“Digital Media Leaves No Money To Create Content”

“Digital Media Leaves No Money To Create Content”
John Bastick
By John Bastick



According to broadcaster, ex-Media Watch host and media stalwart, Jonathan Holmes, spends on digital advertising don’t translate to any content being created meaning bad news for journalists, writers and content producers.

Holmes hosted the recent Broadcast Digital Media Summit in Sydney and put to the audience that a dollar spent in newspapers was a dollar back to journalists. Likewise, a dollar spent on TV was money that went back to making new programs. However, a dollar spent on mobile advertising never flowed back to content creation.

However, CEO of the Interactive Advertising Bureau, Alice Manners, disagreed with Holmes’ assessment of the media landscape.

Manners argued that there would be an ever increasing need for online content, particularly around video, with a focus on locally made Australian material.

“Online needs good content to drive audiences, you need to have the right ways of search to take someone to that, and you need those beautiful brands to advertise,” Manners argued.

“The ‘triangle’ has always been there, it will shift and now there’s a real move to content now. You’re seeing those newspaper journalists moving to the digital world to help develop that content. The investment is still going into content, just in different ways.”

Holmes, however, cited sites like Seek.com.au that didn’t require any content at all to be financially successful.

“What’s interesting now is the need for the investment in the technology,” said Manners. “It sounds dull but I think that’s the challenge to find the technology to get you to look at those data pieces across the journey, to look at what you put back in.

“It’s about understanding your consumer’s usage on mobile and then adding video where you can. It is a higher engagement, it is understanding there is a higher CPM, and that comes with value. The other thing around pricing will be around ‘viewability’, where you pay on someone having seen your ad rather than just CPM,” Manners said.




Please login with linkedin to comment

Advertising Standards Bureau creative directors Foxtel

Latest News

Sydney Comedy Festival: Taking The City & Social Media By Storm
  • Media

Sydney Comedy Festival: Taking The City & Social Media By Storm

Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]

Global Marketers Descend For AANA’s RESET For Growth
  • Advertising

Global Marketers Descend For AANA’s RESET For Growth

The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA  Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]