Media wrap: Ad spend to increase in 2016; MCN targets online video

By AdNews | 14 December 2015

Advertising spend to rise in 2016

Australian businesses are predicted to spend $13.4bn on advertising in 2016 with the shift to digital intensifying, according to ZenithOptimedia. This includes $5.8bn on internet advertising, $3.9bn on TV, $1.3bn on print and $1.2bn on radio. In the year to 30 June 2015, IAB reported online advertising revenue was $5.3bn. Although TV's grip on advertising spend is under pressure, media buyers told The Australian talk of a structural decline are overstated because TV measurement has not caught up with audience and advertiser diffusion.


Election, Olympics to boost ad spend

The federal election and Rio Olympic Games will provide a welcome tonic to the advertising sector next year, The Australian's media CEO survey 2015 has revealed. Media chiefs are looking for changes to Australia's antiquated media laws and stronger leadership. The transition to a Malcolm Turnbull-led government has been viewed as positive, but media execs want “well-designed” policy that encourages bipartisan positions on key issues. In other words, less bickering and more action.


Seven to launch tennis app

Seven Network is launching a new tennis mobile app that will ramp up coverage of the Australian Open and other summer tournaments, the Sydney Morning Herald reported. The 7Tennis app will stream Australian Open matches on up to 16 courts for broadcast television, online, mobile and table devices. The network secured new sponsors for the grand slam, including Telstra, Blackmores and William Hill. The app will also have coverage of the Hopman Cup, Kooyong Classic, Sydney International and Brisbane International.


MCN to ramp up online video sales

MCN has targeted the booming online video market as the next phase of its growth strategy, the Australian Financial Review reported. Foxtel's advertising sales arm plans to represent more local online businesses, increase local advertising in global video networks and ramp up video ad sales on client websites. Suzie Blinman, who was recently promoted to chief commercial and corporate development officer, will lead the strategy. MCN, which sells advertising for about 70 subscription TV channels and Ten Network's free to air offering, already represents channel partners' online video ad sales.


New era begins at Murdoch papers

Paul Whittaker has begun his role as editor-in-chief of The Australian and Chris Dore has replaced him at the Daily Telegraph. The Australian Financial Review wonders whether The Oz's editorial direction will change under Whittaker, who is known for his “aggression” and “closeness” to former PM Tony Abbott, and producing a tabloid that was too “shrill” rather than just being “shouty”.



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