By Greg Allardice 21 Aug, 2017
Audience shifts known as Shifting Sands are not new. They have been occurring since media was invented. Only now the pace of shift has quickened. What is Audience Shift? Have the shifting sands of media caught up with your organisation.

Audience Shifts occur when media users do not maintain loyalty to a particular medium or programme or time segment or title and like the shifting sands drift around multiple media searching for what they want. This occurs because there is simply too much choice for the consumer covering thousands of media options in any given day.  This poses immense issues for advertisers particularly if you buy your media based on historical audience data that goes out of date quickly. Yes some mediums do deliver stable audiences, however the viewability by and retention of audience means you need to look deeper into any medium you purchase. Add to this the multi media user, those who use more than one medium / device at the same time and you have the recipe for low message retention and further erosion of audience.

What's the answer to Audience Shift?

The answer is to dig deeper into your target audience.  Where your message is placed to reach your prime consumers.
Ask questions like how long is the length of time a consumer will see your message, how long do they stay with a chosen medium and can you establish their likely media usage patterns over a 24 hour period. 

Shifting Sands in media is real, but most don't ask the hard questions before spending their media budget.

Media Futures presents industry articles in the constant quest to improve return on media investment. 
If your media policy,media strategy, media planning, media buying and media audit have not addressed Audience Shift, it's time to seek an independent media specialist.

By Greg Allardice 18 Aug, 2017
Media reform is long overdue in Australia. Consider that the current laws were put in place decades ago, were made by public servants and politicians who no longer exist and the fact that a whole new media enterprise being The Internet / Social media has entered the mix and are not subject to Australian media laws. Some don't even pay tax but operate freely in Australia.  The current stalling and deal making in Parliament is another example of a system out of touch with reality. No doubt the slow process of reform will reach a conclusion, but the political system does not have to sell airtime / space, does not have to make a profit and does not have to operate under draconian laws of the dark ages.

Whilst the political system plays their own internal games and kick around the media reform bill, media companies are bleeding right now and crying out for a level playing field.

The power of the media should be used to promote it's own cause and not wait for a handful of internal power deals that really don't have an impact on the big picture. Media Reform is needed now.

Meda Futures presents industry based articles in the constant search for improving return on media investment.
If your media policy, media strategy, media planning, media buying and media audit need improvement , Media Futures recommends you seek out an independent media professional.

By Greg Allardice 16 Aug, 2017
Media is often looked at as a source of "quick fixes" . You've heard the phrase like,  " we need to get more sales let's advertise  or "  let's get our message out there  the customs will flock to us" .

Generally the results are disappointing due to the fact that hit and miss media campaigns have no continuity, there is no consistency. But we hear you say we do not have a big budget nor can we afford the prices of main media. The answer to this pain is, what ever your media budget may be, you can have media consistency and create frequency of impact by choosing the right mediums, flighting patterns and size/ length of media messages. Keep hitting the same target consistently. The audience numbers may be lower than larger budget competitors but the gradual build of effective frequency over time is what counts. It is effective frequency that builds top of mind, recall and response. So if you are considering the hit and miss route of " let's advertise", then keep your money in the bank. It is a waste of your funds to spend it over a few weeks and hope something miraculous might happen. 

However if you are prepared to advertise with media consistency and get results no matter the size of your budget then seek out an independent media professional.
If your media policy, media strategy, media planning, media buying and media audit are not up to scratch it's time to understand Media Consistency.

Media Futures presents industry articles in the constant quest to improve return on media investment.

By Greg Allardice 13 Aug, 2017
Do you know the true value of your assets??  This refers to your trademarks, intellectual property, personnel, main media, social media, websites, hard assets, the list goes on. In other words those intangible and physical assets that make up your organisation and have the ability to attract partners, like minded businesses and in coming revenue.  As executives change within organisations it is easy to forget what has been built up over decades. People come and go, past campaigns forgotten, residual goodwill discarded. However every organisation has more assets in the vault than they ever knew. Media Futures are specialists in preparing, equating and valuing asset registers as a specialty function.
Media Futures has developed the IP to provide the commercial value inherent in both for profit and not for profit organisations. When you clean out the storage room of your past and add on the current day undertakings the real wealth becomes evident. This is pure gold when applying it to build new alliances, attract business partners and increase your presence in the marketplace. If you have not yet undertaken or considered an asset register, Media Futures recommends it's time to get the house in order, bring your assets up to date and make them work for you.
By Greg Allardice 10 Aug, 2017
Radio has always been the personal medium in the home, the one you carry around, have in the car and on your mobile device.
Media Futures endorses the new technology of personalised radio as a better way to target audiences, eliminate wastage and beat advertising clutter.

The addition of the new technology through Australian Radio Network  ( ARN)  means you will be able to tailor audio advertising on iHeartRadio to reach audiences with more personalised and relevant advertising messages, improving the overall engagement and entertainment experience, while offering clients more tailored campaigns than ever before.

