019. 9Voyager offers business a self-serve buying platform, which is similar to what’s already available on digital platforms such as social media.
But there are doubts on how much small businesses can realistically spend on broadcast in the current economy, particularly when Google and Facebook offer lower cost-of-entry barriers.
“I think it’s unlikely — cost of entry remains a problem along with direct viability on results,” Ellis says on SMBs increasing their adver- tising on traditional channels.
On the other hand, Butler says the discounts offered last year which got SMBs into traditional channels could actually help to keep them there in the future.
“Many were able to access media at heavy discounts in 2020 which saw them see results they are now desperate to continue,” she says. “It will remain to be seen how long they can do so should publishers start shifting the needle too much on rates.”
Additionally, Sparkes says that any increase from SMBs on tradi- tional channels will have to come from additional spend, not at the expense of Facebook and Google.
“Unless SMBs start seeing dimin- ishing returns/increasing cost on the Google and Facebook ad dollars it’s going to be hard to take the dol- lars away,” he says. “It would need to come from a place of extending the reach — the ‘want more custom- ers, tell more people’ approach.”
One standout in TV is BVOD. According to the Think TV report, while Total TV was down 10.7% last year, advertising on BVOD was
Expressions of Interest
Sponsorship Opportunities – City of Sydney Events
The City of Sydney produces some of Australia’s largest and most successful events. It has a track record of working with partners, to provide a platform to communicate, connect and engage with millions of consumers every year.
We are inviting organisations to become event sponsors and partners to deliver high-profile events and programs to the people of Sydney, Australia and the world.
Events and Programs include (but not limited to):
• Sydney Christmas
• Sydney New Year’s Eve • Sydney Lunar Festival • Cycling Programs
• Visiting Entrepreneurs Program
• Lord Mayor’s Welcome to International Students
• Business Events & Programs i.e. Sustainability and Retail
If you would like to sponsor a City event or partner with the City, please contact Joann Di Gesu on 02 9246 7245 or jdigesu@cityofsydney.nsw.gov.au for more information.
For more information call 02 9265 9333 or email council@cityofsydney.nsw.gov.au | cityofsydney.nsw.gov.au
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