Think TV

###TELEVISION INDUSTRY UNITES TO LAUNCH THINK TV

Free-To-Air and Subscription TV broadcasters unveil groundbreaking industry research and marketing group

An unprecedented agreement between Australian free-to-air and subscription television broadcasters was officially announced today, with the formation of a new independent industry research and marketing group, Think TV.

For the first time the two television sectors will align under a new industry body to promote television’s scale and effectiveness for advertisers across all screens.

Think TV, will lead a collective effort from television broadcasters to demonstrate how television advertising in broadcast quality content environments remains profoundly effective and the clear leader among all media channels in terms of advertising impact and return-oninvestment. Think TV will also spearhead innovative research programs that will underpin the effectiveness of broadcast television for advertisers across linear and digital channels.

“Think TV is without doubt the most potent and collaborative initiative that television broadcasters have developed in 20 years,” said Think TV’s inaugural Chairman, Russel Howcroft.
“Much industry debate follows the ‘ping pong’ shifts in digital media with many assumptions then linked to television’s impending doom, assumptions which are fundamentally flawed.

There is an urgent need to clarify for advertisers conflicting and confusing digital measurement claims and misinformation about the impact of advertising in many digital channels,” he said.

“It’s hardly new news but advertising in broadcast viewing environments - linear and digital television - remains amazingly resilient, effective and brand safe. Television is not going anywhere, it’s broadcasting everywhere.”

Internationally prominent media academic and commentator, The University of Adelaide’s Professor Karen Nelson-Field, endorsed the formation of Think TV.

“The television sector needs an industry body like this to re-establish its baseline. A baseline that has shifted largely due to the falsely generalised sound bytes from digital case studies that are quickly turned into ‘best practice’ – often by those who stand to gain the most from their acceptance,” Professor Nelson-Field said.

“Despite the sensationalised claims that television has lost its sparkle, at the end of the day when buying media for the purpose of growing a brand, the two most important considerations are cumulative unduplicated reach potential and audience quality in terms of reaching more light buyers – television ticks both of these boxes.

“Have I become a television-only evangelist? No. I consider myself media-agnostic and think all media have a role to play. But I do think the pendulum has swung too far and each medium should be considered on its real merits,” she said.

Think TV’s marketing and research programs will bring a material contribution to advertisers striving to build robust and real ROI-based approaches to their media planning.

“It’s incredibly cluttered out there for people and advertisers,” Mr Howcroft said. “But television, contrary to popular commentary, remains unrivalled when you look at the amount of time people choose to spend with any content on any screen. Broadcast quality content is also a proven advertiser-friendly environment, which will increasingly become a rare concept.”

An international search has commenced for Think TV’s Chief Executive Officer, who will drive the new group’s agenda. An appointment is expected in June.

Think TV in Brief:

  • Think TV’s founding stakeholders:
    Multi Channel Network / Foxtel
    Nine Network
    Seven West Media
    Network Ten

  • Think TV’s inaugural Board of Directors:
    Kurt Burnette, Chief Revenue Officer, Seven West Media
    Anthony Fitzgerald, CEO, Multi Channel Network / Foxtel
    Russel Howcroft (Chairman), Executive General Manager, Network Ten
    Michael Stephenson, Chief Sales Officer, Nine Network

  • Free TV Australia’s marketing team and assets will transfer to Think TV from July 1, 2016.

  • Free TV Australia will remain the lobbying and policy development body of free-to-air broadcasters, as will ASTRA for subscription television. Freeview remains a separate consumer marketing arm of the free-to-air industry.

  • Expansion of Think TV’s industry stakeholders is made through Associate Membership if they are an established, advertising-funded free-to-air or subscription television service provider but not exclusively in IPTV or SVOD.

THINK TV ANNOUNCES KIM PORTRATE AS INAUGURAL CEO

The Think TV Board today announced the appointment of respected marketing executive Kim Portrate as the inaugural CEO of television’s new research- driven, marketing and technology development company.

