Multicultural Media Gets Its Lunch Money Stolen By Tech Giants
Reading the Multicultural Media Review and Policy Report, published in February 2024, shows even specialist multicultural media is falling prey the ruthlessness of big tech’s measurement, data and effectiveness.
While B&T’s headline article published yesterday highlighted the increase in minimum threshold spend in multicultural media from 7.5 to nine per cent, digging a little deeper and the same headwinds all media outlets are facing has found this little niche as well.
This table put together by the NSW Department of Community Service (DCS) tells an all-too-familiar tale:
The spike in 2022 was driven by COVID, however the right-hand extension in 2023 in digital and social combined at the expense of radio and press shows the inevitable march on the global giants even in these super-niche areas. This figure also shows that the combination of press and radio was $1.7 million in FY2019, close to $7 million in FY2022 at the height of COVID-19 and around $3.35 million in FY2023.
The report points to the efficiencies and measurability of the social platforms as being extremely efficient and therefore attractive to OMD.
“Multinational digital platforms such as Meta, YouTube, Weibo, WeChat, and others have well established audience reach and reporting systems. According to OMD, multinational digital platforms provide “sophisticated, measurable and agile products that enable more robust investment decisions into multiple communities”. OMD highlights benefits for their media planners and advertisers on these platforms including:
- Verified and audited media data.
- Sophisticated systems and reporting, and transparent and flexible advertising formats and options.
- Ability to target through mobile devices, geolocation and mobile language settings.
- Real-time tracking of campaigns, comprehensive analytics, and cost-effectiveness via reduction in production and translation costs.
- Options to buy programmatically which allows for a quick media plan execution across multiple communities.
Programmatic digital advertising buying is the dominant way of trading digital media in the industry and, according to OMD, this is often an efficient and effective solution. It is also worth noting that the independent multicultural publishers DCS spoke to do not believe it is feasible for them to trade their digital advertising placements via programmatic platforms.
According to Leba, a large multicultural media sales agency used by OMD to buy First Nations and CALD media, many publishers feel that programmatic advertising is “not worth it” as they end up with a fraction of the actual spend, because of a longer chain of intermediaries in addition to the commission of the programmatic platform. DCS notes that there are different programmatic approaches used across the media industry. Media outlets evaluate the advantages and disadvantages of implementing options to sell their digital media via different methods. Programmatic buying is not essential for NSW Government campaigns.
Media and audience data are key inputs for media agencies and advertisers when making decisions about channel selection and media planning. DCS notes there are limitations on sourcing verified and audited data for the reach of the traditional multicultural media channels. DCS also recognises that in many cases it is not feasible for independent multicultural media to finance surveys to validate their readership.”
The problem for more traditional multicultural channels centres on the omnipresent issue of measurement. This is no different to what happened (and continues to happen) to mainstream media in Australia and the world. Again the report lays it out plainly for all to see.
“Indicative media reach information collated by Leba includes:
- Proof of the number of printed copies from multicultural newspaper publishers.
- A media industry estimate of 2.5 readers per printed publication as a guide for readership of multicultural press.
- Australian Communications & Media Authority (ACMA) data shows that the physical coverage of radio stations overlaid on ABS data for people who speak a language other than English in that area to produce a potential audience figure for in-language programs.
DCS found there is not enough information about the impact and consumption of these publications within communities. Roy Morgan research is a primary source of data to inform advertisers of audience behaviours across media channels including TV, digital, press and radio. This data is influential for media agencies in their channel planning based on the objectives of each campaign. Roy Morgan research is not conducted in-language nor includes specific multicultural media outlets. To understand the media consumption behaviour of multicultural communities, research should include multicultural media and be completed in multiple languages.”
Independent multicultural media publishers consulted for this review raised concerns about the decline of NSW Government advertising in traditional multicultural media.
The level of spend in digital and social media for multicultural and Aboriginal audiences in FY2023 is now similar to the level of spend in total digital and social media (excluding multicultural and Aboriginal media). DCS analysis of total media spend excluding multicultural and Aboriginal media spend (Figure 5) showed that digital and social media accounted for between 40 percent to 50 percent of the total media spend since FY2019.
Press was proportionally lower for this audience, at 3.7 per cent in comparison with 9.7 per cent for multicultural and Aboriginal audiences in FY2023. Similarly, radio spend was 13.4 per cent compared to 22.3 per cent for multicultural and Aboriginal spend.
Digital and social media spend includes multinational digital platforms such as Google, Meta, Weibo, as well as local digital publishers. Possible explanations for the sharp increase in proportion of spend to digital and social media spend for multicultural and Aboriginal audiences from FY2023 include:
- General audience media consumption behaviour moving towards digital channels over time. Digital can provide the opportunity to deliver high reach in a cost-efficient manner with the ability for specific targeting including demographic, interest based, contextual, language and geographic area.
- Increasing industry wide preference with advertisers for communication channels that can deliver data about audience reach and engagement.
- During FY2023, NSW Government ran a higher volume of advertising campaigns, and many of these campaigns were implemented quickly and had a low budget. Digital advertising can be a key channel for these type of campaigns as it has low-cost placement options, ability for quick launch and real-time insights.
