At the PriceWaterhouseCoopers briefing earlier this month, stats and projections were shown to outline trends in ad spending and consumption.
The briefing was in aid of PwC’s Media and Outlook report 2013-2017, an annual report on market trends for Australia.
The total ad spend in Australia is seeing a compound annual growth rate between 2013 and 2017 of 2.7%, somewhat lower than the average growth of other ‘mature’ countries, and dominated by 9.6% in Subscription TV and 9.4% in Internet advertising.
Given the overall fragmentation and divergence the entertainment media market is set to undergo over the next four years (according to PwC), these two segments appear the most appropriate, with a greater capacity for targeting consumers.
While subscription television programs, marketers can select appropriate psychographic targets by matching an ever-increasing range of shows catering to more and more specific audiences.
This does not, however, allow for targeting people who own specific platforms or are necessarily interested in games (short of buying media spots in gaming specific shows).
Internet advertising spend (itself dominated by search), is primarily used for its ability to do just that, but the unskippable and silver screen effectiveness of a television ad appears to more than be making up for the shortfall in selective targeting.
It makes sense, meanwhile, that search would be the primary method for internet advertising spending, as the tendency with skippable videos (or, in Australia, poor quality ones) reduces their impact somewhat, as does the size of the screen and single-user nature of it.
A user searching for a particular platform, genre or game title, however, being directed quickly and effectively to downloadable, high-res versions of a games’ latest trailers carries with it the weight of certainty that the audience is actively seeking to be sold on each product.
Free-to-air TV, meanwhile, is sporting a mere 1.7% compound annual growth rate, which is understandable when you consider that most specialist entertainment shows catering to more specific markets have homes elsewhere, and the appeal of free-to-air shows is only becoming broader and broader, making them less effective to hit specific audiences.
Only in mass awareness campaign of the biggest blockbusters (or titles with massively broad appear like The Sims) and huge budgets does free-to-air TV appear to remain a useful medium.