Brisbane L!VE: Agencies asked about streaming advertising for 2023

Ashley Regan
By Ashley Regan | 28 October 2022
Chris Ernst, Simone Waugh and Adam Ballesty panel at L!VE

Clients are beginning to ask agencies about advertising opportunities on streaming platforms.

The media landscape is looking to change a lot next year, as Netflix has just launched its ad tier and Australian-owned Binge has announced it’s plans to launch advertising.

With the reality of streaming ads coming to life, on stage at AdNews L!VE Brisbane, Chris Ernst Dentsu QLD MD, said: “Clients are definitely asking about it and it's definitely interesting. 

“Are we going to see more of it? Are we going to defer agency people to spend more time looking at it? 

“Yes, I think it's a good thing because it's an ongoing opportunity for our customers and our clients to connect with their audiences. 

“Similar to BVOD it's a programmatic channel so the advantage is audience targeting and connecting creatively, but just because we can do it doesn’t mean we should. 

“We have increasing complexity in everything we do in the media landscape, while this capability is wonderful it has limitations as much as it has opportunities.”

Simone Waugh Publicis QLD MD said: "If you look at like Nine and Paramount all the money is going into advertising based video on demand versus subscription.

"It's becoming a lot more sophisticated, which actually means investment into digital and data becomes a lot more important."

Adam Ballesty Domino’s CMO suggests that BVOD channels have recreated the TV model that consumers hate and said if streaming advertising is to be successful the platforms must enhance the TV modelling to what consumers actually like.

“It's all about user experience, and currently it's a heartbreaking experience,” Ballesty said.

“You see the same energy ad or whatever it is like six times during an episode and you can’t skip past it. 

“All that usability has to get into that [streaming] space because it's frustrating for consumers. The frequency capping will be interesting, but the user interface and usability is sucking out choice again.

“We will be first in line for subscription advertising.

“And we already are, we’ve got cost per leads and campaigns on our end.”

#L!VE Brisbane is powered by supporting partners The Trade Desk, LiSTNR, Ryvalmedia, Resolution Digital, Quantcast, News Corp QLD, and Boomtown. And associate partners, MiQ and Amobee. And co-curators, BADC, BAA and Wrappt.

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