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Media Intelligence : 2009 - 2010
feature IF ONLINE CLICK ON PAGE NUMBER TO ACCESS INTERVIEWS* OUT OF HOME p 49-53 Brian Craighead MD, Prime Digital Media Richard Herring CEO, APN Outdoor Kirsty Dollison General Manager, Marketing and Commercial, TorchMedia Helen Willoughby CEO, The Outdoor Media Association Mike Tyquin CEO, EyeCorp Australia and New Zealand Sara Lappage Marketing and Sustainability Director, oOh!media Greg Burlow MD, Look Media CINEMA Peter Skillman CEO, Star Media Platinum DIRECT MARKETING Rob Edwards CEO, ADMA * This publication can be read online by going to www.mediabiznet.com.au and clicking on cover. PROCTER & GAMBLE SOCIAL MEDIA STRATEGY GENERATED AN INCREASE IN SALES p 65-66 Nick Mercer Managing Director, Mercer Bell p 55-56 Paul Butler Marketing Director, Val Morgan Cinema Network start-up similar to The Huffi ngton Post blog aggregation site in the US. It fi nally launched on June 1. Within the marketing sector, 2009 saw – according to measurement fi rms Hitwise and Alexa – newcomer mUmBRELLA establish itself against rivals B&T and AdNews for online audience. As broadband speeds began to pick up, video advertising also began to come into its own on Australia’s mainstream websites. And Microsoft (via its local JV with PBL, Ninemsn) began its latest attempt to take on Google in the search market with its new search engine Bing. Common metrics for online came a step closer too, with the Audit Bureau of Australia’s launch of its Web Audit Service. So far, 2009 has also been a big year for metrics in the outdoor sector. MOVE – the fi rst serious attempt to provide the Australian industry with a common currency was due to launch in the second half of the calendar year. And the Outdoor Media Association was also busy launching the fi rst Outdoor Awards, with a poster by ad agency Saatchi & Saatchi eventually winning best in show in June. While repercussions from the economic downturn have been felt in the Out of Home industry, with the fi rst quarter of 2009 down 9.2 per cent year on year, the sector had been performing well before the crisis hit, tracking 13 per cent year-on-year growth according to the Outdoor Media Association. The launch of MOVE is expected to boost spending in Out of Home as it will provide robust and accountable fi gures to media buyers and planners. Just as fears 50 years ago that television would kill radio proved to be somewhat overstated, so it is beginning to dawn on media owners that there are ways to make the digital revolution work for them. In radio we’re seeing the beginnings of niche models coming through – partly driven by digital radio – even if it only proves to be an interim technology – and certainly by the inevitable arrival of easy online music streaming. Newspaper owners have begun to make a plan. Rupert Murdoch’s News Corp – Australia’s biggest newspaper owner – believes it has a plan to get more money from its online properties. And to cover its bets, the company has made a relatively modest, but high impact, investment in comment aggregation site The Punch. And for TV networks, the long feared audience fragmentation has begun to happen. But again, (in small ways) they are starting to plan for the future rather than to simply act like they hope it doesn’t come. But the biggest trend for media is going to be the removal of barriers to entry as online penetration grows. When the National Broadband Network fi nally unrolls, anyone who wants to be a publisher will have not the slightest barrier. Suddenly, owning printing presses and transmitters will go from being media owners’ biggest advantage to their biggest drag. That will change everything. Click here when online or www.mediabiznet.com.au to view library 11 MEDIA Trends + Strategy p6-7,9-10_feature.indd 10 p6-7,9-10_feature.indd 10 3/7/09 11:44:22 AM 3/7/09 11:44:22 AM But in the end, advertisers will go to the outlets that have the best engagement with audiences. Australia’s publishers are good at that. As long as they remember to focus on that, they still have a future. * Tim Burrowes was the former editor of B&T magazine and now is the editor and co founder of the Media and Marketing website www.mUmBRELLA.com.au
MT Resource 2010