broadcasting, content creating, distributing, experiencing, phdcast, popping up, television

PHDcast 02.08.13 – its not the ooh laa la edition of the PHDcast as we talk TV, The Power Inside and Magnum Pop-Up

Player not working? click here to listen on Audioboo

morning PHDcast listeners. Nic was in the hot seat this week for the not-the-ooh laa la edition of the PHDcast. bien sur ūüėČ … awesome job Disco

much of the debate this week was in and around TV watching – how it’s changing and what the implications are, especially for brands. I wrote about some of the aspects of this in my post on Friday, but it’s worth dwelling on a point Stew makes at the twenty minute mark around people watching programmes not channels. I think that’s true but I also think its not quite as clean cut as that, and as the CBS / Time Warner stand-off enters it’s second day – leaving 3 million American’s without shows like Hawaii Five-0 (I know) – it’s clear that there is much more to come as the distribution wars heat up.

also on the cast we got round to talking about the Magnum Pop-Up Experience hitting Sydney. following the success of the store in other cities, the ground floor of Westfield in Sydney’s CBD has for the last three weeks been the latest place to get the pleasure pop-up. you get to¬†design your own magnum … white, milk or dark chocolate plus plenty of toppings, all for a mere $7.

as I say on the cast, it’s a phenomenal example of a brand pulling the trick of landing marketing that gets people to pay for its own existence. and¬†the fact that people are queuing up for it is proof positive of the¬†indulgence for which the brand is known.

Magnum_pop-up Magnum_pop-up_2 Magnum_pop-up_3

Standard
broadcasting, phdcast, television

PHDcast TV Special: From Masterchef to the Voice, via Ten’s audience strategy, brand integration, and the future of screens


yey, another week another PHDcast from the good people of PHD Australia. this week we’re focusing on TV – the last few weeks having seen the finale of The Voice, and the return of Masterchef and The Block. we talk formats, performance and the current state and future of big reality format TV.

we also talk about Ten’s back to the future audience strategy and the challenges faced by the broadcaster. they want to be seen as the home of event TV … but to what extent can the recent cricket deal,¬†existing¬†content and formats deliver this for the network?

and if that wasn’t enough there’s a quick run around the future of TV … connected TVs, on demand and IPTV, second (and third) screening, addressable advertising and social TV.

enjoy.

PS. if you haven’t seen it totes check out our very own worldwide executive planning director Mark Holden on the future of TV. it rocks.

featured image: iMedia screen, featuring an SBS promotion

Standard
adserving, applicationing, innovating, listening, phdcast, planning, programmatic buying

PHDcast 31.05.13: Programmatic Buying, How Superman Shaves and Tumblr

PHDcast for Mediation 470lots of fun on the PHDcast last week as Stew and Nic and I were joined by some awesome people from PHD Australia’s team digital. Peter Hunter and Lauren Oldham joined us to talk everything from programmatic buying to Gillette’s YouTubey Man Of Steel activation.

first up, programmatic buying. B&T quotes eMarketer who suggest that: “more than a quarter of all display-ad spending in the U.S. will occur via real-time auctions by 2016. Spending is predicted to increase from US$1.9bn in 2012 to more than US$7bn to make up 28% of total display-ad buying by the end of that year.”

great debate from the team, the main upshot of which was that programmatic buying will soon be how we predominantly buy ‘traditional’ online, with content moving even further up the online food chain, becoming of fundamental importance as online real-estate for brands.

a key implication is that it allows the conversations we have with our media owner partners to move on and focus on what, arguably, is the core point of those relationships – ideas, collaboration and creative use of media.

the other main implication is for those big traditional (broadcast) media owners who, as they mediate the future of their own media platforms, will see PB encroach on how they trade with agencies. whilst some broadcasters are already experimenting with DSP technology, its something that is unlikely to happen overnight. inertia aside, I genuinely believe that as revenues fragment across different channels, making PB work will become a strategic imperative, rather than an interesting inconvenience to broadcasters.

also this week, Gillette are exploring how exactly Superman shaves? a great activation on the brands’ YouTube channel has geeky celebrities proposing how they think the Man Of Steel shaves. awesome activation – will be even more so if the team involved find a way to amplify the content into broadcast.

gillette how does he shave

also this week an awesome app from the Australian Bureau of Statistics that allows you to use their data to explore the opinions and attitudes of people in your (or any) suburb and town across the nation.

oh, and that US$1.1bn purchase by Yahoo! of Tumblr. The Hunter observes that, when looked at from a data perspective, Yahoo! have essentially paid $4 each for the records of 300,000,000 active users – which makes it quite the bargain.¬†whether it’s enough for the somewhat ailing Yahoo! remains to be seen.

Standard