Portrate has more than two decades’ experience in the packaged goods, telecommunications, finance and tourism industries and was most recently Chief Marketing Officer at travel service provider Helloworld Limited.

Think TV was formed in May this year as a dedicated research-driven, marketing and technology development company with founding members Nine Network, Seven Network, Network Ten and Multi Channel Network/Foxtel.

In her role as CEO, Portrate will spearhead Think TV’s mission to promote commercial television’s scale and effectiveness across all screens and help the advertising and marketing community get the very best out of TV.

“Following an extensive local and international search, we are delighted that Kim has accepted the position as CEO of Think TV. Kim’s extensive experience and outstanding credentials as both a senior marketer and in senior strategic roles in agencies is a perfect combination of skills as we seek to stamp TV’s dominance as a powerful medium that delivers results for advertisers,” Think TV Chairman Russel Howcroft said.

“Kim will work with the Think TV Board and team as we invest in research and other industry initiatives to demonstrate that television is a clear leader in return on investment.”

A commercially-minded marketer and recognised in 2015 as one of Australia’s top 15 CMOs, Portrate began her career with Unilever as a brand manager and has also worked with Power Brewing, Pepsi Cola, Optus and AMP.

Portrate also spent five years as General Manager, Consumer Marketing at Tourism Australia, where she led global marketing in 22 international markets, before joining Helloworld. At Helloworld, Portrate launched a new retail brand, consolidating five legacy businesses, and managed the largest brand-led transformation in retail travel.

She has also worked at creative and media agencies in senior strategy roles and relocated to New York to join FCB and BBDO as head of planning. On her return to Australia, she became Director of Insights and Innovation with Carat.

Commenting on her appointment, Kim Portrate said: “It’s an exciting time for the TV industry and I’m thrilled to take this important role at Think TV. Television remains at the cultural heart of society and builds emotional connections unmatched by any other media.

“It will be my goal to lead a collective effort by our broadcasters to prove that TV is the clear leader in terms of advertising impact and return on investment.”

Portrate’s appointment is effective July 1.

###THINKTV PARTNERS WITH LEADING ACADEMIC ON WORLD FIRST LABORATORY TO TEST TV ADVERTISING’S PERFORMANCE

ThinkTV is proud to announce the formation of an independent laboratory to carry out cutting-edge research into the performance of TV advertising in partnership with leading international media academic Professor Karen Nelson-Field and Media Intelligence Co.

The laboratory’s forthcoming two-year research program will help advertisers and media agencies get the best out of TV by providing robust evidence and greater clarity about how multiplatform TV advertising delivers business results.

The ThinkTV Smart Lab is directed by Karen Nelson-Field, Professor of Media Innovation at the University of Adelaide and CEO of research joint venture, Media Intelligence Co. (MIC).

The purpose-built facility will examine TV’s impact on brand and advertiser performance and will use artificial intelligence technologies to remove human error and bias.

It is funded by Think TV but remains independent to ensure research rigour and credibility. It will comprise an oversight committee that will include ThinkTV representatives and broader industry partners, including marketers and media buyers.

“There has never been a more important time for the media industry to take the measurement and effectiveness of video advertising seriously and our partnership with MIC shows just how serious Australia’s TV industry is about it,” said ThinkTV chief executive Kim Portrate.

“Karen is a world-renowned media academic with impeccable credentials for her work and independence. The lab’s findings will play an important role in evaluating TV’s credentials for advertisers who are under more pressure than ever to spend their dollars efficiently and effectively.

“The outcomes from the Smart Lab, the first of which Karen will present at our ReThinkTV marketing forum on November 30 in Sydney, will give marketers and media buyers new and retested evidence on which to determine the efficacy of multiplatform TV advertising.”

Professor Nelson-Field has carried out work with a diverse range of clients including Mars, Unilever, Google and Unruly/News Corp. She previously worked for University of South Australia’s Ehrenberg-Bass Institute for 10 years after a marketing career in the commercial sector.

