AI-powered search is reshaping web economics, says News Australia’s Pippa Leary. Direct traffic is now crucial – but it is also eight times more valuable than anything gained from social channels, and twice as valuable as traffic from search. Which
Nine’s analysis of Olympic Games ads and sponsorships reveals a 3x uplift in key mid-funnel metrics. Unsurprising, says Nine’s Anne Gruber, because the Games are one of the few remaining opportunities for marketers to tap into collective mass emotional moments
Everyone is stretched. But that’s when good leaders and curious teams come to the fore. Keep questioning everything, combine with people who are good at what you are not, and push beyond business as usual, says Atomic 212°’s Sylvia Pickering.
If you’ve sat in a marketing meeting lately, chances are you’ve heard someone drop the word “experimentation.” Maybe it was paired with “incrementality,” “test and learn,” or the ever-trendy “triangulation.” The truth is, with traditional media measurement wobbling under the
In just one year, marketers across Australia and New Zealand (ANZ) have transformed from cautious experimenters to proactive leaders in delivering AI-driven customer experiences. So, what’s changed, and where’s it headed next?
For years, the end of the financial year (EOFY) was a fixture on every marketer’s calendar. Retailers would clear shelves, customers would reassess big-ticket commitments like health insurance, and marketing budgets would be hurriedly spent before the clock struck midnight
Businesses are subsidising their partners’ marketing by giving away valuable owned media space and customer connections. Time to flip the model: Stop giving away value and turn your media assets into a growth engine, says Sonder’s Jonathan Hopkins.
Nexxen, Hatched and Adore Beauty helped deliver massive results for winemaker Brown Brothers, making whatever Google does – or doesn’t do – with cookies irrelevant. A 14X gain in new email addresses and a 48 per cent first party data
Groan though you may, trust has become essential currency in today's marketing landscape. As consumers face increasing information overload, they're gravitating toward sources they can rely on, seeking validation before making purchase decisions and showing preference for content that comes
Reach is never going to be a problem. We are literally drowning in available impressions. But without relevance, reach is just noise, says Val Morgan Cinema’s Guy Burbidge. When brands invest in strong, tailored creative fit for the right platform
Less ad talk, more customer walk is IAG CMO Michelle Klein’s underlying strategy at the insurance giant and she wants more results like the four fold lift in local community brand perceptions for NRMA Insurance in Queensland after IAG and News Corp Australia’s Courier Mail launched an advocacy program
Have you picked up on something – a sense that collectively, we are pivoting away from prioritising sustainability? That it’s become too hard, or the pressure has eased, the urgency has softened, and the spotlight has shifted to other issues?