Industry Contributor

Industry Contributor 30 Sep 2025 - 4 min read

'Our problem is not each other, our problem is bigger than that': ITV, Sky and Channel 4 launch outcomes-based measurement in one year – can Australia's TV networks match it?

By Justin Lebbon - Director | Adwanted

Six months ago some of Australia's major TV players and media buyers backed a push to build a real-time, outcomes based reporting system that would put TV and streaming on an even footing with global platforms. Adgile said it could build the system within 12 months. The UK's major commercial...

Industry Contributor 3 Sep 2025 - 8 min read

Peak YouTube: advertiser value to weaken on the world’s biggest streaming site – how, why and what to do about it

By Charlie Allatt - Head of Planning & Investment | Kinesso

YouTube is reaching the peak of its maturity as a product, and that’s a bad thing for marketers. As YouTube’s organic growth runs out of road, Google’s revenue growth pressures will erode advertiser value on the world’s biggest streaming site. It’s a new era – one where digital platforms have to...

Industry Contributor 11 Aug 2025 - 5 min read

New Zealand: Land of the $1 media company, global platform domination, ‘brutal’ media exits … and a canary in the coal mine

By Charlotte McLauchlan - Co-founder, The Ghost Writers

Warner Bros Discovery officially handed over NZ free-to-air broadcaster Three, streaming service ThreeNow and a clutch of smaller assets for $1 to the NZ listed Sky TV on August 1 - just as it approaches a new rights deal with NZ Rugby. Five years ago Nine did likewise for $1, offloading NZ...

Industry Contributor Library

Industry Contributor 28 Jul 2025 - 10 min read

Pixels, cleanrooms and martech-adtech privacy compliance... or otherwise; a warning

By Peter Leonard - Principal, Data Synergies, and Adjunct Professor, UNSW Law and Justice

While some may think the next tranche of privacy reforms are imminent, Peter Leonard is not so sure. But the Data Synergies...

Industry Contributor 23 Jul 2025 - 5 min read

The 30-second statement that triggered Australia's next privacy tranche – marketing, media and tech on notice

By Chris Brinkworth - Managing Partner | Civic Data

Attorney General Michelle Rowland gave an interview with Sky News at the weekend that suggests the next major tightening of...

Industry Contributor 15 Jul 2025 - 5 min read

What Cloudflare's bot blocker means for B2B marketers – and why synthetic research may not be dead just yet

By Joel Thomson - Head of Strategy | Green Hat

Specialist B2B agency Green Hat disputes Melbourne Business School associate professor Nico Neumann’s suggestion that...

Industry Contributor 9 Jul 2025 - 2 min read

AI transforms agency remuneration: Shift from time-based to value-driven models urgently required

By Jen Davidson - Managing Partner | Tumbleturn Marketing Advisory

Agency holding groups are piling into AI. Problem is, remuneration models haven't caught up. Without a major rethink about...

Industry Contributor 4 Jul 2025 - 3 min read

How Cloudflare’s move to block AI crawlers changes the game for content creators – and could scupper synthetic research

By Nico Neumann - Associate Professor | Melbourne Business School | Founder, marketingscience.today

Cloudflare's move to block AI crawlers by default has massive implications, says Melbourne Business School Associate...

Industry Contributor 3 Jul 2025 - 4 min read

The 60/40 rule is losing relevance, especially for challenger brands

By Lyndall Spooner - Founder & CEO, 5D

The 60/40 rule has value, but only when applied with nuance. When it becomes a one-size-fits-all template, it’s just lazy,...

Industry Contributor 24 Jun 2025 - 4 min read

Dangerous duplicity? Cannes Grand Prix for Budweiser’s Iconic Sounds hits dangerous bum note

By Ben Liebmann - Founder | Understory

AB InBev throws legal heat at anyone ripping off its brands. Yet Budweiser’s Iconic Sounds Grand Prix winner openly...

Industry Contributor 17 Jun 2025 - 5 min read

Clockwork Oranged: Why brutal, blunt, calculating, merciless synthetics are the future of creative testing

By Jazz Twemlow - Senior Creative, Paper Moose

Focus groups are limited by human nature. Ad testing is likewise tainted. But cold, calculated and with absolutely no desire...

Industry Contributor 5 Jun 2025 - 4 min read

The Privacy Commissioner isn’t waiting: Marketers must prioritise privacy, now

By Andrea Martens - CEO | ADMA

Privacy Commissioner Carly Kind has made clear that she’s planning to use newly granted investigative and enforcement powers,...