“We decided to call it a ‘Smart’ Lab due to the fact that, ‘smart’ technology, and in particular artificially intelligent measures, will operate as the foundation of all research methodologies,” she said. “Plus every output of the Lab will be based on ‘Smart’ empirically grounded evidence, not transient case study type best practice.

“Where existing knowledge is dated, or where knowledge does not already exist, the Smart Lab will undertake research that includes using machine learning and new computer vision technology. It reduces human error, subjectivity and bias, and data is collected passively and in real-time. It is certainly more future-ready than old school biometrics,” added Professor Nelson-Field.

The Think TV Smart Lab will support a number of internships for University of Adelaide undergraduates, to foster new talent across the marketing and media sector.

The Smart Lab follows ThinkTV’s announcement that it has commissioned a $1 million, world-first research project, “Payback Australia”, to prove the value and return on investment of television for advertisers.

Register here for ReThinkTV: http://rethinktvmarketingforum.com.au

THINKTV UNVEILS HIGH-PROFILE PANEL OF MARKETERS FOR ITS RETHINKTV LAUNCH EVENT ON NOVEMBER 30

ThinkTV is proud to announce that four of Australia’s most influential marketers will join and
contribute to the changing conversation about today’s TV at the November 30 ReThinkTV launch event
at Doltone House, Sydney.

Telstra chief marketing officer and group executive media, Joe Pollard will join Richard Oppy,
marketing director of Carlton & United Breweries, Hugo Schreuder, group CMO of Youi Insurance, and
Tim Fung, CEO and co- founder of Airtasker, to discuss using TV to grow their brands.

“The marketing panel promises to be a highlight of ReThinkTV. No discussion about TV’s power to
build and grow brands could be complete without the voice of advertisers themselves. I am delighted
that Joe, Richard, Hugo and Tim have agreed share their knowledge and experience about how TV
drives business growth,” said ThinkTV chief executive Kim Portrate.

“Our mission is to help advertisers and their agencies get the very best out of today’s TV and our
panel is designed to provide some powerful, real-life examples of where companies have just done
that from some of Australia’s pre-eminent marketing brains.

“TV has something to offer every advertiser: whether they are corporate titans or successful
disrupters.”

Joe Pollard became Telstra’s chief marketing officer and group executive, media, in October 2015
after serving as group managing director marketing and media. She boasts more than 30 years’
experience in business leadership positions in the marketing, media and digital industries in
Australia, the United Kingdom, Hong Kong, the US and Japan. Joe joined Telstra from Nine
Entertainment where she was a non-executive director.
She is currently a non-executive director of AMP Bank Limited and a member of Chief Executive
Women.

Richard Oppy was appointed as marketing director of Carlton & United Breweries in 2014. His career
at CUB spans 14 years and he has a strong track record of translating strategy into action to
deliver results. Richard has built his career alongside some of Australia’s most loved and
successful brands. He brings an intimate knowledge of beer and brands, business and people to his
role, having worked his way up through brand, state marketing, group marketing manager and general
manager roles. Richard holds a Bachelor of Business in Marketing and Management from Monash
University.

Hugo Schreuder is the founding CEO of Youi Insurance in Australia, turned Group CMO. After
relocating from South Africa ten years ago to start the insurance business in Australia, Hugo
handed the Australian CEO responsibilities over to focus on the group’s marketing strategies and
new business opportunities. Hugo brings over a decade of advertising and media experience to the
business and is a chartered accountant and chartered management accountant.

Tim Fung is founder of Airtasker, a trusted community marketplace for people and businesses to
outsource tasks, find local services or hire flexible staff in minutes - online or via mobile. Tim
is also a founder and director of Tank Stream Labs – a co-working space and entrepreneurial
community located in the heart of Sydney CBD. He is a founder and director of several web startups,
including online custom shirt design business Joe Button, and motorsport event management group
Circuit Club.

