The revolution will be televised: how the launch of ThinkTV has brought the TV industry together-UPDATED

  • Advertising
  • March 29, 2018
  • StopPress Team
The revolution will be televised: how the launch of ThinkTV has brought the TV industry together-UPDATED

Update: 

The Commercial Communications Council has announced it is pleased to see the launch of ThinkTV into the New Zealand market late last week, holding the belief that Think TV is a collective voice for the industry to celebrate the scale and effectiveness of television advertising in New Zealand. 

Chief executive of The Commercial Communications Council Paul Head says there is overwhelming evidence of the power of TV and video to help build sustainable and profitable brands.

"TV remains a critical medium in this market. It is highly effective at telling stories that engage consumers. As an industry, building engagement is central to how we should be fostering long-term brands for our clients and we welcome the launch of ThinkTV as a powerful tool to make this case.”

President of The Commercial Communications Council Louise Bond adds TV has long been a core platform for brands and remains an important channel in a brand’s holistic marketing and media strategy.

"In a world of new media and technology, it’s great to see New Zealand’s leading free-to-air and pay TV players have come together to educate the industry on the effectiveness and evolution of traditional media - TV. The industry looks forward to hearing from ThinkTV regularly and finding out how we can continually challenge ourselves and our clients to use it in new, and interesting, ways to deliver strong, long-term business results.”

Original story:

This morning was, as MC Samantha Hayes said, a "fairly historic" moment for New Zealand television, with the chief executives of the three major television networks - Kevin Kenrick (TVNZ) Michael Anderson (MediaWorks) and John Fellet (Sky TV) - on stage together united for the launch of the initiative ThinkTV New Zealand. 

Perhaps it's not fully historic because Think TV existed in New Zealand until 2012. But, following in the footsteps of other markets that have successfully promoted the health of TV, the time was right to bring it back to life. 

While there was a quip about the chief executives normally only coming together over a lawsuit, the mood was of celebration and possibility at Q Theatre in Auckland as industry folk gathered to hear about the return of a collective industry voice, promoting the scale and effectiveness of television advertising in New Zealand.

ThinkTV will give insights into viewing behaviour and the impact of advertising across free-to-air, subscription and digital television, with industry bodies Nielsen and the Comms Council endorsing the launch.

As reported in StopPress last month, 2017 was a record year for agency advertising spend, with data released from Standard Media Index (SMI) showing $1.048 billion was spent on major media across the year in New Zealand. Leading the way was TV, with one percent growth taking it to $389.6 million.

*Clarification: SMI figures are based on media agency spend only, and IABNZ's Internet Advertising Revenue Report shows interactive advertising revenue reached $923 million in 2017, representing a seven percent year-on-year increase. Within this, the search category topped $541 million in the year to form 59 percent of total revenue. ASA figures from 2016 show interactive revenue is ahead of TV. 

This morning's event opened with a 60-second countdown on screen (60 seconds is actually quite a long time to countdown in silence), followed by a montage of shows from the three channels, before MediaWorks’ Hayes welcomed the attendees and spoke of how the two sectors – free and paid – has come together for the first time as one under the industry body.

Kim Portrate, chief executive of ThinkTV Australia, which launched in 2016,  took to the stage and spoke about the critical importance of attention, how ThinkTV is here to change the conversation and the enduring power of TV advertising.

Australia has recently shown healthy advertising spend, which has climbed by 6.7 percent in December 2017. B&T believes the strong performance was due to the proven effectiveness of broadcast TV and the consistent growth of BVOD platforms such as Foxtel Now, 9Now, 7plus and Tenplay.

With a background in advertising, Portrate was well-suited to talk directly to the advertisers in the room, opening up about mistakes she had made during her time in the advertising industry, including being dazzled by the promise of online-only platforms to fatten up brands.

She illustrated the five areas - research, media relations, marketing, education and industry development – where ThinkTV will be helping the industry, and used case studies of ThinkTV Australia to show how ThinkTV provides a vehicle for the industry to validate its arguments with facts.

