The lowdown on the National Broadband Network

The lowdown on the National Broadband Network

The National Broadband Network (NBN) is 'nation building' telecommunications infrastructure which underpins the ongoing productivity and success of our own and all other Australian industries.

It’s time to raise your awareness and serious concerns around the NBN roll-out strategy and understand the negative and profound impact this plan will have on the future of Australian marketing, advertising and media as we transition to a digital based industry operating in a global market.

 

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Once enemies, programmatic and direct are becoming best friends

Once enemies, programmatic and direct are becoming best friends

There are many misconceptions associated with programmatic video buying. Many of these, like the assumption marketplaces drive CPMs down, arise when people fail to distinguish between the very different display and video markets.

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The Past, Present & Future of Television Advertising in Australia

The Past, Present & Future of Television Advertising in Australia

TubeMogul recently released the first-ever white paper analysing the growth potential and benefits of programmatic television advertising in Australia. While prior reports offer programmatic TV deep-dives of the U.S. and U.K. regions, this white paper focuses on the nuances of the Australian market with in-depth coverage of one of the last frontiers untouched by buying automation – TV.

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Ad Blocking: The Threat and the Way Forward

Ad Blocking: The Threat and the Way Forward

Programmatic Summit 2016 was a resounding success. Publishers, agencies, ad tech companies and pretty much everyone involved in programmatic came to hear about the state of the industry and thoughts on its future from leaders in the field.

Crucial to this topic was a well-attended panel titled “Addressing Industry Hot Topics: Ad Fraud, Ad Blocking and Viewability”.

 

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Leveraging Mobile Location Data for enhanced consumer understanding

Leveraging Mobile Location Data for enhanced consumer understanding
In Australia, the Quick Service Restaurant (QSR) industry will see an annual revenue growth rate of 2.4 percent in the next five years. This market, which is led by McDonald’s and Subway has an annual revenue of more than $15 billion currently and employs more than 150,000 people. The reason...
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Attribution is top of mind for ANZ marketers, reveals AdRoll’s State of the Industry report

Attribution is top of mind for ANZ marketers, reveals AdRoll’s State of the Industry report

Last week we released the latest State of the Industry report at The Programmatic Summit held at The Hilton in Sydney. The report, which was conducted by third party research company Qualtrics, surveyed 265 ANZ marketers asking their perspective on the changing dynamics of the advertising and marketing landscape.

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Article Watch February 2016 - 'Must Reads' Powered by MediaScope

Article Watch February 2016 - 'Must Reads' Powered by MediaScope

Each month Denise Shrivell from MediaScope curates a series of must read articles and insights for the digital media community to help you stay up to date and informed.

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Debunking five myths on data and programmatic

Debunking five myths on data and programmatic

The digital landscape is inundated with ads. The sheer range of choice means agencies are being pressured to ensure they reach target audiences effectively, whilst publishers fight for audience attention. Bigger audiences do not just mean more ad impressions, they also provide the opportunity to gather more data, helping to pinpoint advertisers’ target audiences more effectively.

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8 digital trends set to change the out-of-home industry

8 digital trends set to change the out-of-home industry
The Out-of-Home (OOH) industry is set to evolve more rapidly over the next 18 months. The oldest advertising format has seen significant changes; mobile convergence, developments in digital platforms and data sources are changing industry perception. The number of digital screens will increase significantly due to several reasons including changing...
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The Startup - Part 1: Corporate to Startup and 6 months later…

The Startup - Part 1: Corporate to Startup and 6 months later…
I’ve spent my entire career working for well-established corporates and when a former Australian colleague asked me to consider joining a tech startup based in Geneva and then be permanently based in Singapore, it was actually an easy decision. I was working in London and starting to look for my...
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With data, big is not always best

