Τα καλύτερα Studying Pixels podcast (2024)

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Active attention for longer: Out of home study goes global as MRC moves on attention metrics, signalling programmatic surge, challenger brand boost 30:31

24h ago30:31

30:31

A decade after launching viewability metrics, the Media Ratings Council is moving to standardise attention metrics globally. That means buying media based on attention metrics will scale faster. But a world first out of home study into attention by QMS and Amplified Intelligence is already going global – and the findings for brands are huge. In sho…

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TikTok-Tracksuit data: 60% brand awareness triples conversion as performance costs spiral; 37% awareness is sweet spot for DTCs, start-ups 46:06

8d ago46:06

46:06

TikTok marketing science chief Rory Dolan says performance media costs are soaring while conversions flatline. He has the data to prove it. After mapping TikTok platform activity with Tracksuit’s brand tracking data, Dolan has one key message – invest in brand to boost conversion and beat biddable auction inflation: “Advertisers with 60 per cent-pl…

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Writing for bots: Conversational commerce ‘explosion’ set to trigger up to $200bn in global brand content contracts – Deloitte Digital 53:29

11d ago53:29

53:29

Six months ago conversational commerce wasn’t really on the radar of Deloitte Digital’s National Partner Lead Leon Doyle. Now Doyle is reorganising his entire content team around it – and believes it’s coming at the $200bn content industry like a freight train. AI-powered chatbots and the speed at which all major platforms are developing and deploy…

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‘Really mediocre outcomes’: Oxford Uni professor says Byron Sharp and Ehrenberg-Bass’ marketing science rules no longer hold – 1,000 campaigns, 1 million customer journeys as evidence 56:58

18d ago56:58

56:58

Associate Professor Felipe Thomaz, of University of Oxford’s Saïd Business School, suggests Professor Byron Sharp’s best known book, How Brands Grow, is a misnomer – it’s actually about how big brands keep big marketshare, not how they got there. He also says it’s based on flaws within Andrew Ehrenberg’s earlier work, primarily static markets and a…

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Enforcement mode: Privacy Commissioner Carly Kind takes aim at widespread pixel data spillage, loyalty, data enrichment, broking and geolocation targeting under existing laws 48:27

24d ago48:27

48:27

Privacy Commissioner Carly Kind was “surprised” – read underwhelmed – by the first tranche of Privacy Act legislation laid before parliament last month. But she says the hard stuff is still coming after the election, which means businesses now diverting budgets away from compliance to other activities may regret it, especially as the regulator has …

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‘There’s a lot of junk’: Top VC firm Luma Partners’ Terry Kawaja says adtech ‘refuses to grow up’, did ‘a terrible job’ on privacy, backs ad activists to force a clean-up and says a Google ad break-up ... 40:21

1M ago40:21

40:21

Part One: Seven companies now account for a third of the total value of the US S&P 500 – and the bulk of their collective trillions in market value happens to come from marketers and advertising. It’s a crazy number, but Terry Kawaja, the fast talking banker, considered by some the ‘godfather’ of adtech start-up investment, says another wave of adv…

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Paramount global and local sales chiefs on converged trading, blended CPMs and why allowing streaming subscribers to opt into ad tiers is optimal 33:41

1M ago33:41

33:41

Paramount went early on both converged trading and a streaming ad tier in the US. Now it’s doing likewise in Australia and Lee Sears, Paramount’s international ad sales chief, thinks both plays will pay off for the media and entertainment conglomerate, its advertisers and crucially – viewers. Unlike some rivals, Paramount didn’t push subscribers au…

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‘Don’t waste millions training LLMs for marketing and commerce, tap autonomous AI agents like Gucci, Saks, Wiley, Fisher & Paykel’ – Salesforce global CMO on AI’s ‘third wave’ 25:45

1M ago25:45

25:45

Salesforce reckons it’s the end of the DIY AI era – and global CMO Ariel Kelman is tasked with addressing what his CEO, Marc Benioff said last week is Salesforce's biggest marketing challenge: convincing global markets to think less about Open AI, Microsoft copilots and other generative AI companies that require businesses to custom-bake the tech i…

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Virgin Velocity measured incrementality across media channels, proved TV+BVOD+OOH deliver more uplift, launched first brand push, saw member growth trend soar 35% 34:03

