Social media, advertising, trust and dollars

Excerpt from the Australian Newspaper History Group Newsletter No. 87 May 2016:

87.2.1 Reach and effectiveness of social media

British marketing and branding specialist Mark Ritson will give a series of lectures to the Australian Association of National Advertisers that will challenge some thinking about the reach and effectiveness of social media over established media platforms, such as print. Professor Ritson, who is head of Marketing at Melbourne Business School, will conduct four talks over six dates in Sydney and Melbourne, from 24 May. His first lecture is titled "Marketing Deconstructed: Communications – the death of the digital/traditional divide". Prof Ritson believes the likes of Twitter, Facebook and Instagram are over-rated by some marketers, who choose to ignore the proven engagement of traditional media. Prof Ritson says the belief in social media as an advertising platform has become fashionable among some marketing executives who blindly denigrate television and print. To back his position on the strength of traditional platforms, Prof Ritson cited data from Nielsen's global trust in advertising survey published last September. The report showed 63 per cent of people trusted TV advertising, and 60 per cent trusted print ads, but only 46 per cent trusted ads served on social networks (TheNewspaperWorks, 18 March 2016).

87.2.2 Online advertising nears $6bn

Australian online advertising spending climbed to $5.9 billion in 2015, a 24 per cent increase from calendar year 2014, according to the latest Interactive Advertising Bureau/Pricewaterhouse Coopers Online Advertising Expenditure Report. The fourth quarter report is a significant result for the online advertising industry which has achieved double-digit growth of at least 20 per cent since 2010. The report examines advertising expenditure across five advertising categories, each of which experienced significant year on year growth:

 Mobile grew 81 per cent this year to $1.5 billion

 Video grew 75 per cent to $500 million

 General display grew 46 per cent to $2.1 billion

 Classifieds grew 22 per cent to $1.1 billion

 Search and directories grew 14 per cent to $2.8 billion.

Outgoing chief executive of the IAB Alice Manners said, "When the IAB first started recording online ad expenditure in 2003 it was at $1.3 billion and today we are poised to break the $6 billion barrier," she said.

APN Newspapers: spot the fast disappearing news content

The Northern Star newspaper must have a death wish, because wall-to-wall advertorials replacing news content on "Local News" pages in its issues is not a good look and won't encourage readers to handover their money for a copy of this 138 year-old paper.

It's 155 year-old stablemate, The Daily Examiner appears to have a similar urge to alienate readers by filling pages with thinly disguised advertising. However, at least this newspaper placed this particular example in the business section.

* Thanks to Clarrie Rivers for supplying these e-paper snaphots

From Those Wonderful Folk Who Gave You Wal-Mart Grand Openings: Abbott Government picks Japanese global media group to deliver its political propaganda and campaign advertising

Mitchell & Partners, with experience in government media management, is about to become the Abbott Government’s new master media agency with a contract worth approximately $137 million.

Mitchell & Partners was formerly part of the Aegis Media Group. 

The Japanese Dentsu Group acquired the Aegis Media Group in 2013 and formed Dentsu Aegis Network Ltd in London.

In August 2013 major shareholders in the parent company of this global media group were The Master Trust Bank of Japan Ltd. (Trust accounts), Kyodo News, Jiji Press, Ltd, Japan Trustee Services Bank Ltd (Trust accounts), Group Employees’ Stockholding Association, Mizuho Corporate Bank  Ltd, Yoshida Hideo Memorial Foundation, Recruit Holdings Co. Ltd, Tokyo Broadcasting System Television Inc, SSBTOD05OMNIBUS ACCOUNT-TREATYCLIENTS.

It will come as no surprise to find that Aegis Media/Mitchell & Partners appears to have had one or more contracts with Rupert Murdoch’s News Ltd.

Mitchells says of itself:

We are thought leaders and reputation managers, protecting and promoting the missions, visions and values of our clients.

I suspect that neither Mitchells nor Dentsu realise what an onerous contract they may have entered into.

Australian Government Dept. of Finance media release:

Mitchells appointed as the Australian Government’s master media agency

15 Apr 2014

Author: John Sheridan

Category: Procurement Coordinator

Tags: Government Advertising

Hi all,

I am pleased to announce that Mitchell and Partners Australia Pty Ltd (Mitchells) has been appointed as the Australian Government’s master media agency for an initial period of four years. Mitchells was awarded the contract following a competitive open tender process undertaken by the Department of Finance, which was overseen by industry, probity and legal advisers.

