MEDIAWATCH #3: Australia

I am back in Australia, a country that I know well, yet the media landscape is evolving quite fast with some big moves happening during my week such as Channel 7 launching its new live streaming site for the Melbourne Cup, Optus snapping the EPL rights from Foxtel…

For those who are not as familiar wit the local Australian media & digital landscape, here is my new & improved mediawatch, now as an infographic.

Mediawatch Australia

Download the Mediawatch Australia PDF

Marie Sornin

MEDIAWATCH #1: South Korea

Over the last year, I have been fortunate to visit 10 different countries on business.
The experience and learnings I captured during each trip are tremendously valuable.
I have been writing specific work reports, and I have also decided to share broader observations about each market.

This is my media watch, starting with South Korea where I am spending the week.
I will then backfill with India, Brasil, Singapore, Indonesia, Mexico, Australia, France..

  • Population: 49.3 Million
  • Internet penetration: 85.3%

Skorea population and internet metrics

  • Media Spend:  Mobile ad spend is said to account for 10-15% of total ad spend in 2015 and as much as 29% by 2019.
    IPTV & Mobile represent the strongest growth. This demonstrates the power of fast mobile network accessible anywhere (when everyone watches mobile on their phone in the subway: commute time is the new prime time).

S Korea spend by media

  • Mobile leaders: Google and Facebook are strongly represented, yet they are being crushed by the regional giants Daum Kakao and Naver.

S Korea mobile apps used

  • Opportunities for international companies: South Korea is well connected and extremely competitive. The lessons learnt by observing the dynamics can be very valuable (Kakao’s vertical integration is fascinating. Although described as a messaging service it also offers e commerce, content curation, taxi services…).
    South Korea is a great benchmark.
  • Barriers for international companies: Language.
  • Personal observation: This is the most competitive market I have ever seen with local player being extremely advance + vertical integration like nowhere else.
  • Fun fact: #KPOP is everywhere.
      • Travel tips: Traveling to Korea is like stepping into the future.

Marie Sornin

Start up thinking// thinking start up

Here is a fun chat with Dan Day, founder of Kinderloop, about what it’s like to create your own start up!

Have a look at Kinderloop, and if you like the idea, let Dan know!

Good luck to the team at Kinderloop for their quest in the Silicon Valley and stay tuned an update when they return from the States!


Back to the Future

Oct 2010 feels like Aug 2000 to me… different times, different places but a sensation of “de déjà vu”.

August 2000, was when back in Paris, my two business partners and I started, independent digital consultancy agency. Back then web marketing only just beginning. There were only 11 million web users* in France and the online spend was less than 2% of the advertising expenditure*.

Today I am in Sydney and just joined Mediabrands to structure, head up and champion social media for all the agencies of the group and their clients. In Australia, the web has gone a long way over the last 10 years: fully recovered from its initial crash, grown strongly and steadily to the $2 billion** mark, taking over cinema and radio and proving to be one of the most efficient and measurable advertising channel … Mobile and cloud computing are now on the horizon shaping up the future….


So looking at those 2 situations, you could think they are very different; that I am in much more comfortable situation selling social media now that a large majority of Australians are using the Internet… well, think again. Being head of social, feels very much like being a pioneer back in the early digital days. People look at you like you are the messiah. You are not introduced as a director, a business developer or a GM… No, you are a guru, a wiz, a star, a legend…. Clients listen to you like you are going to bring the solution to all the questions their managers have been asking them about stuff they think they know but secretly don’t want to admit that don’t really grasp. Interestingly, they also doubt everything you say and are extremely cautious when it comes to signing off the part of their marketing budget to social media. You have to educate, present, justify, explain, detail, slice and dice everything you envisage for the brand…

They know they can’t do without but don’t really what to do with… They absolutely want to get in that space without having clear objectives or KPIs.
Remember when every client wanted a .com…. feels familiar when they all cry out for a Facebook page, or a twitter account, doesn’t it?

