Articles & Opinions
We’re constantly on the look out for the latest local and international thinking and analysis on the world of television advertising.
To pluk or not to pluk?
Sponsors of the hit renovation reality show The Block NZ got more than just the chance to show-off their products and services in a real life situation; more than the opportunity to work with the contestants of the show and present some pretty cool TV ads; they got the chance to interact directly with viewers during the show itself. They were pluk-enabled.
Bill Peake & Mike O’Sullivan: The power of masthead television advertising
“Brand advertising traditionally sets out to create brand values. It’s about awareness, image and positioning. While what we set out to do is create brand understanding – we tell consumers more about a brand and show how it relates to them as a person” says O’Sullivan.
Learn more about how masthead advertising can lead to amazing sales results for advertisiers in just about every category.
Steve Garton: The scramble for television content
In this brave new world where consumers are constantly connected and “always on” is their default setting, one thing remains steadfast: content is king, says Steve Garton, Managing Director of research agency Ipsos MediaCT Asia Pacific. For those who control the content, the marketing possibilities are endless. Those who don’t will be left behind.
Regardless of how many media channels there are, content providers and content broadcasters will remain an advertiser’s best friend.
In you’re going to dream, dream big
There are only a handful of truly legendary ads – these are the ads which become part of our cultural landscape and are remembered for years, even decades, after they first appeared on television. Think Toyota’s Bugger, Cadbury’s Gorilla or Lotto’s Wilson.
Wendy Rayner, head of marketing for New Zealand Lotteries, shared her experiences creating one of New Zealand’s most memorable television campaign and the necessity of taking risks in pursuit of the big idea.
Plus she also told us a lovely story about a dog.
“We had no money so we had to think”
March 2012: Television advertising is too expensive for smaller advertisers. Right? Wrong. ThinkTV have been crunching the numbers, talking to smaller advertisers and picking the brains of industry experts, all of which has convinced us (and will hopefully convince you) that this most definitely isn’t the case.
Linda Farrelly: Planning in an integrated television world
November 2011: The Television industry’s focus on so-called ‘Event Television’ is creating spectacular new opportunities for advertisers.
To help advertisers get the most out of this brave new world we asked a few of New Zealand’s leading practitioners in the dark art of integration for their views on what it takes to turn the potential into advertising gold.
John Hegarty on TelevisionAdMedia (volume 26, number 8), September 2011
“Our industry drank the Kool Aid, believing television as a powerful medium was in terminal decline, out-manoeuvred by the digital age. [But television's] audience never went away”. Legendary UK adman Sir John Hegarty in conversation with David Gapes, Editor of AdMedia magazine.
TV’s social X FactorAdmap, September 2011 Social media conversations around TV shows add value to the advertising in programmes, which television companies and buyers need to account for in their planning.
It was not so many years ago that industry commentators were predicting the end of television. Then something happened, which, although we were not aware of it at the time, would help to keep TV at the heart of home entertainment and maintain TV advertising as a critical channel through which brands can reach consumer audiences. Keep reading this article.
Paul Maher: Television in New Zealand offers exceptional value
April 2011: “OK, so when I say that TV is cheap everyone groans, raises their eyes and says I’m paid to say that! They’re right, I am paid to say that. But it’s true! I can tell you that we are exceptionally fortunate in New Zealand – television is accessible, it’s affordable and Kiwis love it.”
The secret of televisions success
Second screening popular in the UK
Source: World Advertising Research Council, 14 March 2011
Young consumers in the UK are embracing the idea of “social TV”, discussing programmes on the web and via mobile apps, often in real time. Digital Clarity, the agency, surveyed 1,300 mobile internet users in the country, all of which were under 25 years of age. Some 80% of the panel utilised handsets to communicate with friends when watching television, according to the results. Read the article.
Television ‘super media’ status strengthens
Source: Delloite: Technology, Media & Telecommunications Predictions, 19 January 2011
The professional services firm Deloitte has just published its 2011 technology, media and telecommunications predictions report which focuses on major trends in the next 12-18 months that are likely to have significant long-term impacts on companies in TMT and other industries.
US media habits evolve
Source: World Advertising Research Council, 3 February 2011
Television remains the favourite medium of US consumers, but the viewing experience is increasingly being integrated with various forms of digital media. Read article
Jason Paris: Death, Taxes and Television Advertising
- September 2010: Jason Paris, CEO of TVWorks explains why Television is still the most popular medium and why marketers need to ensure television is a key part of their advertising mix. Read more.
Stories from the near future: Mike Hutcheson on television advertising
Source: StopPress, 4 October 2010
Mike Hutcheson, one of the founders of Colenso BBDO and executive director of the Image Centre Group, on what advertising is all about – and, in his opinion, television is still the best way to tell them. Read article
A serious examination of the myth of TV viewing
Source: WARC, January 2010
This article reviews the best of industry thinking and data sources available to evaluate the state of TV advertising in its traditional sense of live broadcast to sets in our homes. Read the article.