Kristiaan Kroon

AI’s potential brilliance is present in almost every conversation but, in amongst all of this excitement is another side - a side that appears to be getting slightly less attention, this being legislation, regulation and control. Graham Deneys, Chief Strategy Officer at Dentsu Media Brands, writes on the evolving landscape of responsible AI deployment and the imperative for balanced progress. Read more on page 20 of The Media Yearbook 2024 - https://lnkd.in/dttGBB5W

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In a conversation with Mi3Australia, Peter Horgan, CEO of Omnicom Media Group, asserted that budget allocation for diverse media is over-indexing on engagement, ROI, and acquisition when compared to mainstream purchases. OMG has a specialised division named 'DIVERSE'. Peter states that it is about delivering results, not "showing up for the sake of it." "We believe that diverse media solutions need to be considered at the beginning of every brief – during audience analysis – and then be considered in every aspect through to creative.” When compared to their "mainstream media" campaigns, clients using diverse media consistently see higher acquisition rates, stronger engagement, and a return on their media spend. The complexity of getting diversity right is something that Peter says he is not afraid to acknowledge. Peter states, “Determining how far our business should engage in social issues, identifying and understanding authentic actions for each pillar we support, building sustainable positions over time with these communities and allocating finite time and resource is complex. We don’t always get it right. Owning our mistakes and staying on the path are important.” OMG’s approach goes “beyond headlines”, with principal-based leadership and regular data-driven decisions having made the biggest impact internally. “Whilst we still have much to improve, we remain committed to walking the talk and making meaningful progress," says Peter. #IntelligenceConnected

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Retail media spending is on the rise! 🚀 The latest report from IAB Australia revealed that retail media investors spent 37% of their media and #marketing budget in retail media, up from 26% in 2023. Other key insights 👇 💡 40% of #advertisers and agencies are tapping into new budgets for retail media, with 60% of retail media spending in Australia being diverted from budgets for traditional media channels and social media. 🛍️ #FMCG, Health & Beauty and #Retail are the top 3 categories of advertisers to execute retail media campaigns. IAB Australia CEO Gai Le Roy said, “As well as driving this industry research the IAB Australia Retail Media Council with representatives of 26 different companies have aligned on much needed guidance on retail media metrics and measurement best practices.” IAB Retail Media Council members include Vudoo, David Jones, Uber, Afterpay, Amazon, Adobe, and Microsoft, to name a few. Learn more about the future of retail media in Australia in AdNews Australia here 👉 https://lnkd.in/gRDF4CkW #IAB #AdNews #RetailMedia

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Across the world, retailers are leveraging customer data to create powerful advertising platforms.   No longer playing the role of intermediary, retailers are becoming full-fledged media owners, offering advertising solutions that rival traditional digital channels.    With global spend projected to exceed US $128 billion this year and overtake traditional TV in a few years the industry is booming with retail partnerships, advancements in measurement and more.    Epsilon’s Regional CEO, APJ, Rob Odd believes the future of retail media lies in creating seamless, personalised customer experiences that bridge the gap between online and offline shopping.   But to make a material impact on shoppers’ path to purchase, retailers need to harness the power of consistent and compliant data at scale.    Read the full article on Inside Retail Australia - https://lnkd.in/dFWjGx78

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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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"The escalating global chaos is creating upheaval in Australian boardrooms, forcing C-suite leaders to wrestle with determining what metrics to prioritise and which decisions to make. With the consequences of making incorrect choices increasingly severe, leaders find themselves in a state of decision paralysis" - Hamish Mogan in AdNews Australia. As we move into 2025, predictive insights are becoming increasingly crucial in navigating through uncertainty and driving innovation with confidence. Operating systems like Prophet will become standard practice across Australian organisations - enabling more agile and smart decision-making to drive sustainable competitive advantage. #PredictiveAnalytics #DecisionMaking #CorporateStrategy #FutureOfBusiness #2025Predictions

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In an article for AdNews Australia, Ben Baker, APAC Managing Director at Vistar, explores why more Aussie marketers should embrace global out-of-home (OOH) strategies. As the media landscape evolves, programmatic OOH is creating new opportunities for brands to engage audiences at scale. Discover how adopting these tactics can transform local campaigns and drive measurable impact. Check out the article below! 👇

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Omnicom Media Group implements Samsung Ads' native advertising solutions for luxury advertisers in the ANZ market. Luxury advertisers Mercedes-Benz AG and #MECCA are among the first to integrate native advertising into Samsung Ads’ connected TV strategist through OMG. #digital #nativeadvertising #luxurybrands #communications #marketing #adtechtoday

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As the market continues to evolve, our CEO Wai Kwok shares his perspective in AdNews Australia latest 'State of the Market' report. "So, have a clear approach to identify the ‘leaders’ in your agency (senior or junior) and unleash them with resources, authority, and fewer barriers to make the changes you need." At Orchard, our 'Invent Better' approach is key to navigating the challenges and seizing the opportunities of H2 2024. Read the full article in AdNews here: https://lnkd.in/gt2Jc_Cu #StateOfTheMarket #DigitalMarketing #Leadership #AdNews #IndustryInsights

