Lachlan McDivitt (He/Him)

On the even of the Euro final it’s no secret that Australians love their sports (who else rises at 3am for matches?). Ask any Aussie you know, and they’ll likely regale you with tales of their favourite clubs/sports 🏉. But I was surprised to learn that Aussies’ interest in sports now runs deep and wide.  This marks an opportunity for all brands, sports-related or not, to tap into that mainstream passion to engage customers new and old. Dive into the latest research to learn more about Aussies’ sports viewing habits, and how you can leverage them to hit a home run: https://lnkd.in/gXM4kNNQ #ThinkWithGoogle #AustraliaSports #Branding #YouTube #Marketing #DigitalMarketing

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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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A few thoughts on the evolving media landscape and the implications of the NewsCorp and OpenAI deal. As AI continues to reshape how we interact with digital content, agreements like this could become common. How will smaller publishers compete in a market where direct compensation models favour large-scale players? The studies are piling up on the revenue challenges publishers face from the relentless pace of growth in an AI world. Gartner forecasts that search engine volumes will drop by 25% by 2026, driven by AI innovations. https://lnkd.in/gmyeGXk4 Big implications for how we allocate marketing investment:

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We brought the retail media chat to Programmatic Pioneers Summit today at the beautiful Sopwell House. Thanks to Prateek Gupta, Sara Türk & Aimee Fanton for the cross agency/brand/retailer conversation and Clare O'Brien asking the questions. My key takeaways: - Retailer data from the the likes of Clubcard is key to fueling programmatic targeting as cookies wane and CPG 1st party data is hard to come by. - Retail media isn’t a channel on its own and should be part of every line on the programmatic media plan. - Retail media isn’t just e-commerce. With 85% of Tesco sales happening in-store a programmatic strategy focusing on online outcomes ignores the bulk of sales. Great to see retail media taking front and centre this afternoon 💪

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Which channels are losing out due to the rise of #retailmedia? The IAB Australia Retail Media State of the Nation 2024 report does a great job of breaking down how retail media campaigns are being funded. While 40% of agencies and advertisers have secured new budgets for retail media campaigns, 60% of spend is still being taken from other channels. The two biggest buckets where ad spend is being shifted out of are traditional advertising channels (50%), and social media (48%). This echoes a growing frustration with social media campaigns, and data which shows much of the audience on social media is disengaged, and does not necessarily trust ads they are served on these platforms. While social media still has a place for brand building, when it comes to a direct impact on sales, my read is that many advertisers are finding retail media a more effective option. There are more interesting insights in the report shared in the comments. 

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📣📣Come work with me! 📣📣 Any affiliate marketers in Australia keen on coming to Envato to work with me on the affiliates team? We're looking for a senior leader who has proven experience of managing an affiliate team (not program - team) for a brand. Preferably for a long time in that role. You might be the right fit, if you are the kind of leader who has a track-record of growing an affiliate channel sustainably with incrementality and transparency. || Is this for me? || Good question! - Do you live in ANZ? - Do you know how to navigate the ins and outs of niche site affiliates and monitor for opportunities through tools like Konnecto or Affistash? - Do you have experience diversifying and strengthening an affiliate program with multiple affiliate types and cohorts? - If so, do you know when/how to deliver incentivized deals or proposals to get them to deliver - and at which point to stop? - Are you a frequent attendant at Affiliate World Conferences, Affiliate Summit or PI LIVE Show? - Are you PXA certified with both Brand and Industry receipts? - Have you managed an affiliate team that maintained double digit YoY growth in a sustainable and transparent way for more than 5+ years in a row at the same company? - Are you an avid reader of Robert Glazer or Matt McWilliams? - Do you have strong media buying experience? - Do you have experience knowing when/how/if to work with agencies like Acceleration Partners and the like? - Have you scaled YouTube partners profitably? - Are you a power-user of Ahrefs, Semrush or Similarweb? - Do you know how to quickly build up reports in Data Labs over on impact.com if we have a specific inquiry that Tableau doesn't have the data to answer? - Do you know how to properly understand when to/not to work with affiliate arbitrage partners and their potential impact on Paid Search? If you can answer "yes" to multiple (or most of these) - we'll want to hear about it. PS: If we get you through to the signing phase, I'll take 50% of the employer referral bonus and donate it to PetRescue Ltd - so you can proudly do this for the puppies! 🐕

