Advertiser auditing of paid media channels is both a contentious and widely accepted practice in the $15bn media business but it hardly exists in the sometimes “murky world” of brand-owned media assets – loyalty programs, social channels, websites, email, POS and apps included....
This article originally appeared in Smart Company and can be viewed here: https://www.smartcompany.com.au/marketing/mogulmediaowned-media-business/ Trying to explain the value of owned media can be difficult, but Russel Howcroft from ABC TV’s The Gruen Transfer and PwC nailed it when he said Chemist Warehouse is already making millions...
Businesses continue to highly value the attention they buy through paid media, yet at the same time, many continue to disregard and under-value opportunities to connect with customers using their owned media. Every dollar invested in paid media is scrutinised by CMOs for ROI, reach and...
For decades marketers have been trying to shake the “colouring-in department” image and become integral to the business they are part of. However, it is fair to say they have had mixed success. Whilst in some progressive businesses we have seen Marketing titles replaced with...
[vc_row css_animation="" row_type="row" use_row_as_full_screen_section="no" type="full_width" angled_section="no" text_align="left" background_image_as_pattern="without_pattern"][vc_column][vc_column_text]The pendulum has swung too far when it comes to brands devoting too much marketing budget towards paid media, according to founding partner of Sonder Communications, Jonathan Hopkins. Hopkins, who worked at UM for eight years, creating and managing...
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...
[vc_row css_animation="" row_type="row" use_row_as_full_screen_section="yes" type="full_width" header_style="dark" angled_section="no" text_align="center" background_image_as_pattern="without_pattern" background_color="#2f2f31" padding_top="150px" padding_bottom="150px" el_class="gradient_section"][vc_column width="1/6"][/vc_column][vc_column width="2/3"][vc_empty_space height="120px"][vc_column_text css=".vc_custom_1701323090350{margin-right: 40px !important;margin-left: 40px !important;}"] Owned media v retail media: Commbank, ANZ, Telstra invest in owned channels as sector’s commercial value increases 10% to $4.3bn; Financial services up 19% as...