Market Voice

Market Voice 19 Oct 2021 - 5 min read

Scientific proof that going dark kills brands: All the stats marketers need to defend their budgets

By James Dixon - Chief Digital Officer & Co-Founder, Atomic 212° | Partner Content

Extensive research conducted by Byron Sharp and partners at the Ehrenberg Bass Institute finds brands that pull ad spending watch sales dramatically decay. For marketers, it offers all the proof they need to defend ad budgets against cost cutting –

Market Voice 19 Oct 2021 - 4 min read

CFOs are questioning ROI on booming loyalty programs: Here’s how to flip your loyalty program from a Capex drain to a money-making machine

By Jonathan Hopkins - Founding Partner, Sonder | Partner Content

CFOs are starting to question the outlay versus return of loyalty programs. Good loyalty schemes do attract, retain and grow customers although they are costing more to manage as customer expectations continue to rise. There are progressive options to flip

Market Voice 19 Oct 2021 - 4 min read

How first-party data and loyalty can double sales from ad campaigns – provided brands choose the right network

By Andrew Brain - Director of Audience Intelligence, Seven West Media | Partner Content

2021 has proven scale and precision from data-driven ad delivery is not enough. To produce truly game-changing results and build stronger direct-to-consumer relationships, marketers need publishers that offer a value exchange with their audiences. Picking the right partner can deliver

Keep Reading

Market Voice 7 Sep 2021 - 5 min read

Retail reimagined: The new immersive world of retail engagement – and what CMOs can expect when 5G hits

By Zoe Cocker - Head of Brand & Yahoo Creative Studios ANZ

Retail technology is surging forward at a breathtaking pace and businesses need to be awake to the opportunities that are presenting themselves. The likes of Big W and Lululemon are already getting ahead of the pack. Zoe Cocker, Head of

Market Voice 7 Sep 2021 - 5 min read

How customer-obsessed is your marketing strategy – and is your media strategy and modelling totally undermining it?

By Trent Light - Business Strategy Director - Ryvalmedia | Partner Content

Marketers are struggling to walk the talk on ‘customer obsession’. Best intentions are undermined by outdated media strategies and modelling. The problem is, despite sitting on tonnes of rich first party data, too many brands are actually audience-focused. There’s a

Market Voice 6 Sep 2021 - 6 min read

When is an audience not an audience? What marketers need to know when allocating video ad dollars

By Kim Portrate - CEO - ThinkTV | Partner Content

The explosion of consumer choices in the video universe may not have changed things as much as you think. From a brands-eye view, the options for effective video advertising are quite simple. Kim Portrate explains.

Market Voice 31 Aug 2021 - 4 min read

Targeting men with make-up can work, but probably isn’t what advertisers intended. Why Australian businesses are getting data and personalisation all wrong, and how to fix it

By SAP | Partner Content

There are supermarkets that don’t know which of their customers are vulnerable, retailers who think their male shoppers are women, and other businesses that are too afraid to personalise their customer experience – losing market share as a result. Australians

Market Voice 31 Aug 2021 - 4 min read

Brands missing $2.3bn a week: Marketers too blinkered with media planning that ignores demographic with most cash to spend (but Kia’s cashing in)

By Nine | Partner Content

Research from Nine and Kantar says marketers’ singular focus on younger demos has led to media plans and creative campaigns that miss the highest spenders: high earning and modern thinking 55-64 year old consumers. Kia marketing boss Dean Norbiato agrees

Market Voice 24 Aug 2021 - 4 min read

First party data from digital out-of-home, $1000 value exchange, cleaner results, decarbonised advertising: Why JOLT is the future of DOOH

By Michael Selden - Head of Sales and Platforms - JOLT | Partner Content

JOLT is about to rollout its Sydney premium digital out of home and electric vehicle charging network. Big brands and agencies are already onboard, tapping first party data from premium audiences while delivering on sustainability commitments. Welcome to the future

Market Voice 17 Aug 2021 - 6 min read

The rise of machine learning: navigating pitfalls, exploiting marketing opportunities and avoiding hyperbole – and what to do first to drive ROI

By James Dixon - Chief Digital Officer & Co-Founder - Atomic 212° | Partner Content

Artificial intelligence (AI) and Machine Learning (ML) remain shiny buzzwords in the marketing toolkit. Both are past the peak of hype, but are now entering the trough of disillusionment. Marketers must tread carefully to avoid repeating mistakes of the martech

Market Voice 17 Aug 2021 - 5 min read

A $2.59bn market you can’t ignore: The real household decision-makers

By Gareth Tomlin - General Manager, Data, Insights and Analytics – 10 ViacomCBS | Partner Content

Australian kids are the real power brokers when it comes to household purchase decisions. New research from 10 ViacomCBS shows they’re influencing everything from groceries to the new family car. There’s a delicate balance between pester power and nurturing brand

Market Voice 17 Aug 2021 - 3 min read

Covid-resistant advertising: Petro and convenience OOH locations fill brand tanks and baskets through lockdowns

By Paul Butler, Managing Director - Val Morgan Outdoor & Danielle Cameron, General Manager, Commercial Partnerships - Petro | Partner Content

Out of home advertising is always going to suffer when lockdowns bite. But while some OOH audiences have collapsed 64 per cent, petrol stations and convenience stores are up 6 per cent – making them essential services for advertisers as