L-R:  John Fellet, Michael Anderson and Kevin Kenrick. 

Following Portrate’s speech, Kenrick, Anderson and Fellet did a Q & A with TVNZ’s Pippa Wetzell, including questions about the future of television and why ThinkTV will be relevant and important to the changing landscape of the industry.

Anderson emphasised the importance of the major networks coming together in an environment of varied and confusing reporting within the industry.

“It is a genuine milestone for our industry that we are uniting to launch ThinkTV, collaborating under a common goal to ensure certainty and clarity for advertisers.”

Kenrick said the group was set up to acknowledge New Zealand advertisers’ significant investment in telelvision.

“Our ambition is to ensure businesses get fantastic returns from that investment.”

Fellet, who recently announced his plans to retire, told those gathered the research, tools and insights generated from ThinkTV will be invaluable in helping advertisers and agencies get the best out of today’s multi-platform TV environment.

He also touched on the investment that is going into television today – such as the producers of Game of Thrones spending $25 million per episode on its upcoming season.

L-R: Paul Maher, Rawinia Newton and Glen Kyne.

MediaWorks’ chief commercial officer Glen Kyne was announced as the inaugural chairman. A representative of each major network will serve as chairman annually, another example of the networks uniting together. 

TVNZ’s commercial director, Paul Maher, and SKY TV’s director of advertising, Rawinia Newton, join Kyne as board members.

Kyne, Maher and Newton spoke of how the goal of ThinkTV is to give advertisers facts around the platform, and support agencies as they make decisions – but the companies would still be in competition with each other.

While the trio pointed out ThinkTV is not anti-Facebook or anti-Google, they said those platforms have dominated headlines for too long, with it now being television’s turn.

ThinkTV did operate in New Zealand until 2012 but Maher says it wasn’t that it didn’t work but the media landscape was different back then, with fragmentation and the narrative of digital being touted as the death of TV generating a need for it to come back.

When asked if other partners would join the line-up, Kyne welcomed fellow networks to join the party.

As a nice ending to the Q  + A for this “unusual and momentous occasion together”, the unique capacity of television to tell a story was reflected in each chief executive choosing their favourite ad:

Fellet chose Mitre 10 - Sandpit: 

Anderson's pick was Ghost chips:

And Kenrick’s pick was Lotto's armoured truck:

Agencies themselves are also reflecting the narrative that television isn’t dead through embracing long-term campaigns and ideas, and focusing on the importance of storytelling.

Lotto New Zealand’s ‘Imagine’ campaign is one example with ‘Pop’s Gift’, ‘Mum’s Wish’ and ‘Amoured Truck’ all-embracing narrative concepts.

Lotto’s chief marketing officer Guy Cousins told StopPress in October he believes its brand objective will be achieved by telling stories that viewers love.

“We’ve told some great stories in the past…and it was clear that we had to go back to great storytelling. It’s too easy to bombard people with messaging, but these days people have the option to just screen out. So it’s actually more incumbent on us to tell fantastic stories.”

With today's unified launch enabling the television industry to come together to counter the issues and perceptions the medium faces, ThinkTV will provide new opportunities for agencies, advertisers and brands to elevate their products through the medium of television.    

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Cutting above the noise: Colenso BBDO call on family members for Breast Cancer Awareness Month

  • Advertising
  • October 23, 2018
  • Caitlin Salter
Cutting above the noise: Colenso BBDO call on family members for Breast Cancer Awareness Month

The New Zealand Breast Cancer Foundation and Colenso BBDO had to quickly alter their latest campaign after receiving complaints about the use of the word ‘contagious’ – but Colenso BBDO creative director Maria Devereux doesn’t want the controversy to take away from the campaign’s message: every eligible woman in New Zealand should be getting mammograms.