The launch phase of AdsWizz will draw on iHeartRadio’s listening hours to customised radio, with advertising across iHeartRadio’s live radio to begin from the end of September 2017.

Advertisers can access audio streams, pre-roll video, companion banners and podcasts from next week, and to facilitate buy-side access, the AdsWizz platform will be programmatic from launch.

AdsWizz will work alongside complementary advertising and data support technology already in place across ARN brands, including data management platform LOTAME, to further strengthen its offering to market.

LOTAME has been integrated in the iHeartRadio platform, across ARN’s national KIIS, Pure Gold and The Edge network online sites, and Conversant Media’s Lost At E Minor, Techly and The Roar digital sites.

ARN chief executive Rob Atkinson said: “ARN, through iHeartRadio, can now offer one-to-one targeted audio advertising that can be personalised based on our listeners’ location, demographics, interests and behaviours.

“This is the first time advertisers will be able to strategically reach online listeners of our radio brands via iHeartRadio, in addition to a full content suite of podcasts, online-only radio stations and hundreds of pre-curated artist, genre and specialised stations on the iHeartRadio platform.

“Leveraging specific profile characteristics and key demographic information, AdsWizz will enable ARN to deliver a superior commercial offering for clients across the iHeartRadio platform, including real-time analytics to execute precise ad targeting across a range of platforms and devices, and is the next step in the evolution of our overall offering.”

AdsWizz CEO Alexis van de Wyer said: “We are thrilled to partner with ARN to bring the Australian audio market solutions designed to improve both the listener experience and the impact of audio advertising for the brands.

“Integrating AdsWizz’s advanced audio-centric platforms and iHeartRadio‘s unique audience reach will allow the launch of advanced advertising experiences and the personalisation of marketing messages tailored to the right audiences.

“AdsWizz programmatic solutions will also cater to the growing appetite of many agencies eager to start buying digital audio programmatically today.”   Source : Media release ARN 

If your media policy, media strategy, media planning, media buying and media audit have not yet addressed personalised radio, Media Futures recommends you seek the services of an independent media professional. Media Futures presents industry based articles in the constant quest to improve return on media investment.

By Greg Allardice 06 Aug, 2017
Media Training generally refers to executives of companies and organisations learning how to deal with journalists and presenting a positive face when disasters occur. That means how to handle the "spin"

However real media training is a much more complex matter meaning how to invest millions of dollars of media funds across a diverse media landscape full of options and pitfalls that untrained people simply don't see. Media policy, media strategy, media planning, media buying and media audit are specialist tasks that can make or break the awareness, impact and share of voice for an organisation. Because of the complexity of media and unfortunately the subjectivity that creeps into the category multi millions of media dollars go up in smoke every year through lack of knowledge, poor quality staff and untrained people who somehow get their hands on the media budget.

Do yourself a favour and invest in media training for the people in your organisation. Media is an industry that has it's own culture and thrives on being different. Are your media dollars worthy of being nurtured and to obtain the best results?

Consider this checklist. If you have doubts about your media or are not sure, then media training is certainly needed.

1. Know media terminology. What do the buzz words actually mean
2. What media is best for your organisation based on a proven criteria 
3. Understand regional variances and how they impact your presence
4. ROI, how to make it work for you
5. Media promotion and added value, How do you bring media alive
6. The art of negotiation. Do I accept what the media put in front of me
7. When not to advertise. Why withholding spending is important
8. Media clutter. How to avoid it
9. Media diversity. How to approach an over supplied media landscape
10. Media Audit. What actually did you buy

Media Futures presents media based articles in the continued quest to improve return on media investment. If your media practices are in need of an overhaul, seek out an independent media specialist.

By Greg Allardice 31 Jul, 2017
The media industry has long been a breeding  ground for churn and burn. This fact is, it is unlikely to ever go away but there a number of steps you can take to minimise media burnout.

Media Futures offers these pieces of advice -

1. In Australia or in other parts of the world, attend a TAFE or similar learning institution. These specialised places of study cater for the real world and you will meet other likeminded people

2. Start early in the industry and work part or full time whilst studying. This method allows you to put into practice what you learn and avoid becoming a theoretical media purist with no empathy for what makes the industry tick

3. Keep in mind that media is a people business. No computer, numbers, media models or social media will engender you to other media people

4. Media is a fun creative business. Go out to lunch, have parties and celebrate your ideas and passions

5. The best media deals are not done in the office, they are done when buyer and seller are in neutral territory 

6. Mix with honest media people and avoid the ego trippers

7. If you have a specific skill in media concentrate on it and commit to it for ever. Don't leave the industry early

8. Start early every day and don't work till midnight. Your creativity will be drained

9. Attend conferences, industry functions and attend all media seller events. Learn, learn, learn

10. Be inquisitive. Media evolves by the second. Recognise it is an intangible industry created by humans that thrive on creating time and space into which messages are placed. Put forward your point of view and know that you can be in media forever. The more years you have under your belt the wiser media person you become and in a high churn industry your longevity becomes an asset

Media Futures presents industry articles in the constant quest for improving return on media investment. If your media policy, media strategy, media planning , media buying or media audit could do with an upgrade, seek out an independent media professional

By Greg Allardice 27 Jul, 2017
Australia has taken the lead in providing Digital Content Ratings, therefore providing daily reach figures across Desktop, Mobile and Tablets devices. This is a good initiative and supported by Media Futures. It means that the media buyers and sellers have access to same for same daily figures as currently exist for television. The numbers will allow a greater degree of planning effectiveness and allow advertises to specifically target audiences with more certainty. This covers video, text and audio.