- Between FY2020 and FY2022, NSW Government spent $6.6 million of advertising on multicultural and Aboriginal channels across 22 languages in the COVID-19 campaign, including $2.8 million in press. The same level of investment was not maintained in FY2023.
Local multicultural digital products
DCS is aware that many multicultural media have been building their digital capabilities to include websites, social media handles, news applications and eBooks over the past few years. Multicultural media interviewed for this review said they have not received advertising from the NSW Government on their digital products, only their traditional outlets. They said their digital offerings are used by other advertisers and provide meaningful reach to their communities. Examples given include:
- The Greek Herald reports they have 300,000 unique users a month for their website and 2 to 3 million visits a month on social media, according to their publisher Dimitra Skalkos.
- The Chinese Herald owns 1688.com.au which is “the highest ranked Chinese news website in Australia”, according to its publisher Wendy Huang. She reports to have nearly a million visits each month equating to 30,000 to 35,000 unique visitors per day.
During this review, DCS has found that local multicultural digital and social media options could be better promoted to NSW Government and its media buyers. This demonstrates an opportunity for independent multicultural media to publicise their digital advertising options more widely so they can be considered for NSW Government advertising campaigns.
DCS notes that there are different programmatic approaches used across the media industry. Media outlets evaluate the advantages and disadvantages of implementing options to sell their digital media via different methods. Programmatic buying is not essential for NSW Government campaigns.
The balance of digital vs. traditional multicultural media advertising
This review heard from independent multicultural media on how they can effectively deliver government messages to their communities. Their readers are loyal, trusting, primarily in-language, primarily residing in Australia and are actively seeking information when they engage with their publications. Their digital platforms can offer context and relevance with advertising even if they cannot compete with the reach of multinational digital platforms.
According to the NSW Parliamentary report from January 2023, “Improving crisis communications to culturally and linguistically diverse communities”, traditional media is “trusted and important.” DCS also recognises that advertising through independent multicultural media benefits communities directly as they are generally owned by the community.
Through this review, DCS found there was not sufficient evidence to make a recommendation on budget allocation to channels (independent multicultural media vs. digital/ social). Budget allocation needs to be planned according to specific campaign objectives. However, DCS notes the steep increase in digital and social spend in FY2023 and recommends that an action plan is developed by NSW Government and OMD to increase the consideration of traditional multicultural media in briefing, planning and buying media.
Please login with linkedin to comment
Latest News
Pizza Hut Fined $2.5m For Spamming Customers
To be honest, if you're going to spam customers, cheap pizza deals is probably on the low side of the dodgy scale.
Jetstar & Qantas Perception Ratings Soar After Bonza Cancelled Flights, YouGov Finds
This poll is further proof nothing builds a positive brand image like your competitor monumentally f@cking up.
Pedigree Launches AI-Powered Ad Initiative To Give All Dogs A Home, Via Colenso BBDO & Nexus Studios
B&T encourages this dog adoption initiative. And that's despite us barely being able to look after our own selves.
Apparent Launches “All Heart, No hassle” Integrated Campaign For Flight Centre’s Corporate Traveller
Apparent charged with Flight Centre's Corporate Traveller creative. Has avoided any gags about stolen hotel bathrobes.
South African Tourism CMO: ‘We Want Consumers To Experience SA Through The Eyes Of A Child’
B&T chats with South African tourism's Aussie CMO. Admittedly, we had to quickly rectify our Barossa Valley questions.
Market Research Firm TRA Names KFC’s “Look On the Fried Side Of Life” As Australia’s Favourite Ad
A poll of everyday Aussies has revealed our favourite ads. And it'll make difficult reading for the Harvey Norman team.
‘A Big, Big Step In The Right Direction’: Media Buyers React To News Corp’s D_Coded
There was a universal thumbs up for News' D_Coded event. Although there were calls for glitter bombs at the finale.
CommBank Announced As Presenting Partner Of Vogue Codes 2024
Vogue Codes is a top initiative encouraging women into STEM-based careers. All while wearing Jimmy Choos, apparently.
Brad Garbutt Joins OMA As Marketing Lead
Seasoned adlander Garbutt joins the outdoor association. Says he's got the DOOH down pat, but working on the PDOOH.
TV Ratings 15/5/24: Gruen Pulls A Crowd For Aunty As It Enters 16th Season
Although B&T typically shuns predictions, we're expecting big numbers for Peter Dutton's Budget reply speech tonight.
D_Coded panel: ‘If You Are A Marketer Handling Data And Haven’t Spoken To Legal, You’re In Trouble’
This fiery panel was a highlight of Tuesday's D_Coded event. Not that it spilled out into the carpark.
