EXCLUSIVE: The high level of media consolidation within the Australian market is a major opportunity for local advertisers, and will be strengthened if we view TV and online as complementary platforms, according to global ad management platform DG.
International ad management and distribution platform DG's executive vice president of sales and ad operations, Andy Ellenthal, has argued the large amount of local media consolidation is a massive opportunity for Australian advertisers and is attractive to international brands, given the comparatively low levels of consolidation in other markets.
Ellenthal told AdNews: "There's much more cohesiveness in the Australian market than the US. The level of fragmentation of advertising technology is very significant in the US market, there's a lot of players vying for a very small piece of a media transaction.
"The broadcasters who own TV in the US aren't related to online, whereas here, there's lots of partnerships. This is a tremendous opportunity for the local market.
"The Australian market has reached the point where one platform is delivering their standards, their rich engaging ads, their dynamic creative, offering trading solutions, verification services and visibility services, all out of one platform. It's what's so attractive about this marketplace."
DG global chief executive Neil Nguyen said that the local market must ditch the idea of television falling wayside to digital, and utilise the new ad opportunities that media consolidation, and the rising rates of second-screen viewing, bring.
"There is one local view that the growth of online has to come at the expense of TV, and it shouldn't be that way. If agencies and publishers can break that though they can create greater value for themselves. Digital is complementary to the TV experience.
"For content owners, it represents a great opportunity to create more value for advertisers around the products they are selling. By integrating dual-screen technology, it provides a mechanism for consumers to interact and request more information.
"Seventy six percent of Australia have smart phones and 38% have a tablet. That is a great platform and medium to engage the audience, not necessarily serving the same video ad, but the opportunity to pull the viewer into extended content.
"The future is going to be less about the screen you're on and change to how you have an integrated, holistic campaign," Nguyen said.
Ellenthal also spoke adamantly about
the advantages consolidation and the second screen can bring for
advertisers.
"With proliferation of TV viewing while there's
another device out there like a tablet, laptop or phone, there's a
number of new advertising opportunities that become available,
especially when the media owner owns the television and digital
platforms."
DG operates in over 75 countries and connects global advertisers and agencies with audiences across a range of TV stations and digital publishers. The company owns several smaller divisions, including online arm MediaMind, which has a strong presence in Australia.
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