UM to retain News Corp’s digital media buying

Damian-Eales-3-1-234x156

Australia’s largest newspaper publisher News Corp is to keep its digital media buying with media agency UM despite moving the rest of its media buying to Mediacom earlier in the year, Mumbrella can reveal.

Damian Eales, managing director of News Corp’s metro and regional publishing, today addressed industry rumours that the publisher was looking to return media buying to UM saying it had made the decision to retain digital media buying with the IPG Mediabrands media agency.

“We always took our mass media business away and Mediacom have that specifically and there is no change to that – it is business as usual,” Eales, told Mumbrella. “At the time we didn’t take away our digital from UM.

“We were considering other alternatives with digital but what we have decided to do is leave our digital business with UM.”Mediacom-Signage-700x438News Corp made the surprise announcement it would be moving its media buying to the GroupM media agency in March, on the day Mediacom went public with the details of an audit into years of misreporting of TV audiences and the admission that the group used “valuebanks”.

The carefully timed announcement was widely seen as an attempt to restore confidence in Mediacom among clients after Foxtel, which is 50 per cent owned by News Corp, moved its account to sister agency Mindshare.

Subsequently another major client IAG also moved its account to Mindshare, while the agency has since seen a series of senior departures including CEO Mark Pejic, finance director David Reid and Sydney MD Geoff Clarke.

All Mediacom staff members denied that their departure were related to the misreporting and “valuebank” controversy. Mumbrella does not allege otherwise.

Mediacom is yet to replace Pejic with Mark Heap Mediacom Asia Pacific CEO “standing in” as local CEO since June. 

When the original announcement was made News Corp made no mention of retaining the digital business with UM, declaring:”In taking its business under the GroupM umbrella News Corp Australia joins its sister businesses Foxtel, FOX SPORTS, REA and Carsguide who are also with Group M companies.”

The company also thanked UM for its work on the business, which it had held since 2012, with Eales in March saying: “We have had a very productive relationship with Mat Baxter and the team at UM over the past two and a half years.

“They’ve done a terrific job on our account, which we are grateful for. We wish them every success in the future.”

Asked about the decision to retain digital today Eales said: “UM are doing a great job with it at the moment and they will continue to hold that business.”

UM today declined to comment on anything related to News Corp.

While News Corp uses a lot of its own properties for online marketing its digital media spend is still thought to be in the millions and focused on driving digital subscriptions to its newspapers and online properties such as Fox Sports.

Nic Christensen 

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FFA boss David Gallop to give keynote address at Mumbrella Sports Marketing Summit

Gallop

One of the best-known names in the Australian sporting world and CEO of the Football Federation Australia (FFA) David Gallop will be the keynote speaker at the first Mumbrella Sports Marketing Summit next month.

Gallop, a former CEO of the NRL, has headed up the FFA for the last three years, and will set out his vision to make football the number one game in Australia in the next 20 years.

Murray

He is joined on the program by Australia’s Mr Football and long-time SBS presenter Les Murray, former acting head of the NRL and now Repucom Australia managing director Shane Mattiske, Seven West Media’s Kurt Burnette and Netball Australia CEO Kate Palmer, among host of other big names.

Marketers joining the line up include Holden’s chief marketing officer Geraldine Davys, Visa’s Caroline Dempsey, ANZ’s head of marketing Carolyn Bendall and Chris Maxwell, the man responsible for sponsorships for brands including VB and Carlton among many others at Carlton & United Breweries.

 

Muddle

Maxwell will feature on a panel around how brands can achieve their sponsorship goals, featuring MCN’s national sports sales director Martin Medcraft, who looks after sales for Fox Sports amongst other brands, and Kirsty Muddle, a founding partner of Cummins & Partners who has worked on high-profile sponsorships for brands and rights holders including Jeep, Jacob’s Creek, AFL, Tennis Australia and FIFA. That panel will be moderated by SportsGeek’s Sean Callanan.

