Digital Content Ratings

  • By Greg Allardice
  • 27 Jul, 2017

Measure Traffic across multi devices

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 09 Nov, 2017
In this current economic cycle, media budgets are under great pressure. That means they are being cut, reduced or just not actioned.

Why is this so? Commercial media budgets are set by accountants and CEO's, despite the best efforts of the
Marketing Director to set a budget to grow sales, improve market share and  attract/retain new customers.
Sadly this trend will continue.
The media budget cycle will continue to spiral down in real or indexed terms till the powers that sign off on media budgets recognise that media is an investment, not a cost item.

So how to go about creating a media budget in this current sick state of the media economy?

* Recognise that if competitors in your category are also chopping media budgets then you have the opportunity to increase your budget over a shorter space of time to gain market dominance.

* Set media budget numbers over a 3 year year cycle, but manage quarterly to keep track of unforeseen impacts

* Set your media budget not based on past budget numbers, but  as a percentage of forward sales calculations 

* Budget for growth. Make your budget a part of forward business planning in line with the overall goals and objectives 

* Set regular measurement bench marks against media budget and have guarantees in place if results fall short

* Be brave and don't allow the back room bean counters to dictate the media budget and put you in a  "no win "position

If your media policy, media strategy, media planning, media buying and media audit have not addressed media budgets, Media Futures recommends you seek out out an independent media professional

Media Futures presents industry articles in the constant quest for improving return on media investment
By Greg Allardice 07 Nov, 2017
Media is a seductive beast. It lures you to watch it, read it or listen to it. When making commercial media decisions this seductiveness can take over which leads to poor decisions on how to invest your media budget. The media pitfalls are many and there are millions of cases where poor choices have resulted in the media campaign being a total waste of time and money.

Here are some common pitfalls -

* Believing that media will solve your business issues
* Putting all your eggs in one basket and stacking your media buy into one particular medium
* Failing to check the detail of your media buy before it commences
* Not looking closer into how your media buy will translate in a cluttered media environment
* Believing everything you are told and relying on glossy presentations to win your media spend
* Working initially with a senior media operatives only to have a junior with no practical experience handle the detail
* Failing to conduct post campaign audit and analysing what you actually got

The common thread here is making decisions based on emotional beliefs that the media process will deliver in bucket loads. When you look at the big picture your media spend is only a very small fraction of the total output and therefore what might seem big and impressive to you is really quite insignificant when it happens.

If your media policy, media strategy, media planning, media buying and media audit have by passed the pitfalls of commercial media, it's time to engage with with an independent media professional.

Media Futures presents industry articles in the conquest quest for improving returns on media investment.


By Greg Allardice 30 Oct, 2017
The general view of media is that it is a cost centre, not an investment.  This leads to suspicion, uneducated decision making and wastage of a clients media budget. 

Unfortunately in the "enlightened" 2000's this myth prevails due to the fact that media training rarely happens and at best is given secondary attention. By media training we refer to the commercial aspects of media, the planning and buying of media to effect a change in a business /organisation.

Media Futures is a trainer of operatives who seek to expand their knowledge of media and put into practice the skills that can only come from years of at the coal face media disciplines.

You might say...I let my agency look after the media. That is true and you do retain a media service, but how do you know what goes on behind the scenes and what thinking provides what you actually pay for.

With media budgets currently under pressure, too much media to go around for the size of the population and ongoing media wastage, it's time to step back and engage an independent media professional to help with your understanding of what is a complex and cluttered media market.

If your media policy, media strategy, media planning, media buying and media audit have not addressed Media Training then seek out the right person who knows what they are talking about.

Media Futures presents industry articles in the constant quest for improving returns on media investment.





By Greg Allardice 26 Oct, 2017
Media Futures adheres to time proven principles of media stewardship. In this current digital age it's too easy to skip the detail, rely on sometimes rubbery statistics, measure results well after the campaign and blame someone else for the failure to accurately check your media delivery.

Heard this before?? It's true and unfortunately happens to multiples of advertisers.

The solution is to conduct regular media checks during the campaign period. That means watching and listening to your chosen media, travelling to the market of origin of the media activity or put in place a fool proof system of checking.

Normally media checking falls to a lower ranked employee however it is also a senior responsibility to keep on top of media checking if you are the one that signs off on a media buy and pays the bill. Media checking is a routine process that needs to be on every advertisers agenda.

If your media policy, media strategy, media planning, media buying and media audit have not addressed media checking , it's time to talk to an independent media specialist.

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



By Greg Allardice 24 Oct, 2017
Media Audit is a very unfashionable phrase. It is associated with a laborious process of post analysis of what you actually got and how the campaign performed.  If you are a direct response advertiser ( like most companies ) then your media audit starts the moment your campaign starts running.  If you can access audience data over night and access sales data or response measurements overnight or in real time then your media audit is a day by day process. 

Yes it is boring to compile, yes it is a laborious process and yes it's a super dull job. But guess what?? It's where all the clever planning , negotiations and talk come to fruition. The acid test!

As with all media undertakings there are some golden rules when approaching your media audit.

* Only work with professional media operatives who know how to interpret the results
* Streamline your media audit in line with your marketing and sales plans
* Create your own cost per unit value and measure that against results
* Have the media audit geared to media guarantees that can be actioned if your goals are not being reached

If your media policy, media strategy, media planning, media buying and media audit are not truly aligned it's time to seek out an independent media professional.

