Content, code and culture: Three things you should know about new Nine CEO Mike Sneesby – and why sales boss Michael Stephenson is going nowhere
Fusing content, code, commercial nous and culture will be the real test for new Nine boss Mike Sneesby. Talk of Nine board rifts, questions around the future roles of publishing boss Chris Janz and marketing and local markets boss Lizzie Young – and the likelihood that sales boss Michael Stephenson is safe – is sideshow entertainment.
Here are some stats: Almost three quarters of Aussies engage with brand content every week – 90 per cent in the 18 to 24-year-old range. A massive 84 per cent of consumers took some form of action – buy, share, follow or save. Of those, the most common action at 34 per cent was purchasing the product. Those are the findings of News Corp Australia’s recent research into the power that brand marketing has, released at its Decoded event. Big money follows the good brand and content marketing, and those that crack this code can cash in.
The butterfly effect: Five ways digital out of home trumps static – and why smart marketers use DOOH for more than awareness building
If static out of home was the caterpillar, digital is the butterfly. It’s better in just about every way, QMS’ Chief Strategy Officer Christian Zavecz writes. Through five research-backed elements – impact, precision, cut-through, amplification and accountability – DOOH is flipping misconceptions about the channel on their head.
The marketing and advertising sector is alienating a quarter of Aussies by primarily showing traditional – mum, dad and two children – families, new research shared by Nine shows. One in four people feel their family is poorly represented, and even though single parents make up 10 per cent of our population, only 12 per cent of the public recognise one adult and a child as a family. What brands should focus on is honesty, realism and rawness, Nine’s Toby Boon says.