by clicking the arrows at the side of the page, or by using the toolbar.
by clicking anywhere on the page.
by dragging the page around when zoomed in.
by clicking anywhere on the page when zoomed in.
web sites or send emails by clicking on hyperlinks.
Email this page to a friend
Search this issue
Index - jump to page or section
Archive - view past issues
Media Intelligence : 2009 - 2010
For information on your sector go to www.mediabiznet.com.au Integrated solutions and audience-led strategy Pippa Leary MD Media, Fairfax Digital that was for Asus, a computer manufacturer who came to us. Asus wanted to create a context for people who were interested in technology and computers so we created the “Digihub” – we hung it off our technology area and I believe, its the fourth most traffi cked technology site in Australia. How’s the innovation in digital being handled by agencies? Some are being really progressive whilst others are cautious due to the economic cycle. From an overall perspective, we’re seeing a bit of a fi xation on performance. The GFC and the recession have really driven people to be very ROI-focused but in saying that, we released FDTV in October last year and it’s experienced phenomenal growth so there are a lot of agencies on board allocating TV budgets online; they understand that the audience is moving there. At the other end there’s a really strong demand for high-impact brand format and FDTV is an example of that. What is Fairfax Digital doing in the next 12 months which will be of interest to media buyers and planners? The most interesting thing is that we’re subtly moving away from site-led or contextled advertising strategies and moving very much toward audience-led. So we’re building relevant products across our entire network which aggregate the audience and then we can offer them in more relevant ways: FDTV is an example –the way we’ve packaged it up to sell it is the way TV is packaged: Grocery Buyers With Kids, AB Males, All People 25-54. We’re about to launch “FD Connect” – a behavioural product, so we’ll be targeting behaviours across the network. After that, we’re launching “FD Exact” – that’s solus and co-branded electronic mail EDMs and they’re targeted by age, gender and postcode. We’re also going to be really focusing on integrated solutions – a good example of The market is really going two ways; you’ve got some advertisers focusing on ROI and cost of click while other advertisers are concentrating on integrated solutions, creating something really out-of-the-box for their brand – and that’s the area we’re focusing on. What’s happening with mobile TV? That comes in as part of our mobile strategy. Right now our mobile strategy is concentrating on which assets and which behaviours are going to be the most dominant in the next couple of years. We’re taking a long look at iPhones because anyone using one is consuming so much more data than any other handset. And we’re about to see all the iPhone clones hit the market so we’re really interested to see what’s going on there. Our strategy is not so much about taking TV and putting it on the phone, it’s working out what it is that people want to do on these phones, and making sure we’re delivering them that content. How have the holistic solutions for marketers off ered by Fairfax Digital evolved? A really big part of that holistic is our print, online and radio teams working together. We have what’s called a business development unit – a BDU. The BDU attends all our tactical sales meetings. We’ve also got a hot desk scenario where every person in the creative BDU sits with our strategy development team once a week to ensure all our information is shared. Within our strategy team are key specialists for the categories – retail, auto, travel, government, fi nance, and they are swapping up into the BDU and coming down all the time. A good example of how that’s worked was with the ING National Savings Week campaign. Every year they run this campaign with the SMH and The Age. This year they wanted to do something different but also wanted a national focus; so we went with them to the BDU with the idea that we create – for a day – in Brisbane and Perth, print newspapers with real breaking news, sport and local information entirely sponsored by ING. It created amazing cut-through: we had people in Perth ringing radio stations asking, ‘Where do I get my copy of WA Today?’ We handed out 15,000 and within an hour they were gone. The same thing happened in Brisbane. And that was a very hard thing to do – to pull in an editorial team in both cities and actually print newspapers. They’re the sorts of holistic solutions that we’re really pushing now. What trends do you see developing in the next two to three years? In the long term, the internet is going to become more of a visual medium. Interestingly the IAB in the US, at their last meeting, said that if this is not going to become a direct platform then publishers need to become more interruptive – they need to be open to interstitials, bigger, better OTPs, because at this point, as an industry, we haven’t done a great job in showing how the internet can actually build brand. I think that’s what’s going to emerge: we’re going to see the performance go one way and then the brand become much more evolved and integrated at the other end – video’s going to play a strong part in that. If we just take TV ads and put them online, that will be limited. Where the benefi t’s going to be is where you take a TV ad and then add in the power of interactivity that the internet offers. I think the iPhones and the SmartPhones are going to become very important but the type of content you consume on them is going to be different than the content you consume on a PC which will again be slightly different than the content you consume on TV; each platform will have its own strengths and everyone needs to play to their platform’s strengths. You’ve got to be really focused on why people are using these types of devices, how their media consumption habits are changing and how their lifestyles are changing. And how do they want to consume media. Ideas, strategy & partnerships for media leaders in a time of unprecedented change 31 August – 3 September 2009, Swissotel, Sydney Australia Book online at www.terrapinn.com/2009/media Gi11956 MEDIA Trends + Strategy p22-24,26,28-30_digital.indd 23 p22-24,26,28-30_digital.indd 23 24 3/7/09 11:56:44 AM 3/7/09 11:56:44 AM
MT Resource 2010