Industry Contributor

Industry Contributor 21 Nov 2024 - 8 min read

Ritson's wrong, it’s time to step up ESG efforts: Advertisers must take responsibility for the impact of their media spend on society

By Simon Lawson - Managing Director | PHD Melbourne

PHD Melbourne boss Simon Lawson takes issue with Mark Ritson's suggestion that ESG is being sidelined by a political swing to the right. But he says advertisers and agencies are already failing on the 'S' part of environmental, social and governance – and shirking responsibility for the wider impact...

Industry Contributor 14 Nov 2024 - 5 min read

Forget AI – marketers’ confidence crisis is the industry’s biggest challenge

By Liam Loan-Lack - Fractional CMO

Marketers are suffering a confidence crisis – and it's easy to see why, says Liam Loan-Lack. They are lumped with all of the risk in driving future business revenues, and in a depressed market, that's a vulnerable position to be in. Meanwhile, the rules of the game are constantly changing. Is there...

Industry Contributor 12 Nov 2024 - 4 min read

Why generative AI won't replace proper PRs or journalists any time soon

By Dominic White - Account Director, Allison Australia and New Zealand

Generative AI will almost certainly replace PRs that largely email pitches and press releases and the pseudo journalists that copy, paste and publish them with, at best, a different headline and intro. But the algorithms cannot replace the contacts, back-channelling, horse trading and clandestine...

Industry Contributor Library

Industry Contributor 24 Nov 2021 - 4 min read

Marketers getting braver for 2022 – a default agency pitch frenzy is the danger

By Jen Davidson - Managing Partner, Tumbleturn Media

I’ve seen clients scrolling LinkedIn while an agency, often some of the best and brightest this industry has to offer, is...

Industry Contributor 22 Nov 2021 - 4 min read

Black Friday, like Halloween, now an 'Australian thing'; search volumes, consumer spending is surging

By Sascha Bonomally – Head of Performance, Atomic 212°

Once lambasted as an American holiday, Black Friday has usurped the annual Boxing Day sales romp and become a perfect storm...

Industry Contributor 10 Nov 2021 - 3 min read

Why there’s hot corporate demand for a new marketing skillset that nobody does

By Liam Walsh - Chair, Civic Data

In recent months a number of bigger corporates have started advertising for compliance specialists in digital marketing. The...

Industry Contributor 9 Nov 2021 - 4 min read

Unpopular opinion: Last click attribution was (and kind of still is) great

By Joe Frazer - Co-Founder, Half Dome

Former IAB CEO and President Greg Stuart recently told Mi3: “Last click became a currency of the internet due to laziness,...

Industry Contributor 27 Oct 2021 - 4 min read

Why the CTV industry needs to invest in content metadata for OTT ads – and partner up or limp along

By Niki Banerjee - Market Development Director, Xandr

There's been no standardised way to talk about video content in programmatic advertising, a burden for both buyers and...

Industry Contributor 27 Oct 2021 - 5 min read

Your digital ad targeting is suffering and it’s about to get worse: what Facebook’s earnings call means for brands

By Nick Barnett - Marketing, data, digital & tech consultant

Brands are already losing digital targeting capability. But they don’t even know it, because they are not measuring it...

Industry Contributor 13 Oct 2021 - 3 min read

Programmatic stacks: Putting an end to the cold war between value and price in digital ad buys

By Joe Frazer - Managing Partner and Head of Growth, Half Dome

A single stack approach to technology may not be the best for some brands. The key factor should be value, and choosing...

Industry Contributor 7 Oct 2021 - 3 min read

How much are we being influenced by misinformation? Here's what Australians told us, and what they want

By Tim Clover - CEO, Glow

As the pressure builds on Facebook, there are massive challenges around misinformation for all news media providers and...

Industry Contributor 24 Sep 2021 - 2 min read

Google’s Indented Search listings are back – and it could be a red hot opportunity for digital marketers

By Leigh-San Mo - Head of SEO, Indago Digital

Google's Indented Search listings are back – and could be a red hot opportunity for digital marketers, because it means...