1M ago34:03

34:03

Before launching its first-ever brand campaign, Virgin Velocity had to convince finance and commercial teams that investing in brand would drive long-term demand, re-engage its 10m members – and ultimately power growth. So it tapped Beatgrid, the same cross-media measurement platform used by Virgin Australia when relaunching its airline brand. Beat…

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Kincoppal girls’ only high school principal: ‘Social media the most damaging influence I’ve ever seen’, backs 16 age limit but ex-Facebook ANZ boss warns of fallout as brands stay silent 40:36

2M ago40:36

40:36

The proposed ban on social media for teens has polarised industry and academia with warnings aplenty it could backfire. Ex-Facebook ANZ MD Liam Walsh argues rather than a ban, dumbing down the algorithms, forcing algorithmic transparency through regulation or removing them altogether – could actually be the solution if fears of the effects of algor…

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Streaming services have peaked as 2025 ad take set to surge to $200m; Amazon Prime, Kayo, Binge lead local market with ‘sophisticated’ human sales teams but too many streamers to support with ads - Omnicom ... 45:09

2M ago45:09

45:09

The latest analysis of SVOD growth rates from tech and telco analyst Telsyte proves one thing: fear of streaming services losing subscribers by pivoting to ads is overblown: They’re growing – though some more than others. MD Foad Fadaghi says ads, plus AI personalisation, integration and format innovation, will power the next growth cycle but strea…

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Peak ecom? Investment banker turned ecom entrepreneur says social, search ad rates, customer aqcuisition now unviable for ecom pureplay, DTC profits without retail media 38:33

2M ago38:33

38:33

For anyone in ecom or performance marketing, this podcast is a must listen. Forget ROI and ROAS, think unit economics, says former investment banker (her last big deal was the Myer float) turned entrepreneur Carla Penn-Kahn. She was early into ecom and left Credit Suisse to launch four of her own –Kitchenware Australia, A Gift Worth Giving, Everten…

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Synthetic customers meet synthetic CMOs (and CFOs): Evidenza clones Sharp, Ritson, Binet & Field to build annual marketing plans in minutes; Mars, EY sign-up 47:24

2M ago47:24

47:24

The effectiveness “revolution” is colliding with the AI-spawned efficiency uprising and it’s leaping the early consensus AI use cases in marketing around automating personalised content and communications. So much so Mark Ritson choked on his Wellfleet oysters when Jon Lombardo and Peter Weinberg told him they were leaving top jobs at the LinkedIn-…

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MMM masterclass: Bupa’s open book on business data feeding Atomic 212° a benchmark for agency-client transparency and trust 40:00

2M ago40:00

40:00

Marketing mix modelling (MMM) only works if brands grant their agencies access to critical business data – and many don’t in a perplexing and decades-long challenge. But equally, agencies can be guilty of slowing media pricing and audience data into their client MMM models, rounding out the two-way data conundrum. It’s ironic given all the talk of …

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Sir Martin Sorrell: UM’s ex-privacy boss Arielle Garcia ‘is right’ (partly) on $700bn online data ‘garbage'; Personalisation Netflix-style the future; AI, big tech will crunch intermediaries in three years ... 40:39

2M ago40:39

40:39

Part Two: After last week's instalment with S4 Capital's founder and former WPP boss, Sir Martin Sorrell – in which he explained why the market cap of his next generation marketing services firm had plummeted from £5 billion to £300 million in the past three years – he's back for part two. We cover the consolidation of the $700 billion global digit…

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Last click flaws ‘wasting 35 cents on marketing dollar’, search, display massively overvalued – while social and video an enormous opportunity: Analytic Partners and Meta on how to fix it. 42:16

3M ago42:16

42:16

Most attribution analysis by digital marketing and analytics teams is too narrow to base marketing investment decisions on – and it’s leading to a chronic over-investment in paid search and under-investment in digital video according to Analytic Partners. The firm conducted a major study to unravel the gaps between digital attribution reporting for…

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Sir Martin Sorrell on the $9bn valuation wipeout of his new-world holdco S4Capital – and why Publicis, Omnicom, Havas are ‘premier league’ players; Dentsu, WPP, IPG in ‘second division’. 38:14

