The Media Precinct Blog.
A space full of insights to fuel your imagination, brands, and knowledge.  

The days when an Out-of-Home (OOH) advertising campaign delivery is expressed only in terms of the overall number of people passing the sites bought are rapidly receding. Even in markets where there is very little or no audience measurement capabilities, outdoor advertising cannot remain untouched by the digital revolution for long. High quality digital outdoor inventory is now available in many markets around the globe, including Australia, and continues to expand. At the sa

If you like a great movie then the blockbusters just keep coming throughout the winter season according to Val Morgan. Tom Cruise stars in American Made (August 24). The crime thriller is based on the true story of American pilot and hustler Barry Seal, who ran drugs in the 1980s for kingpin Pablo Escobar and was recruited by the CIA to run one of the biggest covert operations in history. Pixar's new film Coco (December 26) is an animated story about a boy named Miguel, who

An increasing number of Australian social media users are rejecting Facebook in favour of communicating directly with family and friends via messaging apps, such as WhatsApp and Snapchat, a new survey has revealed. An online poll of 2,539 people, conducted by Pure Profile, found 10% of Australians aged 15+ have already deleted their Facebook app, while another 23% said they are considering doing so. These findings were revealed in the latest release of the Datafication projec

Over 1 in 3 Australians now have Netflix as subscriptions jump 20 percent in first quarter of 2017 Following steady growth throughout 2016, the reach of Subscription Video On Demand (SVOD) juggernaut Netflix shot up again in the first quarter of 2017, as new research shows from Roy Morgan Research. An estimated 7,091,000 million Australians aged 14+ (36 percent) had Netflix in the three months to March 2017, up sharply from 5,862,000 (29 percent) in the previous quarter. This

Broadcast television is still the number one medium for reach, reaching more than 92% of Australian adults every week. Given the broadcast nature of the medium and the predictable consumption habits of viewers, it is relatively straightforward and cost-efficient to run a television burst of activity which takes maximum advantage of television's potential. However, it is worth noting that this is partly dependent on your target: the younger your target market skews, the less r

In Byron Sharp's book How Brands Grow, his first rule for brand growth is: "Continuously reach all buyers of the Category (communication + distribution) – don't ever be silent." There is a lot which underpins this rule but often it is unrealistic nor does it take into account consumer fatigue. However, Sharp does make several well recognised points in marketing: Most brands within a category have a similar base of consumers regardless of their brand positioning, so you should

When it comes to staying on television as long as possible, the biggest barrier is most likely to be budget. Although cost-efficient at generating mass reach, television is still prohibitively expensive to run for an extended period of time. The question therefore becomes how you keep the brand as visible as possible between mass media bursts, with maximum impact. If we consider that the reason to stay on air as much as possible is to maintain and build stronger memory struct

In a world dominated by technology, consumer interaction with advertising has become more complex. While the first goal of marketing should still be to deliver the right message to the right people, there is now more to be considered. First, the interactive nature of digital and the ability to capture and use data across platforms has opened up a world of opportunity for more sophisticated marketing, if the necessary infrastructure and strategy is in place. Second, when expos