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










By Greg Allardice 19 Oct, 2017
The media maze is a complex and at times overwhelming mass of options into which you can spend your media budget. 
The issue these days is that there is simply too much media. Where to invest your media budget becomes of critical importance. The key to not being trapped in the media maze comes down to some common sense principles that when followed will minimise the risk of wasting your media budget. 

Consider these points -

* Take time to research the mediums most relevant to your target audience
* Work with accredited mediums that have industry recognised audience research
* Avoid being seduced by cheap space/ time media deals that only serve to make your plan look good
* Practice effective frequency
* Have media guarantees in place if it's not working
* Work only with senior, professional media operatives that actually know what they are talking about

If your media exposure is lost in the media maze, making no impact or at worst has become wall paper then it's time to reconsider your media policy, media strategy, media planning, media buying and media audit.

Media Futures presents industry articles in the conquest for improving return on media investment.


By Greg Allardice 12 Oct, 2017
Have you been disappointed with what you buy after all that hard work , planning and buying media?
Basically, the common scenario is  the media plan did not work and you were stuck with what you bought.
Can't return it and no refunds.

This happens constantly because the majority of media buyers miss out on key steps in the negotiation process or simply have high hopes in what they do. Naivety rules supreme in a cluttered and seductive media world.

If you are not building in media guarantees or do not have outclauses then you can risk throwing your media budget down the drain.  The thing with media media is that it is an intangible business. You don't hear or see it till it happens , then it's gone in a relatively short space of time.

Media guarantees are one way of reducing your risk. If you are not putting this into practice now, talk to an independent media specialist.

Your media policy, media strategy, media planning, media buying and media audit deserve smarter thinking.

Media Futures presents industry articles in the constant quest for improving return on media investment.




By Greg Allardice 09 Oct, 2017
In a world where there is too much media it pays to be media savvy. Over the past 5 years the self destructing nature of greedy media operators have resulted in a lack of trust by clients in media and in the providers who claim to deliver  a premium service of planning and buying, only to let the side down. The recent scandals and debacles in digital media are good cause to lift your game and be media savvy.

Do not believe everything you are told , question every cent that is invested and above all measure results. 

Media is not all it appears to be on the surface. The glitter and gloss of media is only as good as the processes in place and the expertise of your media specialist. Too often clients award a large media contract to a media buying company only to find key staff leave or the day to day business is shunted down the line to juniors  who unfortunately do not have the knowledge, experience or skills to effectively compete in the cluttered media world.

Your media savvy will guide you to make the right decisions  on who gets to work on your media planning and buying. 

The rise of independent media specialists who are accountable and who have invaluable experience is a growing trend. 

If your media policy, media strategy, media planning, media buying and media audit are not  media savvy , its time to talk to an independent media specialist.

Media Futures presents industry articles in the constant quest for improving return on media investment.




By Greg Allardice 02 Oct, 2017
Most people see media as an intrusion, an annoyance that does not nothing else but to spoil the content they are watching or listening to. However if that is the case, why then does advertising exist within all commercial media. ( This articles excludes government run media companies that are paid for  by the tax payer but do run their own promotions and sell their products for a profit like the ABC and SBS in Australia)

Media when used properly is a powerful sales tool, where the intrusion and annoyance of advertising becomes secondary when the communication is properly structured and positioned for the creation of interest. Have you noticed that the majority of advertising is about what's on offer, the price and where/ how to buy? 

This pushy style of advertising is what turns customers off......they have seen it all before.

The smartest way to use media as a powerful sales tool is not to sell anything at all. Simply inform your audience that your product or service is available and talk to them about your offering. The moment you start to look and feel like other pushy advertisers you have just turned off buyers. 

In the 1960's a famous American car manufacturer launched a new car and never once showed the model or shape of the car. Sales were exceptional.  Why did it work ? Because media was used as a powerful sales tool and avoided the same old, same old formulas. It gained attention, not turned off the audience. 

Make sense? Plant your media seeds wisely and watch your business grow.

If your media policy, media strategy, media planning and media buying have not addressed media as a powerful sales tool it's time to seek out an independent media professional.

Media Futures presents articles relating to the media industry in the constant quest for improving return on media investment.


By Greg Allardice 27 Sep, 2017
There is an old joke in advertising it goes like this ..." I know I'm wasting half of my media budget but I don't know which half..."   

There is truth in this statement. Media wastage is a major issue and it comes about through naive media practices, having untrained or poorly trained people working on your media budget or simply plain ignorance when it comes to media knowledge and astute savvy.  

There is too much media nowadays with audiences spread across multiple mediums coupled with a considerable tune out factor. Essentially the proliferation of media has lead to consumers no longer paying attention to the continual bombardment of media. 

So what can you do about media wastage?  Business must go on and you need to reach new consumers.
Media is still a critical element of the marketing mix.
The answers lies in doing more preparatory work on media policy and media strategy. Get this part right and the rest falls into place, but only when you have an experienced and impartial media operative working on your business. 

Do you ask these key questions?
1. Where is the  wastage in my media planning and buying
2. How much active viewing or listening will occur within the media plan
3. How do I measure which parts of the media buy are wasted during the campaign and what are the safeguards to avoid media wastage

If your media policy, media strategy, media planning, media buying and media audit have not addressed
Media Wastage, its time to engage with an independent media specialist.

Media Futures presents industry articles in the constant quest for improving return on media investment.
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