SBS Audio Campaign Tells The Stories Of New Australians, With Multilingual Content Offerings To Assist Migrants
SBS Audio has launched a new marketing campaign for its ‘Australia Explained’ service which supports new migrants to successfully navigate life in Australia and achieve a greater sense of belonging and social cohesion. SBS’s flagship service for new migrants, Australia explained, has launched a multi-platform marketing campaign that reaches into the heart of the migrant […]
Tracker App Launches, Promising Consumers A Read On Brand’s & Products Sustainability Chops
Shoppers can now get access to sustainability information at their fingertips through Tracker, a first-of-its-kind mobile app. The Tracker app centralises sustainability data into a single, easy-to-understand format, helping shoppers make informed choices about the brands and products they support. Shoppers can simply scan the barcode of their favourite supermarket, chemist or department store item […]
Channel Factory Expands Team Across Australia & New Zealand By 20%
Social media agency Channel Factory announces a significant lift in staff numbers. Doesn't thank Tuesday's Budget.
Jaywing Extends Strategy Team Appointing Fran Martin As Senior Brand Strategist
As is often said, you can never have too much strategy. Same can't be said of programmatic & AI.
Tourism Tasmania Taps Broadsheet For Latest “Off Season” Campaign Iteration
Do you like to drape yourself in sheepskin, flannelette & weird, wooly hats? Tasmania in winter is for you.
Netball WA Appoints 303 MullenLowe As Brand Strategy partner
Netball WA appoints 303 MullenLowe for its brand strategy. Any mention of Gina also now strictly forbidden.
RyvalMedia Flies Off With RedBalloon Media Account
Got family or friends working at RyvalMedia? Say ta-tah to shit birthday presents as agency pricks RedBalloon's media.
“First We Get Plastered Then We Fill Your Holes” – Tradies Face Ad Standards Ire
As juvenile as this plasterer's tagline is, it does sound like the plot to most adult films.
ANZ, Lyre’s, Uber, Adam Ballesty & An Australian Of The Year – More Big Names Join Cannes in Cairns, Presented by Pinterest!
Judging by this cavalcade of A-listers set to star in Cairns, a selfie stick is now mandatory for all attendees.
Grab A Sneak Peek At Pinterest’s Special Guests This Cannes in Cairns!
It's another teaser to the awesome talent you can expect in Cairns. Oddly, no sign of the B&T staff barbershop quartet.
M&C Saatchi Sport & Entertainment’s Steve Martin & Jamie Wynne-Morgan Sign Off From Agency They Set Up
Will Steve and Jamie ape Maurice and Charles with their new agency name? Stay tuned to B&T to find out.
Netflix Has Google & Amazon In Crosshairs With Ad Server Launch
Is your dream weekend Uber Eats & a Netflix binge? More toilet breaks are on the way, as streamer amps up ad offerings.
Boom, Boom, Boom! Get Ready For the Boomtown Bus Whisking You To Cannes in Cairns, Presented By Pinterest In Style!
Worried your hibiscus print kaftan might overshadow things in Cairns? Fear not, as you can see this bus from space.
On The Menu Joins Forces With TBWA\Melbourne To Melt Freezer Shame
This campaign "fights misconceptions about frozen food". Ice-cream, pies, Sara Lee! What misconceptions, B&T asks?
IMAA Announces Digi-Byte Event Featuring Industry’s Top Talent Plus “Immersive” Gaming Competition
The indies fan group unveils plans for its newest event. Says anyone in a WPP running singlet will be refused entry.
Bowel Cancer Revealed As Australia’s Deadliest Creature In New Campaign, Via Ogilvy Health
Does your office have a secret & serial farter? Possibly lure them out with this important bowel cancer campaign.
Who’s In Charge? B&T Reveals The Best Of The Best Industry Association Chiefs!
B&T's acknowledging the 10 very best industry association bosses. Discover if your membership dues are worth it here.
TEDxSydney Splits Into Two; Check Its New Creative Program
TEDxSydney moves to Luna Park's Big Top in June. Get motivated & throw up on the Wild Mouse at the very same time.
TV Ratings 14/5/24: Punters More Interested In Farmer Wants A Wife Drama Than Jeremy Clarkson’s Agricultural Adventures
Think sheep husbandry programs are TV's missing link? You can't complain with Farmer Wants A Wife AND Clarkson's Farm.
Paper Moose and Innocean Australia launch Love Our Work Industry Charter
It's a top initiative fostering harmony in the creative space. Not to downplay the unbridled joy of destroying a rival.
IAB: Privacy Act Changes Might Lead To “Nonsensical Outcomes” For Digital Advertising As Industry Wrings Hands
B&T front row at the IAB's Data & Privacy Summit. So private, in fact, attendees were wearing fake moustaches.
Fortress Games Hits Play On Partnership With Havas Network’s Organic And One Green Bean
The games culture destination names local agency roster who'll hopefully explain what a games culture destination is.
Fabulate Launches New List Of Fastest Growing Aussie Creators, Including Leah Halton, Across Social Media
A list of who's hot in Australia's influencer/creator world's here. And it's bad news for foodies angling for a freebie.
Find Your Work-Life Balance: ‘Airbnb’ Your Next Job With ViewJobs
Farmer Wants A Wife piqued your interest in all things regional? See who's hiring with this regional job initiative.
Madeleine Hawcroft Joins Deadset Studios As Executive Producer
Madeleine Hawcroft has joined the Deadset Studios team. Confirms she is of no relation to Russel.