Dickens

The future of sports broadcasting will also be discussed, as broadcasters and technology players look to find new ways to engage with their audiences where they are. Seven West Media’s head of digital Clive Dickens will be joined by ESPN’s director of digital partnerships Lance Peatey and SBS head of sport Ken Shipp to discuss what is changing in that arena and how they are keeping pace.

Former Olympian Jane Flemming is MCing the event

The conference will be presented by former Olympian Jane Flemming. She’ll also be moderating a panel discussion looking at the commercial realities of women’s sport, which have gained prominence in recent months with the Matilda’s success at the Women’s Football World Cup and the Netball World Cup.

Flemming will be joined in that session by Kate Palmer, CEO of Netball Australia, Carolyn Bendall, head of marketing for a major sponsor of female sports ANZ, the FFA’s head of commercial Luke Bould and Louise Evans, a director of the Australian Womensport and Recreation Association who was also the first female sports editor of an Australian newspaper at The Australian.

AFL Media logoPeter Campbell, the head of AFL Media, will present a case study on one of Australia’s biggest brand-owned newsrooms, charting how it has developed to boast more than 100 staff, how it has overcome issues around editorial independence and what it has done for the brand’s direct relationship with fans.

Veteran football commentator and former SBS stalwart Murray will sit on a panel discussing the fallout from the recent scandals to hit the global governing body for the sport, FIFA.

Wilson

Murray, who spent six years as a member of the FIFA Ethics Committee, will be joined by Havas Media CEO Mike Wilson in the session which will be moderated by former Visa global director of public relations Andrew Woodward, who was among other things responsible for leading the brand’s sponsorship of FIFA.

More details of speakers of those sessions will be announced soon.

The Mumbrella Sports Marketing Summit takes place in Melbourne on Wednesday, September 9. To view the program and buy your tickets click the banner below.

mumbrella sports marketing summit banner

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SEO Newcastle agency Resilient Digital encourages video marketing with their campaigns.

SEO Newcastle agency Resilient Digital encourages video marketing with their campaigns.Recently I was sent out a link to a video that was effective in the method it presented the idea of going the additional mile for customers in a way which appeared easy, yet unexpected. I left the the video inspired and planned to research & find brand-new ways of making my own companies video marketing a lot better.

 
 

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I think part of the issue with the bulk of sales video clips is that they reproduce mistrust from the out-set. Great deals of people see the sales pitch coming and expect the angle they comprehend.

 
 

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I believe the reason I was so taken with the strategy was that it was substantially different and contrasting from a great deal of video advertising techniques.

 
 

Heres why I believe this method works. The moving video does not proactively offer a service or item. Simply the emotional links connected whilst viewing due to the fact that this is genuine, seems like there is no pressure. When the video clip puts out emotions from the audience, the viewer will certainly think about others that would benefit or gain from seeing it swell.

 
 

The soft sell of the video clip is literally making it practical for an extraordinary number of possible clients to see the website as well as discover motivation.

 
 

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And at the end of the day, if they have no interest in acquiring the item they will likely keep the video link useful to share with others over the long-lasting and Im rather certain there will certainly be a few of those that find the solutions to be beneficial enough that sways them to purchase.

 
 

#seo #videomarketing

Nine’s record $925m NRL deal ‘puts pressure’ on AFL rights negotiations say media buyers

The Nine Network is thought to have set its sights on securing at least one AFL game a week despite announcing this morning it had tied up the NRL free-to-air rights until 2022 for a $925m price tag.

AFL grand final match with the Swans versus West Coast Eagles Source Wiki Commons

Source Wiki Commons

 

Media buyers have welcomed the NRL deal, which sees the TV network paying $185m a year for the rights between 2018 and 2022, up 76 per cent on the previous deal which saw Nine pay $105m a year, but warned it piles the pressure on the AFL to secure a similar price rise.

“The AFL will become critically important,” Mark McCraith CEO of Maxus told Mumbrella today. “The other networks are now going to have a red hot crack at the AFL.

“For Nine they are the home of the NRL and clearly it is a good thing for them, particularly with the extra Saturday, and as a tentpole for their scheduling it will just reaffirm confidence that buyers have with their network.”