3M ago38:14

38:14

Part One: It's been three years since Sir Martin Sorrell was last on the Mi3 podcast - he declared then a mea culpa of sorts that he didn't - and couldn't - transform WPP, the giant marketing services holding company he founded in the 1970s, fast enough because it was listed. At the time (2021), Sir Martin’s next generation digital holding company,…

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Market TV perceptions wayward: Ex-Seven CMO Mel Hopkins still backs TV, aligns with Nine CMO Liana Dubois warning marketers of 'dangerous swing' to platforms and dashboards over ROI 29:38

3M ago29:38

29:38

Six weeks ago Mel Hopkins was rolled out of Seven amid a clinical round of cuts that added further fuel to the narrative that TV is in trouble as audiences bleed and revenue follows suit. But Hopkins, who as Optus CMO dumped the lion’s share of her media budget into Meta and Google, remains convinced TV is undervalued and undersold, says BVOD metri…

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B2B marketing fundamentals challenged: Bain-B2B Institute study consigns traditional lead gen, KPIs, metrics to bin as ‘hidden buyers’ missed, trillions lost 56:23

3M ago56:23

56:23

$18 trillion’s worth of B2B transactions take place annually. But “40-60 per cent of deals get stalled”, says B2B Institute founder Jann Martin Schwarz, because B2B marketers are focusing on the wrong things and the wrong people. They are missing the “hidden buyers” that don’t show up in individual-focused lead gen and those buyers – procurement, f…

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From CMO to seven boards: Former Westfield, PepsiCo exec John Batistich's view on marketing from the top, why ageism hits marketers, not finance and talking customer over brand counters marketing’s cost ... 44:22

4M ago44:22

44:22

Former PepsiCo, Kimberly-Clark, Interbrand and Westfield [now Scentre Group] marketer John Batistich transitioned to company board roles ahead of most – he’s now a non-executive director (NED) and advisor to seven boards, including the listed buy now pay later firm Zip Co, Muffin Break Bakeries and Jamaica Blue Cafes’ parent company FoodCo, Melbour…

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Mi3 launches FY2025 Marketing & Customer Benchmarks - 105 companies, $3bn in marketing spend: Three-speed marketing emerges; customer KPI’s surge, c-suite cred rises, what next for agencies and AI’s early ... 40:29

4M ago40:29

40:29

A deep, senior marketer study and report by Mi3, The Australian Marketing Institute (AMI), Qualtrics and Tumbleturn finds hard evidence across 105 top marketers responsible for $3bn-plus of budgets of an emergent three-speed marketing economy and upended KPIs and priorities. There are big question marks in key sectors such as retail around the effe…

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Pressure cooker: Ecom harder, more expensive, marketers cut martech, brand spend and pile into performance, if not smart strategies in place you could pay more for less in FY25 – Simon Ryan 31:09

4M ago31:09

31:09

RyanCap CEO Simon Ryan says 50 per cent of clients are “shifting a lot more money into search, digital and online video” as they scramble for immediate results and short-term sales going into FY25. Stubbornly high interest rates and crunched consumers mean major brand spending is likely off the cards for the foreseeable. “Any marketer going into a …

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The pro-consumer privacy lobby speaks - and why the Federal Government listens on privacy reform clampdowns for cleanrooms, hashed emails, geolocation, loyalty data trading and new definitions of personal ... 1:00:45

4M ago1:00:45

1:00:45

There’s little contention today that the pro-consumer privacy lobby is winning the war over industry on privacy reform - they’re informed on industry techniques, loaded with compelling consumer research and aligned entirely on the need for a clampdown on the collection and use of an individual’s online data trail. Former NSW Deputy Privacy Commissi…

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Ex-UM privacy chief lifts lid: Google has ‘captured’ trade associations and holdcos, personalisation-precision a ‘fallacy’ based on ‘garbage’ data reaching 'fake people' 47:48

5M ago47:48

47:48

Just how accurate is the user data being traded by advertisers, agencies and data firms in the $700bn global digital advertising system? The former Chief Privacy Officer of UM in the US, Arielle Garcia, is exasperated - it’s garbage she says and to prove it Garcia recently accessed her profile from an ad tech vendor and found she was in “500 differ…