Register here for ReThinkTV: http://rethinktvmarketingforum.com.au

THINKTV UNVEILS ITS FIRST TV commercial that demonstrates the power and effectiveness of TV advertising

ThinkTV today unveiled a new TV commercial that demonstrates the power and effectiveness of TV.

The campaign launch follows a sneak preview at ThinkTV’s ReThinkTV launch event in Sydney on November 30 in front of an audience of 850 marketers, advertisers, media planners and buyers, analysts, industry thought leaders and TV broadcasters.

The commercial, which carries the strapline “It’s prime time to rethink TV”, shows the power of TV to build brands in the minds of consumers and, just as important, have consumers remember those brands over a lifetime.

In the ad, ThinkTV’s first, a psychologist asks her hypnotised client Jack a series of probing questions, each of which prompts him to leap to life and blurt out a classic TV ad slogan before collapsing back into a slumber.

In a world with ever-increasing options about where marketers can invest their budgets, the commercial is designed as a timely reminder of the enduring power and effectiveness of TV.

“We believe TV is the most effective and powerful media in any marketer’s tool kit. As marketers, and indeed as advocates of TV, it’s important that we put our money where our mouth is and use TV to promote TV,” ThinkTV CEO Kim Portrate said.

“We’re thrilled with the resulting ad and believe it will generate a lot of interest, plenty of laughter and a reconsideration of TV as the most powerful and effective medium for advertisers and their agencies,” she added.

The commercial, which follows in the footsteps of the hugely successful ThinkBox UK launch TVC, will air across all the Australian commercial free-to-air networks and Foxtel from today.

1 Like

TOTAL TV MARKET RECORDS $4.21 BILLION IN AD REVENUE IN 2016-17

ThinkTV today announced the latest Total TV advertising revenue figures for the six months to June 30, 2017 and the 12 months to June 30, 2017.

“The Total TV ad market remains strong with over $4.2 billion invested in the last 12 months. Advertisers and agencies recognise the premium content that multi-platform TV provides gives brands powerful reach and scale, all in a brand safe environment. Plus, TV delivers a far more superior return on investment than any other media,” ThinkTV Chief Executive, Kim Portrate, said.

The TV ad market has continued to demonstrate resilience in competitive conditions, with the size of ad revenue reflecting marketers’ confidence in the power, reach and efficacy of multi-platform TV.

Over the full financial year, the Total TV ad revenue market was $4.21 billion, a decline of 2.7% compared with the previous period while the AVOD (advertising funded video on demand) market over the full year grew by 36.8% to $78 million.

The Total TV ad revenue market for the six months to June 30, 2017 declined 2.7% to $1.98 billion. The linear TV market showed a decrease of 3.19%, to $1.94 billion, compared with the previous corresponding period, while AVOD revenue jumped 27.6% to
$40 million.

The Total TV metric includes metropolitan and regional revenues from commercial broadcasters, including ThinkTV members Nine Network, Seven Network and Network Ten and Multi-Channel Network/Foxtel, as well as SBS.

TV IS ALMOST TWICE AS EFFICIENT AS THE NEXT MOST EFFICIENT MEDIA CHANNEL, FINDS EBIQUITY’s PAYBACK AUSTRALIA FINAL REPORT

A $1 million study by leading independent marketing analytics firm Ebiquity has found that TV is the most efficient media channel when indexed across key participants from four of the economy’s biggest sectors: Fast Moving Consumer Goods (FMCG), Automotive, Finance and E-Commerce.

