Ryvalmedia Pulse (Vol.48)

Google throw another spanner in the works, halting the removal of third-party cookies

After years of talks followed by delays, Google has added another layer of complexity to the third-party cookie deprecation saga. Initially, the tech giant planned to phase out third party cookies by the end of 2022 due to increasing privacy concerns around consumer data. However, this has now officially been halted and users will now have the option to choose whether to adopt cookies or not, providing google more time to address the complex issues associated in this transition. While Google has put a pause on the removal of third-party cookies, many businesses have already invested heavily in new technologies and practices to mitigate privacy concerns and will continue to do so, such as leveraging 1st party data practices. Privacy remains a growing priority, and businesses are likely to proceed as planned, giving users more control over their data and how it is used. For brands, it is now just as important as ever to "double down" on 1st party data and ensure data collection practices are transparent and secure. All in all, the importance of first party data will continue to grow and drive significant changes for in the industry. Learn more

Rupert Murdoch gives print media 15 years until the nail is in the coffin

Rupert Murdoch's recent comments that printed newspapers have a shelf life of 15 years has sparked discussions, but it is not surprising for industry insiders. While print readership has been steadily declining, this is balanced by the rise in digital news access. According to Roy Morgan data, 97% of news readers access news digitally, with 56% still reading printed news monthly. This shift to digital is a natural progression in our increasingly digital world, with news publishers adapting to benefit both readers and advertisers. Australia's leading publishers now provide high-quality, digitally driven, multi-media environments with advanced targeting technologies. Today, there are still many brands in market that rely on print media for varying reasons, but largely to access an older demographic and audience.  With time, these audiences are expected to migrate to a digital news source. To mitigate losing touch with this audience completely, brands should leverage advertisers ongoing efforts to gain a better understanding of this demographic, allowing brands to get closer to their highly valued customer. Learn more

Stan Sport to challenge Nine Network’s Olympics broadcast

Stan Sport is promoting itself as the exclusive ad-free streaming provider for all Paris 2024 Olympics events, with live and on-demand coverage, including highlights in 4K Ultra HD starting from July 26, 2024. Unlike previous attempts by Australian broadcasters to put Olympics behind a paywall, Stan Sport's subscription costs $15 monthly, requiring an additional Stan subscription starting at $12. This contrasts with Seven's $19.95 charge in 2016, which faced competition from its free coverage broadcast network. Again, we will see a face-off between Free-to-air and SVOD, with viewers being faced with the decision between the free telecast across 9 and 9Now, or a different international feed behind the Stan paywall. Despite the heavily debated decline of free-to-air audiences in recent times, we expect to see mass audience flock to the Olympics telecast on 9, with the Networks continuing to perform positively in monumental events such as the Olympics. Early indicators are showing very pleasing results, with nearly half of all Australians (10.7M) tuning into the Channel 9 coverage in the opening days. Learn more

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