As the industry converged in Sydney for the Future of TV Advertising event, the spotlight was on developments in Australia’s multi-billion dollar ad sector.
The Australian streaming industry is now leading the way in adapting to changing consumer habits, writes Foxtel Media CEO Mark Frain. Picture: Britta Campion/ The Australian But that definition of TV must now also reflect the reality of how people watch content – including on “digital first” platforms: Netflix, Disney+, BINGE, Kayo.
Now, 70 years later, streaming platforms like Kayo and BINGE are leading the way in integrating advertising into their offering - and reducing the costs to subscribers. This means limiting the number of ads customers see, to make it the best viewing experience while at the same time providing brands with the greatest opportunity to be impactful and memorable.
Shame we weren’t ahead on making actual decent TV.
He would say that … mind you I think he’s right. All except the antiquated Aunty and refo twin sister SBS … they need to go onto a user pays service to pay attention to their audience (outside Melb) to remain relevant.
Australia has always been a number one technology adopter. We are literally turning off conventional TV, whether streaming or not. Sky News ratings prove that.