Mitchells, in an alliance with Adcorp Australia Ltd, will provide both campaign and non-campaign advertising services and deliver operational efficiencies to departments and agencies through the amalgamation of advertising services, the use of an online system and increased visibility of transactional data.  Mitchells will also be offering a number of optional services under the contract such as econometric modelling and creative content development and production services.

It is mandatory for departments and agencies covered by the Financial Management and Accountability Act 1997 to use the arrangement for media planning, buying and placement.  Bodies covered by the Commonwealth Authorities and Companies Act 1997 will have the option to utilise the arrangement.

Finance is planning for a smooth transition for users of the advertising arrangement and will be in contact with departments and agencies over the next few weeks.

Regards

John

Campaign Brief 15 April 2014:

Says John Thompson, general manager of Mitchells: "Our approach to develop a customised and innovative solution for the Australian Government allows Mitchells and Adcorp to deliver a full service media model covering core media activity as well as search and performance marketing, social media, creative services and econometric modelling. We have a deep appreciation of the needs of Government and look forward to bringing a new level of innovation, understanding and capability to the Australian Government media activity."

News, opinion or advertisement?

I wonder if the businesses involved in this type of advertising fudge realise the badwill they create in the hearts of quite a few newspaper readers?

Dressing the family up in white won't undo any negative opinions formed.

Snapshot from Page 7 of The Daily Examiner, 12 February 2014

Click on image to enlarge

UPDATE

The identical advertorial and photograph was published in a rival newspaper, The Clarence Valley Review, on the same day - again it was being passed off as a news article on Page 6.

NSW Nationals and Kevin Hogan act the political cowards yet again

Faced with more federal election campaign funding than they know what to do with and in the last week of the campaign, the NSW North Coast Nationals and their candidate in Page, Kevin Hogan, once more distribute attack advertising without either the word Nationals, the National Party logo or Kevin Hogan's name or photograph appearing on the flyer aimed at popular sitting MP Janelle Saffin.

This time campaign advisers have gone one step further and offered a little gratuitous young female flesh as a side order of nasty.

The previous attack flyer is here.

Dear 'Kevin Hogan For Page' - GO AWAAAAAY!

As the Nationals shift focus onto and election campaign money into the Page electorate, locals have not reacted favourably.

This selection of  voter comments concerning the advertising blitz appeared on their candidate, Kevin Hogan's, Facebook site.

Carly Woodstock With respect Kevin, may I ask how much was spent on your campaign and advertising? I'm sure that you are a great bloke - but in all honesty I really find it all a 'bit much'. I for one am finding it visually off putting seeing those signs and billboard banners plastered everywhere throughout our beautiful region...reminds me of Chairman Mao in the sense of it being quite suffocating. Best wishes, but as an upcoming voter - I would like to know the true cost $$$of your campaign.

August 29 at 1:08am

Heidi Jones I totally agree Carly - what a waste of money and resources. They are everywhere - on the corner, in the shopfronts, on the telegraph poles, in windows - it is a visual assault!!

August 31 at 1:28am

Tina Vitolins They are even leaking out down here in Grafton area too very much an eyesore and the amount of junk mail from you is horrendous lucky we can recycle !

21 hours ago

Elena Nieuwenhof can you please stop sending me like 200000000000 letters in the mail every week it getting really annoying and its not helping the environment nor is it persuading me to vote for you ~*bye*~

August 30 at 3:53am

David Hutton Yeah fuck off you moron

August 30 at 5:41am

Bonnie Martin Dear Kevin Bogan, today I received yet another letter in the mail from you, making all these ridiculous claims about saving households money and miraculously lowering interest rates. And yet under a Labor government we have the lowest interest rates I can remember. You say the Carbon Tax increases pressures on households... What about the GST. I'd rather a tax on destroying the environment over a tax on living.
If your wasteful spending on this election campaign is anything to go by I would not call you a good money manager. Everywhere I go in Lismore I see your angry face leering out, billboards, on the side of buses, on cars and shop fronts. You have 3 ads on TV. I hope the tax payer isn't footing this bill 

August 26 at 1:09am via mobile

Sonia Makings So today there were two girls that were in school uniform doing letter box drops in our street. Well I can assure you that not a lot if any were actually put IN letter boxes as there was a bundle of at least 45 dropped two houses away from ours. They were blowing down the street after they were dropped and myself and my two girls had to pick them all up. Not real happy at all!

August 27 at 1:50am via mobile

Josh McMahon ok i have liked you. now fix my problems. you can start with that leaky tap in the backyard. and the cat litter needs changing.

Mickey House I guess the opportunity has been missed but, where are the indigenous and ethic people in your campaign or commercials?

Do their families count?

Do their families' worries matter?