With data, big is not always best
Sometimes quality and beauty comes in small packages: diamonds, chocolates, poodles, bonsai trees, the Olsen twins. Okay, scrub the last one. But you get the idea? Quality is usually better than quantity. Yet, in advertising we seem to ignore this premise. We look at reach and frequency as the two...
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Article Watch January - 'Must Reads'

Article Watch January - 'Must Reads'
MediaScope Updates: - Major Media Agencies by Holding Company – showing WPP's 61% takeover of STW - 20 Iconic Australian TV Ads - To celebrate Australia Day we look back at a selection of iconic TV advertisements. Read More - MediaScope’s 2016 Predictions - “I feel more positive about 2016...
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How Australian supermarkets can acquire consumers using insights from location data

How Australian supermarkets can acquire consumers using insights from location data
With just four grocery brands accounting for an estimated 90.8% of the Australian supermarket industry , it's safe to say that competition for getting customers is fierce. With an expected growth of 2.5% over the next few years, expected to bring total industry revenues in the country to around $90...
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Is your CEO digital ready?

Is your CEO digital ready?

Quite a number of Australian businesses are somewhere along their digital transformation journey with the CEO an essential part of driving the digital strategy. It can be a daunting task for any CEO especially one who is not digitally savvy to understand digital development costs and timelines, ROI and the competitive digital environment.

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TV and Video Convergence: Piecing Together the Puzzle

TV and Video Convergence: Piecing Together the Puzzle
Picture it. 1965, the golden age of television. A family huddles around the household’s only TV set, tuning into one of only a handful of channels, to watch a scheduled show that attracts millions of viewers each evening. For an advertiser looking to connect with consumers, they would run three ad spots and reach around 75% of the total TV audience. Cut to 50 years later, and the landscape is dramatically different. In order to reach the same audience on TV in 2015, you would need to run over 350 ads, as the viewing of audio visual content continues to fragment across screens. 
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5 Challenges for the Digital Leader in 2016

5 Challenges for the Digital Leader in 2016

After a couple of year working overseas, I recently returned to Sydney and started investigating employment opportunities. This entailed numerous cups of coffees with recruiters, former colleagues and vendors and a few potential employers. Out of these discussions I noted a number of interesting challenges facing digital leaders in 2016.

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“The Hustle” is more valuable than ever

“The Hustle” is more valuable than ever

“The hustle” means different things to different people, and the connotations can be both positive and negative. To me it means having that great ability to always find a way. To not accept “no” for an answer, to get shit done under pressure, and to do so with a winning attitude.

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CES: Advertisers can Expect More from Immersive Experiences and Connected Objects.

CES: Advertisers can Expect More from Immersive Experiences and Connected Objects.

If there’s one thing that differentiated Consumer Electronics Show (CES) 2016 from other years, it is the scale. CES 2016 was by far the biggest to date; 180,000 attendees and 20,000 new products launched by 3,600 exhibitors. But CES also demonstrated scale in different ways.

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5 Reasons Why Times Square NYE is the Out-of-Home Industry’s Superbowl

5 Reasons Why Times Square NYE is the Out-of-Home Industry’s Superbowl

Since the very first iron and wood ball lowered at One Times Square on NYE over 100 years ago, the event has been the universally recognized symbol of welcoming the new year. All eyes (literally) are on the 230+ digital screens peppering the Times Square area, and the event is the yearly showpiece for many global advertisers. For the Out-of-Home industry this is our Superbowl. Here are 5 reasons why.

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Old Brands, New Tricks (How the world’s oldest cruise line put on world’s most modern naming ceremony)

Old Brands, New Tricks (How the world’s oldest cruise line put on world’s most modern naming ceremony)

P&O is one of the oldest names in shipping, and certainly the oldest cruise line in Australia. The company, founded in the 1830s, ‘invented’ cruising in Australia when it sent its large ocean liners into the tropics during the 1930s.

The brand is steeped in history, heritage and tradition, and operates two distinct cruise lines; a global world cruising brand based in the UK as well as a locally based leisure brand.

