Ben Baker

This week in content: the LiSTNR Adtech Hub for Southern Cross Austereo has delivered break-even achievements for the digital audio network a year early, thanks to investment in customer-specific data-matching clean rooms (that's us 😉), dynamic creative optimisation, and customer data platforms. LiSTNR has now achieved 2.1million signed in users, taking ~40% of all digital audio ad dollars in market, and growing market share, fast. LiSTNR commercial boss Oliver Newton and Head of SCAiQ Abi Wallis discusses with Mi3Australia how their new capabilities put them right up against big tech platforms, and ~16 mins in gives a sneak peak into the DataCo use case for SCA leveraging bank transaction insights: '...for example, SCA would look at audience segments and then weight / benchmark them based on spending propensity vs the average, and how outcomes might work for a category or brand, when referencing those specific merchants.' Listen now: https://lnkd.in/gzjkaxZY

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IAB Australia's new retail media state of the nation report makes for some compelling reading. What I found particularly interesting is that while retail media in Australia is still arguably in its early stages, the pace of adoption is really ramping up. Respondents who have retail media as a significant part of their marketing mix have grown to 37% in mid-2024 from 26% in early 2023. #Retailmedia is allowing many of these advertisers and agencies to increase sales and to reach customers right at the point of sale. I expect that by this time next year, we’ll be seeing this figure pushing well north of 50%. 

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Gai Le Roy, CEO of IAB Australia, explores the ever-evolving retail and digital media landscape. With over 25 years of experience, Gai shared invaluable insights into navigating today’s market challenges. 🔹 Amazon’s Growing Influence: Learn how Amazon's rapid rise is reshaping Australian retail, with 54% of consumers now shopping on the platform. 🔹 Privacy Act Reforms: Are you ready for the new data privacy regulations? Gai shares actionable steps for retailers to prepare. 🔹 The Juniorisation of the Workforce: Discover how the rapid promotion of young employees without proper support is impacting the digital marketing industry. 🎧 Tune in now for Gai’s expert advice and insights. https://lnkd.in/g3e6hu66

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Marc Guldimann, CEO of Adelaide, joined Pesach Lattin on The ADOTAT Show to discuss the evolving advertising landscape. Marc shared his two cents on digital advertising and his journey in creating Adelaide’s attention-based media quality metric, AU. Other discussion topics included MFA, Adelaide’s advanced pre-planning tool, Flight Control, and the value of activating attention data programmatically. On the subject of MFA, Marc said, “There needs to be more investigation of how this low-quality media is brought to market and why it’s bought and why these sorts of CPC/ CPM arbitrage businesses exist. I don’t think maintaining a list of sites that are good and bad is really a great idea…all impressions that humans see have some value; the question is, what is the value? Typically, media is mispriced today. There’s not a lot of data in price; you can’t consistently say that higher price media is higher-quality media, and so if we just pay a price that is commensurate with quality, a lot of these problems would go away…we solve this with a broader, economic solution.” Tune in to the full episode to learn more:

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Retail Media Networks (RMNs) are on the rise in Australia, with PwC forecasting a surge in value to $2.14 billion within 5 years. See my thoughts on how Europe’s RMNs compare and why Australian marketers need to stay ahead with RMN leaders. Link below 👇

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📌 Out now! The IAB Australia's Ad Effectiveness Council's research paper "Elevating Brands Through Multichannel Excellence." 📊 👀 Samba TV Managing Director of Australia Yasmin Sanders contributed to the piece, detailing our work with Optus to showcase how first-party TV data can drive multichannel effectiveness and incremental reach. Download the full report here for an in-depth look as well as impactful insights on achieving deduplicated reach across linear TV and BVOD 👉 :  https://lnkd.in/gShKg6WR #TotalTV #Linear #BVOD #Australia #AdStrategies

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Really enjoyed hosting this session on how AI is helping marketers make life easier, with Supermetrics, TRKKN and Google Cloud last week. If you missed it jump on to the link below and you can watch the full recording. Also feel free to share how you and your teams are you using AI to make things easier in the comments below - we are all students when it comes to this topic!

