How to Future-Proof Your Business In A World Of Rapid Media Consolidation
In this guest post, Partnerize’s APAC marketing manager Sarah Kelly (pictured below) talks how to improve your ROI when in a time of less and less media channels…
It’s no secret that the world of media supply has changed dramatically in the past several years, to the point where a handful of companies now account for the vast majority of spend. In 2017, the top two media sources in our market garner 74.5 percent of Australian digital ad dollars. That figure is even higher than in markets like the US and UK.
Why is this happening? Well, for many brands, programs delivered via the top media players have been proven to deliver the best response. Leading players can often deliver more rich data for more precise targeting. It also makes execution of digital media buying simpler. Where buyers used to work with dozens of partners to deliver strong reach, now they can do so through a small set of vendors. That’s a big reason why money has drifted to them over the years.
But having fewer digital vendors at scale may shift the balance of power in the pricing negotiation away from your side. When you have fewer potential sources to buy from, it often means that costs climb. If you are looking to create some hedges against market changes from media consolidation, here are five strategies to consider:
- Take Control of Your Customer Profiles and Data: The leading media players usually have the richest range and depth of data on consumers. But this second- and third-party data will never be as fruitful as when you fully leverage rich, first-party data about your customers to identify the best people to reach and persuade. If you make a strong commitment to really understanding your users, you won’t need to rely so strongly on media sellers for targeting.
- Consider Alternative Buying Models: On the performance marketing side of the business, you may want to consider diversifying your portfolio by working with performance-based brands and communities on a cost-per-click (CPC) or cost-per-acquisition (CPA) basis. That can be done through partner marketing programs with publishers who accept CP-based agreements. The great thing about this is that these potential partners will really get behind programs that yield strong revenue.
- Cast a Wide Net With Exchange-Based Buying: You may be able to reduce your dependence on the top providers by buying direct through audience-based targeting on the RTB exchanges. This may also help you get the best pricing from the top brands as well. Testing can help you discover whether other sources of data and targeting can deliver results more efficiently.
- Develop Creative in More Sizes: There are interesting opportunities — both off and on the largest media players — to get media bargains by simply developing creative in more sizes. When many companies do audience-based media buying, they default to producing a small number of ad sizes to reduce costs and complexity. But that means that ad spaces in unusual sizes have fewer advertisers vying for their eyeballs, so costs stay low. These aren’t tiny ads — many of the less common ad sizes are actually larger than the ads you are currently getting. These days, creative costs for resizing have dropped markedly, so it makes sense to explore whether adding additional ad sizes will lower your effective reach costs.
- Explore Influencer Marketing: Depending on your category, it may make sense to formulate an influencer marketing strategy for your brand. Influencer marketing can be less reliant on the top media companies, and through the use of tracking links you can actually calculate ROI for online purchases. Further, influencers can deliver a richer and more credible “sell” for things that they believe in.
- Expect and Request More: While the leading media companies have growing power, they are also dependent on advertisers. They want to make advertisers happy and satisfied. Several have made significant changes in the ways they work with advertisers as a result of requests from major advertisers. Partner with your media seller contacts to talk more specifically about your goals, and to solicit more ideas on how they can deliver better results from your existing levels of investment. They know all of their technologies and products better than you do, and they might have great ideas on how you can get more for your money, even as a greater share of spend shifts to the top providers.
There’s no panacea for climbing media costs. But like anything else, you can usually deliver better results when you devote time and attention to how to improve results. And after all, things won’t change for the better unless you take action to change them.
Latest News
The Mars Agency Announces Latest Findings Of Retail Media Report Card
The Mars Agency has developed a scorecard that assesses the capabilities of leading platforms across key criteria required to optimally plan, execute, and measure effective retail media programs. The scorecard aims To help brands efficiently evaluate their spending options across retail media networks in Australia (and New Zealand). With spending on retail media advertising in […]
‘It’s The Lesser Of Two Evils’ – NRL Eyes US Betting Market As Aussie Regulators Circle
US betting firms will be delighted by the circa 50,000 Americans who could soon watch the NRL on their favourite app.
A-League In Deep Discussions With New Partner To Keep Games On TV After Production Company Enters Administration
The A-League's insatiable appetite for scoring own goals continues.
TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick
A heated argument between two jungle members did the numbers for Ten last night, with I’m A Celeb obtaining a total national reach of 1,282,000. Fans were delighted as Candice Warner and influencer Skye Wheatley got into it over a stick of lipstick, leading Warner to dub the Instagram star “selfish.” Wheatley, best known for […]
Is The Australian Music Industry In Trouble? Inquiry Launched Following Splendour Cancellation
Earlier this week, an inquiry was launched into the challenges and opportunities currently facing the Australian live music industry in the wake of multiple festival cancellations. On 25 March 2024, the Minister for the Arts, the Hon. Tony Burke MP, asked the Committee on Communications and the Arts to inquire into and report on the […]
Liana Dubois, Leandro Perez, Aimee Buchanan & More Gather For Inaugural Compadres Leadership Event
Didn't get the invite? Perhaps you're not as important as you thought.
Cathay Captures The Unforgettable Thrill Of Cathay/HSBC Hong Kong Rugby Sevens, Via Publicis
Nobody does rugby like Hong Kong, apparently. Certainly nobody does it as badly as Australia.
