TV is in the midst of a revolution and there's more to come, ThinkTV Australia CEO Kim Portrate said.
Speaking at the AdNews Media+Marketing Summit in Melbourne last week during an Upfront Session, Portrate discussed technology and targeting capability changes in the medium.
Ex-marketer Portrate, who was GM consumer marketing at Tourism Australia for more than five years and CMO at Helloworld for 2.5 years, urged the audience not to get blindsided by “industry jargon bingo” and to stop thinking of TV as a screen.
“It’s not a box on the wall, it’s not a mobile phone, it’s not a tablet. It’s actually an experience, not a screen,” Portrate said.
“So when you start to think about television, if you limit yourself to ‘it’s a mobile, tablet or big screen’, then you are not thinking about the whole experience.
“When we talk about TV, it’s a video experience where consumers look at professionally-produced content at the time and on the device of their choosing.”
As well as speaking about advanced advertising solutions, total video and automation technology, Portrate, who has been at the helm of ThinkTV for more than two years, said the growth of connected TV and increasing sophistication of delivering messages to a predefined audience has put the sector “in the midst of a revolution”, adding that “more is coming”.
Portrate urged people to start educating themselves on terms like addressable TV and also bemoaned the 'TV is dying’ headlines.
“Let’s be really clear. That is absolute nonsense. Television is not dying – as a wise woman said to me in London – it’s having babies.
“The elephant in the room and the mythology that is propagated all-over the place on this is absolute garbage,” she said.
ThinkTV, which was created to reinforce the value of television and is backed by Australia’s free-to-air and subscription television broadcasters, revealed last month it had engaged the services of Accenture's advisory firm IBB Consulting to help form a new TV portal.
The 'briefing portal', aims to make the process of briefing and buying TV simpler and working with IBB, the full scope of the development is now being nutted out. See the full story here.
Just last week OzTAM and Nielsen announced it would roll out a new “Total TV” database, bringing together audience data for Australians’ broadcast TV viewing on TV sets and streamed TV viewing via connected devices.
The new 'Total TV' database, called Virtual Australia (VOZ), will provide advertisers and media agencies with an all-screen picture of the TV content Australians are watching.
VOZ will incorporate viewing on seven million connected devices plus minute-by-minute actual viewing behaviour of more than 12,000 individuals in OzTAM TV panel homes.
AdNews reached out to several top media agency execs to find out what the industry thought of the new technology, with many labelling the announcement a "step in the right direction". See here for the reactions.
Do you know your definitions?
Addressable advertising (n): Advertising that uses a unique ID to deliver targeted advertising messages to specific households or specific
individuals via internet connected devices like mobiles, tablets, desktops/laptops, set top boxes or connected
High value audience segments, selected because they drive superior business outcomes, are created using
buying behaviours, demographic information and psychographic profiles from 1st, 2nd and 3rd party data sets.
Automated TV (n) : The use of technology to automate and optimise
components of the TV buying process across live TV, playback TV, live streaming and BVOD.
Data (n): information about consumers that includes (but is not limited to) buying
behaviours, personal interests and behaviours or psychographics. Data can be owned by the
advertisers or sourced from external providers.
Fixed Buys (n): Advertising delivered against a target audience using inventory purchased on a fixed
Dynamic Trading (n, v): Advertising placed dynamically in inventory that uses automation and frequent
optimisation to reach a pre-agreed demographic target audience e.g. men 25 - 54.
Programmatic TV (n, v) : The use of technology to insert advertising in non-fixed inventory to target
households or individuals using data sets beyond simple demographics alone e.g. dog owners.
This year's event presenting partner was Carat, our health and wellbeing sponsor was Tonic Health Media and our lunch sponsor Bloomberg Media Group. Bauer Media Group, DataXu, Facebook, Tribe, Amobee, ARN, NewsMediaWorks & ThinkTV also supported AdNews. Keep an eye on AdNews for our next event in October, 'Lessons in Leadership'.
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