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Our industry experts, Mathew Hammond (TRKKN Australia), Kate Gamble (Omnicom Media Group, ANZ ), and John Whyte (Google Cloud ANZ), had the pleasure to join Supermetrics’ SuperSummit APAC 2024 last week and spoke about how AI is helping marketers with common challenges: 🤖 How to tell the full story of marketing's influence on sales? 🤖 How to identify customers who are ready to buy and guide their decision? 🤖 How to improve customer experience while easing the load on service teams? With real-life examples from Australia’s leading automotive, finance, and health brands, they demonstrated how Google Cloud AI is helping businesses innovate and stay ahead of the curve. Want to learn more? Watch the session here: https://lnkd.in/eViVp-vP Or download a one-pager summary here https://lnkd.in/eXJhJWBY Thanks Supermetrics for having us ❤️! #analytics #data #googlcloud #ai #supermetrics #supersummit #google #omg #trkknanz #trkknteam

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The September quarter IAB Australia Internet Advertising Revenue Report has just been released. The market was up 12.1% compared to 2023 with strong video growth of 19.5% buoyed by Olympics investment and audio up 16.2%. Search, social and classifieds also experience solid growth. Traditional display formats continue to fall with a 1% drop on September 2023. Retail remains the top advertiser category followed by auto. The full report and data file is available for IAB members to download.

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Mutinex's MROI Index Report shows strong growth in affiliate marketing. Emma Delaforce from Commission Factory and the IAB Australia Affiliate Marketing Working Group explains how the channel can aid marketers during tough times. read here: https://lnkd.in/grrPe9Kk #affiliatemarketing #marketers

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Getting the right education and resources are critical, especially in such a fast moving space like Retail Media. To help us all, IAB Australia is running research to assess the current state of Retail Media in Australia. If you work for an Agency or Brand take 5 minutes out of your day 🙏 to help provide details on your experience and give valuable feedback. You will also have the chance to win a $250 gift card. 🏆 🎊 #retailmedia #commercemedia #yahoo #iab

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Programmatic digital out-of-home advertising is becoming more popular, but adoption is still constrained by divisions between digital and traditional buying teams. Media owners need to fully embrace the medium and stop selling and setting goals in silos if they want to start catching up with penetration in more developed markets, according to PHD's National Head of Investment Joanna Barnes and other agency leaders. In return, they will do their bit on justifying higher CPMs. Read the full article with Mi3Australia: https://lnkd.in/gwSBJZUV #PHDIntelligenceConnected #Programmatic #OOH

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I couldn’t agree more with Brent Smart's insights. As marketers, our most critical and challenging role is generating future demand to ensure a continuous stream of potential new customers. Brand differentiation is essential, and it hinges on a compelling creative idea that makes our brands stand out. It’s in those fleeting moments when consumers are considering/ready to switch brands or enter a category for the first time that we must capture their attention. The science on conversion is stronger than ever, but the challenge of the art of marketing – nailing that compelling brand point of difference – is where the real magic happens. #Marketing #BrandBuilding #FutureDemand #CreativeStrategy Mi3Australia

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In 2025, CMOs need to rethink retail media, evolving into a full-funnel commerce media strategy that connects with consumers at every point in their journey. With commerce media set to hit $200 billion globally, leveraging first-party data ethically and ensuring transparency will be critical for staying competitive. Thank you to Mediaweek Australia and Emma Shepherd for featuring my view on this industry shift. Read more here: https://lnkd.in/g968m6D7 #RetailMedia #CommerceMedia #CMOInsights #ConsumerJourney

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The IAB Australia Affiliate and Partnership Marketing Working Group have released a knowledge series that dives into key topics essential for marketers to navigate and make the most of affiliate and partnership marketing channels. Check it out now: https://lnkd.in/gG_ZTBid

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“Data clean rooms ensure that agencies never have to take ownership, control, or liability for accessing their clients’ raw data but still allow agencies to work hand-in-hand with brands to drive innovation and improve outcomes.” Writing in Mediaweek Australia, InfoSum’s SVP, APAC, Richard Knott, explains why media agencies are adopting data clean rooms and how they are delivering performance. Richard highlights the impressive results media agencies achieve with InfoSum, including a 3x return on investment within three months of implementation, and how Annalect Australia uses InfoSum to gain a more comprehensive understanding of consumers. Read more: https://hubs.la/Q02YQqBC0 #InfoSum #DataCleanRooms #DataCleanRooms #DigitalMarketing

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