Category : Advertising TV

Facebook eyes off TV’s ad dollars

Digital experts have labelled Facebook’s plans to sell television style adverting a “great move” for the social network and marketers alike, as its share prices reach a yearlong high.The social giant is planning to challenge television advertising by selling 15-second spots starting at $USD1m to as much $USD2.5m a day, according to Bloomberg.

Strategy director and founder of HardHat Digital, Dan Monheit, told B&T selling TV style adverts is undoubtedly a good move for Facebook financially.“When it comes to monetising an audience, there’s nobody out there with as many eyeballs to monetise as Facebook,” Monheit said about the network which has 1.15 billion members.

“In a way they’re already playing catch up with the likes of Twitter and YouTube who have been making big inroads here.”

Simplified Targeting:

Bloomberg’s two sources said the ads will initially be sold on a full-day basis and will only be targeted to users based on age and gender.This “dumbing down” of targeting options – Facebook currently lets marketers target users based on interests and location – will let marketers make like for like comparisons with TV buys, according to Monheit.

“Facebook could let advertisers zero in on specific audience groups using the millions of data points they’ve got available as well as provide tracking and reporting that TV networks could never even imagine.

“I guess they’ve decided it’s easier to just sell people what they think they want, rather than convincing them that they want the wrong thing.”

Limiting the options will make it easier for advertisers and media agencies – “especially big lazy ones” according to Monheit – to spend serious dollars on the network.“Cleverly, they [advertisers] don’t even need to change the length of their TV spots.”

“The next big question is what they’ll do when these big budget TV spends finally get some true analytics behind them and things like wastage can be quantified.”

Tim Evans, national strategy director DT, said targeting television advertising dollars is “a great move for Facebook”. “For marketers, it’s a highly measurable amplification tool.”

It may be good move for Facebook’s coffers but how will users respond?

Facebook Users:

“Users won’t mind if some of the half-relevant sponsored stories that appear in their news feeds becomes half relevant video content instead,” Evans said.

However, Monheit highly doubts users will be ok with TV style ads in their news feeds.

“Pre-roll and autoplay ads are annoying, interruptive and skipped as soon as possible – but at the end of the day we’re using the service for free.”

A user won’t see a commercial more than three times in a day, according to Bloomberg.

To avoid aggravating users Facebook should avoid autoplay and the ad-ratio in user’s news feeds should not increase, according to Evans, who added that to ensure cut-through the spots need to be relevant to the user and appropriate for the platform.

“It’s about quality and relevance, and frequency if you can pull off the other two. Native ads strive to equal the value of their editorial context.

“Give users a choice of what to watch, and they’ll pick the most interesting thing they can find within their news feeds – whether it’s an ad or not.”

Monheit feels Facebook’s mission to monetise its audience may eventually backfire.

“At some point they’ll kill the goose that lays the golden eggs, it’s just hard to know if we’re 5% or 50% of the way there,” he said.

“At this stage, the switching cost for leaving Facebook for most users is huge. It contains all of our history, friends, important dates, milestones and more.

“To this end, there’s probably a lot more annoyance the average user can handle before leaving the biggest part on Earth becomes a real consideration.”

Share Rise:

Meanwhile, Facebook’s share price has reached its highest level since the company’s initial public offering on May 18 last year.

The social network hit the $38 a share mark overnight, following Facebook’s second-quarter earnings report which revealed the company’s revenue had increased by 53% to $1.81bn (USD).

The report, released last week, also revealed mobile advertising generated $1.6bn (USD) for Facebook in the second quarter.

Source: http://www.bandt.com.au/news/digital/facebook-eyes-off-tv-s-ad-dollars

The Block ratings stay Sky High

The Block finale granted Nine sky high ratings as the network took more than 40% of Sunday night’s free-to-air viewers.

Nine’s channels won a daily free-to-air share of 40.7% last night, with all three The Block Sky High episodes watched by more than 2 million viewers.