Remember when ad servers were only tracking CTR, and then post view got introduced and de duplication, and now… feels familiar when you were talking about blogging, and now recommending social applications, building communities, geo localized content….

Objectives are confused, measurement is tricky, technology is evolving fast and as a specialist, rather than a guru, you lead your clients and colleagues onto this rocky road ahead…

Paris 2000, Sydney 2010: Same same but different! Loving every single bit of it!

Marie Sornin

*Benchmark group
** IAB


Is social media messing with our personalities?

The more I participate in conferences, events and public presentations… the more I wonder if social media is messing with our personalities and how far this whole thing is going to go.


This is what makes me have this kind of metaphysical interrogations: 

You are at a conference; the speakers have prepared slick, detailed, sharp speeches backed up by inspirational slides or videos. They have endless knowledge about the topics they are presenting. Through their speeches, they convey their passion and enthusiasm, sometimes their frustration and humor… and of course, to finish off their “show” they will ask the audience if anyone’s got any question…. Nothing… until the MC breaks this uncomfortable silent by proposing questions from the live Twitter feed; and digs out a 140 character jargon/ shortened/ typoed line by some anonymous user name such as sexy_geek123… 
Don’t get me wrong, I am not criticizing Twitter. I think it is a tool that has great benefits in connecting people and sharing immediate information. It’s timeliness makes it unique touch point in the social media landscape. I am just questioning its use in this particular context when sexy_geek123 is in the room attending the presentation.
Where is sexy_geek123 sitting? And why is he/she just not getting up, introduces him/ herself on the mic and asks his/her question? Anyone can click a button and send a bomb of a question but it takes a bit more guts to stand up and formulate a point in front of an audience. Some personalities are comfortable with that and some aren’t, whereas everyone seems to be standardized behind a user name.

I don’t see myself as conservative and I fully support the fast growth of digital and social media (it is what makes me live after all!). But am I old school in saying that there should be space for digital interaction and space for physical conversation??? Or are we moving to a world where all our communication will happen through devices, codes and electronic data feed???

The Cool wave

Sound alliance (network of sites centred on music opinion and conversation) just presented us the results of their research panel. They have been surveying their core target audience: 18-24 yrs old over the last 3 years and came up with a really “cool” and different way of measuring audience interests, actions and attitudes. Introducing the ‘Cool Wave’
I think the charts speak for themselves….

Myspace ‘Cool Wave’ vs Youtube ‘Cool Wave’


Sound Alliance plans to conduct further research in last quarter of 2010. So, Opti people, let us know if you would be interested in measuring your client brands and products appeal to this target audience.

Nielsen inaugural digital agency forum- Social and mobile key facts

On June 17th, the Nielsen Australia team got in front of the digital media industry in Sydney to present an update on the company’s strategy, new upcoming tools and their latest findings on social and mobile measurement:
Here is a summary of the key facts around social media and mobile

1- Social media:
All the data about who is using social media is very straight forward. It was interesting to see that Australia is setting the trend globally in terms of engaging with social media: Australians spend the most time on social sites: over 7 min in April 2010.  As comparison, the USA are just behind with approx 6 min,


Nielsen also revealed the findings of their social media marketing study, here are the highlights:
–        50% of Australian businesses agree that they risk losing touch with their customers if they don’t employ social media activities
–        They should be 71% to participate in social media by the end of 2010 (from 40% prior to 2009)
–        The main barriers to using social media are around measurement of ROI and difficulties to set up KPIs and a lack of knowledge/ expertise to get involved in social media
So as a conclusion, we could say that social media is being embraced by Australian companies but in an unstructured way and there seems to be a great need for education and measurement.

2- Mobile:
Number of daily UBs has pretty much doubled since the beginning of the year


The first ever mobile measurement was released in Market Intelligence on May 12th 2010. Nielsen is now looking at integrating mobile and web reporting with device reporting on local markets
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