Welcome to an audio-led edition of Unmade.
Today we dive into one of the fastest evolving marketing opportunities - connected TV - with Alex Spurzem, boss of Samsung Ads.
Plus, a record-beating day on the Unmade Index for marketing and print player IVE Group.
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‘The trap is to underestimate the capacity viewers have to want different things at different times’
In today’s interview we talk streaming TV with the man who claims to be reaching 7m Australian viewers, Alex Spurzem, MD for Samsung Ads in Australia, NZ and SE Asia.
Thanks to the prevalence of Samsung televisions, the company now has what it claims is the world’s biggest FAST - free ad supported television - service.
According to Spurzem, the opportunity of streaming TV in all main screen forms is being underestimated. For brands, particularly those with access to their own content, that includes the ability to spin up their own channels.
He argues “Barriers to creating a TV channel are lower than ever. Now you can have a TV channel up and running in 24 hours.” He observes: “You need about 100 hours of content to make the channel worthwhile.”
As opposed to the lean-forward nature of subscription streaming, FAST represents a return to the TV habits of the free to air era. According to Spurzem: “TV had been for many decades what became scrolling through content, TV channels you can zap through.” FAST works on the same principle.
Spurzem made an early decision to join the Video Futures Collective and joined Foxtel Media’s Toby Dewar on stage at last year’s Upfronts to back the initiative, which represents a break from the media establishment centred around the FTA-owned OzTAM.
He says it was because VFC filled a gap. “There was a lack of evidence for marketers of how streaming could fit in.”
Spurzem argues that VFC is not set up in opposition to OzTAM, which he suggests may be less relevant in the future anyway. “As time goes on, measurement that’s based on samples and panels and streaming meters will become less robust.” He points out: “Say both of us watch the same show… even though you and I are watching the same content there’s a decent chance we’ll see different ads during the ad break. The idea of content as a proxy for ad measurement will become less robust.”
“Sooner or later we’ll get to the point where the majority of TV is just digital. Once the majority of TV is traded digitally through fit-for-purpose advertising technology. When that takes place around impressions and frequency caps, at that point is a reach currency as valuable as it used to be? I can’t help but think that in other areas like online display advertising there’s never been demand for a reach currency.”
However, Spurzem does not rule out following Netfix in becoming an OzTAM subscriber, conceding: “There are areas we can collaborate on”.
And on the topic of AI, Spurzem offers a case for optimism as far as the TV industry goes: “You’re not going to get an AI agent to watch TV for you.”
The bedfellows coalition - Foxtel creates a new centre of gravity for measurement; Compass Adelaide
IVE Group’s charge up the Unmade Index continues
Print and marketing business IVE Group led the way at the top end of the Unmade Index, rising by 1.3% on a day when most Unmade Index stocks sank. The company is trading at the highest share price in its history and closing in on a half a billion dollars valuation.
Among the larger stocks, Seven West Media had the worst day on the Index, losing 3.3% while Southern Cross Austereo dropped 2.7%. Ooh Media, which lost its Auckland Transport contract yesterday, sank 2.6%.
The Unmade Index closed on 579.1 points, a loss for the day of 0.75%.
More from Mumbrella…
Telstra’s ‘Wherever We Go’ voted most unforgettable ad – and most hated
Havas’ James Wright formally expands remit in wake of Virginia Hyland exit
Opinion: Qantas breach: In a crisis, you need to reach people where they are
Retail media outgrows its shell: ‘Structure and collaboration are essential’
Today’s podcast was edited by Abe’s Audio. Time to leave you to your evening. We’ll be back with more tomorrow.
Have a great day
Toodlepip…
Tim Burrowes
Publisher - Unmade + Mumbrella
tim@unmade.media
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