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Reclaiming kids from algorithms: Hyundai signs up to '36 Months' campaign, raising legal age to 16 for social media access - Nova’s Wippa and Finch’s Galluzzo urge more brands to walk purpose talk in likely ... 40:24

5M ago40:24

40:24

Hyundai is the first brand - with some bravery - to have signed on to the 36 Months campaign to lift the minimum age for social media accounts from 13 to 16, launched by Nova Radio’s Michael ‘Wippa’ Wipfli and Rob Galluzzo, the boss of production company Finch. 36 months is the time a teen will reclaim from social media between 13 and 16 years. Gal…

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The Fallout Series: From Pixels to TV Screens 41:49

5M ago41:49

41:49

How do video game adaptations shape our identities and serve as modern-day myths? Join Dr. Gameology and Jenny LeBron on the Gaming Persona Podcast as we unravel the impact of gaming on who we become. This episode kicks off with updates from our recent gaming escapades. Jenny dives deep into her thrilling adventures with "Legends of Runeterra" and …

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‘Angry religious fights’: Salesforce global President and CMO Ariel Kelman on re-engineering attribution from last touch to ‘deep learning’ model; why B2B market will follow and an AI-powered rebound is ... 27:37

5M ago27:37

27:37

A year ago Ariel Kelman boomeranged back to Salesforce after a decade helming global marketing for the likes of Amazon Web Services and Oracle. As global President and CMO of the $200bn+ customer tech giant, he’s wasted little time shaking things up – and Kelman’s view that Salesforce had “lost our focus on sales pipeline and on marketing really be…

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Out of home will be ‘20% programmatic within two years’, as ecom, retail, food, entertainment target brand and performance – but buying on CPMs alone misguided 44:58

5M ago44:58

44:58

A year ago programmatic sales were just 2 per cent of QMS’ business. By the year-end, says Head of Programmatic, Laura Wall, it will be double digits. She says the market is starting to move, and latest SMI data, with pDOOH up 100 per cent in Q1, underlines that trend. Kinesso’s Chief Media Activations Officer, Michael Whiteside, thinks even that r…

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A little alarming’: ACCC net widens in latest data products and services report to breaches, fines, enforcement and consumer ‘harm’ beyond privacy reform – ID hashing, location data, clean rooms face more ... 58:39

5M ago58:39

58:39

It’s not sexy but like AI, it’s going to affect your job – and your company. Another salvo in the fast approaching privacy regime set for tabling in parliament in August was fired last week by the ACCC around how personal information is collected and used by data firms – Experian, Nielsen, Publicis-owned Epsilon and Woolworths-owned Quantium were a…

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Advertisers Opt for News Corp Australia’s Budget-Matching Test to Demonstrate Outcomes Impact of Intent Connect Over Cookies 37:10

5M ago37:10

37:10

News Corp’s first party tech build is now at point where the publisher will match spend from customers using its new platform and run it in parallel with a standard cookie-based approach to prove it delivers much bigger reach and more sales. Via a “privacy compliant” approach using its first party data and data matching via the likes of Google, Liv…

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'Focused completely on the wrong thing’: B2B marketing set for a ‘renaissance' if marketers, sales teams decouple from individual lead ‘obsession' to the buyer groups who influence a company purchase 40:50

5M ago40:50

40:50

In most B2B businesses lead generation, or individual qualified "lead gen” more accurately, is at the core of business marketing - certainly for the tech sector. The merits of focusing on groups of buyers influential in a large corporate purchase over an individual executive is not new, but what is has a veteranB2B marketing analyst warning that al…

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CommBank, Westpac, Suncorp, McDonald’s and KFC show market how to crack women’s sport sponsorship as audiences climb, engagement outpoints men’s 27:55

6M ago27:55

27:55

The likes of CommBank, Westpac, Suncorp, McDonald’s and KFC are showing the rest of the market how to do women’s sports beyond just slapping on a logo – and it’s paying off in spades, according to GroupM Chief Investment Officer Mel Hey and Foxtel Media Head of Sport NSW, Caitlin O’Meara. But while existing men’s code sponsors are migrating spend i…

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Powering Through Life's Quests with Lessons from the Gaming Universe 25:24

