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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See what our
Clients say

  • When looking for a media planning and buying agency we wanted a company which was small enough to deal one on one, but large enough to have all the skills and systems we needed. We saw consistency with Paykel Media and Jalna – both are privately owned and unlisted.

    Paykel Media Company has a pro-active approach to media planning and always delivers solid brand insights and strategy.  It is a true partnership which has seen continued sales growth, brand awareness increase from 58% to 81%, and conversion levels increase.

    Jalna

  • The team at Paykel work closely with us providing relevant and insightful research and strategies to ensure we are reaching our customers effectively. Their ongoing campaign management is smooth and stress-free.

    Paykel has a long history of female focus marketing and advertising clients and we, at Integria, benefit greatly from that knowledge. Their on point research and great understanding of women and their consumption and purchase preferences means we are confident that our advertising messages work hard and provide value for money.

    We enjoy partnering with Paykel to help us sustain and grow our business in a highly competitive marketplace.

    Thompson’s

  • We are very happy with the collaborative partnership we have formed with Paykel. The team is very responsive to our feedback and requests. They have shown initiative in testing new media avenues to deliver on our ongoing loop and learn approach. We see them as an extension of our marketing team. We are excited about the media possibilities available and how Paykel can help us to continue to grow our business.

    Blamey 
Saunders Hears

  • Meares & Associates have used Paykel Media for their advertising placement exclusively since 2009. We were attracted to the Paykel team as a small but dynamic agency who would give us professional, personal attention with quick turnarounds.

    Meares & Associates are marketers of rural property Australia-wide – a company which mirrors the services of Paykel Media. We give our clients quick, professional advice on property marketing and as such require the same from our service providers. The Paykel team are obliging, personable and at all times available to service our needs.

    Meares & Associates

  • Savills Australia have a long and rewarding relationship with Paykel. We rely on Paykel for all matters of media advice, strategic planning and booking management.

    Tony and the team are always willing to go the extra mile and not only offer excellent strategic advice, but fast and efficient systems to ensure complete control over the buying and booking process.

    Savills

  • We appointed Paykel Media to develop and implement multi-channel advertising campaigns including media strategy and execution – negotiation, buying, optimising and performance measurement.

    Our first campaign had a clear sales goal which was exceeded by an impressive 78% and still counting.

    Paykel Media has delivered our campaign objectives based on strategic media thinking, a clear ROI and a level of service that continues to exceed our expectations.

    Viega

Trusted advice.

We work with brands, creative agencies and PR agencies to meet their business objectives not just delivering media metrics. We offer media services that we can tailor to suit our clients' requirements.