Ebiquity, which was commissioned by ThinkTV in 2016 to carry out the Payback Australia study, was given three years’ worth of raw sales and campaign data by 21 advertisers with a collective spend of over $500 million in 2016. Ebiquity then used econometric modelling* to generate a series of findings, including:

  • Media’s investment paid back for all four sectors, generating an average sales ROI of $1.30 for every dollar invested by FMCG participants, $5.90 for Automotive, $1.80 for E-Commerce and $2 for Finance participants.
  • TV emerged as the most efficient media channel, delivering almost twice the sales uplift relative to media spend than Search and Radio, and circa five times more sales uplift relative to media spend than Out-of-Home, Online Video and Online Display Media.
  • TV has the strongest retention rate** (the prolonged or lagged effect of advertising on consumer purchase behavior) of all media, followed by Out-of-Home, Print, Online Display, Radio, Search and Online Video in that order, with TV’s retention rate, at 68%, almost twice as high as Out-of-Home, at 36%.
  • TV generated by far the greatest return on investment by sales in FMCG, Automotive and Finance but trailed other media in the E-Commerce category – where Search proved to be a critical sales component.
  • Ebiquity concluded that participants in the Finance category had over-invested in Online Display on average, which was a large part of their combined media spend but which generated the lowest ROI.
  • Online Video however, successfully paid back in the Finance category, generating $1.10 of sales uplift for every dollar invested.

Ebiquity’s results, which will be unveiled in full by Richard Basil-Jones, Managing Director of Ebiquity – Asia Pacific, at ReThinkTV in Sydney on September 14, provide unprecedented quantitative insights into the effectiveness of Australian businesses’
$15 billion–plus annual media spend.

Mr Basil-Jones, said: “We know from the World Federation of Advertisers’ survey earlier this year that one of the most pressing issues for CMOs is the ability to measure business outcomes in an increasingly complex and fragmenting media and marketing landscape.

“The results of Payback Australia are designed to meet those needs. ROI is a critical measure for advertisers and although it varies by sector, the order of efficiency by media channel is similar. On aggregate TV emerges as the clear winner across all of industry, which is a testament to its enduring power for brands.

“The E-Commerce category showed the importance of Search as a key driver of sales. This reflects the pure-play online nature of the businesses we measured. However, it is important to highlight the role that advertising plays in driving traffic to the Search platform itself, as a major business you cannot live on Search alone and TV is the most effective media to support Search.”

Kim Portrate, Chief Executive of ThinkTV, said: “Marketers are hunting growth in challenging conditions and media continues to be a significant contributor to sales, with ROI one of the crucial ways to measure business success.

“These results provide empirical evidence that today’s TV is not only the most effective media - making advertisers more money than any other media overall - it is also the most efficient with the strongest retention rate of any media.

“We launched the landmark Payback Australia study last year at our inaugural ReThinkTV event and we look forward to Richard giving us the All-of-Industry report on September 14 in Sydney.”

The first wave of Payback, which took raw data from advertisers including Unilever, Pfizer, Kimberly-Clark, Lindt, Goodman Fielder, Sanitarium and McCain, showed that TV creates by far the best return on investment for FMCG brands in Australia, easily beating online video, online display, radio, press, and outdoor advertising. Every $1 invested in TV advertising generated a return of $1.74 and TV was the only media in the study that generated a positive revenue ROI for the nine participating brands.

The second wave, featuring four automotive brands, found that TV delivered almost twice the ROI as the nearest competitor, Radio, and almost three times as much as the next, Search, with every dollar invested in TV advertising generating a sales return of $8.90, also beating Online Display and Out-of-Home.

*Econometric modelling attempts to estimate the relationship between sales and the factors that drive sales. Econometrics uses mathematical equations to isolate and quantify all of the different factors that can influence sales at any one time. For example: If an automotive advertiser runs an advertising campaign and sees a big increase in sales, that increase may also have been influenced by dealer promotions. Without stripping out the impact of promotions, one would over-estimate the impact of advertising. Using econometrics alleviates the risk of such errors, allowing one to accurately estimate the direct dollar impact advertising has had on sales.
** Retention rate is the percentage of media-driven sales that are retained beyond the week of media activity. It captures sales from new customers that repeat purchase (which is commonplace in FMCG) and from word of mouth (which is relevant to all four categories).