6M ago25:24

25:24

Life's a game, and we're all players—sometimes leveling up, sometimes facing the final boss in the form of daily challenges. That's the essence we're exploring today, as I recount the rollercoaster of moving into a new home, creating a sanctuary for my gaming passion, and grappling with the bittersweet symphony of Final Fantasy VII's legacy and its…

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Chartered Accountants, AFL, Menulog, recruiters back Australian Marketing Institute’s push for all marketing industry execs to pursue Certified Practising Marketer status; Mi3 alliance announced, professional ... 50:41

6M ago50:41

50:41

This conversation is about getting marketers, agencies, media and tech to become more like chartered accountants – in a good way. That is, have letters after their name that mark them out to employers, peers and recruiters as the most horizontally skilled and relevant in the business – and be required to continue learning every year to keep them. W…

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LiSTNR tech stack unlocks smarter behavioural targeting, new lookalikes and re-fires lapsed buyers and its data matching capabilities for brands 41:58

6M ago41:58

41:58

‘Virtual professor’ Mark Ritson says advertisers should be allocating circa 11 per cent of media budgets to total audio. Problem is, the market’s not buying Ritson’s line. Audio’s dollar share is sitting just over half of that and static, despite broadcast audiences increasing 6 per cent since Covid and time spent on total audio surging 49 per cent…

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CX disconnect: Banks, carmakers, telcos failing to join customer dots, ‘gaming’ NPS, measuring wrong outcomes, undermining martech investments – but uni’s nailing it 38:55

6M ago38:55

38:55

The stampede by companies into CX, with massive associated investments into martech, specialists teams and organisational overhauls, is having little impact on customer experience scores – and big banks, telcos, and car brands are at best benchmarked as average, despite investing billions collectively. CSBA Managing Director, Paul van Veenendaal, h…

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Tourism NT rewires media strategy with partner Atomic 212°, overhauls martech in bid to see off rivals piling into still spending, but anxious, over 50s 35:41

6M ago35:41

35:41

Tourism NT has always scored its biggest wins targeting the over 50s. Problem is, every other brand has twigged they’re the only one still spending. Cutting through is harder because other tourism bodies are going large on media to carve out their own slice. Plus, it’s already tricky for tourism operators to differentiate. Atomic 212°’s Asier Caraz…

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Privacy and regulatory update: Banks, retailers, brands, loyalty operators, publishers face ‘substantial’ tightening on CX data, martech, adtech use as consumer groups wedge business lobby in Canberra ... 52:19

6M ago52:19

52:19

There’s so much happening on the regulatory front it’s dizzying, so Mi3 called in the experts for an update - and it’s proven rather revealing: Despite intensive lobbying from loyalty scheme operators and beyond, Australia’s sweeping privacy law overhaul remains on course to land this year – with massive implications for just about every business. …

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Retail media meets ‘mobility media’: Uber ads global chief says Australia powering as Uber Ride brand ads drive hard sales via Uber Eats app – but funnel collapse pushes ‘brand-formance’ trend to the fore ... 41:49

6M ago41:49

41:49

Uber’s ads business is starting to scale and its New York-based boss Michael Akkerman says Australia – one of its best performing markets, with a rapidly growing sales operation – will see the next wave of new formats first. He’s touting retail media meets “mobility media” and a collapsed funnel “brand-formance” model - brand and performance market…

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Cognitive overload puts marketing effectiveness in free-fall: Influence – not influencers – emerging as marketers’ antidote but industry assumptions require total flip 55:17

7M ago55:17

55:17

Marketing effectiveness is getting worse. Dan Krigstein, Director of think tank The Growth Distillery and Ogilvy Chief Strategy Officer and Innovation Lead, Toby Harrison, have spent the last six months working out why – and building a framework they are now bringing to market in a bid to reverse the effectiveness slump. Their findings literally fl…

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More Final Fantasy Talk (part 3) 49:18

7M ago49:18

49:18

Ever wondered how the virtual worlds we immerse ourselves in can shape our minds and behaviors? Join us this as week while we navigate the labyrinthine connections between psychology and gaming. We're returning from a hiatus with renewed vigor, and despite a few production snags, we're here to unpack the psychological intricacies that make MMOs lik…

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'Media ecologist' Jack Myers: No humans for 80% of media planning, buying by 2030; creative-media forced back together, brand-publisher clean rooms surge, programmatic and retailer media hit new turbulence ... 43:21