The Christian Democrats tread a strange path in the 2013 federal election campaign

Two banners from the timeline of the Fred Nile - Official Christian Democratic Party Facebook account:

The Liberal Party's 'white bread' campaign advertisement

This official Liberal Party of Australia advertisement was uploaded to YouTube the day after the 2013 Federal Election date was announced.

Not a good look for a party historically perceived as representing Australia’s white upper and middleclass men and their business interests.

So few images of the traditional owners of this country or people from non-English speaking backgrounds and no specific policy details.

Full of blondes and hype……

http://www.youtube.com/watch?feature=player_profilepage&v=nk0E3lyx4EU

CSG industry begins to spend "multi-millions of dollars" to drown out Northern Rivers and other communities across Australia

Ad News 30 July 2013:

The peak body representing Australia's oil and natural gas producers has launched a multimillion-dollar public awareness campaign to warn of the dangers to the economy of a slowdown in the industry.

The Australian Petroleum Production & Exploration Association, which represents more than 80 full member companies and 250 associate member companies, kicked off the 'Our Natural Advantage' campaign last night.

A spokesperson for APPEA declined to comment on the exact amount but said the spend was "significant" and "in the multi-millions of dollars". The TV ads will be supported by print and radio……

Apparently Northern Rivers communities and residents who do not support the likes of Metgasco and ERM Power are unpatriotic and uncaring because we will not allow director-shareholders to fill their bank accounts at the expense of our own existing regional economies, amenity, lifestyle and an environmentally sustainable future for local families....

http://youtu.be/Bzm0cyJDbjU

Metgasco joins in the blamefest with an email round robin delivering this message from CEO Peter Henderson:

Metgasco Limited statement July 2013

Unfortunately for APPEA and Metgasco the Australian media is not always obliging:

Australian Financial Review Editorial & Opinion, 30 July 2013

Coles stores in the Northern Rivers may not brush off customer concerns so quickly after this ACCC media release

A rather satisfying media release, given the attitude of certain Coles staff when customers' concerns over this advertising pictured below were dismissed with version of; ‘But people will know that the vegetables under the sign are imported. Head office makes us put up these signs – we are doing nothing wrong!’

Graphic from WA Today

Coles pays infringement notices for alleged misleading country of origin claims

1 July 2013

Coles Supermarkets Australia Pty Ltd (Coles) has paid six infringement notices totaling $61,200 for alleged misleading representations about the country of origin of fresh produce made in five of its stores between March 2013 and May 2013. The stores were located across Queensland, New South Wales, Western Australia and the Australian Capital Territory.

The Australian Competition and Consumer Commission took action following a complaint that Coles had displayed some imported navel oranges and kiwi fruit underneath price boards reading ‘Helping Australia Grow’ with the triangular ‘Australian Grown’ symbol. The ACCC surveyed a number of Coles stores and found that the signage was also being used in other stores to advertise imported asparagus and almonds.

The ACCC alleges that this signage gave the overall impression that the imported produce was Australian grown, when it was not. The overseas country of origin was correctly identified either by stickers on the produce itself, on its packaging or under the display bin.  However, the ACCC considered that the relatively small sized stickers or statements were not sufficient to correct the overwhelming impression of the ‘Helping Australia Grow’ campaign imagery that was associated with the sale of the product.

“Consumers should be able to rely on the accuracy of claims about food, particularly when they are prepared to pay a premium for products made in Australia. Misleading country of origin claims can also have a significant impact on the competitive process and hurt the local economy,” ACCC Chairman Rod Sims said.

“While this does not appear to be a case of widespread or systemic conduct, ‘Helping Australia Grow’ is a significant national campaign driven hard by Coles to advertise its fresh produce. This is a lesson to all retailers that they need to take care when undertaking significant advertising campaigns to ensure consumers are not misled by those campaigns,” Mr Sims said.

The ACCC is prioritising its work in relation to credence claims, particularly those in the food industry with the potential to have a significant impact on consumers and competitors.

Coles advised the ACCC that the conduct arose out of the relocation of stock within stores without updating the promotional imagery on the price boards. The ACCC nevertheless considered action was necessary given the importance consumers place on representations of this kind, and the importance of strong compliance processes when choosing to make such claims in the context of a widespread campaign.

The payment of infringement notice penalties is not an admission of a contravention of the Competition and Consumer Act 2010. The ACCC can issue an infringement notice where it has reasonable grounds to believe a trader has contravened certain consumer protection laws.

Infringement notices.

