And the Winners for 2016 are…

We are proud to announce the winners of the Advertising & Media Showcase Awards for 2016 for the best student work from the advertising and media diploma and bachelor students at Macleay College in both Sydney and Melbourne. Well done guys!

As part of Macleay College’s Hype End of Year Showcase held in December last year, the 2016 Advertising & Digital Media Faculty Awards where handed out to students that achieved the highest grades for their work throughout the year.

And the winners for 2016 are…

Best Print Ad: Michael Lamb “One Pair of Sneakers” Converse Shoes

Best Typographical Poster: Teresa Solaese “Dachshund”

Best Photographic Project: Chloe Geggus “Savvy Brides” Bridal Dresses

Best Copywriting: Daniel Koublachvili “Link 4 Change” Children’s Charity

Best Outdoor Campaign: Rowan Slade “You’re Not That Guy” Gun Control Campaign

Best Radio Commercial: Brooke Demenezes “Gymbaroo” Child Care

Best Video: Cassandra Sabin “One for One” Tom’s Roasting Company

Best Video: Caitlin Thomas “Super-Tough” Dr. Martens Boots

Best Social Media Project: Ellen Rafferty, Michael Lamb & Aislin Mcleod “Social Studio”

Best Marketing Plan: Daniel Fitzsimmons “Chanel”

Best Cross-Media Campaign: Alicia Sanarko “All Eyes on You” Chevrolet Corvette

Best Portfolio: Cassandra Sabin

Programmatics – WTF?

Programmatic ads have changed the game in online advertising, but there’s still heaps of confusion around what it actually is and how it all works. So let’s break it down. Programmatic buying refers to any ad space bought automatically on a web page these can be bought by 1. Bidding for one space or two. Buying it directly. These spaces are bid on its called programmatic real-time bidding (RTB) this is what serves internet users with display advertising on the web.

But where do they do all this buying and bidding? Well, all the interesting stuff happens on Ad exchange.  Ad exchange will auction off the space to the highest bidder, then the add will appear when the page is done loading. So basically as a page loads, if it has ad space on it that’s available to be bid on, info about the web page and who’s viewing it is passed on to an ad exchange and an auction will be held. The prices of the ad spaces completely depend’s on how much buyers are willing to pay.

You’ve probably confused, how could there be an auction in a matter of seconds that it takes to load a page?! But that’s exactly how long an auction on ad exchange will take. It happens so quickly because advertisers use a fully automated software demand side platform (DSP) to help them decide which ad space to purchase and to bid on ads for them. This does remove the need for human sales people, negotiation skills and a huge amount of time as these decisions are made immediately and simply the highest bidder wins.

The Use of RTB means advertisers no longer have to purchase ad space for a set amount of money for a set amount of time on websites they assume will bring them traffic instead ads can be specifically targeted to relevant audiences across a wide range of sites and prices and can all be managed in real time!

Programmatic advertising has taken a lot of stress off agency’s when buying ads as the process of buying has become much more efficient and cheap. Agencies no longer have to research the best ad space to place an ad, rely on an admin heavy process and manually place the ad before the ad is even running. Now thanks to programmatic advertising’s marketers can now have faster access to ad inventory, complete pricing control and immediate and seamless delivery.

Sophie Robertson

Graduating Class of 2016 ‘Feel the Hype’ at their Final Showcase

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Macleay’s Advertising and Media Diploma graduating class of 2016 came together with friends and family to celebrate 12 months of hard work.

Joined by academic and support staff, alumni and industry professionals, the night was themed, organised and run by the students as part of their final term project.

The students were given a budget and asked to prepare their end of year creative portfolios of video, radio, outdoor, digital  and print campaign works, along with a major piece which took centre stage on the night.

In addition to celebrating the students and their work we were joined by three industry experts who judged the best work presented.

The three exceptional judges: Chantal Abouchar, Grant Flannery and Will Edwards have diverse experience in the fields of Advertising and Media. Working in very different industries and with areas of expertise spanning creative, entrepreneurship and digital, the judges were happy to share their knowledge and advice with our Advertising students.

Congratulations to the 2016 graduates on an hugely enjoyable and successful event. We will be keeping a keen eye on your new careers in advertising and media and we wish you all the best.

Thanks for sharing the hype!

Sell Me Content… ‘A New Word To Help Sell An Old Concept!’

Content marketing is a strategic way of attracting and engaging a defined targeted audience. Brands distribute valuable or relevant information to ‘pull in’ consumers, rather than using traditional advertising, which focuses on ‘pushing’ out a message.

Content is designed not to interrupt, but to interact.

From simply uploading an image or news article to Facebook, to putting peoples names on coke bottles or Jack Daniel’s sponsoring a YouTube video that shows ‘behind the scenes’ of a music producer, content marketing is on the rise. Boosted by the growth of social media, its effective and getting more and more creative and innovative.

I don’t believe people are ‘fooled’ by it. They know that its marketing based, but it doesn’t matter, if they like it, they will engage and interact.

