traction. issue #6

10 UNVEILS NEW CHANNEL AT UPCLOSE AT HOME PRESENTATION TO ADVERTISERS

10 has announced a new general entertainment channel to launch later this year. The third multichannel will draw upon content from ViacomCBS (10’s parent company). Neither the name or a launch date has been confirmed. Like all broadcasters, the 2020 schedule has been impacted by production delays caused by COVID-19 but Ten insist the overall content slate is “largely intact”. Whilst some initiatives like Pilot Week have been cancelled altogether, others like The Amazing Race Australia still plan to enter production sometime this year. In the shorter term, MasterChef continues to perform well in the ratings and will lead into Bachelor in Paradisewhen it finishes its current series.

The announcement follows news from the US where ViacomCBS has had a surge in its share price following an expanded distribution deal with YouTube despite ad revenue falls of 19% in the first quarter –even before COVID-19 really hit.

 

ROY MORGAN/ANZ CONSUMER CONFIDENCE IMPROVES FOR SIXTH WEEK RUNNING

Roy Morgan data shows a slight increase WOW, up a marginal 0.8 points to 90.3. Additionally, now 30% (up 1ppt) of Australians say now is a ‘good time to buy’ major household items, while 39% (down 6ppts) of Australians say now is a ‘bad time to buy’. Now 21% (down 2ppts) of Australians say their families are ‘better off’ financially than this time last year and 40% (up 1ppt) say their families are ‘worse off’ financially.

David Plank, Head of Australian Economics at ANZ commented: “The recent gains have resulted in the index recovering some 70 percent of the fall seen in the last two weeks of March. This likely reflects the continued good news on the path of the pandemic in Australia and the associated progressive easing of restrictions. The challenge for the coming week will be how households react to what is expected to be dire news on the state of the labour market.”

Source: ANZ/Roy Morgan

NEW STUDY BY WORLD FEDERATION OF ADVERTISERS REVEAL 68% OF MULTINATIONALS NOW HAVE A CRISIS RESPONSE CAMPAIGN RUNNING YET 89% HAVE DEFERRED CAMPAIGNS

The study of 38 Multinational members of the World Federation of Advertisersshows 89% of multinationals have put campaigns on hold –up from 81% in March. The findings are based on responses from 38 companies in 17 different categories with a total global ad spend of $46 billion.

Source: WFA

STUDY ALSO SHOWS DIGITAL LEAST IMPACTED CHANNEL FOLLOWING Q1 AND Q2 CUTS

The WFA forecasts that global ad budgets will be down 36% in the first half of the year and 31% for the full year. While 62% of respondents said they believed it was essential for brands to avoid “going dark” during the crisis, they are still making big cuts to overall ad spending.
TV is expected to be down globally by 33% over the first half of the year, but print (down 37%), out of home (down 49%), and events (down 56%) are suffering even more dramatically.

However as referenced in edition 3 of Traction, it is important to remember that brands who defend their SOV during a recession often find it a more cost effective exercise to do so.

Source: WFA

YOU CAN NOW HAVE YOUR NEXT VIDEO MEETING IN VR WITH NO HEADSET REQUIRED

Spatial is a startup that enables people to meet through augmented or virtual reality. It’s similar to the now defunct Facebook Spaces except it has much broader support. You can use VR or mixed-reality headsets as vehicles to meet in virtual spaces. “In light of Covid, we’ve actually had an intense amount of demand—about a 1,000 percent increase.” says Anand Agarawala, Spatial’s CEO and cofounder.
AS ZOOM IS NOW MOST DOWNLOADED NON GAMING APP GLOBALLY ( AND AUSTRALIA BENEFITS)
“Zoom is not a good replacement for being in the office with other people, whereas something like VR gives you that level of presence and personification.“ added Agarawala.

AS ZOOM IS NOW MOST DOWNLOADED NON GAMING APP GLOBALLY ( AND AUSTRALIA BENEFITS)

Figures show that Zoom dethroned TikTokto become the most downloaded non-gaming app globally last month with 131 million downloads . Google data has also seen a 9,900 % increase in searches for holiday-style Zoom backgrounds. Australia has proven to be the second most popular download behind the Caribbean. Travel company Kuonihas released 14 new backgrounds to take advantage of this trend.
You can download the backgrounds here.