Cocogun Nabs Christine Watts, Kirsty Reynolds & Shev Tan Bolstering Management & Creative Teams
Cocogun bolsters its team with new hires. Committed to purchasing a bigger sofa, too.
The Media Store’s Jacquie Alley & Sam Cousins Take The Plunge With Pro-Bono Work For Cure Cancer
B&T chats with The Media Store bosses about their great pro-bono work and sponsored swim.
Hawke’s Brewing Co. Taps Rocket Comms For PR Agency Following Competitive Pitch
We're expecting Rocket Comms productivity to crash in spectacular fashion following this win.
Spotlight On Sponsors: Patties Serves Up A Taste Of Home For Olympians & South Sydney Rabbitohs Recommit To Gambling Reform
While the Rabbitohs commits to gambling reform, B&T reckons the team should commit to a decent auto sponsor.
Google: “Inevitable” That Bad Actors Will Abuse Ads Platform As Advertiser Account Suspensions Double
Google maintains it's simply impossible for it to entirely stop bad people placing & paying for ads using its service.
Quantcast Expands APAC Sales Team With Appointment Of News Corp Account Manager
No pressure at all when you are appointed as a client success manager.
Publicis Sapient Tests Microsoft-Powered Gen AI Search Tool With Homes & Villas By Marriott Bonvoy
Given Gen AI's record for mangling stuff, B&T cannot see the problem with letting it decide your next holiday digs.
Volkswagen & DDB Group’s “Roo Badge” To Reduce Kangaroo Related Road Collisions
Watch out for RooBadge as Cannes Lions' most debated campaign this year.
Twilio Launches Unified Profiles & Agent Copilot Features To Boost Productivity & Engagement
Agent Copilot sounds like James Bond's less interesting cousin.
Reebok & Honda Among New Clients For onetwo agency
OneTwo finally lives up to its name with this double billing.
Ogilvy Report: Throw Out The Social Strategy Rule Book, The Rules Of The Past No Longer Apply
B&T was puzzled that all 'influencers' aren't, effectively, 'virtual', but here we are.
WhiteGREY & AKQA Merge In Australia, Lee Simpson Departs
Fortunately, the combined agencies aren't opting for a trite portmanteau for the new name.
Splendour In The Grass 2024 Music Festival Cancelled!
Music fans all over the country reportedly relieved they can pack away their rain coats and gumboots for another year.
TV Ratings (26/03/2024): “Fairy Bread, F***ing Disgusting”: Gordon Ramsay Slams Aussie Food In Food Stars Launch
Ramsay not one for mincing his words, even when it comes to minced meat pies.
Paramount+ International Boss Doubles Down On Aussie Content, Says Ad-Tier will Grow Audiences And Revenue
Good news as Paramount will not be binning I’m A Celebrity for re-runs of Frasier.
Brent Smart: Telstra Pushing For 50-50 Brand-Performance Split But Warns Numbers ‘Won’t Look Great’ Initially
The old brand vs performance debate continues. But here, Brent is firmly sitting on the fence.
Crowded House, Tones And I & Dom Dolla Win Big At The Shure Rolling Stone Music Awards
B&T staffer reports back with humdinger of a hangover & feeling seriously uncool after mixing with music types.
Opinion: Dyslexia “A Hidden Gem” For Brands & Agencies
Dyslexics offer underappreciated benefits in the corporate field, according to this op-ed.
David Jones Taps Criteo To Power Online Retail Media Arm
Want to see ads for things you probably can't afford? David Jones has got you covered with new retail media play.
oOh!media Sets Up Team To Target Business Audiences Across Airports & Offices
oOh! wants brands to harass you every minute of your next business trip.
QMS Launches Australian First DOOH & TV Partnership With Samba TV
Samba TV, of course, is not a channel dedicated to dancing. Much to our dismany.
Slew Of New Hires At Amplify
Four new faces join the Amplify offices. Team say desk scarcity becoming "acute".
Adobe Announces Content Authenticity Initiative Expansions To Counter Deep Fakes
Try as they might to enlighten them, we suspect Trump supporters will continue to watch and believe Fox News.
The PR Group Appoints TechCrunch Senior Reporter Catherine Shu As Director Of Content & Media
Catherine Shu makes the bold leap from journalism to PR. Says inevitable pay bump was "unrelated".
HERO Nabs Ebony Santin From AMPR
Rumours Santin cleared out the stationery cupboard before departing are as yet unconfirmed.
Karena Noble Checks Out Of EVT Hotels & Resorts To Launch Comms Consultancy
Noble still managed to squeezed in a continental breakfast before departing.
Canva Acquires Design Platform Affinity To Bring Professional Design Tools To Every Organisation
Canva & Adobe face off continues. We're not picking sides but keenly aware that Canva's office is next door to ours.
“Lean On Our Team To Help You Find An Audience”: Why Understanding Audience Engagement Is Essential In Journalism
Engaging the audience is critical to journos, apparently. We'd thought self-loathing & alcoholism were key.
Adobe Summit: Major Gen AI Developments, Data Concessions & Partnerships
What happens in Vegas stays there. Unless it's the Adobe Summit and then you get to read about in B&T.