Television

Broad reach is essential to grow brands.

This is only one of the reasons to choose TV when allocating your marketing spend. TV not only delivers reach and scale; studies undertaken by ThinkTV have also proven significant return on investment and measurable results. TV is the ultimate brand-builder – it commands attention like no other medium while giving brands the opportunity to tell their story.

Whether you’re looking to launch a new brand or build an existing one, generate leads or drive purchase, TV is proven to deliver short and long-term business results.

At Paykel, we invest in a number of TV research tools to ensure our recommendations are reliable and transparent.
OzTam and Regional Tam are audience measurement systems that provide the currency by which television is bought, sold and evaluated.

OzTAM is the Australian audience measurement research firm that collects and markets television ratings data. It is the official source of data for all metropolitan markets ie Sydney, Melbourne, Brisbane, Adelaide and Perth as well as subscription services (Foxtel) on a national basis.

Regional TAM data is the official television audience measurement (TAM) of Free-To-Air and Subscription Television viewing in the five east coast aggregated regional markets including its 19 component sub-markets and the Regional Western Australian market.

Regional TAM data is collected and marketed by Nielsen Television Audience Measurement.

 

Programmatic Television

Programmatic TV is the automated process for buying TV airtime using data-driven technology to target consumers at the individual household level.

It applies instantaneous efficiency models for digital ads served across multiple devices and linear TV ads served across over-the-top (OTT) boxes.

Beyond efficiencies for advertisers and media networks, programmatic TV has the potential to be a win for brands and their consumers. Advertisers will be able to target viewers with ads specifically tailored to their audience.

Programmatic TV (PTV) is the next frontier of advertising, the numerous benefits of which marketers globally are quickly catching onto. In fact, a Videology study states that nearly half of all TV buying will be done programmatically within the next 3 to 5 years.

There is plenty of other TV terminology to be aware of: –

Connected TV, addressable TV, targetable TV, over-the-top TV, smart TV, catch-up TV, VOD TV.

  • Connected TV (aka addressable, targetable & over-the-top)
    This includes content delivered via a digital TV set or an over-the-top box e.g. Smart TVs, Roku, Apple TV, Chromecast, Xbox, PlayStation, etc. Think of it as having the same digital ad serving capabilities, displayed on a large screen size (though ads are not able to be clicked on).
  • ​Catch Up TV
    Video-on-demand (VOD) that allows you to select and watch a programme via a networks’ digital platform e.g. Freeview, SBS On Demand, TenPlay, Plus7 and 9Now. The targeting capabilities, ad formats and engagement opportunities here are different from connected and linear television.
  • ​Linear TV
    This refers to TV in its traditional sense where programmes are either watched live as they go to air, or recorded to watch at a later date. Ads can now be bought dynamically on the three main free to air networks, guaranteeing delivery of impressions against OzTAM trading demographics, and on Foxtel which can also be bought programmatically against 40 specific audience segments.

 

 

Cross Screen Measurement

VOZ is a game changer for our industry. It will bring together viewing on traditional TV sets and connected devices to provide an all-screen, cross-platform planning and reporting standard for Australia’s television industry.

Australians have more screens than ever before (average Australian home now has 1.8 TV sets but 6.6 screens in total).

VOZ will provide Australia’s first de-duplicated audience estimates of the broadcast content Australians are watching; who is watching, the amount of time they spend watching, and how they are watching (‘Total TV’). It is a true national picture of total television viewing. This will support advanced audience targeting.

What this means for Paykel and our clients is that we will be able to create media plans encompassing TV inventory across all broadcast channels and devices and importantly measure and manage cross-screen campaigns – including de-duplicated cross-device audience reach goals at a national level. This can then overlaid with first party and other datasets on top of VOZ to support advanced audience targeting.

It is critical for agencies and TV networks to be able to determine the incremental reach from viewing on connected devices.

Paykel will have the ability to optimise screen viewing across all channels, markets, platforms and devices and will provide Paykel and our clients an independent, transparent and standard metric to evaluate the TV performance across all screens and platforms.

VOZ will be available from 2020.

Clients we work with

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Paykel Media

Advice you can trust

Welcome to Paykel Media Agency, an independent media strategy, planning and buying specialist, providing clients, creative agencies and PR agencies with exceptional media expertise; adding value beyond what is expected and integrity in how we do business; all delivered by an extraordinary team.

Paykel Media is committed to fulfilling our clients’ business objectives not just delivering media metrics. We offer the full suite of media services to our clients or we can tailor the service to suit any requirements.