The Future Media Forum in Sydney on Thursday offered a timely exploration of the rapidly evolving world of video and screen-based content. Focused on how to enhance viewer engagement and maximise the potential of television as a device, the panel discussion titled How Do You Increase Attention and Reach by Maximising the Potential of the TV as a Device? featured a lineup of influential voices from the industry. Moderated by Jason Tonelli, CEO of Zenith, the panel included Melody Townsend, general manager – group marketing at Bank of Queensland Group, Willem Paling, head of analytics at IAG, Elizabeth Baker, chief investment officer at Zenith; and Nikki Rooke, director of sales – Total Television at Nine.
The expanding definition of video
The panel kicked off with a deep dive into the definition of “video,” a term that has broadened significantly in recent years. Baker articulated this shift, describing video as encompassing “all audio-visual content,” spanning traditional television, YouTube, and interactive digital experiences. “It’s no longer just about appointment viewing,” she said, highlighting the rising trend of personalised content consumption.
Rooke added another layer to the discussion, pointing out the varied viewer behaviours that accompany different platforms. “Engagement isn’t the same when someone’s watching at a bus stop compared to lounging on their sofa,” she said, emphasising the need to tailor strategies to the specific context in which video content is viewed.
Balancing efficiency and effectiveness
A key theme that emerged was the tension between efficiency and effectiveness in advertising. Townsend stressed the shift towards performance marketing, driven by executive demands for measurable ROI. “We need to show that we can be efficient in our spending while also driving long-term brand value,” she said.
Paling offered some valuable insights, noting that while market mix modelling has become a vital tool for assessing advertising effectiveness, it risks oversimplifying the role of traditional media like television. “There’s a misconception that if we can’t see immediate sales spikes, then TV isn’t effective. Yet, our studies consistently show that TV can drive brand awareness and long-term profitability,” he explained. He urged marketers to consider broader performance indicators beyond immediate ROI, highlighting how effective brand storytelling can yield substantial gains over time.
Rooke agreed, sharing thoughts on how television might not always come out on top in efficiency comparisons. However, when it comes to profitability and long-term growth, TV often proves its worth. “We’re urging advertisers to look beyond efficiency metrics and consider the broader impact of branding efforts,” she asserted.
The convergence of media channels
As the discussion progressed, the convergence of linear TV, streaming, and digital video became a hot topic. Panelists agreed that this growing overlap creates both challenges and opportunities for marketers. Baker pointed out the need for an integrated approach to media planning, urging brands to leverage data effectively to navigate this fragmented landscape.
“Marketers must approach planning as a holistic endeavour,” Baker said, advocating for tools that allow for the seamless integration of various media. “We have to treat every touchpoint as interlinked, ensuring that our strategies across linear and digital channels support one another rather than working in silos.”
Rooke added that the appeal of live events, like sports, which continue to attract large audiences and provide unique viewing experiences. “Shared experiences create a sense of community that’s irreplaceable, even in a world full of on-demand content,” she explained, encouraging marketers to tap into this trend.
The importance of creativity
As the conversation turned toward creativity, Rooke expressed her frustration at the current state of advertising. “Creative quality seems to be declining, and we need to change that,” she said. The panelists agreed that brands should strive to create standout content that resonates with audiences on an emotional level.
“Why not aim for a Super Bowl-level ad every time you invest in media?” Rooke challenged her colleagues. The call to action reminded the room that engaging storytelling is key for effective advertising and forming lasting connections with viewers.
Insights and case studies
To further illustrate their points, Baker provided an example of how her team leveraged a successful multi-channel campaign for a major retail client. “Through a combination of TV and digital ads, we were able to create a narrative that resonated deeply with audiences, leading to a significant uplift in both brand awareness and sales during the campaign period. The interplay between the channels amplified our message and ensured that the storytelling remained consistent,” she shared.
Paling added that data analytics can refine audience targeting, citing a recent IAG campaign where precise targeting led to better engagement rates. “Utilising analytics not only improved our reach but verified the creative aspects, ensuring that the messaging matched audience expectations,” he said, further highlighting the importance of a data-informed approach in crafting effective content.