The winner announced episode pulled in 2.808 million viewers, the auctions were watched by 2.606 and the grand final had an audience of 2.132 million, according to OzTam’s preliminary metro ratings.

The Block’s finale proved a strong base on which to introduce the latest instalment of the Underbelly franchise.

In the 8.30pm slot Underbelly: Squizzy won a debut audience of 1.679 million.

Ten’s new drama Ripper Street sat in 19th place with 579,000 viewers, coming fourth in the timeslot behind Seven’s Bones (771,000) and the ABC’s The Time of Our Lives (752,000).

Ten’s share of viewers was 15.4%, with MasterChef its most watched program with 606,000 viewers.

Seven’s best performing show was Seven News (1.433 million), followed by Sunday night (1.071 million) and two episodes of the Highway Patrol.

Seven’s total share sat at 25.6%.

SBS’ took 4% and the ABC won 11.2%.

Source: http://www.bandt.com.au/news/media/the-block-ratings-stay-sky-high

Still think you can ignore mobile? Think again!

If you think mobile is still something to put in the ‘too hard’ bucket, think about these stats. Smartphone penetration has reached 65% while one in three YouTube videos are now watched on mobiles, according to Google.

Smartphone penetration is up from 52% in 2012 and 37% in 2011. Of those smartphone users, 41% said they perceived increased usage of their devices over the past year.

While the humble mobile phone started life as a communications device, the functionality of today’s models have seen more consumers perceive it as an entertainment device (91%) than a communications device (86%).

Seventy-two percent of smartphone owners watched video on their mobiles while one in three YouTube videos are being consumed on a mobile.

One in four Google searches are coming through a mobile with 58% of those surveyed searching on their smartphones daily. Sixty-eight percent of people have searched product information.

The average smartphone owner has 33 apps installed on their device, with 11 of them paid apps. In the last 30 days, the average owner has used 12 of their apps.

While the perception of smartphones is that it is an on-the-go device, 96% of owners reported using it at home compared to 82% on-the-go. Seventy-seven percent of people used it in-store.

Eighty-one percent of people use their smartphones while doing other activities such as watching TV or even reading a book. However, 75% of multi-screening done on smartphones while watching TV is on non-complementary tasks.

Source: http://www.adnews.com.au/adnews/still-think-you-can-ignore-mobile-think-again

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Nine takes out top 3, holding 32%

Nine held 32% of viewers last night, with Hamish & Andy’s Gap Year Asia taking out the top spot with an audience of 1.455 million. Nine News and The Block Sky High followed closely behind with 1.409m and 1.393m viewers respectively. 

Seven was a close second and had 27.3% of viewers with its special Secret Life of Dogs beating Masterchef in the 7:30 timeslot and taking 923,000 viewers. Seven News, Today Tonight, and Home & Away all maintained their usual places in the mid to tail end of the top 10.

Ten’s new live crime-solving show Wanted, hosted by Sandra Sully and Matt Doran, was absent from last night’s 20 highest rating programs, according to OzTam’s preliminary ratings. It took 518,000 viewers but couldn’t compete with the other networks in the popular Monday night viewing.Ten has said it’s confident that the show will be a long-term build, but lost out on last night’s 8:30pm timeslot to Seven’s Criminal Minds (820,000 viewers).

That said, Masterchef saw a rise to 824,000 viewers and the network had an overall audience share of 16.2%.

ABC saw an increase in ratings with the news its highest rating program at 959,000 viewers, and Australian Story just missing the top 10 at 854,000 viewers. 7.30, Media Watch and Four Corners had the last three places in the top 20 giving it an audience share of 18.9%.

SBS had 5.7% of audiences.

Source: www.bandt.com.au

Nine holds top three!

Channel Nine dominated the ratings last night with The Block taking out top spot with it’s highest 2013 season audience at $13.65 million (metro). This was followed by Nine’s 60 Minutes and Nine News which also attracted over 1.5 million viewers.

