Andrew Wolk’s article, ‘Time is running out for the 30-second TV commercial’ has predicted an imminent death for 30 second television advertising slots. Where will brands turn when this old favourite dies out? The Brand Newsroom team offer their own predictions about the future of advertising in the face of this significant change.

A recent development for brands is to sponsor entire programs instead of using 30-second blocks in ad-breaks. Is this the direction that brands should take? Or would they be better off taking their 30-second video advertisements to YouTube? Whatever the direction, the team agree it will be brands who think outside the box who will ultimately succeed.

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Image Credits:

“Picture’s coming in a little fuzzy” by Murdo McDermid, Flickr

This week news articles again pointed towards one inescapable truth: the world of advertising and mass media is being disrupted. Apple, who have historically dedicated their focus to the customer experience, have announced they will be entering the news space. A report from PwC has shown in the next five years, half of Australian advertising spend will be on the internet.

Does this news mean a shift in the favour of content marketing? Or will traditional advertising carry out business as usual, but in a different location? The Brand Newsroom team have their opinions about what should be done but are skeptical about whether it will happen.

 

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Recently, the ABC’s Alan Kohler published an article titled “The media earthquake is crippling mass marketing”. With an insider view into the industry, coupled with recent reports of Nine Entertainment’s huge profit downgrade and $300 million loss, Kohler predicts marketing through mass media is coming to a grinding halt.

What does this mean for traditional media? Where should brands invest their advertising spend in this changing environment? This week James, Nic and Sarah discuss how brands and media outlets alike should adapt to the changing space.

While there is some disagreement between the hosts about what tactics work best, the three are in agreement that in order to survive through what James describes as “the disruptive period”, you must adapt or else expect to die out with other outdated methods.

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How has 2015 been for content marketers so far? This week on Brand Newsroom, hosts James Lush, Sarah Mitchell and Nic Hayes weigh in on the trends and changes they have observed in the first 6 months of this year.

According to the hosts, there is a growing prioritisation of documented strategies. Businesses are starting to adopt long-term perspectives and patience with their expectations, yet people are still struggling to actually create these strategies.

In a growing appreciation for content marketing, businesses are starting to question authenticity. How authentic should you be in representing your brand? Is it okay to admit your errors in the name of authenticity?

 

Media producers need a wake-up call, according to Charlie Caruso. While we used to talk about the Generation Y audience as children, time has passed and they are now between 15 and 33-years-old. Most of them are adults and all of them are influential consumers.

Charlie HeadshotSo how can we adapt to their needs? This week Charlie Caruso, author of ‘Understanding Y’, joins the Brand Newsroom team to discuss what changes are necessary to our media models in order to win over a Gen Y audience.

According to Charlie, a Generation Y audience can be cheap when it comes to parting with money. So how will businesses survive? What is this audience willing to exchange for content?

 

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Understanding Y