Operation Bounceback, the first major event for the independent media agency industry, opened with a panel from the television industry, run by ThinkTV CEO Kim Portrate.
She essentially brought together her board of directors to speak to the 120+ members of the Independent Media Agencies of Australia (IMAA).
Richard Hunwick, director of sales, Total Television at Nine: "We've seen some ups and downs over the last two years.
"During COVID, and people being locked in at home, the first thing they did was turn the TV set on, which was great. It's fantastic for us, and we saw that grow.
"And as we've come out, it's been up and down a little bit but I think the interesting thing is what we're starting to see now is linear TV level out a little bit. We've seen some years of decline, as the markets fragmented but we're starting to see linear TV level out in a positive fashion.
"Let's remember that the conversation now isn't just linear ... it's linear, live-stream on-demand ... but linear is the core because it drives rage at velocity.
"And you're talking about bounce back and for your clients able to get your message out there is incredibly important and linear TV continues to do that better than anything else."
Natalie Harvey, network sales director at Seven West Media: "We actually had a census on total viewing behaviour with the Tokyo Olympics.
"No matter what network that was on ... what we saw was we reached over 20 million people on broadcast and an additional 10% on Seven Plus.
"The reason why I wanted to share that stat was because we had the two most populated cities in Australia in lockdown. So it was the best possible way for us to go. What does a modern viewer look like when there's a shitload of content out there and exciting content?
"Advertisers need to keep up with audiences and what their modern behaviour looks like. A modern viewer looks like somebody who is probably a little bit more time poor than they were over the last couple of years. So they want to watch stuff on demand.
"There's a huge population that want to watch on their terms.
"We do still have a huge amount of people who need the six o'clock every night.
"They're watching a lot of content, they're watching more video content than they ever had before including VOD. And there's never been a better time to be in the video market. Because when you look at those audiences, they're seeking out new content.
"And they are really, really open to switching brands which is a huge benefit for your clients. Because you've got these people in highly engaged mindsets."
Lisa Squillace, national sales director at Paramount: "TV does drive scale at pace, and reach at pace. But we also know that television has longer lasting memory structures.
"Television works, it does drive sales, it is very effective and very efficient. And it can be on the biggest scale.
Nev Hasan, executive director of agency sales at Foxtel Media: "For me it's test and learn. You don't have to have huge budgets to get an entry point into television anymore.
"I think if you look at the way live streaming has grown and the ability to digitally insert ads into live broadcast content, which then allows you to better measure outcomes.
"There's a great opportunity, smaller budgets that can evolve and grow that as we try and drive business outcomes for us via those platforms."
Natalie Harvey, Richard Hunwick, Lisa Squillace
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.