Read more

Effies 2018: DDB shines golden, takes home Grand Effie and crowned Most Effective Agency of the Year

  • Awards
  • October 19, 2018
  • Georgina Harris
Effies 2018: DDB shines golden, takes home Grand Effie and crowned Most Effective Agency of the Year

Auckland’s Shed 10 was taken over by advertising and marketing folk last night, excited to celebrate the country’s most effective marketing campaigns at the 2018 NZ Effie Awards, organised by the Commercial Communications Council in association with TVNZ.

Read more

Tonkin + Taylor’s Briana Miller talks carving out her niche in the industry

  • Marketing
  • October 19, 2018
  • StopPress Team
Tonkin + Taylor’s Briana Miller talks carving out her niche in the industry

Tonkin + Taylor customer experience advisor Briana Miller continuously upskills to put as much as she can into her work. After starting in an administrative role, she’s worked her way up and has already proved herself be a real asset to the industry and was one of this year’s TVNZ-NZ Marketing ‘Rookie Marketer of the Year’ finalists. We chat with her about the journey so far.

Read more

Social scoreboard

Zavy and StopPress have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

topics
Follow The Money
Follow The Money
Follow the money. It’s an axiom that journalists have believed in for years and a ...
Regional Rundown
Regional Rundown
StopPress takes a trip down the country to see who the audiences and agencies are ...
Beyond the Page 2018
Beyond the Page 2018
In conjunction with the MPA, the Beyond the Page series shows how some of the ...
Insight Creative
Insight Creative
Insight Creative specialises in shaping business stories out the core insights that often lie under ...
Beneath the Surface
Beneath the Surface
In this series, brought to you by Microsoft, we talk to a conceptual photographer, illustrator ...
20/20 (tele)vision
20/20 (tele)vision
Media consumption is changing. But by how much?
The Hot List
The Hot List
Our rundown of the hottest shows, brands and creators in New Zealand media. 1. magazine ...
Cannes Lions 2017
Cannes Lions 2017
All the winners, the shortlists and the drama from this year's edition of advertising biggest ...
Merger Mania
Merger Mania
All our stories on the nation's two failed mergers in one place
Bauer Beyond the Page
Bauer Beyond the Page
When it comes to creating branded content, there are few better in the Kiwi market ...
The Indies
The Indies
Over the course of this series of articles, we look at how always-nimble indy agencies ...
AdRoll on automation
AdRoll on automation
Marketing automation is tipped to eventually become the only way advertising is traded in the ...
Game Changers
Game Changers
It’s all about PEOPLE. Join us as we discuss global insights, ideas and innovations from ...
TVNZ-NZ Marketing Awards 2015
TVNZ-NZ Marketing Awards 2015
Celebrating all the winners of the 2015 TVNZ-NZ Marketing Awards.
Future Tense
Future Tense
In a new series, StopPress talks to a range of newsmakers currently trying to shine ...
Beyond the Page
Beyond the Page
In conjunction with the MPA, the Beyond the Page series shows how some of the ...
Up Country
Up Country
In conjunction with News Works, the Up Country series talks with some of New Zealand's ...
Sounding off
Sounding off
As part of a content partnership with MediaWorks, we've asked a few of the company's ...
StopPress Podcasts
StopPress Podcasts
We sit down for a chat with industry leaders to find out what they're up ...
Values, impact and purpose: why marketers should be paying attention to culture
Sponsored content

Values, impact and purpose: why marketers should be paying attention to culture

The ideas, systems and social behaviours of people come from the context of culture. As large cultural shifts take place globally, it’s more important than ever for brands and marketers to stay on top of the constantly evolving changes as they land on our shores. StopPress spoke with marketers from ANZ New Zealand and Westpac New Zealand, as well as Colleen Ryan, partner at TRA, about the importance of culture in marketing, how to use culture to make impactful messaging, and the results that come from companies looking outwards.

Kathmandu travels the world in latest in-house campaign

  • Advertising
  • October 18, 2018
  • StopPress Team
Kathmandu travels the world in latest in-house campaign

Kathmandu has set its sights on the world, with its first-ever global brand campaign, ‘Kathmandu World Ready’, developed by its in-house creative team.

