AANA releases its second annual ‘Christmas wish list’ with lower tvc production costs and scrutiny of shonky research on the agenda for 2012
The AANA has released its second annual “Christmas wish list” and production companies be warned – lowering production costs is on the agenda.
In announcing the AANA Christmas wish list, CEO Scott McClellan (pictured) said: “The original wish list was an attempt to focus attention on the industry priorities for marketers, while keeping with the seasonal spirit of good will to all!. While not all our wishes came true this year, we made a lot of progress in several areas by working with our industry partners.
“There were significant developments in online measurement and the prospect of standardised metrics in this rapidly evolving sector. Although we didn’t bring a complete end to online auto-refresh, we were encouraged when two of Australia’s top web publishers, YAHOO!7 and Sensis Digital Media, agreed to stop the practice, which we believe inflates audience numbers.
“Meanwhile, we heralded the launch of a Guideline for Online Behavioural Advertising. OBA enables advertisers to send messages more effectively to the right online audience at the right time and aims to deliver advertising that is relevant to a consumer’s interests. It was important to put in place an effective system of industry self-regulation before government felt compelled to act on emerging privacy fears. The unprecedented collaboration of a broad coalition of industry players made this possible.
“In commercial television, we sought more reliable audience data during ad breaks. In light of further fragmentation in TV viewing options, AANA supports plans for a new system that measures online viewing and multi-tasking, capturing online platforms such as catch-up TV and IPTV.
“We saw major developments in the print sector, with the prospect of a new readership measurement system. We also welcomed the move by four major publishers – Fairfax Media, West Australian Newspapers, APN News & Media and News Ltd – to improve the reporting of circulation data.”
AANA wish List for the Year Ahead:
Government recognition of the role of advertising in economic growth
In an increasingly unstable global economic environment, AANA will be making the case to governments that a healthy advertising and marketing communications sector can help bolster consumer confidence and fuel Australia’s economy, and conversely, that heavy-handed restrictions on advertising freedom will put our economy at risk.
Lower TVC Production Costs
With advertising budgets remaining under pressure in a tough trading environment, AANA will be looking at ways we can help control costs. One area that has not had enough attention is TVC production costs. AANA will aim to develop benchmarks and guidelines to assist marketers in determining fair and reasonable charges in this area.
Boardroom Recognition for the role of advertising in driving the business
In establishing the Warner Award, recognising achievement and outstanding service to the advertising and marketing communications industry, AANA has signaled that marketing deserves greater recognition and support in the boardroom of major companies. AANA will aim to drive this message home in the year to come.
More Young Talent
With a shortage of young, industry-ready talent, and fierce competition from other professions, a collaborative framework is needed between industry and educators to ensure that incoming talent is well equipped to meet the skill requirements of advertisers. This is an industry-wide challenge that will demand whole-of-marketing community approach.
Greater Credibility in Online Audience Measurement and Audit
This year we welcomed the Interactive Advertising Bureau (IAB’s) appointment of Neilsen to develop an industry-preferred measurement system for online audiences. We also backed the Audit Bureau’s work in developing reliable auditing for digital media. As more advertisers shift bigger portions of their budgets online, it is imperative that these investments deliver measureable, comparable and credible results.
More scrutiny of shonky research
Increasingly, some pressure groups are calling for advertising bans, particularly in the food and alcohol space, even though there is no evidence that such bans will produce positive outcomes. These calls for bans are often backed by populist and flawed research. We aim to ‘out’ such practices so that governments are encouraged to maintain an evidence-based approach to policy making.
A New Actors (Talent) Agreement
The existing agreement for the use of actors in production of advertisements is decades out of date and fails to make allowances for the advent of multiple screens and digital platforms. AANA will work with the talent representatives and agency partners to develop a new agreement that better reflects the current media landscape.
A Renewed Industry Commitment to Responsible Advertising to ChildrenNext year AANA will begin a review of its Code of Practice for Advertising and Marketing Communications to Children. Regular reviews of the tools of self-regulation help ensure they remain in sync with community expectations. This is particularly important in the outdoor and online space where parents have less control.
6 Comments
AANA. Wow cause there is so much money left in production…
Do these guys think it’s still the 80’s. TVC Production has been gutted to it’s bare bones. Whilst client and agency expectation has got greater.
Where is the AANA on issues like the recent 10% pay hike for voice over artists? They didn’t need a pay rise . . . but they do need to get paid for web usage. If we paid them automatically 50% for web they would have not pursued a further pay rise.
Yet another complete miss by paper tiger the AANA truly is.
AANA?
Serious?
Production costs?
Give me a break, like 1.39 says this area is hammered $ wise as it is.
This dinosaur entity is clearly woefully out of touch.
A TVC costs about the same as it did 15 years ago I bet Scot McClennen’s wages have gone up in 15 years.
Agree with both 1.39 and 2.58. The only way production costs will drop is if the director and their producer drop their fees. The rest is to the bone in all areas of production including the post and sound houses.. But then one needs to consider – you get what you pay for.
ANNA should be taking a serious look a research costs and the costs for digital, the new frontier where people seem to be paying huge amounts for very little.
As for new talent contracts, what, actors who maybe get one good paying gig because then no other product will touch them should have the images used anywhere for however long?
This stinks of P3.
What a load of pompous crap from and organisation of paper pushers. You are so out of touch with the industry you should be in a museum. Where did you get you info about production companies? At your boozy lunches with other out of touch boozos?
I make 40% less than ten years ago and have had to let go of most of my staff just to keep the doors open. How are you going to attract young talent with the crap money you pay them? How about the old talent sent to the scrap heap because agencies want to pay young talent less and exploit them with no long term tenancy Melbourne and Sydney production co’s have been decimated and you want to kill them off altogether. Why don’t you shoot commercials and see the reality- your probably scared of the hard work it takes. How would you feel haviing to quote on TVC time after time and not get a job? What do you think- it take five minutes to do a submission. I think you are talking about the 5% of Sydney production Co’s need their budget tightened cause you don’t know about the rest… and whay a loasd of bullishit about children’s advertising- you only care about the $ bottom line- couldn’t care what happens to kids Go fuck yourself…
Scott its a great day for advertisers – your wish has come true! At this very moment I am opening up a Film School for Cambodian orphan children who will be trained to in all aspects of film making. They will make your commercials for rice alone.