As one of the few Australian agencies specialising in Direct Response TV advertising, Smart Market recently attended the international ERA (Electronic Retailer Association) convention held in Las Vegas. Here literally thousands of DRTV practioners from agencies, producers, inventors and entrepreneurs come from all over the world to hear the latest views on this massive industry that spends over $23 Billion in the US alone on TV campaigns that deliver real accountable leads and sales.

One thing is for sure...DRTV has come a long way from it’s origins as the only way budding product entrepreneurs could sell new products without access to retail outlets and capital. So much so that one of the big predictions at the ERA was that within 5 years EVERY commercial message will have some form of DR mechanism...to call, click or go online for more information.

The general industry feel is that the “revolution”, being a big swing into digital advertising, is hampered by Australia’s slow broadband speeds and expensive plans.

While we agree that online marketing is very important and cost effective, we also know that to drive branding and response – a campaign cannot solely be online. It needs to compliment and be complimented by other forms of media e.g. TV, Print or Radio.  Recently at the Commercial Economic Advisory Service of Australia’s 8th annual marketing and media forum the topic of ‘The Economy, Marketing, Media and Consumer Spending in 2008’ was discussed.
The consensus among the speakers was that growth in new media will not necessarily eat away revenues of more traditional media with predictions that traditional media will still hold the largest share of media revenue for at least the next five years.

TV remains an important bulk medium, increasing in importance as other media fragment. The traditional media of FTA, radio and newspapers are predicted to still account for 67% of ad spend.  Overall, Australia’s entertainment and media sector is expected to grow by 5.1% annually, generating $28.7 billion in ad revenue in 2011.

Eclipse Music TV is now in its fourth year on Seven and this brand funded show celebrates its 100th episode on Saturday 19th July.

Eclipse Music TV delivers for its viewers with a format of the best charting tracks, breaking videos, classic clips, interviews, album reviews, competitions and the latest information and gossip about celebrities and top selling artists. Not surprisingly it consistently holds its place as the top rating Saturday Music show for Under 25’s.

It also delivers for its sponsorship partners by providing a versatile platform to promote their brands and talk to their target in a medium that’s aspirational for them  –  music on TV.

Allphones has taken naming rights sponsorship for the last 3 years and Domenic Pompeii, Director of Sales & Marketing at Allphones says “Our Allphones Eclipse Music TV partnership with Seven and producers Smart Market, has given us opportunity to promote the Allphones brand to the critical mobile market of young adults. Not only has our brand grown, but we truly can see an increase in sales and store traffic”

TV is about ratings and revenue and brand funding programming must deliver for the networks. 

Seven’s James Warburton says – “The Network utilises the program to leverage in program integration and secure incremental revenue. Allphones are a great example of this. They are a 100% Seven client and the Eclipse partnership was a big part of this success. We have also been successful with other clients such as Activision securing significant share and offering additional opportunities through Eclipse Music TV with their product – Guitar Hero. With consistent ratings every week, it’s a credit to Nick Allan and the team at Smart Market who have achieved these outcomes.”

Smart Market’s Nick Allan – says “We have a wonderful partnership with Allphones and Seven and the power of brand funded TV has been clearly proven. All our partners utilise the in program elements of the show effectively. The sponsors are integrated in a sophisticated and unobtrusive way that works for their brands without alienating our viewers. Our partners keep coming back each year so we think we’ve got the model right.”

Whilst the media landscape continues to change television remains at the centre. The dividing line between the traditional television program and the ads around it is blurring. Now, it's not only a 30sec tvc produced in isolation that gets your customer moving. Seven have proved the innovative use of television through correctly executed brand funded programming also delivers results for advertisers.

Recently in B&T, journalist Katie Cincotta said,  “...surprisingly, of the seven media industry associations representing TV, magazines, newspapers, radio, outdoor, direct and online, only two have detailed environmental policies for their sector and neither of those specified targets.”

Free TV has no environmental policy for commercial TV but Network Ten has launched their “Make Your Mark” strategy as the first National media organisation to join the government’s Greenhouse Challenge Plus Program which invites Aussie companies to improve their carbon footprint.

Green Media plans are definitely on the rise and earlier this year SmartMarket helped partner with Network Ten with The Modern Group to step up in support of TEN's Making Your Mark initiative and ongoing commitment to environmental causes.

Modern Group, a leading Australian-based home improvement company were Network Ten’s first sponsor of “Making Your Mark” breaks - a creative opportunity to promote and encourage positive environmental behaviour:

TEN's chief network sales officer, Vance Lothringer, said: "Environmental issues aren't something we can solve individually. They require action by everyone. These partnerships demonstrate our shared commitments and enthusiasm to play a part in creating a sustainable environmental future."
Managing director of The Modern Group, Ron Bayley, believes that innovation and change is needed for the environment and for the consumer. 
“Modern has a familiar saying used by all of its people: whilst everybody else is talking we are walking. While a lot of the major companies are talking about change we are implementing it now, focussing on helping every Australian to do the same in their own homes. With the help of TEN and their environmental focus, we will make a difference. I am thrilled to see industry come together to help spread the word and solve a growing global problem."
To be eligible to be part of these green advertising spots, Ten also developed a criteria checklist that clients had to meet before they could advertise, Only The Modern Group, OMO and Unilever have made the grade so far.

We are proud to have helped Modern and Network Ten to make a difference.