Release number: 

148/13

Media enquiries: 

Mr Duncan Harrod - (02) 6243 1108 or 0408 995 408

Has to be the worst ad placement yet

 

Taking a trip down memory lane @robboma3 posted this June 2008 UK article on Twitter ……

 

Truth in advertising and the coal seam gas industry

 

So confident is the coal seam gas industry of widespread political support across all three tiers of government and  so certain of the fickle attention span of the mainstream media, that its spokespeople knowingly utter falsehoods as easily as they breathe in and out.

 

They film an industry employee on land they don't have permission to enter in an effort to mislead the general public into believing that the employee is a farmer standing on his own land extolling the virtues of coal seam gas.

 

They make a blatantly false statement in print that has to be rebutted by CSIRO scientists:

 

CSIRO rejects claims made by APPEA regarding groundwater and coal seam gas

 

CSIRO rejects the claim made in a television commercial aired on Sunday 2 September that ‘CSIRO [and government studies] have shown that groundwater is safe with coal seam gas’.

• 4 September 2012

At no time has CSIRO made such a statement, and nor do the results of CSIRO research support such a statement.

CSIRO continues to undertake research to better understand the impacts of coal seam gas extraction on groundwater quality and quantity.

CSIRO has stated on the public record that coal seam gas extraction is likely to pose a ‘low risk’ to groundwater quality through contamination. CSIRO has also indicated that groundwater levels will fall as a consequence of coal seam gas extraction. In some places this could see aquifer levels subside by tens of metres for tens of years; in others it is likely to reduce aquifer levels by several metres for several hundred years.

CSIRO continues to undertake research to better understand the impacts of coal seam gas extraction on groundwater quality and quantity.

CSIRO became aware of the advertisement produced by Australian Petroleum Production & Exploration Association (APPEA) via a scan of social media on Friday 31 August and requested for the commercial to not be aired.

 

Because of this whatever-it-takes business culture which is loose with the truth, one has to question copies of print advertising the industry has displayed on one of its websites www.wewantcsg.com.au.

 

Who is this woman pictured below? Does she really come from Casino on the NSW North Coast? Is she a genuine school teacher or is she an industry employee or even a paid advertsing model? Is she related to someone who works for a mining company? Is she on the staff of a politician who is pro-coal seam gas?
Does she really want CSG?

Perhaps an NCV reader can answer these questions.

 

Alan Jones not as popular with radio listeners or sponsors even before his latest distasteful remarks?

 

The Age 8 October 2012

Radio station 2GB has the Alan Jones show on air in the 5.30am to 9am time slot from Monday through to Friday.

 

Both 2GB management and the Murdoch press would have us believe that Jones is undisputed king of the airwaves during the early morning in Sydney.

 

However, all is not as rosy in the 2GB stable as it seems.

 

Even though this radio station appears to hold a commanding market share lead with 14.2 per cent of a potential 4 million strong metropolitan audience, it was slipping down the listener popularity ladder before its 22 September 2012 public relations disaster.

 

Additionally, Nielsen’s regular metropolitan radio market surveys show that:

•        Alan Jones had dropped 1.7 points of potential airtime share for his morning time slot between 24 June and 1 September 2012, down 2.4 points on the comparable survey period twelve months ago.

•        His listener age demographic (popularly believed to be predominately those 50 years of age and older) has also been quietly falling away from the radio station since at least early 2010. 

While 2GB’s parent company, Macquarie Radio Network Ltd,  told the Australian Stock Exchange that its 2012 financial year gross earnings were down 12 per cent on the previous financial year and, that core radio revenue attributable to 2GB and 2CH fell by 4 per cent on prior year levels.

 

Tellingly, in August 2012 it told the stock exchange that with regard to expected 2012-13 income, Forward booking are about as short as we’ve seen them..

Which indicates that the company expected its advertising revenue to be down as well.
 

So by the time Jones' USLC keynote speech became public knowledge and caused widespread community outrage, the commercial climate already existed which made it easier for corporate advertisers to decide that they would no longer tolerate having their brands coupled with the Jones' name in the minds of 22.7 million Australians.

The fact that up to seventy advertisers decided to do so is hardly surprising.

After all, it was less than three years ago that many of these same advertisers had to weather the fallout from the Administrative Decisions Tribunal finding that he uttered on-air racial vilification in the days prior to the Cronulla Riots, a little over five years since the Australian Communications and Media Authority publicly stated that it was not persuaded that the relevant comments were presented reasonably and in good faith, and not quite seven years since the riots themselves which Jones helped foment and only seven and a half years since the NSW Independent Commission Against Corruption threatened him with legal action over his alleged contempt of proceedings.

It is of particular interest that this week's Essential Report indicates that 67 per cent of its regular survey respondents have 'not much' or 'no trust' in Alan Jones as media a commentator or journalist.

