Getting more Australians to access equity in their homes and lift the reverse mortgage category from a last resort to proactive retirement funding option has seen Household Capital launch its first brand campaign.

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.

Challenges remain for content providers, marketers, advertisers, and media, according to the Deloitte Annual Media Consumer Survey, as consumer attention spans wane, trust is eroded, and content choice increases. ​

The marketing and media industry is too heavily skewed towards data, efficiency and short terminism in this mid-digital age where consumers are confused and neither brand nor media is benefiting as a result, Zenith Media’s head of innovation, Tom Goodwin, claims.

​Allianz’s test and learn approach to online video advertising is not only helping the brand understand what publishers and platforms are the best for reaching prospective customers, it’s changing the way teams think about data, audiences and creative, its senior media planner, Mark Dawson, says.

Demographic marketing is dead, and it’s only by combining people smarts and imagination with multiple, contextual data sets that brands will truly win over the ever-changing consumer.

CMOs are mistakenly being judged on their ability to invest in “fashionable” new digital media channels instead of the demonstrable commercial returns that TV delivers, Channel 7’s CEO claims.