business with media
A flood of online ads comes as the election goes into blackout mode
Labor is using the final days of the campaign to bombard Facebook and Instagram with negative ads Scott Morrison‘s character, as part of a digital strategy that has poured far more dollars into its online campaign than the Coalition, reports SMH’s Lisa Visentin.
The digital barrage is expected to tighten as the broadcast blackout kicks in from midnight on Wednesday, banning election advertising on TV or radio until the end of Saturday’s elections, but remaining free online for all. Print media are also not subject to the blocking prescribed by the Federal Broadcasting Act.
Labor spent more than $1.4million on ads promoted on its official ALP Facebook and Instagram pages last month – half of which was poured into a flood over the course of the last week to May 14 injected by ads, according to the latest available data from Facebook ad library.
By comparison, the Liberal Party has spent just $270,000 through its core social media accounts over the past 30 days, with about $126,000 of that in the seven days ending May 14 — the penultimate week of the campaign.
Marketers scoff at “highly irritating” political ads
Unimaginative big party ad campaigns could alienate voters rather than win them over, say pundits, who have described the coalition’s leaky-bucket ads as highly irritating and Labour’s anti-Scott-Morrison tropes as boring, report AFR’s Miranda Ward.
Lecturer in Marketing at the Australian National University Andrew Hughes said repetitive ads — like the bucket that runs out of coins and repurposes the old nursery rhyme There’s a hole in my bucket to suggest Labor can’t handle money – were sometimes effective but risked turning audiences away from one brand, in this case the Liberal Party.
“It gets to the point where we just get sick of it and then blame the brand,” he said.
“This has been established in previous research. If you let them run too often and for too long, they work against you as it takes people away from the message and takes them away from you.
dr Hughes also noted the major parties’ failure to adequately engage with newer social media apps like TikTok and Snapchat.
Netflix cuts 150 jobs after subscriber exodus
Netflix is shedding 150 jobs as the streaming company tries to cut its costs after revealing it will lose millions of subscribers in the first half of the year, reports The Guardian Mark Sweney.
The widely-anticipated cuts are mostly focused on US operations and will affect staff in the sprawling film and television departments.
Netflix’s market value was slashed by nearly $60 billion this month as investors panicked that the decades-long boom in the streaming sector had come to an end after the company reported its first loss of subscribers in 10 years .
As of December, Netflix had about 11,300 full-time employees, meaning the cuts account for 1.3% of its global workforce. About 25 employees in marketing-related jobs were laid off last month, including contractors who were there for less than a year.
See more: Why an ad-supported Netflix tier would be advertiser Nirvana
Anti-vaccination mandates for ‘fake union’ to sponsor Kennedy journalist awards
A “fake union” raising funds for nurses wanting to block vaccine mandates has resurrected the Australian Journalists Association and secured naming rights to the 2022 Kennedy Awards, News Corp reports DavidRoss.
The AJA has pledged $50,000 to the 2022 Kennedy Awards as part of the unveiling of the new group, which claims to offer an alternative working association to the Media Entertainment and Arts Alliance, the registered union for media professionals.
The sponsorship also sees the Kennedy Awards receiving $50,000 from TNT Radio, an online news site that has published on topics including “control, government tyranny, corruption, propaganda, democracy” and shared stories promoting “higher mask usage and “linking” deaths from Covid-19.
Disney’s direct-to-consumer ESPN would be a “different offering” than ESPN+, says CFO
Finally, when Disney converts its linear TV channel ESPN into a direct-to-consumer version, the resulting product would be a “different offering” than ESPN+, Disney CFO Christine McCarthy said Wednesday at an investor conference, report The Hollywood Reporter J. Clara Chan and Caitlin Houston.
“What ESPN+ is today is a complement, not a replacement, for ESPN Linear, so there’s no point in simply porting all those linear rights — which come with a rights cost — to an ESPN+ at that price point, which is what it currently is,” McCarthy said at the Moffett-Nathanson Media and Communications Summit.
Disney has been talking about moving from linear programming to direct-to-consumer for years, with esports expected to be the first sector to make the transition. During the company’s most recent quarterly conference call, Disney CEO Bob Chapek also teased ESPN’s DTC future, but noted that the reluctance to make the transition sooner is because linear TV channels continue to be “cash generators.”
TikTok introduces tools to honor original trend creators
TikTok is launching a suite of tools to help developers more easily acknowledge the original creators behind viral trends on the social media platform, the company announced on Wednesday, reports The Hollywood Reporter J. Clara Chan.
