Industry Contributor

Industry Contributor 11 Mar 2025 - 5 min read

Sorry, Silicon Valley: AI isn’t your saviour, it’s your sidekick

By Clint Bauer - CEO | CX Lavender

Big consulting firms and vendors are racing to position themselves as navigators and gatekeepers of agentic AI, touting a convenient six-month window for these agents to completely transform business. Time for some candour, says CX Lavender CEO, Clint Bauer, and perhaps some longer-term strategic...

Industry Contributor 10 Mar 2025 - 5 min read

'A staggering surge in impressions': The long and short of YouTube Shorts - AI-managed adloads way up, TV-like engagement down

By Shaun Lohman - Managing Director | Adgile Media

Woolworths, Westpac, Amazon, Officeworks and Tesla are piling into YouTube shorts. But Adgile Media Managing Director, Shaun Lohman, has crunched the numbers. He's not convinced they stack up – and suspects Google's blackbox automated buying tool PerformanceMax may be inflating reach metrics while...

Industry Contributor 27 Feb 2025 - 8 min read

The future of loyalty programs II: 2025 – 2028 unpacked; cost v profit, lifetime value, engagement, measurement challenges loom

By Tim Tyler - Managing Partner | Ellipsis & Company

Two years ago Australia's privacy overhaul and Google's cookie cull had brands, retailers and publishers scrambling – and racing to loyalty programs. Now the local milk bar has one, says Ellipsis' Tim Tyler, with a high-margin, data recycling retail media program to boot. But for some, loyalty-media...

Industry Contributor Library

Industry Contributor 26 Feb 2025 - 5 min read

Live and unmissable: the power of sport lives on, for now

By Barry O’Brien OAM - Chairman | Atomic 212°

Live sport is delivering its biggest numbers in years – and the immediacy and attention at that scale is an increasingly rare...

Industry Contributor 17 Feb 2025 - 5 min read

Marketing for machines: How the transition from human audiences to AI agents rewrites fundamentals – product data and campaign structures included

By Ren Frise - Executive Director of Digital, Data and Technology | Enigma

What happens when AI agents decide what reaches consumers? We're about to find out, says Enigma's Ren Frise – and after years...

Industry Contributor 3 Feb 2025 - 8 min read

Australia, Canada publishers join forces on Google ad monopoly class action as fresh suits break cover

By Ricky Sutton - Founder | Future Media

Two Australian and Canadian publishers leading a US$10bn class action against Google have met for the first time as law firm...

Industry Contributor 30 Jan 2025 - 8 min read

Online grocery to flatline but beauty retail to soar; pricing levers maxed out; streamers to consolidate and a swing back to brand – macro, micro and wildcard forecasts

By John Batistich - Non Executive Director at Foodco and Versa CX | Board Advisor at Ksubi

Online grocery to flatline but beauty retail to soar; pricing levers maxed out; streamers to consolidate; CMO capability gaps...

Industry Contributor 29 Jan 2025 - 8 min read

Apple's strategy puts it in the crosshairs between US, China and Taiwan – with Australia in the blast radius

By Ricky Sutton - Founder | Future Media

The implications of Apple's supply chain strategy, and its deep exposure to a shitstorm brewing between Washington and...

Industry Contributor 24 Jan 2025 - 5 min read

VOZ gaps and accelerating streaming ad tiers: Time to collaborate on TV's measurement currency before it fractures

By Dan Hojnik - General Manager | Involved Media

Dan Hojnik, GM at Involved Media, has some fresh data that indicates the streamers are making significant local headway with...

Industry Contributor 5 Dec 2024 - 5 min read

ANZ capability chief: The future of marketing is human-led

By Kate Young - ANZ executive manager of marketing strategy and capability

Amid accelerating AI-led disruption to marketing, ANZ Executive Manager of Marketing Strategy and Capability, Kate Young,...

Industry Contributor 2 Dec 2024 - 5 min read

The rise of zero-click marketing: Brand to conversion rethink required?

By Andrea Atzori - Director | Ambire

Zero-click search is on the rise – as is zero click marketing – and AI is accelerating the trend. Social platforms don’t want...

Industry Contributor 21 Nov 2024 - 8 min read

Ritson's wrong, it’s time to step up ESG efforts: Advertisers must take responsibility for the impact of their media spend on society

By Simon Lawson - Managing Director | PHD Melbourne

PHD Melbourne boss Simon Lawson takes issue with Mark Ritson's suggestion that ESG is being sidelined by a political swing to...