Digital Advertising

Digital Marketing

COVID-19 drives global ad spend down

Global ad spend will fall by almost 12 per cent this year (excluding US political advertising), but this will be followed by growth of 8.2 per cent on a comparable basis next year, according to GroupM’s twice yearly This Year, Next Year report.

Digital Marketing

Australian Digital Advertising Practices updated

The AANA, IAB and MFA are calling on the entire digital advertising community to dive into the latest edition of their Australian Digital Advertising Practices in order to lift trust, transparency and knowledge of the supply chain across the industry.

Digital Marketing

Sprinklr and TikTok launch new advertising partnership

CX management platform, Sprinklr, is integrating with TikTok for in-feed video ads on the short-form video platform. It will enable ad campaigns to run on TikTok as well as other social media channels all within Sprinklr.

Digital Marketing

How COVID-19 is impacting digital ad spend

Some 86 per cent of brands have changed their digital ad spend over the last month, with more than half reporting they are reviewing advertising plans on a daily basis, according to the COVID-19 Digital Ad Impact survey conducted by IAB Australia.

Digital Marketing

IAB, AANA trade words over advertisers avoiding news coverage of COVID-19

Brand advertisers are reportedly avoiding advertising on news media websites around coronavirus coverage, prompting an urgent call from both publishers and the Interactive Advertising Bureau (IAB) for them to stop the practice and get behind publishers and the media community. And it’s a call that’s now provoked a response from the CEO of the Australian Association of National Advertisers (AANA), John Broome, defending brand owners from cutting spend and preserving cash while reiterating the advertising community’s appreciation of trusted news sources and a commitment to working through issues.

Digital Marketing

ACCC calls on industry for Ad Tech Inquiry

The ACCC’s adtech and ad agency services inquiry efforts are officially underway, with the industry watchdog calling for feedback and information from Australia’s digital advertising supply chain and services ecosystem.

Digital Marketing

Panel debates the challenges facing digital audio advertising

Panelists shared their views about how brands can assess what is a good place to start with audio advertising and how they can fit it in with their wider strategy with moderator Stephanie Famolaro from the Trade Desk. And there were some bold predictions about how audio will assume primacy in a screen-less future.

Digital Marketing

Report: online advertising growth slowing but still growing

The growth in the Australian online advertising market has slowed, but still achieved 5.6 per cent year-on-year expansion to reach $9.3 billion expenditure for the 2019 calendar year, according to the Interactive Advertising Bureau (IAB) Australia Online Advertising Expenditure report.

Digital Marketing

Explainer: What VOZ is and what it isn't

The latest total TV viewing measurement from OzTAM, Virtual Australia, is about to arrive. Here, we explain how this new marketing measurement has been created and what it promises

Leadership

Digital offers a lifeline for Nine, following half-year results

Nine’s half year results are out, the media conglomerate reporting revenue of just under $1.2 billion, group EBITDA of $251 million, and a net profit after tax of $114 million. Post specific items, the statutory net profit was $102 million, down 41 per cent. Net profit after tax and minority interests was $115 million, down 9 per cent.

Digital Marketing

Can blockchain deliver on its big advertising promises?

The US Super Bowl has become as much about the football and half-time performances as it has about the ads. And this year’s game was notable not just for J Lo and Shakira, but a less visible innovation - blockchain-based digital advertising by Avocados from Mexico.

Digital Marketing

ACCC's digital platforms branch kicks off adtech services inquiry

The Australian Competition and Consumer Commission (ACCC) has officially embarked on an inquiry into digital advertising services as part of its newly granted powers regulating competitions across the country’s online advertising landscape.

Digital Marketing

How Hydralyte made the case to shift to digital and social media

It’s a business objective many FCMG and B2C brands will be all-too- familiar with: How to increase sales and household penetration of products. For Care Pharmaceuticals head of marketing A/NZ, Daniela Fra, this was the catalyst for what became an ambitious shift of Hydralyte’s advertising away from TV and above-the-line to a digital-first media strategy and approach.

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State of the CMO 2020

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Blog Posts

Why conflict can be good for your brand

Conflict is essentially a clash. When between two people, it’s just about always a clash of views or opinions. And when it comes to this type of conflict, more than the misaligned views themselves, what we typically hate the most is our physiological response.

Kathy Benson

Chief client officer, Ipsos

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

You’re doing it wrong: Emotion doesn’t mean emotional

If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.

Zac Martin

Senior planner, Ogilvy Melbourne

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