Author: Seb Rennie
How advertisers can use social TV to their benefit A world-first neuro study has served up some interesting facts on social media interaction and the first screen, writes Sebastian Rennie. The most important impact will be on when and how advertisers manage their in-program messaging. Australians, like everyone else in the world, are watching more […]
Sixteen years ago, when I began my career, magazines, press and TV were the bedrock of any direct response campaign. When I moved to Australia a few years later, I was introduced to brand advertising and the powerhouse Australian institutions of Woman’s Day and Australian Women’s Weekly – they seemed to be on every schedule, […]
In this second article by Seb Rennie on the future of television (read part one here), the implications of the rise of social TV for networks and marketers are explored. Does tweeting about a TV program make viewers more engaged? TV viewing is no longer something we do alone or with other household members in […]
In the first part of a two-part look at the future of television, Seb Rennie explores how Australian broadcasters and marketers are adjusting to the continued trend towards non-linear viewing. Over the years television has been the victim of various gloom and doom scenarios predicting its death. First the VCR, then the DVD followed by […]
Our industry has been grappling with the after-effects of astonishing change for several years now. From the 24-hour media cycle to the instant-gratification generation, the death of retail and consumers gaining control – the pace of change has been unrelenting. It’s not surprising that brands have been having a hard time keeping up. There may […]
