Tuesday, February 27, 2024

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    ThinkTV: Australian stories help to forge a lasting connection with TV audiences in 2024

    Mediaweek in partnership with ThinkTV

    Australia’s broadcasters play an important role in society. From the news that keeps viewers informed to the programs we choose for entertainment and escape.

    Local stories matter to Australians because they represent our shared culture and community. And, of course, they matter to advertisers. What better way for local brands to speak to local audiences than by integrating with home-grown content that tells our stories?

    In 2024, there are so many great Aussie stories to look forward to. From the Paris Olympics on Nine. Seven’s Made in Bondi that will follow the lives and loves of Sydney’s young, social elite. To Paramount’s I’m a Celebrity… Get Me Out of Here! hosted by Julia Morris and Bob Irwin (pictured below).

    ThinkTV: Australian stories help to forge a lasting connection with TV audiences in 2024

    This year, this content will be supported by unparalleled technological advances that make it possible for brands to leverage these Australian stories like never before. In an environment that is brand-safe and loved by audiences.

    For example, in 2024, Paramount Australia will be the pilot market for a Shoppable TV initiative that provides a seamless consumer experience for viewers to purchase products from their favourite shows, straight from their connected TV screen.

    Meanwhile, Seven will roll out Phoenix, a total TV trading system, that brings together the reach and audience of Seven’s screens.

    This year also heralds the introduction of Nine Ad Manager. The self-serve tech platform, utilising artificial intelligence, will enable small to medium-sized businesses to create video assets and buy advertising on?9Now, targeted by postcode. 

    This unbeatable combination of programming and technology opens up a host of different ways for you to partner with TV. Australian broadcasters have the agility to work with brands big and small on campaigns of all shapes and sizes.

    ThinkTV: Marketing options for 2024 include


    From a single program to a long-term, fully integrated partnership including branded content, product placement, promos, competitions, licensing and so much more.

    Whether you’re looking to leverage the massive audiences of live sport or target a more niche demographic, TV has you covered. With a suite of programs, channels and platforms, Australian broadcasters can tailor a sponsorship package to meet just about any objective.

    Seven’s Made in Bondi

    Broadcaster Video On Demand (BVOD)

    BVOD offers a host of premium advertising options that put your brand next to trusted, quality content. An important part of the TV ecosystem, BVOD enables audiences to watch more of the TV they love when and where they want. From an advertiser’s perspective, it unlocks all the personalisation that is expected with digitally delivered video.

    Themed breaks

    Sometimes, one spot simply isn’t enough. Themed breaks are a way to grab your audience’s attention for an extended period or in partnership with other brands.

    Contextual Ads

    Creatively aligning your TV advertising with programming is a great way to reinforce the connection with your desired audience. Work in partnership with broadcasters to tap into their talent or programming themes to elevate your advertising narrative.

    Interruptive breaks

    Creatively interrupt other adverts within a break or develop the narrative arch of your campaign outside standard spots and dots.

    Branded content

    Go all in by funding a program that puts your brand front and centre for the millions of Aussies who watch TV every day.

    Product placement

    Integrating your brand into a locally produced Australian story is a great way to build an association with your customers while capitalising on the established trust and love of their favourite TV programs.

    Nine’s Paris 2024 team

    To find out more about the upcoming programming and technological innovations Australian broadcasters are unleashing in 2024, visit the ThinkTV website here.

    The post ThinkTV: Australian stories help to forge a lasting connection with TV audiences in 2024 appeared first on Mediaweek.

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