Australia’s Media Owners Unite to Speak to C-suite on Power of Advertising to Grow Business

A record number of Australia’s media owners have united in a campaign to remind chief executives, chief financial officers and chief marketing officers of the importance of advertising to the long-term sustainability of their businesses.

The media owners, who include ACE Radio, Australian Radio Network, Foxtel, Grant Broadcasting, JCDecaux, Macquarie Media, News Corp Australia, Nine, Nova, Ooh Media, Seven West Media, Southern Cross Austero and 10, want to help business leaders regain confidence in the effectiveness and impact of advertising.

Their campaign is supported by the industry bodies Think TV, Outdoor Media Association, Commercial Radio Australia and News Media Works. The campaign has been developed in partnership with Publicis Group’s creative team at Saatchi and Saatchi.

A teaser campaign began yesterday, Sunday, December 8, across outdoor, radio, premium digital, print and television, with the full campaign including evolutions in the creative message and a high-profile celebrity who understands the value of advertising launching in the coming weeks.

Advertising is an investment proven to deliver long-term, top-line growth for businesses. Reducing advertising expenditure will deliver short-term savings, but it comes at the cost of future revenue growth – it can be the beginning of a downward spiral for business in general.

The campaign highlights the role advertising plays in delivering long-term sustainable growth through a series of witty, tongue-in-cheek, channel-specific executions designed to remind the C-suite of the importance of advertising.

The campaign hook message is “If your brand’s not here, it’s nowhere”, supported by a new website: advertiseordie.com.au. It reminds business leaders of the dangers of not investing in promoting their products and services, and the impact that not advertising will have on profit and earnings.

The Advertise or Die spokesperson, leading global marketing commentator Mark Ritson, said: “There are three key messages for those who manage Australia’s corporate budgets. First, continue to invest money in advertising, not just despite a tightening economic situation but because of it. Second, make sure at least half your budget is invested on the top of the funnel and on long-term brand building, not just on short-term spending

“And finally, don’t fall for the siren song of new, exaggerated media opportunities at the expense of proven long-term, brand-building media.”

The campaign will be running across the media assets of the participating owners from December 8, pointing audiences towards advertiseordie.com.au for further information on the campaign and the power of effective advertising.

Total TV market records $1.95 billion in advertising revenue for first half of FY2020

BVOD, Australia’s fastest-growing advertising medium, saw a revenue increase of 42.8% for the same period

ThinkTV has today announced the total TV advertising revenue figures for the 12 and six months to December 31, 2019.

Amidst overall challenging market conditions, for the first half of FY2020, the total TV market – which includes metropolitan free-to-air, regional free-to-air, subscription TV and Broadcaster Video on Demand (BVOD) – recorded combined revenue of $1.95 billion for the period, down 5.9% compared to the same period the year prior.

ThinkTV CEO Kim Portrate said: “Changes in the total TV advertising market, the most effective medium for driving business growth, reflect the state of the Australian economy and the impact of weaker consumer and business confidence.”

Growing consumption of content across BVOD platforms 7Plus, 9Now, 10 Play, Kayo and Foxtel Now, sees rapid revenue increase with BVOD up 42.8% for the six months to December 31, 2019.

“The performance of BVOD continues to buck general market performance trends retaining the title of Australia’s fastest-growing advertising medium which demonstrates a growing list of advertisers who recognise the value and effectiveness multi-platform TV provides. This is an achievement all the more noteworthy given the challenging economic conditions the wider advertising landscape is currently grappling with,” added Portrate.

For the 12 months to December 2019, the total TV market recorded $3.86 billion in advertising revenue, down 4.8% compared to the 12 months to December 2018. For this period, BVOD saw an increase of 38.9%.

Performance by sector is provided in the following table:

Interesting that Bauer, ACM and SCA by their absence from this group are seemingly not considered ‘premium’ companies.

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