Adland’s Hottest Frontier? Nine In 10 Media Buyers Have Bought Regional Media In The Last Year

Adland’s Hottest Frontier? Nine In 10 Media Buyers Have Bought Regional Media In The Last Year
B&T Magazine
Edited by B&T Magazine



The success of the Boomtown Collective has seen nine in 10 media buyers invest in regional media in the past 12 months, with 96 per cent planning to use regional media in their next campaign, according to new research.

 Boomtown launched in April 2019 and has since stamped itself as a major media market, now representing 9.1 million regional Australians, or 36 per cent of the population.

Boomtown’s annual study* of media buyers across the country, conducted by SCA iQ last month, explored awareness and perceptions of regional media, the Boomtown brand and the Boomtown Hub for media planning.

Among the results highlights:

  • 98 per cent of media buyers say regional media is effective in achieving a ROI
  • 75 per cent cite regional’s ‘valuable audiences’ as a key reason for its inclusion in campaigns
  • 72 per cent say regional media provides access to local audiences and local reach
  • Almost one in three media buyers added regional media to client campaigns after hearing or seeing Boomtown advertising – an increase of 43 per cent year on year.

Some comments from media buyers nationally, the tracker’s survey respondents, included:

  • “A crucial and influential audience.”
  • “Proved to be effective more times than I can count.”
  • “Larger scale reach. A valuable audience that should not be forgotten.”

“Boomtown saw Australia’s regional media owners unite in an industry-first initiative to tackle the issue of the underinvestment of advertising dollars in regional markets. In two and a half years, Boomtown has established itself as a major media market in its own right offering diverse, high-disposable income audiences in an uncluttered environment, at scale,” Boomtown chairman and SCA chief sales officer, Brian Gallagher (pictured at top) said.

“Boomtown is indeed booming, with a new record of almost 70,000 new jobs on offer in July^ and housing prices jumping by almost 18 per cent in the year to June** fuelled by metro migration and the ‘work from anywhere’ phenomenon. Our tracking study demonstrates that media buyers have regional Australians squarely in their sights; 9.1 million unforgettable Aussies they can’t afford to ignore.”

In addition, the Boomtown Hub, an industry-first online regional media planning tool which launched in March, provides an easy, seamless way to search and find 9.1 million regional Australians in minutes.

According to the tracker survey, 40 per cent of those who’ve used the Hub say it has changed the way they plan and buy regional media.

Sources:

*Boomtown Trade Tracker Study August 2021 from SCA iQ;

^Regional Australia Institute;

** CoreLogic’s monthly home price index




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