Welcome to the Sonder Insider
Listen to an introductory podcast from the country’s leading marketing journalist Paul McIntyre on the 90% profit margins blue chip companies are making from owned media....
03 February, 2022
2021’s most valuable brand-owned media channel might surprise you
The most valuable media channel of 2021 that brands own and control themselves has an average click-through rate around 100 times higher than most ads. It’s not a page on the latest social media platform, a digital screen network, or a brand activation zone. It’s...
19 July, 2021
Catalogues are, dead long live the catalogue
Five things to consider when reviewing your catalogue program – and why the fat lady may not be singing just yet....
18 June, 2021
Brands as media owners on the rise
Brands as media owners on the rise: Why Telstra, Woolworths and Commbank are driving new growth from owned channels as CMO’s land Chief Growth Officer remits...
06 May, 2021
Our Fortune Teller at the Retailer Leaders Forum
A few lucky delegates had their fortune told at this year’s Retail Leaders Forum event where Sonder was a sponsor.Fortune lies within your owned media channels. ...
06 May, 2021
How the mighty can fall: 5 things to consider before killing off your print catalogue
The once ubiquitous print catalogue is in its death throes. Accelerated by the pandemic, the demise has seen retail businesses globally either throttling back or stopping print catalogues completely. Even the iconic Ikea catalogue has not been immune to the changing media landscape. Launched in 1950...
16 April, 2021
Forrester Report heralds new era for retailers
Having spent over 3 years championing the importance of owned media for companies wishing to connect better with their customers and leverage their channels for incremental revenue, there was some excitement when we discovered a recent report by Forrester echoing our views. Firstly, to their credentials:...
15 April, 2021
Walmart makes bold media moves
Yesterday, Bloomberg announced that Walmart has been pitching new TV shows to advertisers. These are shows that Walmart are producing and distributing on vudu – the streaming TV service that they own. Wait a minute, Walmart are a traditional retailer… what are they doing producing...
14 April, 2021
An old model for a modern era
The digital age has seen many pioneering businesses fall by the wayside due to their structural inability to adapt, reluctance to adapt or slowness to adapt. Kodak, Nokia and Blockbuster immediately spring to mind. But in today’s connected economy where trust is the most important...
13 April, 2021
How audiences are being redefined
The way we define a media owner is changing rapidly and so too is the way we define an audience. Customers, we would argue, are a more valuable audience than “viewers” or “listeners” or “readers” of typical paid media channels. This is because customers are...
12 April, 2021