Market Voice

Featured this week

Market Voice 13 May 2024 - 3 min read

Cinema’s superpower: How one ad on cinema delivers the same amount of brand fame as 10 ads on digital

By Guy Burbidge - Managing Director, Val Morgan Cinema | Partner Content

Latest research from Fiftyfive5, part of Accenture Song, finds that a single cinema ad delivers the same brand fame as 10 digital spots, or 9 BVOD spots, or six linear TV spots. But tellingly combining all three channels is most

Market Voice 13 May 2024 - 4 min read

Econometrics, creative effectiveness and pre-testing perils unpacked: Previously Unavailable’s James Hurman and Magic Numbers’ Dr Grace Kite on what CMOs finalising FY25 budgets need to know

By Nine | Partner Content

Deep in the weeds of econometrics, creative effectiveness and their impact on growth, Previously Unavailable’s James Hurman and Magic Numbers’ Dr Grace Kite say marketers can harness both in tandem to drive greater growth, make better bets on which ads

Market Voice 6 May 2024 - 4 min read

Owned media: 5 key considerations that make the difference between success and failure

By Angus Frazer - Founding Partner, Sonder | Partner Content

More businesses are mulling retail media and owned media business units. Sonder has helped many blue chips launch those operations, but Founding Partner Angus Frazer says there are five critical considerations that make the difference between failure and success. Commitment

Market Voice Library

Market Voice 26 Feb 2024 - 3 min read

Why FAST has become TV’s favourite new F-Word 

By Gareth Tomlin - General Manager Data, Insights & Analytics, Paramount Australia | Partner Content

Audiences have welcomed TV’s latest F-bomb and are lapping up FAST (Free Ad-Supported Television). Services are growing rapidly across local BVODs like 10 Play and global platforms such as Pluto TV. But FAST isn’t just a shiny new toy for

Market Voice 26 Feb 2024 - 4 min read

The Rise of Netflix, Amazon Prime, YouTube Means Unified Cross-Media Single Source Measurement Is Critical – And 2025 Is Only Going To Get Harder

By Daniel Tjondronegoro - Co-Founder, Beatgrid | Partner Content

Streaming platforms pushing harder into ads – and live events – will compound measurement challenges facing marketers and media buyers. But some are already measuring TV, BVOD, CTV, Youtube, and out-of-home via a single source. Beatgrid thinks this year will

Market Voice 21 Feb 2024 - 3 min read

Scentre Group BrandSpace announces new measurement suite, challenging the industry to expect more from Out of Home investments.

By Mike Shore - Head of Strategy and Marketing, Scentre Group BrandSpace | Partner Content

Scentre Group’s new measurement suite removes the guesswork from retail out of home. Marketers can now measure engagement in real time to better understand ad performance, uplift and impact on sales. Trials with Wavemaker show major gains in key brand

Market Voice 19 Feb 2024 - 4 min read

The power and pitfalls of having, using and misusing distinctive brand assets: Marketer checklists for OOH, audio, search and TV

By Claire Fenner - CEO, Atomic 212º | Partner Content

Creative drives half of all incremental sales. Distinctive assets and strong brand cues are critical in delivering that pay off. Yet there are so many examples of brands and agencies not considering how brand assets are used across each platform,

Market Voice 19 Feb 2024 - 4 min read

Why CMOs should give a toss about VOZ: In conversation with Seven West Media’s Kurt Burnette and Mel Hopkins

By Mel Hopkins, Chief Marketing and Audience Officer & Kurt Burnette, Chief Revenue Officer, Seven West Media | Partner Content

Seven revenue and marketing chiefs Kurt Burnette and Mel Hopkins don’t duck the hard questions on TV’s new measurement system, the shift to reach, accusations that TV is shifting the goalposts and agencies dragging their feet.

Market Voice 12 Feb 2024 - 3 min read

The rise of owned media: CMOs from David Jones, Mecca, Hi-Pages on boosting brand, awareness and loyalty while cutting wastage

By Jonathan Hopkins - Founding Partner, Sonder | Partner Content

Retail media is approaching peak hype but owned media offers significant potential for brands across finance, utilities, home improvement, entertainment and education sectors as well as in retail. Sonder’s research with leading CMOs highlights how different sectors are now

Market Voice 12 Feb 2024 - 3 min read

Go big or go home. Building Australia's #1 retail out of home network

By Paul Bates - General Manager Agency Sales, Cartology | Partner Content

Having spent many years in the world of digital, Paul Bates is leading a new frontier of retail out of home as Cartology injects the smarts of retail media into the medium to deliver more value to agencies than ever

Market Voice 12 Feb 2024 - 3 min read

Understanding the premium video experience as streaming flips broadcast, fast

By Nev Hasan - Chief Sales Officer, Foxtel Media | Partner Content

The streaming viewing Armageddon is upon us. Linear audiences are declining. Broadcast TV, traditionally the foundation of a "big" media plan, is moving from the main character to a supporting role.

Market Voice 5 Feb 2024 - 3 min read

Crossing enemy lines and a big step to a digital frontier

By Tim Murphy - Chief Sales Officer, QMS | Partner Content

After 16 years at oOh! sales chief Tim Murphy switched to rival out of home operator QMS. Here’s why.