Imran Masood

It's been a tough 18 months in Australian adland, but Guideline's latest June data shows ad demand is improving, with the June total back just 1.1% and the market reporting the 2nd strongest FY on record. More here from AdNews Australia #marketinganalytics Standard Media Index #marketresearch https://lnkd.in/gPBms7b6

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I find it interesting that at a time when digital media is being implanted into mainstream media that Seven Group would do this. Are we not moving to an addressable media view. Are we isolating the legacy TV business? For focus? Realistically it needs support not separation. Perhaps there will be a sale with a trimmed down Seven Network. I am tipping the next few financial year is going to be tough for the Group.... #media #BusinessStrategy #equityfunds #digital

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Not sure about collapsing but evolving is probably a better way to put it. Key take out - retail media as we know has quickly become another major channel for effective measurement of outcomes due to the data imbedded in their businesses and proximity to POS. If you are in performance marketing - adjust If you are in omnichannel planning - adopt #communicationstrategy #digitalstrategy #marketinginsights #CMO #Marketing #SEO #SEM

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Ever wondered if you're worth it?! I know I sure have. Join me and the incredibly knowledgeable Kathryn Williams for this exclusive session, hosted by Medianet, as we discuss how to prove your value at both the individual and functional level.

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Samsung Ads gave clients a sneak preview of our new Australian study a few weeks back with Nielsen which reveals the optimal budget split for TV advertising to maximise reach. It is officially out today, and the 'Rule of 30' study suggests that allocating 30% of your TV budget to ad-funded streaming TV maximises reach and efficiency without increasing costs. Key insights include: 1. A 70/30 split (linear/streaming) achieves greater impact among key demographics. 2. Brands targeting audiences under 40 can boost reach faster through ad-funded streaming. 3. Ad-funded streaming offers comparable reach to linear TV among 25-54-year-olds, for lower budgets. Register to receive the report here: https://lnkd.in/g-beHX95

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Just another weapon in the arsenal - this take social media influencer to the next level strategically and with vision - great work guys and by the way Melissa Gray is pretty much a shining light in the Data Science sector..... #digital #datascience #socialmedia #influencer #digitalstrategy #socialmediastrategy #marketing #marketingscience #competitiveadvantage #communicationstrategy

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🇦🇺 Aussies are increasingly engaging with podcasts - a great signal for advertisers as audio remains one of the fastest-growing digital channels. According to Spotify's Global Podcast Trends Tour, 63% of Australians trust their favourite podcast host more than their favourite social media influencer. This high level of trust translates into action, with two-thirds of respondents taking action after hearing a podcast ad, searching for the product, making a purchase, or simply talking about it with others. Not only are listeners engaged, but their interests are diversifying. Spotify found that categories like Religion & Spirituality, Business & Technology, and Society & Culture are experiencing growth in Australia. Science podcasts, in particular, are surging with a huge 60% increase in listeners! Spotify connects advertisers with over half of all podcast listeners in Australia. What this means for brands and advertisers is reaching your target audience is easier than ever with podcasts. With conversion rates above industry benchmarks, podcasts are reaping excellent returns on ad investments. More insights in AdNews Australia via the link in comments.

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Thanks for coming along to our Next Gen Influence event Jason Pollock 🤳🏼. It was a fun time, when we shared an overview of the trends shaping today's influencer landscape and heard first hand from a panels of exciting creators. Jason and I then had a good natter about it all and he kindly shared a few of my musings in this article in AdNews Australia. From the fact that "not all impressions and engagements are created equal,” to “Influencer marketing done well requires a lot of strategic and creative thinking to ensure you're really clear on the role for the activity, careful selection of influencers who are credible and efficient, identifying the right moments to activate, where the brand can really capitalise on earned reach, and then there's the actual creative concept, which needs to be authentic, yet engaging." It's a dark art and we love it! If you haven't already checked out the trend report, I'll drop a link in the comments below. #InfluencerMarketing #NextGenInfluence #WeAreSocial

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Proposed Omnicom / IPG merger announced today poses interesting implications in tiny markets like New Zealand with one company owning and controlling a significant portion of the market including: FCB and all its related entities plus Clemenger's entities plus OMG NZ and its entities plus DDB and its entities plus TBWA and its entities. With each holding company containing half a dozen or more brands (many the largest in their speciality) Omnicom would control a very large proportion of the market much like the large supermarkets and banks (and it likes to control its operations very closely IMO). It's an understandable merger from a global POV (and there will be more of these IMO - WPP looks relatively cheap for example) but in smaller markets I'm not so sure. Will watch with interest.

