When I first started in advertising, we were able to purchase television advertising in not only 15” increments but also in 5” and 10” increments. I have long been a fan of these shorter advertising durations because of the effective frequency that they can generate because I firmly believe that frequency is essential for advertising to be effective.
Most of my clients will also tell you that I have most likely informed them at least once that it is better to tell 2...
According to Deloitte's Kareene Koh, partner at Deloitte Digital, Australian marketers are focused on increasing sales revenues and building customer engagement at the expense of brand building, according to a new Facebook report.
Building brand in the digital age, consulting firm Deloitte surveyed more than 300 senior marketers in Australia and found that just 17% saw brand building as a marketing priority.
Increasing sales (23%) and customer engagement (18%) were se...
Marketing in the not-for-profit sector is faced with uniquely stringent budgets and an undeniably testing brief. Marketers are not trying to persuade consumers to part with their money in exchange for a product or service, but instead to donate.
And while digital allows charities to connect with their donors on a deeper, more personal level, not-for-profits should never forget the power of traditional media when it comes...
Traditional media brings with it trust, reliability and credibility
While print newspaper readership has seen a steady decline in recent years many publications are enjoying bigger audiences than ever before, across their website, apps and the print product.
Over 16 million Australians aged 14+ – nearly 80 per cent – now read or access newspapers in an average seven-day period via print or digital (website and/or apps) platforms, according to the latest readership rep...
The influence of traditional media is stronger than you might think.
Of the top 10 activities Australians undertook in the past three months, shopping in a store was number one, showing bricks and mortar retail is alive and kicking.
According to the latest Roy Morgan research, more than 18.6m Australians went to a supermarket, 13.2m visited a hardware store, 12.2m shopped at a department store and more than 11.7m went to a clothing store or boutique. This is compared...
Advertising in digital sphere has just got a whole lot more interesting. If transparency, ad viewability and credibility weren't big enough issues for digital advertisers to deal with then the real rise of ad blockers is.
According to WARC, an overview of ad blocking by device between 2010-2017 indicates that:
There were 616m devices blocking ads in January 2017, up 25.5% year on year
The majority of ad blocking takes place on mobile devices