7M ago43:21

43:21

Five years ago media ecologist Jack Myers made a prediction in the second ever edition of Mi3: By 2025 media would be largely automated and almost totally AI-informed and just a quarter of sales would remain with people and ideas. It happened faster than even he thought. Now Myers predicts that within 12-18 months max, most media planning will be e…

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‘Not a paint by numbers solution’: David Droga joins Accenture Song’s global tech-creative posse to build NRMA Insurance’s ambition for a ‘world leading’ customer experience model; one brand team, one ... 54:47

7M ago54:47

54:47

IAG Chief Customer & Marketing Officer Michelle Klein returned to Australia last May after more than a decade abroad and embarked on arguably one of the most ambitious – and interesting - corporate customer experience transformation programs in this market for a long time. Such was the complexity and need for top tech and creative talent across eve…

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‘30-40% more efficient than paid media’: Mastercard’s top APAC marketer on owned media’s revenue power; Sonder predicts banks about to show retail media how it’s done 44:48

7M ago44:48

44:48

Julie Nestor was one of the earliest Australian marketers to leverage owned media at scale, first at Optus and American Express and now – via Hilton Hotels and eBay – at Mastercard. The APAC marketing chief says owned media helped Optus get beyond mobile and into broader media and communications – and moved the needle for Amex, both in bringing on …

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Next wave: Everything marketers need to know about the streaming-TV-online video shake-out – audience forecasts, advertising shifts, where next: Ampere Analysis 52:19

7M ago52:19

52:19

Marketers and media companies had just about got to grips with audience fragmentation brought about by social media and online video. Now the next big wave is coming fast from global streamers piling into TV’s heartland with ad plays because their subscriber growth has maxed out. They’re targeting the young with localised reality shows, comedy and …

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Final Fantasy VII: Why This Game Matters So Much 58:40

8M ago58:40

58:40

Discover the profound legacy of Final Fantasy VII as we journey into the heart of its groundbreaking narrative and innovations that shaped the gaming industry. This week on the Gaming Persona podcast, we dissect the complex themes and emotional depth of a game that goes beyond entertainment, exploring the moral dilemmas faced by its characters and …

1
Meta v media: Bosses from News Corp, Nine Publishing, Private Media, Capital Brief and ex-Coalition Minister Paul Fletcher unpack what’s next on Meta pulling news feeds - and Facebook and Instagram entirely ... 57:44

8M ago57:44

57:44

Meta’s News Media Bargaining Code rug-pull lit up the media sector and has government, regulatory and lobbyist wheels spinning – some would say belatedly, given all the warning signals. Circa $70m in publisher cash - some argue it could be $100m - from Meta will no longer be on the table later this year, leaving Google the only game in town for a n…

1
Domino’s, Asahi see executive leaders buy-in to better decision-making; now moving Mutinex MMM beyond media’s P&L impact into business planning 32:23

8M ago32:23

32:23

Domino’s and Asahi are both using Mutinex’s GrowthOS platform to make very different media investment decisions, faster, in a fluid market. Both have buy-in across the business after unlocking the impact of media investment on sales. Both are now taking the platform beyond media and into decisions around seasonality, pricing and planning. “It’s not…

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SCA cuts acquisition costs 60%, targets performance ad dollars by doing the same for advertisers with data matching clean room play 30:11

8M ago30:11

30:11

People spend “roughly a third of their time, or four hours a day, listening to audio, yet only 6 per cent of ad revenues are coming towards the medium,” says SCA Chief Commercial Officer Seb Rennie. The network is betting on a data-powered push for performance ad dollars to change that with today’s launch of LiSTNR’s AdTech Hub. SCA has made huge g…

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‘Half the impact comes from creative’: System1 customer chief Jon Evans on how to sell-in emotional ad investment to cold, rational CEOs, CFOs – the CMOs nailing it, and why channel mix obsession will ... 50:03

8M ago50:03

50:03

Future of TV Advertising international keynote Jon Evans is Chief Customer Officer at marketing effectiveness data firm System1 – and one of the world’s top marketing podcasters. He's on a mission to help marketers hold the line and sell-in emotional, creative campaign investment to rational, hard-nosed exec teams by better predicting its P&L impac…

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