The tools, which will be rolled out in the coming weeks, will allow TikTok creators to directly tag and name the original videos and creators who have trended in their own iterations of the video. The credited video will then appear as a mention in the caption of the newly uploaded TikTok video, allowing viewers to click through to watch the tagged video.
As part of the rollout, TikTok is also adding more user prompts to encourage those uploading videos to credit the creators and original videos that may have served as inspiration for the new work.
The long-awaited crediting tools come after years of BIPOC TikTok creators ranting about not getting proper credit for being the creators of viral dances, trends, and sounds on the app. Last summer, the creators of Black TikTok even staged a virtual “strike” to raise awareness of the matter by refusing to create dances to a song that was poised to become the next viral hit on TikTok.
CHEP Network appoints Nick Zonnios as PR director
CHEP Network has announced the appointment of Nick Zonnios PR manager of the agency.
Zonnios comes from Clemenger BBDO, where he was General Manager. He has also built up and managed the Clemenger PR team over the past five years.
In his new role at CHEP, he will oversee the growth and development of the company’s public relations activities nationally.
Throughout his career, Zonnios has worked for clients such as ANZ, Barbie, Carlton & United Breweries, Doritos, Flybuys, Officeworks, Origin Energy, Telstra and more.
He has led communications on a number of locally and internationally acclaimed campaigns including helping ANZ transform into GAYNZ in support of the Sydney Gay & Lesbian Mardi Gras, launching VB Tea to hijack the Ashes series, supporting Melbourne’s economic and cultural boom through Let’s Melbourne Again, launching the world’s first peer-to-beer energy program with VB’s Solar Exchange, and most recently supporting 7-Eleven’s first foray into the world of beauty with the launch of its coffee body scrub.
Shuttlerock appoints Kirsty Traill as Global Chief Customer Officer
Shuttlerock has announced the appointment of Kirsty Traill as Chief Customer Officer with responsibility for leading the global customer team and overall customer strategy.
Traill will be responsible for defining the ideal customer experience and aligning resources to drive customer outcomes, drive operational efficiencies and enable scale.
The hire follows the company’s recent global success, which saw the business transition from an a la carte pricing card to a subscription-based Creative-as-a-Service (CaaS) model.
This has enabled Shuttlerock to move from a traditional unit of production cost to scalable creatives to a fixed monthly investment that offers marketers price certainty.
Traill will continue to be based in the United States, working with Shuttlerock’s global teams in North America, Asia Pacific and Europe.
Karl and Ally dispute the report of “tantrums” at the election rally
Karl Stefanovic came to the defense today co-host Alison Langdon She was unhappy at missing out on election night hosting duties for Nine, according to a media report TV tonight.
The Sunday Telegraph reported Langdon was so saddened by this Alicia Loxley hosting with Peter Obertonshe vented her frustration to Nine’s news chief Darren Wick.
“Nine strenuously denied this yesterday, with a spokeswoman insisting there was no ‘tantrum’ – her word, not ours – from Langdon,” she said.
Speak with Kyle & Jackie O Speaking on KIIS FM, Karl Stefanovic said: “I was really disgusted with the story that (they) were going to paint my co-host who is the hardest working person on Channel Nine who almost came to work with a broken leg in the For the last two years, who has done more great political interviews than anyone else on the network over an extended period of time, her credibility would be shaped… into that kind of diva persona for missing an election. I just find that absolutely disgusting.”
ABC, streaming dominate children’s viewing pleasure
94 per cent of Australian households still used televisions to watch children’s programmes, but the top 10 most popular ‘channels’ were reportedly almost exclusively streaming services TV tonight.
The Swinburne-based research team Australian Children’s Television Cultures conducted a nationwide parental study of how Australian audiences discover, consume and value local children’s content. The report, Parental perspectives on Australian children’s television in the streaming agecovers parents’ perceptions of what makes Australian children’s television ‘good’, the use of media platforms and the importance they place on diverse representation.
The ABC was a trusted source for children’s television; Nine in ten parents say they use at least one of ABC’s services, with 65 percent of parents choosing iView.
Other top-ranking services in this study were Netflix (77 percent), YouTube (69 percent), and Disney+ (56 percent). Streaming services without clear and uncluttered kids’ sections — like Amazon Prime Video (13 percent) and Apple TV+ (6 percent) — were used less often to watch kids’ content.