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Mutinex is urging marketers to stop ditching upper funnel investments in favour of lower funnel activations, warning performance is well and truly overinvested: https://lnkd.in/gth8PjeK #mmm #marketingmeasurement #marketing

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📈 In today's volatile economy, navigating the advertising landscape is no easy feat. Our Head of Media, Gavin Chew, recently shared with AdNews Australia about the ongoing pressure of a weak economy on advertising budgets and how businesses can strategically position themselves in the war for current and future demand. Read the full article here: https://lnkd.in/g53VhnhT #advertising #adspend #paidmedia #marketing #digitalstrategy

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Use 1pd as the benchmark to build an audience ✅ Move past off the shelf 3pd segments ✅ Track and attribute media investment back to business outcomes ✅

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Our CEO, Peter Horgan joined AdNews Australia L!VE this week to share his views on the use cases for AI, and how Omnicom Media Group is leveraging AI to provide clients with the best capabilities and tools in the market to drive results.   "People are not used to questioning the machines, but now we have to… On first glance, AI gives quite vanilla answers, so you need the human to interrogate those outputs."   Read more, here: https://lnkd.in/gUEfCFTj

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The Australian digital ad market grew 3.7% in 2023 versus 2022 compared to 7.3% in the US according to IAB Australia and IAB US revenue reports. We have pulled together some charts looking at the share of various ad formats for AU vs the US and market trends since 2019 for IAB Australia members. https://lnkd.in/gnvC2p-p

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Benefits of paid ads for Canberra businesses: ➡️ traffic ➡️ specific targeting ➡️ brand awareness ➡️ conversion tracking ➡️ competitive advantage ➡️ adjustable ➡️ global potential ➡️ full-control for advertisers ➡️ data transparency ➡️ cutting-edge technology ➡️ Better ROI ➡️ and sooo much more. Read our blog to learn more.

To celebrate the holiday season, we invited a selection of industry leaders from Ad Net Zero Australia foundation supporter organisations to tell us 𝐨𝐧𝐞 𝐭𝐡𝐢𝐧𝐠 (𝐛𝐢𝐠 𝐨𝐫 𝐬𝐦𝐚𝐥𝐥) 𝐭𝐡𝐞𝐲 𝐩𝐥𝐚𝐧 𝐭𝐨 𝐝𝐨 𝐟𝐨𝐫 𝐚 𝐦𝐨𝐫𝐞 𝐬𝐮𝐬𝐭𝐚𝐢𝐧𝐚𝐛𝐥𝐞 𝐡𝐨𝐥𝐢𝐝𝐚𝐲 𝐬𝐞𝐚𝐬𝐨𝐧. Matt Stephens from GroupM Australia & New Zealand Nexus is opting to rein in food waste. Matt says: “Across the festive season, many of us can relate to overeating and tossing out too many leftovers, even after giving them a good go in the days that follow. This year, I’m planning to exercise some restraint and perhaps even under-cater a little, knowing there’s always plenty to go around. Bonus points for choosing local and seasonal produce – less distance travelled means a smaller carbon footprint.” The holiday season is the perfect time to embrace sustainability, especially when you consider that Australians generate 30% more waste during Christmas than any other time of the year. Astonishingly, we also use around 150,000 kilometers of wrapping paper – enough to stretch nearly four times around the Earth! Tell us below how you plan to have a more sustainable holiday season. Linda Wong Sophie Madden Andrea Sophocleous Amy Godfrey Louise Clarke Melanie Aslanidis Aimee Buchanan Rosie Baker Kate Bothman Melissa Lim Wanless Rebecca Darley Jenni Dill GAICD Phil Benedictus Natasha Loder Irwin Raj Rebecca Jacobsen Caroline Oates Alexandra Heaven Justin Merrell Mark Coad Carolyn Bollaci Anneliese Douglass Pippa Leary Liana Dubois Kristiaan Kroon Sarah Young Jess Gregory Tennille Burt Peter Charlton Abigail Thomas June Cheung Paul MacGregor Emma Horton Alba Marco Elizabeth McIntyre Lizzie Young Per Tinberg #MFA #wearethechangers #adnetzero

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Australian advertising agencies, brand agencies, media agencies, design studios, public relations firms, digital agencies, activation agencies, influencer agencies, sponsorship agencies, MarTech companies, AdTech providers and any and all other marketing services companies that are required to competitively ‘pitch’ for business – The State of the Pitch Research is now open and available for you to provide feedback on any pitch process you have participated in recently in the six months from July 1 to December 31 2024 in Australia. This is your chance to provide anonymous feedback to the industry so we can quantify and identify the good, the bad, and the ugly aspects of pitch practice in Australia. Read more on The State of the Pitch or download the Report here. https://lnkd.in/ggtZ_dYT Or add your voice and feedback to this year’s State of the Pitch here. https://lnkd.in/gAywShvc

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The rise of run clubs shows that deeper "real life" relationships are increasingly important to consumers, and brands should take note. 👟 Read on to see the most recent shift in searches around run clubs in Australia. #searchintelligence #adtech #shifthappens #runclubs

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