Read more
voices
TVNZ-NZ Marketing Awards 2018 long-term marketing excellence winner: Trustpower
news

TVNZ-NZ Marketing Awards 2018 long-term marketing excellence winner: Trustpower

Innovating and staying ahead of the curve in the electricity market isn’t easy. Trustpower knew it needed to act quickly if it wanted to slow its customer churn rate – and that’s when it found its 'light bulb' idea. We take a look at this year's TVNZ-NZ Marketing Awards long-term excellence award winner.

Stationery ranger comes to the rescue for Warehouse Stationery

  • Advertising
  • October 18, 2018
  • StopPress Team
Stationery ranger comes to the rescue for Warehouse Stationery

Warehouse Stationery has launched its latest spot featuring a stationery ranger and a horse made out of Blu Tack.

Read more
Bauer Media launches online beauty community: beautyheaven.co.nz
Sponsored content

Bauer Media launches online beauty community: beautyheaven.co.nz

The publisher’s new digital platform is the ultimate destination for all things beauty.

VTNZ leaves a mark as September's Ad Impact Award winner

  • Ad Impact
  • October 17, 2018
  • StopPress Team
VTNZ leaves a mark as September's Ad Impact Award winner

With summer on the way, September showed us a whole hoard of new campaigns being launched. While there was plenty to choose from, it was VTNZ with its 'Road Commander gets a WoF' TVC by FCB that picked up the Colmar Brunton Ad Impact Award.

Read more

Māori media set for 'sector shift'

  • Media
  • October 17, 2018
  • Radio New Zealand
Māori media set for 'sector shift'

The Māori media sector is set to be reviewed for the first time since 1998. A policy initiative has been announced, titled "Māori Media Sector Shift", that will include Māori Television, the Māori radio network and Te Mangai Paho.

Read more
TVNZ-NZ Marketing Awards 2018 Supreme Award winner: AA
news

TVNZ-NZ Marketing Awards 2018 Supreme Award winner: AA

Most New Zealanders will have heard of AA. It’s a trusted, reliable brand and it’s been around a long time. But, with technological advancements threatening its business model, it knew it needed to diversify or die. We take a look at this year's TVNZ-NZ Marketing Awards Supreme Award winner.

From junk to jewellery: Design Junkies search for second crop of designers

  • Television
  • October 16, 2018
  • Idealog
From junk to jewellery: Design Junkies search for second crop of designers

Design and craft-based television show - Design Junkies - has been allocated its second lot of funding from TVNZ. The spend comes following a successful first series, produced by Warner Bros. NZ, which sees a diverse bunch of designers upcycle junk into coffee tables, photo shoot props, and various other installations. In light of the release, the show is currently on the hunt for the crop of next designers, makers and artists to feature on the next edition.

Read more

Whittaker's' Hannah Gray on working her way up in marketing

  • Marketing
  • October 16, 2018
  • StopPress Team
Whittaker's' Hannah Gray on working her way up in marketing

Whittaker's brand manager Hannah Gray knows the value of working her way up in the workplace. She started at the company in 2014 as the receptionist and four years on was one of this year's TVNZ-NZ Marketing 'Rookie Marketer of the Year' finalists. We chat with her about finding her feet in the industry.

Read more

Ads of the week: 16 October

  • TVC of the week
  • October 16, 2018
  • StopPress Team
Ads of the week: 16 October

A round of applause for Got A Trade, The Warehouse and Air New Zealand.

Read more

ReachMedia secures The Warehouse Group's 'smart mailer' business

  • Advertising
  • October 16, 2018
  • StopPress Team
ReachMedia secures The Warehouse Group's 'smart mailer' business

The Warehouse Group has appointed data-driven letterbox marketing company ReachMedia to distribute mailers for the group's family of brands.

Read more
Next page
Results for
Topics
Jobs
About

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2018 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise

Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit