June 6, 2016

The New Frontier of Television Advertising

I don’t think I exaggerate when I say we are at critical juncture for the advertising industry in Australia. The traditional publishing business has been decimated as advertising dollars flow to online channels, with Facebook and Google now mopping up around 60% of all digital spend globally.

In this environment, television advertising has stood the test of time through a dogged ability to deliver unrivalled levels of instantaneous cost-effective reach to help the cash tills of advertisers roll over.

However, winter may be coming for the major networks, which now stand at the nexus between defending a creaking linear TV spot business and trying to re-pivot by growing lost audiences through new on-demand digital services and competing with new competitors such as Netflix.

 

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