Ryvalmedia Pulse (Vol.47)

Paramount's global board approves merger with Skydance Media

Paramount Global will merge with Skydance Media, giving Skydance control over Paramount's studios, Paramount Plus and broadcast networks including Network 10. This comes after Paramount Plus launched their $6.99 basic ad tier subscription last month, following the industry trend of subscription video on demand (SVOD) tiered subscriptions. This new merger comes with promises of automation, streamlining processes and upgrading advertising technology. Whether these upgrades will flow through to the 10 Network and local BVOD platform 10Play - remains to be seen.  However, with increasing competition and tech updates amongst local networks, such as 9Now launching their generative AI self-service Ad manager late last year, 10Play will be looking to strengthen their presence and advertisers should benefit from increased competition now that Paramount has improved their staying power with their new tech focused backing. Learn more

Video Advertising State Of The Nation Report 2024

The recent report from IAB Australia highlights that the digital video ad market, now valued at $3.78 billion, grew by 14% from 2022 to 2023 and has surged by 175% over the past five years. With 84% of survey respondents aged 14+ years consuming online video in the last 7 days and 92% stating that digital video is a significant part of their daily media activity, the importance of digital video remains at the forefront of many Australians. Increasing spends across digital video ads and connected TV also continues to grow as providers continue to add elements to their product to encourage advertiser investment, such as the normalisation of ad-tier subscriptions. With the rapid growth of digital advertising, and particularly digital video, it is crucial for advertisers to embrace digital video now more than ever. In an increasingly cluttered market, where media consumption is broader than ever before, it is important to stay up to date on consumption trends to ensure brands stay well connected with their audience. Learn more

Cartology partner with CommBank IQ, adding non-FMCG data to its capabilities

Following on from their acquisition of 1,000 retail out-of-home screens to bolster their OOH presence, Cartology continues to strengthen their business with the recent data partnership with CommBank IQ. With an existing portfolio of Woolworths’ retail media network, the latest partnership will grant Cartology access to deidentified payment data from approximately 7 million Australians and greater insight to non-FMCG category spending. Greater insight into the purchasing behaviour of Australians across 100 segments will allow brands more visibility in the shopping and spending habits of Australians in a time where habits have never been more diversified. This data will also grant brands the opportunity to tighten their targeting across over 540 shopping centres nationally to ensure effective messaging. With the value of first-party data growing daily, we expect to see more partnerships beyond Cartology to allow greater visibility of spending habits of Australians where financial pressures continue to diversify how Australians shop and spend. Learn more

The Ryvalmedia Pulse is prepared fortnightly by Alex Pupko (Strategy Manager), with this issue in collaboration with Dane Falkenhagen (Business Executive).