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Media Intelligence : 2009 - 2010
digital Advertisers embrace online video Joe Pollard CEO, ninemsn How has innovation in the digital space been handled by agencies over the past year? Audiences are spending more time online and at higher frequency, with innovations and activities such as social networking and video viewing driving this increase in engagement. Advertising dollars have followed however, need to do so at a far more rapid rate so as to align with where the “eyeballs” are. We have also seen a transfer in the proportion of brand advertising spend to online by agencies and advertisers in the FMCG and retail categories. In particular FMCG advertisers are learning about the benefi ts online advertising can bring to increasing brand metrics and this has driven and will continue to drive online advertising expenditure growth. We’re fi nding that agencies and advertisers will also continue to follow the audience to online video. Audiences are already consuming large volumes of video streams and advertisers are just discovering this extremely impactful brand-building tool on the web. With the increasing popularity of social media, how is ninemsn engaging consumers/users? For social networking, ninemsn’s Hotmail is the biggest communication tool in Australia and the combination of Windows Live Hotmail and Windows Live Messenger represents the biggest audience with over 7.5 million people – twice the size of Facebook. With the average person using three different email accounts and four additional online accounts requiring a password, our burgeoning online lives are becoming harder to manage. The new version of Windows Live, which incorporates Windows Live Hotmail and Windows Live Messenger, has been developed with this in mind, allowing people to aggregate their social networking and email activity in one place, accessible with just one login. The Windows Live “What’s 29 MEDIA Trends + Strategy p22-24,26,28-30_digital.indd 28 p22-24,26,28-30_digital.indd 28 3/7/09 11:56:47 AM 3/7/09 11:56:47 AM New” feed acts as social secretary for consumers by collecting their friends’ status updates from more than 50 social networking sites, including Twitter and Facebook, and displaying them in one feed, visible in Hotmail, Messenger and the Windows Live home page. The new Windows Live also includes innovative upgrades including the ability to share photos and video in real time during Instant Messenger conversations. A further signifi cant addition to the new Windows Live is SkyDrive, a 25GB free online storage component within each Windows Live account which can be used to store and share photographs, music and personal fi les. What will ninemsn be doing over the next 12 months which would be of interest to media buyer/planners? AdExpert will continue to be of signifi cance to media buyers and planners. By expanding our age and gender targeting to include the ninemsn portal, we have a very large pool of age and gender targetable inventory that is non-social networking. We also have the full weight of Microsoft’s research and developer base to engineer innovations such as AdExpert that allow us to display relevant and targeted ads to our audience. This means not just serving the right ad to the right consumer at the right time, based on search queries and content that the user is surfi ng, but leveraging the consumer profi les aggregated from Hotmail and Messenger to serve ads based on the user’s age, gender and geography. This relevant and targeted approach to ad serving will result in more click-throughs and greater ROI for advertisers. How will these innovations be attractive to advertisers? As with all media, marketing budgets are being reviewed in the face of tougher economic times and marketing spends are being held to a higher level of accountability. A market where every ad dollar has to prove its worth is where the measurability of interactive advertising can shine and we believe online is the platform for this. We provide our customer base of eight million people each month with the combined ninemsn and Windows Live network of entertaining, informative and interactive content and services. The result is a sticky customer base that provides huge reach and ROI for our advertisers. Targeting solutions Damon Scarr National Media Sales Director, Yahoo!7 How has innovation in the digital space over the past year been handled by agencies? Innovation in online products and advertising offerings has led to collaboration and you could argue that collaboration has led to innovation. Either way, the past year has bridged the gap between the online publisher, agency and client. Agencies and publishers embracing this change have seen an improvement in the scope of advertising opportunities and resulting outcomes for their clients. What will Yahoo!7 will be doing over the next 12 months which will be of interest to media buyer/planners? Yahoo!7 will continue to build targeting solutions across mass reach trusted brand sites to include new segment targets and target audience profi le testing. We will also be extending our behavioural targeting solutions across other networks, driving an even more effi cient buy for clients. Yahoo!7 will continue to launch new online properties and tap into global product innovation from our joint venture partner, Yahoo! How will these innovations be attractive to advertisers? We have seen a big drive to targeting products such as behavioural targeting and retargeting solutions this year and will continue to drive further results for our clients over the next 12 months. Increasingly, the planning cycle of run-of-network line items (i.e. the old fi ngers crossed we’ll reach the right audience) approach will be shelved as clients focus in on the audience that matters most to them. With the increasing popularity of social media, how is Yahoo!7 engaging consumers/users? Aside from leading “social/web 2.0” products such as Flickr and Yahoo!7 Answers, this year Yahoo!7 has been rolling out the Yahoo! Open Strategy in Australia with three core objectives: unify the social experience on and off the Yahoo!7 network; open the Yahoo!7 network to third parties enabling innovations from the Australian and global developer community; and integrate the Yahoo! Open Strategy across the whole of Yahoo!7 to increase relevancy, innovation and choice. Yahoo! Mail has also recently launched a suite of third party applications such as PayPal, Picnik and Zumo Drive which enhance the productivity of the users within the site, for example, the PayPal application allows you to send money to a contact directly from Mail. We’ll be looking to roll out these innovations here in Australia.
MT Resource 2010