For Alan Jones and 2GB to now complain that community response to his behaviour is a case of cyberbullying does not take into consideration the very real possibility that ordinary Australians may have finally reached their tolerance level for his particular form of bitter, far-right demagoguery and, that the digital revolution has finally allowed these same people to understand the power of their voices.

Macquarie Radio Network is about to learn the same lesson as Jones' previous employers - he is an expensive asset to maintain. Perhaps it may rethink its association with Jones when his current contract comes up for renewal next year.

2GB haemorrhages advertisers and Jones loses appeal against court ruling that he indulged in "racial vilification"

 

From Change.org

 

Brisbane Times 2 October 2012:

 

The list of sponsors pulling out of broadcaster Alan Jones's radio program following his comments about the prime minister's father is growing…

 

The 2009  Administrative Decisions Tribunal ruling, that in a radio broadcast on 28 April 2005  Alan Jones was guilty of racial vilification was upheld on appeal this week.

 

SBS World News 2 October 2012:

 

Opposition Leader Tony Abbott says Alan Jones' comments about the prime minister's late father are "wrong, unacceptable and offensive" but he won't be boycotting the 2GB broadcaster or banning him from Liberal fundraisers.

 

It would appear that the only person still afraid of Alan Jones is Australia’s Federal Opposition Leader, Tony Abbott.

In Byron a local government election ad grabs the eye

http://byrongreens.com/2012/09/04/campaigning-in-byron-shire-heats-up/

Ya can't say f&^k in a Facebook ad

A peek into the case reports of the Advertising Standards Bureau:

Cheap Drinks

ADVERTISER RESPONSE TO DETERMINATION
I have removed the posters from the clubs facebook pages as of 30 July 2012.

VB or not VB

ADVERTISER RESPONSE TO DETERMINATION

We would like to acknowledge that a number of the comments posted by fans of the VB Facebook page were clearly inappropriate. And we are disappointed that they were not removed through the review process we had in place…..

They OHS’d the Ute!

ADVERTISER RESPONSE TO DETERMINATION

I refer to your email dated 30 Jul 2012, advising GM Holden (Holden) of the Advertising Standards Bureau’s (ASB) decision to uphold the above complaints regarding a recent Holden Colorado advertisement (the advertisement).

Photoshop Cruelty

ADVERTISER RESPONSE TO DETERMINATION

I advise that the material was printed and then delivered to Aussie Post as a “Once Off” promotion.

No further brochures using this image will be printed by us.

Equal Opportunity Adverstizer – exploiting both women and sheep

ADVERTISER RESPONSE TO DETERMINATION

Due to the decision made by the ASB we've opted to modify the material.

'Push to add drama' (video)

http://youtu.be/qMMDaq3EWUY

Label says "organic" and "non genetically modified"? Buyer beware!

Like many people over the Christmas-New Year holiday season, I had occasion to hunt for items which met the dietary preferences of visitors. In this case a vegetable cheese made from non-genetically modified produce.

With limited time at my disposal I failed to practice what I preach (and actually do adhere to) for the rest of the year – I only read the front label and put the so-called organic non-GM soy cheese in my shopping basket.

Silly me. On arriving home and reading the back of the cheese packet this is what I found:

Omega 3 Soycheese

Product Specifications

Unit Weight: 200g

Pack Size: 70mm wide x 105mm long x 30mm deep

Ingredients

Water, Vegetable Oil (Canola 70%), Soy Extract (18%), Casein (Dairy Protein), Mineral Salts (339, 511), Salt, Food Acids (320,260), Flavour, Colour (Annatto Extract).

So what I had purchased was only 18 per cent soy ingredient, contained an unspecified amount of animal product and, possibly up to 17 per cent of GMO sourced, non-organic canola oil - because the labelling makes no claims at all about this oil.

Australian Eatwell Pty Ltd  (sometimes called DALICH PTY LTD) using the label Simply Better Foods should be ashamed of themselves for a front label that is misleading at best.

Eat well indeed! I won’t get caught like that again.

That's it! Kraft's off the menu on Australia Day

At first I thought April Fool’s Day had come early this year, then I remembered that we’re talking about Kraft here.

The company that wants to celebrate Australia Day by defacing an Aussie icon in the lead up to 26^th January 2012.

“VEGEMITE is taking its national iconic status to a whole new level - it's changing its name to "Australia".

Why stop there? How about giving the Eureka Flag a design makeover, rechristening Ned Kelly, banning Sunday barbies and dyeing tap beer pink for the rest of the month?

Drongos!

Classic Aussie Blackboard Advertising

Courtesy of Aunty ABC