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Every marketer knows understanding your customer is key — but are you paying attention to those who trace their origins to other countries? Markets like Australia and New Zealand, are seeing a significant influx of multicultural newcomers, who aren’t just part of the mainstream, but also have significant purchasing power. Marketers can do better to engage these audiences by understanding their preferences, viewing habits, and purchasing behaviours. Catch up on these insights here, distilled from Google and Kantar’s latest research: https://lnkd.in/gMX2rhWs #ThinkWithGoogle

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Mediaweek Australia provided insights from many Indies of the recent Nine Upfronts - here is my perspective as someone in the trenches daily. In an ocean of blue at Carriageworks, Nine set the scene for an upfront that was nostalgic of pre-COVID days. The elephant in the room around workplace culture was addressed upfront by acting CEO Matt Stanton. Although not a great level of detail was shared, Matt reassured the industry that meaningful change will happen. The success of the Paris Olympics & Paralympics was next & a key theme of Total TV throughout the afternoon. Nine have celebrated great success, as have clients with their execution of the Games across platforms, dynamically. A notable highlight was the launch of 9Tribes audience segments. In partnership with DataCo, Nine will be able to create detailed consumer profiles based on spending categories from cardholders. Additionally, Stan Sport will start accepting advertising dollars in 2025, marking the first opportunity for advertisers to execute campaigns across Total TV, Nine Now & Stan Sport. In other news, Good Food is launching an app! a premium, subscription-based offering and I can’t wait to try the fridge scanner. In audio land, Osher Günsberg is bringing his Podcast to Nine, another great win for the business. When it comes to their content slate the newly adapted The Golden Bachelor Australia hosted by Samantha Armytage, if the US version is anything to go by, a little cringy and could it potentially go the way of My Mum Your Dad. The Floor, their new game show hosted by Rodger Corser to air in prime time got a large shout out (a couple of times) and had me thinking exactly what timeslot this would eventually fall in. Being the TV trader that I am, I was bursting at the seams waiting to get to the good stuff, VOZ & Galaxy+. The evolution of Galaxy is a great move forward for Nine, to trade all Nine peak airtime across the platform, from tomorrow I heard! “100% guaranteed, no shortfalls, no makegoods” – you’re speaking my language. Seeing a Network putting their money where their mouth is when it comes to converged trading & the power of total TV in delivering better business results deserves a pat on the back. Nine are investing $30 million of their own inventory to test exactly this. The key messages Michael Stephenson wanted to us to walk away with were; 1.       That Total TV has never been stronger…as a TV trader at heart, I couldn’t agree more! 2.       The fact that they are the first media owner to run MMM with third party specialists - bravo, and 3.       We need to embrace moving marketing spends from bottom of the marketing funnel, right back to the top. Hear, hear! Nine certainly has a lot to offer advertisers and agencies in 2025 and launching into their Total TV test with a handful of Mediabrands clients, we look forward to going through this journey with them.

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Thanks, Chris Pash and AdNews Australia, for featuring my insights on the evolving media landscape. While some might see gloom, I see a shift towards strategic investment. Advertisers recognise the power of building trust in their brand alongside performance marketing for sustainable growth. Budgets are moving from traditional TV to BVOD, AVOD, and digital video, and first-party data is becoming king. It's a dynamic time for marketing. #MediaLandscape #MarketingStrategy #FutureofMarketing https://lnkd.in/g75swYsm

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Commercial Analytics is leading with insights in Australia also!

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So I suppose any prediction is a good prediction in todays fast paced environment of tech advances BUT what will remain for the short term at least, even with tech artificially aligning artificial segments with artificial MMM projections is the strategy behind the content with the strategy of how many ads in what 'environment' that best engages. Sure you can do AI models to develop strategy where it would be placed but it will need human oversite. Lets face it tech advances are there to assist with humans making better, faster and smarter strategic decisions..... #CMO #Digitalmedia #AI #Strategy #Media #Futureproof #MarketMixModelling

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Thanks Jason Pollock @ AdNews Australia for the interview with Rupert Pay. According to Bain & Company 2024 Gamer Survey, global market for video game revenue reached US$196 billion in 2023, more than the combined revenue from streaming video ($114 billion), streaming music ($38 billion), and global box-office receipts ($34 billion). In an economy where it's easier to place advertising dollars in areas where brands / agencies are 'comfortable' rather than effective, how about the opportunity to run a head-to-head comparison on impressions for those in media agencies in order to see how gaming stacks up against some of the other digital channels. Are you game enough for iion to show you a better way to deliver incrementality and attention? 🎮 For more, please click on the link in comment section.

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Benchmark your organisation on CX delivery via our State of the CX National report. Typical challenges across industries are explored plus you’ll get some great pointers on the path to better CX outcomes wrapped up on page 15. Link to download is below.

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In the evolving world of entertainment, brands need a video platform that does it all. YouTube is the answer. It's the #1 video service in AUNZ, reaching 97% of online Aussie adults and 90% of Kiwi adults, and driving 2.2x higher long-term brand impact than other platforms. Discover why YouTube is the platform you need: https://goo.gle/3ZrwEA4 #ThinkWithGoogle

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