Magnite

Magnite (NASDAQ: MGNI), is the world’s largest independent sell side advertising platform that combines Rubicon Project’s programmatic expertise with Telaria’s leadership in CTV. Publishers use our technology to monetise their content across all screens and formats including desktop, mobile, audio and CTV. And the world's leading agencies and brands trust our platform to access brand safe, high quality ad inventory and execute billions of advertising transactions each month.

The only constant is change - how brands can keep up with the BVOD opportunity

Explore the transformation of BVOD and find out more about what marketers should consider as they review the marketing activities for 2021 and beyond

In this final article of three, Magnite’s Australian Managing Director James Young speaks with Sophie Hicks Lloyd, Director of Digital Sales at Network 10 to explore the transformation of BVOD and find out more about what marketers should consider as they review the marketing activities for 2021 and beyond.  

The old adage that the only constant is change is one that would resonate strongly for most marketers and it’s particularly true when describing the traditional TV model and evolving BVOD ecosystem.

Research released in January by Roy Morgan revealed that adoption of BVOD is now growing faster than subscription platforms such as Netflix. The number of Australians watching BVOD from the five free-to-air networks increased some 67% from 2019 to 2020 as they discovered the free alternatives available to them.

As consumers shift their attention to BVOD, TV buyers are understandably seeking more efficient ways to conduct buys at scale to reach them. Previously, to obtain sizable reach, TV buyers needed relationships with dozens of different partners to conduct dozens of 1:1 transactions, but today programmatic saves advertisers time by allowing them to tap into inventory from multiple sources with fewer transactions, without sacrificing quality or scale.

As a result, publishers are thinking about their businesses more holistically, breaking down the silos between programmatic and direct. Indeed, Australian broadcasters are leading the charge here, as Sophie Hicks Lloyd outlines.

How has digital adoption changed your business focus and structure over recent years?
Our digital offering has been integrated and considered into every part of the business since 10 play launched in 2013. In recent years, our 10 play audience has grown along with our digital leadership team, content library, technology investment, ad opportunities and data measurement capabilities. And since joining ViacomCBS, 10 is part of a broader global strategy focused on driving digital growth.

How do you use data and insights into audience behaviour to inform your content strategy?
Because we have a clear line of sight into who is watching 10 play from a gender, age and volume perspective we gain valuable insight into what is working and what is not. For 2020, one of the more interesting insights was that while our tent-pole shows continued to bring in the big numbers, ‘middle-content’ shows are king. There’s been a huge resurgence of interest in shows that originally aired a decade ago, like The Secret Life of Us.

How do you see the BVOD ecosystem evolving over the next 12 to 18 months?
Research by ThinkPremiumDigital shows the fastest growing share of the advertising market pie is Broadcaster Video on Demand (BVOD). The addition of co-viewing data, which, for the first time, shows how many people are watching broadcaster content on internet enabled TV makes its effectiveness game-changing. We’ve had a great response from agencies and clients alike with the majority of our clients, from huge multinationals to smaller retailers, keen to build a one-to-one data strategy in 2021.

Additionally, the launch of VOZ is set to bring together linear and digital audience measurement, giving buyers the quantifiable data they need. Which in turn elevates BVOD's share of media budgets.

How has your approach to trading changed over recent years, and where do you see it heading?
Upfront deals and commitments allow clients to get their pick of sponsorships and premium properties. However, we have partners who are shifting the way they buy towards automated means. We find this strong programmatic demand really encouraging and our focus has shifted to ensure the same opportunities are available via direct or programmatic sales. For example, our Australian-first ‘Premium Pause’ product (which allows 10 play users to pause show content and be served a targeted, video-enabled ad opportunity) can be bought programmatically in 2021 to meet demand from our agency partners.

Another key focus for us in 2021 will be helping brands facilitate ecommerce. 2020 saw the renaissance of QR codes as consumers have become so used to ‘checking-in’ to venues, so watch this space in terms of innovation in that arena.

Read more about how broadcasters are preparing for the changes to BVOD:

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

Hey there! Very interesting article, thank you for your input! I found particularly interesting the part where you mentioned that certain...

Martin Valovič

Companies don’t have policies to disrupt traditional business models: Forrester’s McQuivey

Read more

I too am regularly surprised at how little care a large swathe of consumers take over the sharing and use of their personal data. As a m...

Catherine Stenson

Have customers really changed? - Marketing edge - CMO Australia

Read more

The biggest concern is the lack of awareness among marketers and the most important thing is the transparency and consent.

Joe Hawks

Data privacy 2021: What should be front and centre for the CMO right now

Read more

Thanks for giving these awesome suggestions. It's very in-depth and informative!sell property online

Joe Hawks

The new rules of Millennial marketing in 2021

Read more

In these tough times finding an earning opportunity that can be weaved into your lifestyle is hard. Doordash fits the bill nicely until y...

Fred Lawrence

DoorDash launches in Australia

Read more

Blog Posts

Highlights of 2020 deliver necessity for Circular Economies

The lessons emerging from a year like 2020 are what make the highlights, not necessarily what we gained. One of these is renewed emphasis on sustainability, and by this, I mean complete circular sustainability.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Have customers really changed?

The past 12 months have been a confronting time for marketers, with each week seemingly bringing a new challenge. Some of the more notable impacts have been customer-centric, driven by shifting priorities, new consumption habits and expectation transfer.

Emilie Tan

Marketing strategist, Alpha Digital

Cultivating engaging content in Account-based Marketing (ABM)

ABM has been the buzzword in digital marketing for a while now, but I feel many companies are yet to really harness its power. The most important elements of ABM are to: Identify the right accounts; listen to these tracked accounts; and hyper-personalise your content to these accounts to truly engage them. It’s this third step where most companies struggle.

Joana Inch

Co-founder and head of digital, Hat Media Australia

Sign in