OzTam is increasing TV Panels to support Australian ratings data

OzTam is set to increase the number of homes included in Australian television audience measurement by a considerable 50%.

The change is being implemented by OzTam over the next 6 months and is expected to be completed by early 2017, a move they say will reinforce industry confidence in ratings data.

QA helped turn a humble iPhone case from Cairns into an international seller

It all started in far north Queensland when a team of Aussies discovered a need in the market for a sturdy product that would protect the iPhone, but not just any old case!

The team at Indepth Cases designed an iPhone case that was waterproof, shockproof and dustproof. The case is perfect for tradesmen, miners, water lovers and those with an active outdoors lifestyle.

The Indepth Case allows your phone to be completely waterproof and fully functional underwater, allowing you to take underwater photos.

QA helped launch the product across Australia with an advertising plan that incorporated a limited budget with highly targeted TV placement. The initial strategy focussed on the cheaper option of digital tv, in particular ONE HD which is already a channel highly targeted to males, sports lovers and fishing enthusiasts.

After just one month on air Indepth Cases had launched their way into the marketplace, online sales had gone through the roof and fishing store stockists were getting a fantastic result.

Indepth Cases have now evolved over time with added features and accessories including a belt clip, bottle opener, floater accessory, mounting clip and more female friendly colour options (pink of course).

With everyone moving over to the iPhone as the preferred phone choice this was definitely the right market to get into. Indepth Cases have continued on a long-term advertising campaign across all states of Australia in only the highest targeted programming designed to reach the core market of outdoor, water and sports lovers.

Steady sales and increasing popularity has allowed Indepth to break into the international market, first with a TV advertising campaign in New Zealand, followed by an American campaign on the Outdoor Channel broadcasting to a reach of almost 40 million viewers.

Indepth Cases is a great example that advertising on a small budget isn’t a barrier to achieving results. QA look at all aspects of your business and devise powerful long term strategies to help you achieve growth and success, based on high level research, ratings, consumer behaviour and a thorough understanding of your product.

If you would like to launch your new product or company contact QA and we can help you achieve results.

Is your advertising being seen or are you wasting money?

There is a lot more to advertising then just placing an ad and expecting a result.

We have many clients that come to us who already have advertising campaigns in place but they are wondering why they’re not getting the results they want.

Advertising can be hit or miss if you are not getting the planning right. As an agency, our role is to research all aspects surrounding each client, their product and the media available. Our main goal is to achieve better outcomes for our clients, by strategically placing advertising across the best possible options whether their budget is big or small.

There are many factors that need to be considered when it comes to placing advertising but here are QA’s top 3 tips;

Audience Reach figures will reveal how many viewers, listeners or readers will see your advertising. These figures are heavily relied on when comparing one option to another.

Who are your Target Market and what are their media viewing habits. Many advertisers start off with their own view on what their client is watching, or which radio station is the most popular etc. These views almost always reflect their own preferences. When placing advertising you must consider the Target Market and the research at hand rather than rely on your own or the biased opinion of one particular media.

Cost Efficiency helps you determine which option is going to reach the most amount of people for the least amount of money. There are a number of ways to measure cost efficiency but the most common is cost per 1000 (people). When we are working with a budget it is vital to achieve the best possible result with a limited spend, while your audience reach may not be at the levels you would like,  you will still be achieving the highest reach possible for your budget.

These are just a few of the factors that we consider when planning a media spend. Here are QA, we like to say that we can do it better, so if you are an existing advertiser or have previously ran a campaign that didn’t get you the right results, talk to our team today to see how we can help you achieve better outcomes.

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TV and Social Media

The best thing that has happened to TV is the second screen… ipads, mobiles and laptops. TV is now interactive and will continue to develop in this area.

Social media gives Television a new lease on life, viewers can now participate in the program they are watching via voting and online discussions. Television stations are now incorporating social media into their programming, allowing live relays of fans tweets and online posts to appear live on screen during a broadcast.

Social TV is massive for the next generation.  Currently, 40% of all tweets are about prime time TV shows. This is because TV viewers are multi-tasking and socialising while watching TV shows.