Starcom Medivest CEO Chris Nolan warned: “This puts more pressure on the AFL to get their increase because they are looking for a 50 per cent increase on their rights. This will put pressure on them to get that from Seven and Ten.”

Dave Smith speaking at a press conference this morning.

Their comments come as NRL CEO Dave Smith trumpeted the deal today telling reporters it was “the biggest deal in Australian free-to-air history”.

“This deal is worth $925m over a five year period and to put that in some perspective for you that is nearly as much as we secured for the entire rights deal last time,” said Smith, who noted that the pay-TV, overseas and digital rights negotiations were yet to conclude.

NRLKey to the deal is the decision that there will be a Thursday, Friday and Saturday evening and Sunday afternoon games as well as the finals series and State-of-Origin, with the second round of the interstate Origin contest to now happen on Sunday afternoons rather than Wednesday night.

Smith emphasised that the NRL was regaining control of the sports’ schedule and which matches would be played where, with the revised rights deal meaning the game would be played over 25 weeks instead of 26 a move which he said would benefit players.

“The condensed season has obviously been a big consideration from a player welfare perspective,” he said. “The other significant benefit is that the NRL will regain control of the draw and schedule and will decide in the best interests of the fans and the clubs how that schedule plays out.

“My view is that this agreement continues the work we have had underway over the last three years to secure the financial future of this game.”

Mumbrella understands that the final stages of the deal have been negotiated in recent weeks with Nine general counsel Amanda Laing and former managing director Jeff Browne, who was brought in as a consultant, working in tandem to secure the rights.

Sources have suggested that Nine believes it can break even on the deal, although media buyers have cast doubt on this noting the price rise will put significant pressure on the TV network’s sales team to deliver new value.

Simon Ryan

“In terms of the money it is a very high price,” said Simon Ryan CEO of Carat. “At $925m with four games Thursday-Sunday the ratings are going to have to be pretty substantial in the markets that watch the NRL to justify that money.

“They will have to chase pretty hard to get sponsorship dollars to help bridge the gap however, overall ratings are what is important here.”

“I would be amazed if they were able to monetise it,” said Peter Horgan CEO of OMD. “But it is obviously a strategic imperative particularly with the threat they were facing from News/Ten it is important hold.”

It is thought that Nine is still in talks with the AFL to see if it can secure at least one game per round, although buyers were sceptical whether the TV Network would have the money to secure a Saturday night fixture.

The combination of AFL and NRL would allow Nine to put NRL on in the northern states and AFL on in the Southern states and demand a premium across all markets.

Ryan told Mumbrella: “If they did AFL Nine would have to get Saturdays and that would help bring the gap across the other markets and help them dominate nationally around live sport.

“The issue will be around affordability.”

Starcom Mediavest’s Chris Nolan agreed saying: “You would have to think (Nine getting AFL) would be less likely now.

“What this deal does do certainly put more pressure on the asset to provide a return to the network. Obviously they will get that through increased advertising into the event and that may put pressure on the networks to leverage the asset not just with the NRL but leveraging it across its total formats.”

The NRL has also signalled that the TV network was looking at broadcasting some games in HD, noting that Nine was looking at a “multichannel strategy”.

“I know Nine is thinking carefully about its multichannel strategy and they’ve got some exciting plans,” Smith said.

Nine has previously drawn fire for its previous refusal to put games on HD channel GEM claiming “technical difficulties” prevent the network from utilising the technology.

The new deal also give Nine the streaming rights to those four games it will broadcast, which may make the rest of the NRL rights less attractive for current digital holders Telstra.

However, in the press conference today Smith said they had been “talking to all the streaming companies and technology companies” around the rights, signalling there could still be intense competition for them.

The Nine Entertainment Co share price was down 2 cents to $1.42 this morning a decline of 1.39 per cent.

Nic Christensen 

Nine’s Melbourne managing director Ian Patterson and former NRL chief and current Repucom Australia joint MD Shane Mattiske will be among the panel looking at sports rights at Mumbrella’s Sports Marketing Summit at the MCG on September 9. Click the banner below for more details.

Sports Marketing Summit

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