By Ashton De Santis, director – inventory partnerships, The Trade Desk
Australia’s Upfronts season brought a wave of new energy to the advertising world. With advertisers facing mounting pressure to prove real business impact, this year’s sessions put measurement and accountability at the heart of the conversation.
Publishers doubled down on the value of premium content from BVOD to live sports and challenged the dominance of less impactful channels such as social media. Nine’s new partnership with independent market mix modelling (MMM) solutions and Foxtel’s alliances with Kantar and Adgile signal an industry change away from vanity metrics towards more meaningful business outcomes.
This renewed focus on measurement is setting the stage for an exciting year ahead. In particular, for brands that have moved away from upper-funnel strategies in favour of short-term performance campaigns due to tightening budgets, this shift is a game-changer. With consumer confidence poised to grow in early 2025 and inflation slowly easing, brands may look to unlock bigger budgets. But with these opportunities comes responsibility – marketers must show that every dollar delivers growth. More granular insights can help turn marketing into a measurable growth engine, reinforcing its vital role in driving long-term business success.
Case in point: Kellogg’s proved the real business impact of BVOD by leveraging Unpacked by Flybuys retail data in their advertising strategy. By targeting Flybuys’ high-value audience segments – from low-sugar buyers to cereal enthusiasts and health food shoppers – they effectively reached new potential customers. The campaign demonstrated how BVOD ads directly translated into sales at Flybuys’ retail partners and resulted in a 156% surge in conversions for Kellogg’s Nutri-Grain brand and an impressive 187% sales boost for brands like Coco Pops.
The Upfronts also debunked the myth that TV as a whole is in decline, proving that total TV remains a force in advertising. With publishers introducing technology that enables seamless cross-channel activation, campaigns can now unify across BVOD, SVOD, live broadcast, and streaming all under one cohesive strategy.
However, despite these advancements, the challenge of fragmented measurement persists. To unlock greater efficiency, brands will need tools that integrate data across devices and publishers, including their own first-party data. Industry identity solutions like Unified ID 2.0 can bridge these gaps by targeting and measuring their audience across the wider publisher ecosystem.
Let’s keep in mind that Aussies spend 64% of digital media time on the open internet, from video and audio streaming to online news to apps. This presents a massive opportunity for advertisers. So while publishers are proving the value of premium content, the real impact will come from optimizing investments across the entire open internet.
For advertisers ready to embrace the future, the playbook is clear: premium content across the open internet, unified measurement, and a relentless focus on real business outcomes.
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Top image: Ashton De Santis