Some of the most popular second screen activities for TV viewers is to use social forums while watching TV to discuss the shows they are watching.

Social media has also become vital in promoting TV shows. The majority of all Prime Time TV shows now have their own social media page and online streaming available. Allowing viewers to never miss an episode, and keeping viewers interested in the show by revealing teasers, learning about the cast members, competitions and more.

Nielsen are now measuring Twitter TV ratings to see what TV shows are being talked about the most online. In 2013 the American Series Breaking Bad averaged 521,000 tweets per episode.

We can only expect TV & Social Media to get bigger and better!

 

 

The multi-screen household and what it means for Advertisers

The multi-screen household

Australian’s of all ages continue to spend the majority of their screen time in front of their TV sets. However, the introduction of new screen technologies allows multi use between different devices, separately or at the same time.

I am sure many of you have seen this in your household… Dad is sitting on the couch watching his favourite TV show, while browsing online with his laptop checking out the new car he has been wanting to purchase. Mum is in the kitchen and using the iPad to look online for some recipe ideas for tonight’s dinner, one teenager is in their room on the computer surfing the net and another is watching TV and using her mobile device to simultaneously check social media and shop online. Sound familiar?

A recent report has shown that currently 27% of Australian homes have each of the four screen types: TV, PC, tablet and mobile phone which is up from only 16% a year ago. Also, a considerable 31% of homes now have a tablet compared to only 15% in 2012, this number is likely to continue growing.

Although the notion of multitasking isn’t a new trend, in previous years where someone may have been reading a magazine while watching TV they now have one of these devices either in their hand or nearby that is connected to the internet.

So what does this mean for Advertisers? Consumers are more likely to visit your website or look at your product online if they have just seen your ad on TV and liked it. More screens also mean more opportunities for you to get your brand or product in front of consumers eyes, which proves how important a digital strategy is these days.

But… don’t be confused, it certainly isn’t time to reduce TV advertising! The multi-screen household hasn’t taken away from the popularity of TV viewing, it remains strong and is more than likely to continue this way. The introduction of multiple devices is working to complement each other.

The best way for you to adapt your advertising and marketing plans to the multi-screen household is to incorporate a digital strategy. If you haven’t already or you think your current online activities could be lacking contact QA to find out how we can improve your reach.

Thanks for reading our blog and check out our website www.qadvertising.com.au

Why should I advertise on TV?

2013 has seen a change in the way marketers advertise, many choosing to spend more of their budget on online than ever before. While online has definitely proved itself as a new must in your media mix that cannot be left out, it isn’t time to stop advertising on TV and most likely never will be… here’s why.

TV is still the primary media for watching video content. The average time spent watching TV a month per person is over 90 hours, compared to only 9 hours online. During prime time viewing an average person consumes 38 minutes of TV commercials, that’s approximately 114 commercials each night.

TV is massive for the next generation, in 2013 40% of all tweets were in relation to prime time TV shows, and research shows that watching TV while performing other online tasks such as reading emails, using social media, browsing the net or even watching another show or video at the same time are increasingly popular activities.

If we look at some of the top rating shows of this year you can’t deny that TV has a massive audience reach that no other platform can compare to. An episode of The Voice on Channel 9 attracted a massive 3.3 million viewers Australia wide and the AFL grand final on Seven attracted 3.2 million viewers, that is impressive!

So, we know TV viewing remains consistent but there are big changes to the way we are consuming TV.  Some of the key influencers are:

  • More time spend watching time shifted viewing and play back services
  • TV shows or snippets being watched on YouTube
  • Unofficial downloads of TV shows & movies
  • More free to air channels available
  • Combined TV and internet viewing activities

This means you need to work a lot harder to confidently plan a TV campaign, and marketers often need to spend more to maintain reach levels, making it even more important than ever before to employ an agency to strategically plan your advertising buy.

At QA we constantly monitor consumer trends and keep on top of what is happening in the Australian market. We work hard to ensure your advertising will break through to your audience by ensuring all of your advertising whether it be TV, Online, Radio, Outdoor or Press work together to get you the results you want.

We hope you enjoy reading the Queensland Advertising blog. For more information please visit our full website www.qadvertising.com.au

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