Market Voice

Mutinex co-founder Henry Innis and transformation consultant Tom Goodwin go head to head on “dirty” data, market mix modelling, channel planning and optimising to backside covering, versus relying on common sense, customer insight, context and risk taking to drive growth.

Optus customer marketing boss Cam Luby has already notched growth gains from market mix modelling (MMM) via Mutinex. But working out a) what the data is telling you and b) what to do about it creates more work. Which is

Microsoft Advertising’s proprietary in-market audiences allow targeting across multiple high-value categories, built with rich behavioural intent signals from search and web activity. Nicole Prior unpacks how to reach them – and why gaming audiences demographics might surprise you.

Last month, Michael Whiteside joined QMS from IPG’s Kinesso to accelerate its programmatic digital-out-of-home growth and build a dynamic marketplace that delivers site level granularity, sophisticated planning, targeting and measurement – and demonstrable results. Here’s the plan.

Mi3 sat down with ACM Director of Digital Phil Leyshon to discuss how first party data and enriched targeting is bringing brands closer to the regions – and notching upwards of 30 per cent growth.

In the next 5 years, brands will be reaching 85m passengers a year in the transformed terminals of Sydney, Adelaide, and Perth airports. That’s a massive opportunity to engage an emotionally charged audience in a context of curiosity and discovery,

Retail media’s rise comes as marketers are being told to do even more with even less, says Atomic 212º Chief Executive Officer, Rory Heffernan, and puts brand budgets under further pressure. Here’s how to avoid repeating the mistakes of the

New research finds 60 per cent of Australians now prioritise how travel makes them feel over the actual destination itself. That’s a major opportunity for brands to double down on experiences and emotion, says Emily Ross, National Head of Travel,

A world first study by Amplified Intelligence finds that out of home (OOH) delivers massive amounts of attention – not the fleeting exposures assumed. That has major implications for advertisers and channel planners, says Anne Parsons. So it’s no surprise