Source: Sensor Tower

MEANWHILE TWITTER BOSS JACK DORSEY SAYS EMPLOYEES CAN WORK FROM HOME “FOREVER”

Understanding this option is not suitable for everyone, Dorsey is keeping the door open for those who wish to work within the traditional office structure. He’s leaving the decision to either work from home or the office with his employees. Dorsey said , “When we do decide to open offices, it also won’t be a snap back to the way it was before. It will be careful, intentional, office by office and gradual.”

Tweet of the week

AUSTRALIA WINS FIRST “AI EUROVISION” FOLLOWING FESTIVAL’S CANCELLATION THIS YEAR

Australia has won a competition to write a winning Eurovision song —using artificial intelligence. The group called Uncanny Valley beat 12 other teams in the competition. The melody and lyrics were written by an AI system, trained with audio samples of koalas, kookaburras and Tasmanian Devils. Dutch broadcaster VPRO decided to organise an AI Song Contest after the country won the 2019 competition.
GOOGLE INTRODUCES KERBSIDE PICK UP OPTION FOR AUSTRALIAN RETAILERS FROM THIS WEEK

You can hear the song here. Meanwhile the 2020 competition was scheduled to take place this Saturday and SBS is hosting a “Big Night In” starting at 7.30pm to see who the winner would have been https://www.sbs.com.au/programs/eurovision-song contest/article/2020/04/16/vote-eurovision-2020-big-night.

GOOGLE INTRODUCES KERBSIDE PICK UP OPTION FOR AUSTRALIAN RETAILERS FROM THIS WEEK

Retailers using Google local inventory ads can now indicate which of their products are available for store pickup with a new kerbside pickup badge. During the current pandemic, more and more people are looking to avoid shipping delays on their e-commerce orders, so searches for “in-stock” have grown significantly in the last months.

According to Google’s data, searches for “kerbside pickup” and “home delivery” have grown significantly over the last two months.
As a result,Google is now helping retailers to connect more effectively with local shoppers who want to get certain products quickly, with safer distribution options.

TREND OF THE WEEK :ALAN JONES EXIT MORE POPULAR THAN EASING RESTRICTIONS

The top 5 searches on Google in Australia for the month of April were:

  1. .How does the Coronavirus app work?
  2. Can you visit your family during Coronavirus?
  3. Can you go fishing during Coronavirus?
  4. When will lockdown end Australia?
  5. When will restrictions be lifted in Australia?

Source: Google

PINTEREST SHOWS MORE INTERNATIONAL GROWTH, SEARCHES REVEAL MORE OPTIMISM ABOUT THE FUTURE.

Pinterest has reported an increase of 32 million users in the last quarter, driven primarily by international growth.
Furthermore, searches on the site reveal a shift from the “now” to more future focused content. From late march through mid-April, “virtual sleepover idea” has seen a 799% increase in search queries while “Desk renovation ideas” searches are up 97% Users have already begun looking for escapes: “future apartment” searches increased by 70% and “future wedding” searches have grown by 40%. Pinterest CMO Andrea Mallard says users are continuing with their usual habits, but also returning to older boards and ideas they might have saved months ago before the “new normal” set in.

Source: Pinterest

THE LONG READ: THE NEW NORMAL: HOW WE’LL LIVE WITH COVID-19

“Working from home and telecommuting will become part of everyday life for many of us. Start times and breaks are likely to be staggered. New ways of blending virtual and face-to-face meetings, consultation, supervision, and training will emerge. Physical spaces in offices and other workplaces are likely to be rearranged. No more hot-desking –at least not without cleaning.”
Professor Hal Swerissen, Grattan Institute https://grattan.edu.au/news/the-new-normal-how-well-live-with-covid-19/

COVID-19 VIRALTREND OF THE WEEK: PORK BELLY IN YOUR AIR FRYER (YES, REALLY)

Roasted pork belly is a favourite dish for many Australians –but can be tricky to cook at home, especially if you want super crispy crackling.
But clever Australian home cooks have come up with an ingenious new way of cooking the popular dish, and all you need is an air fryer.
Air fryer fans have been flooding popular air fryer Facebook groups with snaps of their pork creations, with most claiming it’s the “best they’ve ever had”. The recipe can be found here.

 

Quote of the week

 

“All we have to decide is what to do with the time that is given us.”

(The Fellowship of The Ring is the #1 selling e-book on Amazon)

-J.R.R. Tolkien