SBS' focus on its distinctive programming and unique audience for its 2016 Upfronts hit the right note with media agencies, with bosses saying in a world where consistency and growth is key, SBS delivered.
The network unveiled its forward-looking strategy at a glitzy upfronts event in the historic Pier 2/3 in Walsh Bay, Sydney, earlier this week, announcing a spate of new programming, audience research and a programmatic tie-up with TubeMogul.
OMD CEO Peter Horgan said the TubeMogul and SBS move, which sees the network evolve with an automated programmatic linear campaign partnership, was a "well-kept secret" and a wise move.
Reflecting on the SBS Upfronts, Horgan, who is personally looking forward to the series of Vikings and Fargo, said: "The breadth of content was succinctly presented and, looking at what we saw, I'd say it was expected, but impressive.”
He added that he liked the consistency of its offering and that the network has done a good job of addressing the transition to a more effective programmatic offering.
Carat Sydney head of investment, Ashley Earnshaw, said SBS delivered one of its best upfronts in recent years, off the back of improved ratings performance in 2015.
While there was a clear focus for 2016 on how it can add value to clients, Earnshaw said the network stayed very true to what it is about as a consumer offering.
“It was a very authentic upfronts event, leaving Carat very clear on where SBS positions itself in the market, what makes it unique, and how it is moving forward as a broadcaster,” Earnshaw said.
“It showed that despite becoming more commercial in its offering, with the launch of the Food Network being a good case in point, it is still very much true to its charter about being open to everyone in Australia."
In addition, he said the premium content on offer would be a keen focus for advertisers, with the network showing its goal is to continue momentum and build on its audience growth. However, Earnshaw said the move into the competitive food space will be one to watch.
“I was pleasantly surprised by the more commercial focus on the network and further value that it can add for our advertisers,” he said.
“It will be interesting to see how the Food Network performs in a competitive space with SBS' own SBS1, STV offering and Nine's new Nine Life.”
ZenithOptimedia CEO, Ian Perrin, said that SBS delivered a clear message aboutf what advertisers can expect from the network next year, particularly in regard to its content.
“At a time when many networks crave consistency and growth, SBS has delivered that,” Perrin said. “They have a clearly articulated strategy and it is impressive to see them sticking to it.
“I have no doubt the food network will deliver a very specific and valuable audience for them and, based on the programming unveiled, it will continue to see audience growth across its existing channels.”
Perrin added that in regard to SBS' announcement to sell its digital inventory programmatically and move its linear TV assets to automation, he would have liked more details.
GroupM chief investment officer, Seb Rennie, also said he found the content selection and programmatic bid delivered by SBS at its upfronts impressive.
But he added he didn't think the TubeMogul deal was a particularly surprising move, instead, that it was a recognition of where the market is moving.
“SBS had great content and it was about distributing it more efficiently,” Rennie said. “Broadly speaking, I think there is more awareness in the market about what advertisers and agencies want.
“The key thing for me is that they still have a unique audience that you can't reach anywhere else.”
Did you miss the upfronts coverage so far? Fear not, we have it all on catch-up here:
The networks cannot afford to over promise and under deliver - Upfront season kicks off
Innovate, disrupt or die – what Seven's upfronts delivered
First cab off the rank – media bosses weigh in on Seven's NewFronts
Nine unveils “complete reset” strategy at upfronts
Media bosses weigh in on Nine's “reset”
SBS pushes diversity, content and programmatic at upfronts
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