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Brands and Social Media: Basic Rules to Remember

Brands and Social Media: Basic Rules to Remember

With digital marketing mainstream and social media an everyday communication tool, it can be a bit overwhelming when engaging with audiences across various social media channels, which can lead to even the most exceptional brands forgetting basics.

Below are a few tips of what not to do when using social media for your business/brand.

 

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Digital and demographics – a marriage made in heaven

Digital and demographics – a marriage made in heaven

There is little doubt that online advertising must make more of demographics. We have become so focused on behavioural, that we often forget the ‘who’ part of the equation.

Demographics have been around since the early days of direct marketing, long before the Internet erupted. Mail-outs were A-B tested, just as landing pages and online ads are today. And audiences were segmented based on geo-demographics – the scientific way of telling who you are based on where you live. If you live in a four-bedroom house in Point Piper in Sydney’s east, for example, you are probably a wealthy family. You might even be the Prime Minister.

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Marketing by (the right) numbers

Marketing by (the right) numbers

Marketing has always been about numbers. Sadly, in the past, the quest was for figures to justify headcount and the expense of media campaigns. B2C marketers with big budgets might have been able to show that increased spending produced more sales, but it is always difficult to prove that the same couldn’t have been achieved with less. Or a different approach might have produced a better return. B2B marketers, meanwhile, have often been subservient to the sales team, who claim the credit for all revenue and see the marketing team as their back-up resource, creating content and organising the occasional event.

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The Inevitability of Ad-Blocking (And Things We Can All Do About It)

The Inevitability of Ad-Blocking (And Things We Can All Do About It)

When the most recent iPhone came out most people obsessed over its new 3D Touch system, the incredible camera and the updates to Siri. But those who work in advertising were more concerned with a small change to iOS which allowed app developers to block “content” within Safari.

Much has been written about ad blocking since the release of iOS9 and yet it still seems like it’s a very confused subject, with no clear understanding of what it means or what we should be doing about it: so here are three common misconceptions and three steps that various parts of the industry could take to challenge the underlying issues.

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How to make mobile ads work for the consumer

In advertising, the 6 second Vine video is the new 30 second commercial – well at least for the youth segment. The content format is fast, short and compelling. For sure, how generation Z views and interacts with content today is a signpost towards the future of the mobile experience,...
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Is Measuring Digital Success Keeping You From Growing?

Zuni’s ZEN, an annual night of networking, held earlier this year, brings together Zuni’s senior marketing clients and industry executives in informal social roundtable discussion groups to explore current and key issues in digital marketing. This year, the proposed discussion topic that I hosted was selected around the key questions;...
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The Photocall: A Picture says a thousand words.

The Photocall: A Picture says a thousand words. For decades now, organisations have been creating events with the purpose of showcasing their brand and building awareness through PR coverage. However, with the ongoing growth and intrinsic strength of digital media, the lines between pure marketing and pure PR are becoming...
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The Complex World Of Digital Advertising Regulation

The Complex World Of Digital Advertising Regulation
  On a day to day practical level, easy to access information means we have more information and can make more accurate, timely and informed decisions.  There isn’t much we would do without the help of the internet and there isn’t much we cannot do with the internet.  We may...
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What’s the difference between content marketing, content strategy and content planning?

What’s the difference between content marketing, content strategy and content planning?

The modern marketer has heard of content marketing, they even know they need a content strategy and a content plan. But many are embarrassed to admit they don’t fully understand differences between these phrases nor what to expect in terms of output from each. Let me explain, in plain English...

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The importance of Creative messaging to Programmatic Marketing success

The importance of Creative messaging to Programmatic Marketing success
Whilst I speak with clients about the advances of Programmatic, a question I’m often asked is what I believe to be the most important part to a programmatic marketing campaign. Inevitably my answer is often about the creative. The fundamentals of any marketing campaign are always the same and Programmatic...
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