A recent Australian multi-screen report (Q1 2012) from Nielsen, Oztam and regionalTAM shows that we should no longer think of mobile and video as separate entities. The analysis looks at trends in video viewership beyond conventional television, and it highlights the need to focus on delivering campaigns across different mediums using a single platform. But it begs the question, is Australia doing enough from a technology and investment perspective to support this trend?
In my opinion, no, and here’s why.
Australians love their video content and would be consuming a lot more if we weren’t so constrained by slow Internet speeds. Yes, consumers want to watch more video content from connected devices, but we have to wait for the arrival of the National Broadband Network and widespread 4G availability before video advertising can realize its full potential.
Secondly, Australia is a supply constrained market. The availability of local content is increasing, but licensing agreements continue to delay the availability of major productions from overseas. Publishers stand to reap the benefits of increased viewership from devices, but they need to ensure they respect this market, with more expedient releases if they are to be truly successful.
Phil Duffield, Managing Director, Australia for Adap.tv