Paramount went early on both converged trading and a streaming ad tier in the US. Now it’s doing likewise in Australia and Lee Sears, Paramount’s international ad sales chief, thinks both plays will pay off for the media and entertainment conglomerate, its advertisers and crucially – viewers. Unlike some rivals, Paramount didn’t push subscribers automatically onto the streaming ad tier. Sears says it didn’t need to, because “we have a huge audience elsewhere, so don’t have to be reliant on just the SVOD ad tier”. He suggests forcing ads onto subscribers that signed up for an ad free service wouldn’t be right. Either way, the strategy appears to be paying off. Locally, sales chief Rod Prosser won’t divulge numbers, though analysts Telsyte estimate Paramount SVOD subscribers at 1.8m, with sign-ups outstripping its competitive set. Prosser said the reality is much higher than the Telsyte estimate and, confirmed “We are still the fastest growing [SVOD]”. Moreover, Sears suggests Paramount’s subscribers are actually using the service amid some “wild” numbers being touted in market, per OMG investment chief Kristiaan Kroon, “because it's not an add-on to something else, or it's not a byproduct of a bill that you're paying elsewhere within your household”. On converged trading across BVOD, SVOD, AVOD and FAST (linear TV’s set to follow locally in H2 next year), Sears says the approach is now driving a “major” chunk of revenue in the US and other global markets. He anticipates Australia will follow that playbook: “It is now part of everything we do … Converged trading, connecting everything together, is how we lead with our conversation. I think that’s the way everybody will try to lead conversations in the future, unless you only have a one-dimensional play.” Part of the converged approach is a “blended CPM”, i.e. a bundled price that factors in the different channels the ads run across. Prosser said how that pricing works has been the biggest question from agencies in recent weeks, alongside bringing linear TV into the converged mix. #sponsored Paramount Australia & New Zealand
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Advertising Services
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Intelligent conversation for Marketing, Agencies, Media and Tech.
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There's one constant in talking to hundreds of people across #marketing, #media, agencies and #tech: a desire for safe, intelligent conversation and analysis of global and Australian industry developments. Conversations that are considered, constructive and challenging. That avoid anonymity. Mi3 is a contemporary take on an industry journal - part journalism, part equities-style analysis. It's designed to be different in its conversations across the nexus of marketing, agencies, media and tech. Transactional industry #news is not a focus for Mi3 - that turf is well served. The intent is to go deeper for leaders and emerging leaders in marketing, agencies, media and technology. Let's see if the pool of curious, time-poor, intelligence-hungry, considered industry folk in the marketing food chain get some value. Welcome anyway.
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Updates
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Three months back, Nike's share price nose-dived US$27.5 billion in a single day. John Donahue's grand plans to make the 60-year-old athleisure brand into a direct-to-consumer hadn't played out as he had imagined, and now, he's paid for it with his job. On October 13 he'll be replaced as CEO by former Nike stalwart Elliott Hill. AFFINITY Group CEO Luke Brown lays out the play-by-play of where it all went wrong, and what business leaders might stand to learn from Nike's mistakes.
The real reason behind Nike’s US$27.5 billion loss: A cautionary tale of growth gone wrong | Mi3
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The blockbuster Google ads antitrust trial looks likely to end weeks early after the testy judge launched a series of attacks on the search giant’s witnesses yesterday. The inability of the tech giant's legal team – full of the most expensive big name lawyers corporations can buy – to match the Justice Department's case blow for blow left onlookers baffled. #googletrial
Google ad trial hurtles towards early end as judge lambasts witnesses | Mi3
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The blow torch is burning red hot on the bellies of digital giants around the world, and now a new report from the US Federal Trade Commission is turning the dial to maximum, accusing firms including Amazon (owner of Twitch), Meta Platforms, YouTube LLC, X, Snap, ByteDance (owner of TikTok), Discord, Reddit, and WhatsApp of posing unique risks to children and teens, and basically lying about the number of children using their platforms. The FTC suggests algorithms are designed to be addictive, and that data abuse is a tool to build market dominance. There is a special shout-out about automated decisioning that will no doubt catch the eye of Australia's Attorney General's Department, given its inclusion in the first tranche of privacy reforms. Indeed, many of the findings of the report reinforce the goal of the Australian Government to implement a social media ban.
