The three keys to branded entertainment
Two markets in Australia that have come under stress from changing audience viewing habits could be ready for a mini revolution through branded entertainment, the rise of smart phones and the dawn of...
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Getting value from product placement
This is the first article in a series on the role of product placement in Australia. In this instalment Michael Byers discusses how to measure the value of your product placement. In the June-July...
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The value of product placement part 2: was anyone paying attention?
This is the second article in a series of three by Michael Byers about measuring the value of product placement in Australia. In this instalment he looks how to gauge the resonance of your placement....
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The value of product placement part 3: leveraging your placement
In the final instalment in our series about measuring the true value of product placement in Australia, Michael Byers looks at how savvy marketers are leveraging their product placement. Over the...
View ArticleAustralia a dominant force in product placement: interview with president of...
Australia has experienced a spectacular rise in product placement spend, and is now the dominant market in the Asia-Pacific region and fourth largest globally, according to latest figures from PQ...
View Article8 truths for anyone considering branded content on Australian TV
One of my most popular discussions and enquiries from 2013 was, ‘How do we get our branded content onto TV?’ Branded content is still in its infancy and, while there is no guarantee of any programme...
View ArticleForget the ratings, MasterChef Australia has won already
As the sixth season of Australia’s original reality cooking show hits the air there will be ongoing debate over the next few weeks regarding the success of the show. However, in fact, the series has...
View ArticleHolistic measurement for screen content – it’s coming soon!
With marketers demanding a holistic view of audiences, the problem in measuring the value of screen content is that independent insights into what the data and metrics mean for a product and brand are...
View ArticleProduct placement winners – who are they?
Which brands are winning with product placement? Just look around, writes Michael Byers. Australian prime time TV is in love with product placement. From MasterChef Australia, The Block to My Kitchen...
View ArticleForget the ratings, MasterChef has won already – revisited
Reality television flows with the changing economy and national mood. With another season of MasterChef wrapped up, Michael Byers looks at what made it a success, and writes that the battle for grocery...
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