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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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Who's coming to Digital Analytics Wednesday this week? 6pm | Wed 14th Aug, 2024 Panel: Digital Analytics experts on Media Mix Modelling Host:  Candice Driver , Agency and Client Lead, Louder Group ​Dive deep into the world of Media Mix Modelling (MMM) and join our expert panel for a session exploring both foundational concepts and advanced applications. ​Whether you're new to MMM or a seasoned pro, this is your chance to: Grasp the core principles of MMM. Learn advanced techniques for optimizing your marketing mix. Ask your burning questions to our industry experts. Panel speakers Ash Rane, APAC Client Director - Data, Incubeta Tom Hunt, Founder, Bimodal Sam Redfern, Marketing Measurement Technology Lead, Canva Tariq UrRahman, Senior Manager, AI & Data Science, Accenture Song Privacy changes: how will data folks and marketers continue to do their job - a practical exploration Frederic Chanut, Chief Innovation Officer, In Marketing We Trust The changes to the Australian Privacy Act happening this month will affect how businesses collect data and marketers use it. ​Some of the changes are deemed as going beyond what European GDPR is. Join us for a legal-jargon-free overview of the changes and their impact. https://lnkd.in/g5jGccvR

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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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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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Excited to be joining industry leaders Colin Barnard, Andy Ford and Roger Dunn at IAB MeasureUp this Wednesday in Sydney. We'll be diving into the 'ROAS Trap' and uncovering the hidden value in retail media campaigns. Looking forward to sharing insights and learning from the best in the business. Don't miss out on this opportunity to reshape your perspective on ROI and marketing effectiveness! #IABMeasureUp #MarketingROI #RetailMedia

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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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Thank you AdNews Australia for posing the prickly question & publishing my perspective on whether we are entering an ad recession. COVID has deeply distorted the ad market so it’s difficult to determine the baseline from which to judge today's market performance. Historically ad spend has lagged economic performance, we are however seeing a buck to this trend. As the media buying window shortens we are now seeing the ad market become more of a leading indicator of economic health. Whilst it feels rough out there for many right now its not all doom and gloom. History tells us that the ad market typically recovers quickly and often emerges stronger on the other side. Of course some will fare better than others so I have shared my key tactics to take on the turbulence for the bold and the brave. 1. The devil is in the dark Brands tempted to go dark in a downturn risk their demise. It’s well studied and proven that maintaining your share of voice in tough economic times is your strongest defence, delivering disproportionate ROI, market share growth and a faster recovery on the other side. 2. Resist the urge of the lowest common denominator Binet and Field have rightly proven the benefits to brands who balance lower funnel activity with higher funnel long-term brand building. This is particularly true during a recession. Marketers should resist the lure of over investing in performance media when the consumer spending simply isn't there to deliver the returns no matter how hot your offer might be. 1. The seasoned investor will seize the day  Marketers need to closely measure the effectiveness of their investments. When margins are under pressure everyone needs to justify their expenditure. Those CMOs who can prove the commercial outcomes derived by their marketing investment will help their CFO and board see marketing as a capital investment rather than an operational expenditure. If you would like to read more check out the article below https://lnkd.in/ghNT6ZVS #AdvertisingRecession #MarketingduringRecession #SMI

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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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YouTube continues to be an untapped opportunity to reach customers in the #RetailMedia space. When you pair the reach and engagement on YouTube with Retailers rich retailer data and relevance and you get a powerful opportunity for growth.

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