#adtechANZ: The Death of Platform – The Birth of Brand

Helen Kellie, Director of Marketing & Verticals at SBS, is speaking about how audiences are consuming shows in an ever-evolving way. She kicks off by introducing herself in French, a lady after my own heart 😉

Audiences are now demanding more from digital. In a recent popular show on SBS2, less than half of the viewing was live on TV with the rest being online/on-demand. This is a standard example of the changing patterns of traditional TV offering.

Instant is a real mantra in the digital space. 70% of audiences, their use of on-demand is about getting what they want when they want it. So things like buffering, ads – they get in the way of what the audience wants in the digital space. Companies like Apple have helped to shift audience expectations -raising the bar where people expect complicated technology to be readily available in a simplistic manner. 

Two key learnings at SBS:

1. Audiences expect to be able to move seamlessly between devices

2. Audiences in digital expect control of when they watch they show and they watch it. The traditional method of broadcasting a single episode of a show at a given time is no longer accepted.

Does it cannibalise your live television offering if you make allowance for multiple ways of viewing? No. Audiences tend to be more sticky when they are given the opportunity to watch the show in the manner they choose.Death of Platform, Birth of Brand

The next theme is the power and danger of data. Social media helps to drive advocacy, it’s all about engagement and not followers. One example:

  • The Voice – 133k followers with 300 tweets/min at its peak
  • Eurovision – 12k followers but with 1,600 tweets/min at its peak.

Beware of the big numbers. Are you measuring the right stats? High numbers can be misleading when it comes to true engagement.

Brand. Virality. These are important lessons to understand. Try the tool: Share Wars. This allows you to quickly and easily see what is being shared. It allows helps you to understand when it is being shared. This is crucial to help you harness your own brand’s virality. It helps create a form of scheduling around your viral content. Take a constructive approach to how you build your viral opportunities.

Another key focus is how to future proof both online and offline revenue opportunities. SBS has taken the decision to have fewer ads, which drives up engagement and premium opportunities as well as improves data quality around your audience. Combine this with the positive impact on user engagement and it allows greater future-proofing. It’s all about better understanding what the steps are to move away from the traditional model into the digital content model with minimum risk. You need to understand that there is money in the new methodologies you choose. Be aware of who your competitors are. What could they do to bring you down? How can you get there first?

Brand authenticity is more important than ever. If you do something provocative, you’ve got about 12 hours before any lack of authenticity is quickly found out and highlighted. Think Ellen’s Samsung/iPhone fiasco at the Oscars. #busted.

That’s it from Helen and SBS this morning. A very unique view when it comes from a large broadcaster, especially when it’s one that is both government and privately funded.

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About Annabel Hodges

Originally from the UK via France and Malaysia, Annabel Hodges is a digital marketer with long experience in the industry now residing in Sydney. She heads up the Digital Marketing at Next Commerce, working across an array of products, channels and brands.