Industry Contributor

Industry Contributor 12 May 2022 - 3 min read

BVOD frequency capping: By going too low, relying on programmatic methods, advertisers risk zero ROI – and the problem is getting worse

By Shaun Lohman - Founder & Managing Director, Adgile Media

Debate around BVOD frequency capping continues: Adgile’s Shaun Lohman says the firm’s analysis of more than 100 BVOD campaigns suggests the opposite – too little frequency – is also a major issue in half of campaigns, and it’s getting worse. He thinks programmatic traders rarely understand how to...

Industry Contributor 10 May 2022 - 4 min read

McDonald's is a real estate operator, Fonterra a grass growing business: Rethink core business beyond the obvious, drive innovation

By Cam Murchison - CEO, Attivo

McDonald's is not a restaurant but a real estate business. Google is not a search engine but a media owner. If we view Fonterra as much a grass growing business as dairy co-operative, we unlock new revenue opportunities. With business leaders predicting half their revenues within the next five years...

Industry Contributor 5 May 2022 - 4 min read

‘Find me 20 per cent savings’: Connected TV’s BVOD frequency issue has many guilty parties, including advertisers and ad tech firms

By Clay Gill - CEO, Matterkind AU

Advertisers and ad tech providers must share the blame for BVOD’s endless repeating ads. There is a solution to the problems thrown up by programmatic margins, reckons Matterkind CEO Clay Gill, but it’s not the approach that TV networks are currently working up. Either way, advertisers comparing...

Keep Reading

Industry Contributor 25 Apr 2022 - 4 min read

Skin changes everything: CommBank brand strategist on learning to take risks in marketing and why everyone should start a business

By Anna Bay - Executive Manager Brand Strategy, CommBank | Founder, The Dinner App | Marketing Academy Scholar

Go forth and do, says Anna Bay. The CommBank Executive Manager, Brand Strategy, has this year also launched her own business,...

Industry Contributor 7 Apr 2022 - 5 min read

Flip your thinking: How to conquer your inner imposter and join the c-suite within five years

By Pamela Bishop - COO, Blooms The Chemist | Marketing Academy Scholar

Pamela Bishop named her inner imposter Marella. By naming her enemy, she conquered fear and within five years had become a...

Industry Contributor 5 Apr 2022 - 4 min read

The great rebrand: Latest data shows B2B drive for CX over product marketing; major brand investments in 2022, rebranding or reinventing to ward off start-ups

By Joel Thomson - Head of Strategy, Green Hat

After betting most of the farm on lead-gen, B2B marketers are emerging as the new brand converts. Latest data shows more...

Industry Contributor 28 Mar 2022 - 3 min read

What got you here, won’t get you there: How to create a reinvention mindset and stay ahead of the transformation consuming media and marketing skillsets

By Emily Murren - Director, Consumer Marketing, Domain | Marketing Academy Scholar

Have you been in the same role for a while and feeling a bit flat and stagnant? Is digital transformation making you question...

Industry Contributor 24 Mar 2022 - 4 min read

NFTs are a passing fad, the metaverse is just a faster horse, and web 3 will replace surveillance capitalism with digital servitude... but selling digital goods to gamers is making serious money

By James Hier - Chief Growth & Product Officer, Wavemaker

Back after a Covid-induced three-year absence, this year’s SXSW was dominated by evangelists who would have you believe Web 3...

Industry Contributor 24 Mar 2022 - 6 min read

Disruption is dead: Businesses are being sold a myth of transformation – and it’s going to prove costly

By Nick Keenan - CEO, Starcom

Consultants are busy selling transformation to brands that fear being the next victim of overnight disruption. Don’t believe...

Industry Contributor 21 Mar 2022 - 5 min read

The earned is not always enough: Why corporate comms is eyeing off paid media

By Neil Shoebridge - Co-Founder and Partner, SKMG

Corporate communications people don’t need to, and shouldn’t, be running big ad campaigns, says SKMG's Neil Shoebridge. But...

Industry Contributor 21 Mar 2022 - 4 min read

This is not a drill: Your current version of Google Analytics is about to stop working; kiss goodbye to year-on-year data

By Gary Nissim - Managing Director, Indago Digital

In July 2023 Google is sunsetting its current version of Google Analytics. GA4 is replacing Universal and none of your old...

Industry Contributor 17 Mar 2022 - 3 min read

Can marketers achieve their global career dreams… from Asia Pacific?

By Leandro Perez - Vice President , Asia Pacific Marketing, Salesforce | Marketing Academy Scholar

Swapping Sydney for San Francisco was a major career accelerator for Leandro Perez. He was headhunted by Salesforce and,...