Here are some quick facts - 
* 19 million Australians consume digital content daily
* Digital video consumption averages over 25 hours per month for adults

IAB Australia and Nielsen have switched on Digital Content Ratings (DCR), providing publishers, agencies and marketers with daily digital audience data for the first time. The move comes after a lengthy period of negotiation between Australian digital publishers and will be at the forefront of a push to secure a larger portion of the advertising budgets of Australian advertisers.
The milestone places Australia once again at the forefront of global digital measurement.

If you have previously been buying on publishers claims, gut feel or hit and miss when participating in the online space then you now have industry recognised data to help in your buying decisions.

Media Futures presents industry articles in the constant quest for improving return on media investment. If your media policy, media strategy, media planning , media buying and media audit have  not addressed Digital Content Ratings, then Media Futures recommends you seek out an independent media specialist.
By Greg Allardice 19 Jul, 2017
Digital radio is generally regarded as an under dog medium and not taken seriously, but the latest GfK ratings July 2017 reveal unique audiences that are worth considering.

The DAB+ summary report shows the cumulative audience for digital only stations, which is the total number of different (unique) people who listen to a DAB+ only radio station in that market for at least eight minutes (one quarter-hour), in a defined period.
The DAB+ only audiences are still small compared to regular radio broadcasts. The biggest cume audience 10+ in the Sydney market for regular radio broadcasts is Nova with 974,000. However, the biggest DAB+ cume audience 10+ in Sydney is 82,000 listening to Coles Radio.
In Sydney, triple j Unearthed ranks #2 behind Coles with Edge Digital #3. There are 20 DAB+ brands measured in the Sydney survey.
In Melbourne there are 22 DAB+ brands jostling for audience with possibly the brand that spends least on marketing, Double J, ranking #1 with 67,000. The biggest commercial brand is Coles Radio with 54,000.
Smooth is the #1 brand in Perth followed by ABC Grandstand and then Double J.
Coles Radio and Grandstand are ranked the top two in Brisbane.
The Adelaide market favours 90s iHeartRadio followed closely by Buddha and Coles Radio.
Southern Cross Austereo reported its combined digital reach is 425,000 people every week. The company’s digital assets reach 26% of the DAB+ only market.
SCA’s Buddha station has added 30,000 listeners and it branded the #1 non-retail aligned commercial station.
Nova Entertainment reports Coles Radio has 192,000 listeners across four cities, Sydney, Melbourne, Brisbane and Adelaide, 32,000 more listeners than its closest competitor. Coles Radio is also the most listened-to DAB+ station overall in Sydney with a cume of 82,000 and Brisbane with 38,000, and most listened-to commercial station in Melbourne with 54,000 listeners. Coles Radio was introduced onto DAB+ in Perth on 10 May this year and will be included in the GfK DAB+ Digital Radio Report from Survey 6, 2017.

If DAB + has never been on your radar then the latest figures reveal a unique audience that is worthy of consideration and especially if you have mainstream AM and FM radio campaigns under plan. 

If your media policy, media strategy, media planning, media buying and media audit have not explored DAB + Media Futures recommends you seek out an independent media specialist. Media Futures presents industry articles in the constant quest for improving return on media investment.
By Greg Allardice 13 Jul, 2017
The subject of media churn is back in the spotlight but its not new. The media industry thrives on change and is inhabited with highly talented individuals who are always searching for more. Also given that media is an intangible product it means that longevity of message and length of tenure is short. This basic structure accounts for the high turn over of media people in agencies, client side and within the media houses. The media agency side is desperately reviewing this issue of staff churn. Research has shown that 70% are preparing to leave and switch jobs in any given year. That is simply too high. The rise of media specialists who work in house with clients and companies is one way of addressing the constant churn within third party suppliers such as media agencies.The media specialist is a professional who is 100% responsible for the media role, is available 24/7, takes responsibility for the media budget and the results it delivers. If media churn is depleting your business and leaving gaping holes in your media output, consider the better way forward - The In-House Media Specialist.

Media Futures presents articles relevant to the media industry. If your media policy, media strategy, media planning, media buying and media audit are not good enough and could improve with a media specialist, Media Futures recommends talking to one today.
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Media Futures considers the total business
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Greg Allardice


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