FTC slams Amazon.com, Meta, YouTube, X, Snap, ByteDance, Discord, Reddit, and WhatsApp over unique risks to children and teens, manipulative algorithms and other 'commercial surveillance' | Mi3
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Ditching Athena’s ‘Love us and leave us’ proposition wasn’t an option for the digital-first home loan upstart’s marketing chief, Sarah Sproule. But it appears most of the other marketing, product and customer value propositions have shaken up as the business broadens out from its price-based roots and makes a play for a diversified mix of customers. So far its working – and Sproule says the focus and KPIs are now way deeper than cost per acquisition, with marketing "on the hook all the way through to final conversion, which is settlement". She's firmly in "get shit done" mode – and with brokers now a key channel, B2B is next. Athena Home Loans
Athena’s CMO pivots from price to product fit, bids to shake up B2B, gets deep and analytical on conversion – and way beyond the marketing funnel | Mi3
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Foxtel Group makes it official, to exit OzTAM Pty Ltd's measurement system by December 31. The news comes just shy of a year after Foxtel CEO, Mark Frain, first touted setting up an alternative TV and streaming currency, dubbed the Video Futures Collective, and will come into effect 2 days after VOZ finally becomes trading currency: https://lnkd.in/gKKTtf7w hashtag #mediacompanies #advertising #TVadvertising
Foxtel makes it official, to exit OzTam's measurement system by December 31 | Mi3
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Seven's new structure raised more than a few eyebrows when it landed in June, as did the big name cuts that came with it. But despite new Television and Digital divisions appearing to erect silos, national TV sales boss Katie Finney says Seven's commitment to converged trading remains unchanged. In fact, she says little has tangibly changed across the sales structure, aside from PNLs and reporting lines – intended to streamline delivery for partners. She’s in market tasked with assuring advertisers and agencies that Seven is now better set to manage shifting market dynamics. But the restructure isn't all Seven has to address, in what has been a year marred by controversies and murky allegations. Finney says the business is taking on "the good, the bad and the ugly" from partners and staffers alike, while CEO Jeff Howard is taking a zero tolerance stance on bad behaviour. Seven Network Seven West Media
Phoenix playbook: After firestorm, Seven goes to market with new approach, structure touting convergence, dialogue, answers to tough questions | Mi3
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NIB and University of Tasmania are two Australian organisations that have begun squaring up to the sustainability reckoning coming to marketers, agency and media publishers as legislated climate reporting ratchets up a notch and Scope3 emissions become front and centre. With media and marketing emissions estimated at a whopping 59 per cent of total group emissions at NIB, marketing this year adopted GroupM’s Project Alpha reporting tool to start accurately measuring and optimising campaigns with immediate double-digit reductions effect. At Uni of Tas meanwhile, 30 per cent-plus reductions just by tackling the low-hanging fruit of digital advertising optimisation – largely programmatic display and made for advertising sites. Meanwhile switching out clicks to conversion metrics not only won over the c-suite, it’s cementing the education provider’s global number one position for climate action with prospective students, and led to a 264 per cent increase in conversions in early campaign trials. Courtney Geritz Joanna Georges Tom Willson EssenceMediacom Australia Chris Donald nib Group
NIB lands major digital ad emission reductions via supply chain cull, metrics switch, Uni of Tasmania triples conversions as marketers face new reporting rules | Mi3
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KPMG is muscling up in its own brand and marketing masterplan in a bid to distance itself from PwC’s tax leak scandal, “create a bit of space between us and our competitors” and remind the market that the big four consulting groups “are not all the same”, according to Sudeep Gohil. Taking on the broadening remit for the firm as “partner in charge of brand and marketing”, Gohil remains a partner in KPMG’s Customer unit and was a former creative agency strategy director with US-based Wieden + Kennedy and ex-CEO at Droga5 ANZ before it died and was resurrected by Accenture Song in recent weeks after its rebrand of The Monkeys. KPMG Australia
KPMG taps customer lead Sudeep Gohil to head marketing, prepares AI, brand campaigns to sidestep PwC fallout, differentiate from consulting rivals | Mi3
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JOLT’s out-of-home network is now as easy to plan, trade, and report on as digital advertising channels – and the network is rapidly growing as businesses, councils, transport authorities and governments strike partnerships, says Senior Data, Strategy and Insights Manager, Randall Taylor. #sponsored
How JOLT’s Spark Intelligence Platform repowers out-of-home planning, trading and reporting – millions of devices plus first party data drives stronger brand campaigns | Mi3
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