List of Posts

Posts Tagged ‘Pippa Leary’

Online shows, short-form video for Fairfax Wednesday, September 17th, 2008

From the B and T newsletter:
“Fairfax Media is diversifying its advertising opportunities through the development of new types of short-form video content on its websites, and has commissioned several new online shows.

“The new internet TV shows include several ‘infotainment’ broadcasts and branded content shows including Land Rover’s Best Breaks, a 12-part series looking at short breaks from Sydney and Melbourne.

“An increased demand, particularly around lunch time, from viewers has led to a new ‘primetime’ audience for advertisers to tap into, said Pippa Leary, managing director of media for Fairfax Digital.

“’Short-form videos offer more freedom to viewers- because it’s on demand and easy to share with others,’ she said.

“….Fairfax is closely monitoring what is happening in the US and the UK in the branded content area, said Leary. ‘As audiences get more sophisticated the advertisers have to get more sophisticated, too.’

She said one of the major trends Fairfax have noticed is advertising agencies creating both TV ads and online ads when doing a shoot: ‘The ads for online are a lot shorter and also incorporate more interactivity.’

“The media company’s latest show was a comedy sketch called 51st State by performer and writer Dan Ilic, which covered the Democratic Convention in the US. ‘Because it was topical at the time, the series blurred the lines between news and entertainment. It appeals to a broad audience and also advertisers trying to reach a diverse audience,’ said Leary.”