However, Content is not a new concept. It is simply indirect information or entertainment targeted to a consumer segment market. Brands have been doing this forever…
Whether it’s a Magazine article in “Women’s Weekly,” informing you on how to get the cleanest clothes from your washing machine (brought to you by Cold Power) or MTV interviewing a popular rock band.

Content is not a new concept.It’s just a new word. And we have a shiny new potential lathered platform to use it.

It’s a word advertisers like to throw around to sound smarter. To add a little ‘pizzazz’ to what they’re talking about.

The idea hasn’t changed. It’s been around since the beginning…

How do we advertise without annoying the consumer with the same repetitive message over and over?

Lets give them something they’re interested in, and throw our logo in there somewhere or good measure. BOOM. Content.
But you still need a great idea, and how do you sell an idea? What can you use to help sell something that has yet to be proven to work?

You use jargon.

An internally constructed ad language that makes you sound like a wanker, but a wanker that knows what his talking about. Words like programmatic, channels, platforms, integrated, traffic, ideation and organic reach.
You use it to make old concepts sound new again.

Advertisers have the ideas, but they need to sell them to clients. They need to sound fresh, on top of it and impressive. They need to have a bit of the dodgy car salesman approach, or they might lose the account. All agencies have good ideas. But it’s a hard fought fight to see who can sell theirs the best.

Smother the client in so much jargon that they can’t understand what you’re saying, but they think you’re a genius… a wanker, but a genius as well.

Daniel Fitzsimmons

Programmatic – ‘Rise Of The Machines’

Programmatic has arrived and the machines are taking over. The idea of tailored advertising per person is now a reality. So, what does this mean to advertisers and consumers?

Consumers

Imagine a world where you only got what you wanted?

If you got asked the question, would you like to control the ads you see? Most people would say yes. But if you told them they would have to give up some of their privacy, would they be more reluctant? Then remind them that most of this information is already being collected…

Everyone loves something for free and on the net this has never been more available. Though nothing is entirely free. With most free information or services including entertainment on the net, the only price you have to pay is being exposed to advertising. Most of us as consumers have learnt the best ways of getting around this and know we only have to wait a few seconds to hit skip or wait for the little ‘x’ button to close it. However, what if the advertising you were exposed to was only what you wanted to see or what was relevant to your life?

Being able to choose the types of ads your interested in would be a great option. If you have to see the ads anyway, why not choose to make them relevant, maybe even interesting and engaging in portraying your own desirable needs as opposed to just trying to close them as soon as you can.

Advertisers

Imagine a world where you only hit where it counts…

For the advertisers this could be a enormous game changer. If, they were only paying for the media space for consumers, that were interested, or deemed a good candidate. This could potentially save the advertiser plenty of money and let smaller businesses advertise to target consumers who would use their good or services, leading to a chance to grow their business through advertising without having to pay for pointless reach or product outlet.

Driving traffic to your site is always a big push for businesses online and with programmatic you are maximising your potential while saving money wasted on uninterested parties.

Programmatic

So what is programmatic?

Programmatic is the ghost in the machine. It collects data on consumer’s behavior online and through powers much faster than most media experts, which decides who and when is the best time to deliver a piece of advertising. There is a lot more to it than that but like me, is still in its early stages and has a lot more growth and potential.

Once the scary part of ‘they are watching you’ passes and people get the idea they are here to make life, on the overwhelming amount of information on the net more relevant.

Lets work with programmatic to change the perception of  ‘advertising’ into ‘relevant information’ and everyone is a winner.

Benjamin Sopronick

Melbourne Ad students create TVC for CoverCard

Macleay College’s Melbourne Advertising & Media students have produced a TVC for the client COVERCARD as part of their VIDEO PRODUCTION  class. 

Macleay Lecturer Lauchlan Pevie mentored the advertising students through the creative and production processes of producing their first TV commercial which included: concept development, scripting, storyboarding, pre-production, casting, costume, lighting, filming, editing and post-production.

Matt Tomlins, CoverCard CEO and Co-Founder commended the students at the completion of the project “As a student project I was unsure how it would play out, but you exceeded my expectations in both the quality of the final output and the process that got us there. From the beginning it was obvious that the time had been taken to read and watch the various briefing materials as the team quickly ‘got’ the concept. The team was professional throughout and gave genuine care and attention to what we were trying to achieve. A number of the deadlines were tight and I felt the ability to quickly cut to the chase in regards to what was required was critical. The end product will be very useful in helping us communicate our offer and as an early stage startup it will be critical in getting our business off the ground. Thanks again for your efforts. My overall comment is that it didn’t particularly feel like a student project. Best Regards, Matt Tomlins.”

Advertising Jobs on the Rise

Great news on the job growth in the advertising and media sectors in Australia. Over 50,000 jobs in the next 5 years, and 38.6% growth predicted over 10 years. It seems like the perfect time to study the Bachelor of Advertising & Media at Macleay College. 

For more details check out this study from Job Outlook: Link

macleayadvertising

A BLOG BY MACLEAY ADVERTISING STUDENTS

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