The reality renovation show lured 1,653,000 metro viewers last night with its room reveal episode, according to preliminary overnight ratings from Oztam. This is the highest audience yet for the format, which has rated an average of 1.6 million four times since its debut in mid-May. Its series average so far is 1.3 million metro viewers.

60 Minutes ranked second with 1,557,000 metro viewers, while Nine News gathered an audience of 1,517,000. The network’s family drama House Husbands also garnered an audience of 1,028,000 million.

Seven’s top-rating show was Sunday Night with 1.2 million viewers. Highway Patrol and A Place to Call Home attracted 1.2 million and 1.1 million respectively.

The debut of Network Ten’s MasterChef: Italian Week anchored a solid 800,000 metro viewers – on par with its average audience so far this year. Elementary attracted an audience of 780,000, while a repeat of Modern Family had 598,000 viewers.

Across the main channels, Nine won the night with 25% of audience share, followed by Seven with 22.7%. Ten and SBS scored 12.5% and 3.5% respectively.

Source: http://www.adnews.com.au/adnews/the-block-builds-highest-ratings-yet

Seven and Nine neck and neck in audience share

Chanel Seven and Nine’s audience share was nearly even last night with Seven only just coming out on top, grabbing 29.8 per cent of television screens.

While Seven had overall numbers, the Oztam ratings show Nine had the top shows. Nine News came in the highest rating program of the evening at 1.349 million viewers, and The Block Sky High took 1.233 million making the network’s overall share being 28.2 per cent.

Nine’s A Current Affair won against Seven’s Today Tonight with 1.071 million viewers against 1.011 million. Seven won in the morning show wars though, with Sunrise beating Today at 354,000 viewers compared to 326,000.

Chanel Ten missed making it in the top ten, with its highest-rating program for the evening, Offspring, nabbing 770,000 viewers and thirteenth place. The network’s Wednesday schedule of Masterchef and Ten News took 19 per cent of viewers with 736,000 and 723,000 viewers respectively.

ABC had 18 per cent of Wednesday night viewers with the news grabbing 845,000 lounge rooms, while 7:30 had 752,000 viewers and Stephen Fry’s QI attracting 747,000 viewers.

After SBS grabbed fifth spot on Tuesday night thanks to the Aust vs Iraq World Cup qualifier, its programs failed to make it into the top 20 and the network attracted only five per cent of audiences.

Source: www.bandt.com.au

Ten Targets New 25-54 Demographic

Channel Ten aired the second episode in the new series Offspring last night with audience figures slightly down from its season premiere last week (868,000 compared to 798,000). The premiere of Offspring comes after Channel Ten, known as a youth focused network signalled that it was now targeting the “young at heart” 25-54 year olds. This move was based on 16-39 and 18-49 year olds shifting their viewing habits from the primary stations to the secondary stations, such as Eleven.

Offspring fell just outside the top ten at number 12 with The Block Sky High the only non-news related program pulling over 1 million viewers (1.18 million) falling into third place. Channel Nine’s Arrow sat in sixth place last night with 968,000 viewers, followed by Seven’s House Rules with 951,000 viewers.

Overall the Nine Network won the night with a 30.4% share of audience, Channel Seven took 29%, the ABC won 19% and Channel Ten took 17.2%. SBS won 4.3%.

www.bandt.com.au & www.mumbrella.com.au

Audience is lacking for Revenge while The Voice continues to grow

Channel Nine’s The Voice took out top spot last night with a total of 1.64 million viewers watching the second of the live final episodes. Channel Nine took out three of the top spots with Nine News taking 1.41 million and The Block Sky High with 1.39 viewers.

Seven’s House Rules also proved popular last night with over a million viewers (1.07 million), but still fell behind Seven News and A Current Affair. Today Tonight was the only other program to have more than a million viewers last night.

After an extremely successful first season with comparable ratings to The Voice, the second series of Revenge looks to be lagging. Last night’s episode which was 18th in the second series only just scraped into the top ten with 881,000 viewers, falling under Home and Away (966,000 viewers) and ABC News (969,000).

Source: www.bandt.com.au

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