Mi3 Audio Edition LiSTNR

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. Galluzzo is “100 per cent certain” more brands will follow Hyundai to help create and fund the programs that rebuild a physical social network for teens that isn’t manipulated by the anxiety-inducing algorithms that have made young teenagers the product. Which creates the perfect platform for brands to walk all the talk about ‘purpose’ and ‘showing up in the right way’. “A brand can go to its board, and ask ‘how do we want to show up for these kids, these families, the community?’ If they don't have an answer to that, they probably need to have a pretty big discussion about what they stand for as companies,” per Galluzzo.

As of last Friday, Wippa and Galluzzo had landed 90,000 signatures, more than enough to have the petition head to Canberra. Prime Minister Anthony Albanese has already endorsed the campaign, stating “what we want is our youngest Australians spending more time outside, playing sport, engaging with each other in a normal way, and less time online”. State and territory premiers have also backed the move – and Wippa thinks the upcoming election creates an opportunity for legislation sooner rather than later. “There’s some easy votes to be picked up from parents if you made this an election promise,” he says.

Now 36 Months is building out three crucial pillars to use the time reclaimed from the platforms to better prepare young Australians for physical and digital life ahead. Here’s Wippa and Galluzzo on where next, and how brands can help repair the fractured civics they have inadvertently funded.
See omnystudio.com/listener for privacy information.

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 being a vehicle for driving business results” now appears prescient. Last week Salesforce’s stock price crashed circa 20 per cent after missing revenue guidance for the first time in decades. Ironically, most analysts still have a ‘buy rating’ on the stock – citing a “very healthy” pipeline and backing its new AI tools to power renewed growth.

Kelman has driven a forensic effort unpacking marketing’s contribution to sales – from a brand investment perspective and more tactical, performance-based campaigns. He’s also reset KPIs and marketing metrics and re-engineered the firm’s attribution model – not for the fainthearted, given “you can provoke very angry religious fights” amongst attribution’s fractured tribes. Either way, Salesforce has ditched last touch for a “deep learning” model that blends and weights sales’ and marketing’s contribution to pipeline growth and revenue.
See omnystudio.com/listener for privacy information.

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 rise is “undercooked”. He sees programmatic out of home – or pDOOH – making up 20 per cent of the market within two years. That’s partly because advertisers are seeking increased efficiency and trying to stretch budgets; partly because programmatic buying brings in a new cohort of advertisers that might have been priced out of traditional out of home; and partly because pDOOH delivers both brand and demand.

But Whiteside thinks there needs to be a better understanding of the value that programmatic out of home brings. CPMs, he says, are not the only factor – and advertisers with weak attribution models cannot correctly value the flexibility and targeting afforded by pDOOH – especially if they are comparing it to other programmatic media.

Understanding out of home’s nuance from a planning and buying perspective remains imperative – and it cannot be lumped in with broader programmatic channels. Hence QMS’ teams selling on a “total out of home basis”. Creating sales silos, says Wall, played out badly in publishing’s early programmatic days.

Either way, some of Essencemediacom’s early adopter clients are now pushing 100 per cent of OOH budgets into programmatic, says Group Director Katherine ‘KP’ Pochroj, who suggests “remnant inventory … is simply not a thing any more”.  Entertainment and ecom brands, she says, are making major gains from mapping stores and high value audiences through mobile data – and are able to directly attribute sales increases to their programmatic buys. But better measurement, says Pochroj, is required to keep pDOOH’s momentum moving. Kinesso’s Whiteside thinks the launch of MOVE 2.0 will provide sharper answers – and “highlight the value of each panel”.
See omnystudio.com/listener for privacy information.

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 among those flagged by the competition regulator last week in its eighth interim report as part of the multi year Digital Platforms Inquiry. And to be blunt, any professional working in ecom, marketing, customer experience, digital advertising and data and analytics is going to have a rude shock for what they can do now versus what is likely in a year or perhaps a bit longer. But UNSW Business School’s Professor of Practice, Peter Leonard, says last week’s release by the ACCC of its Data Products and Services interim report makes “every firm in this economy a data firm.” And in the short-term, that’s not good news for most companies because their data readiness and maturity is not matched by the “fundamental change” which will force everyone to “rethink their understanding” of what even defines personal information” according to ADMA’s Director of Legal and Advocacy, Sarla Fernando.

Leonard and Fernando are joined by Capital Brief’s Legal and Regulatory Affairs Correspondent, Laurel Henning and Civic Data’s founder, Chris Brinkworth. And for a tantalising teaser, Future Media’s Ricky Sutton lays out the changes Google is making to its search engine which is already seeing organic referral traffic to publishers abroad drop 40 per cent – brands, he says, are facing similar declines.    
See omnystudio.com/listener for privacy information.

 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, LiveRamp, Adobe, InfoSum and AdFixus alongside its more commerce-focused websites, News can find buyers who are ready to buy specific products. Hence calling the new stack Intent Connect. Director of Commercial Data, Video & Product, Paul Blackburn, says one “large supermarket” – flip a coin – has increased spend “3,000 per cent” after trialling Intent Connect. GM of Digital Revenue, Mark Brownie, cites tests with “a major insurance company” that used News’ “self-learning, self-optimising segments” to boost acquisition by 199 per cent versus cookies. “We’re not talking about vanity media metrics, we’re talking about hard sales,” per Blackburn.

Plus, log-level attribution benchmarking, says National Head of Digital, Jess Gilby, “shows 197 per cent increase in reported reach, which is huge, and 10 per cent higher conversion rates - and we're just getting started”.

Those reach gains are because News’ can now measure across browsers that have already killed off cookies – basically the other half of the internet.

Meanwhile, offsite targeting is growing rapidly after News launched vertical video products – AKA shorts – basically the same formats as social media, which means buyers can use the same ads across both social and News’ sites to extend reach without having to do everything twice. Buyers are buying in.

“Our total video stream number is around the 4 billion mark – and 3 billion of those are happening outside of our owned and operated environments,” says Brownie.

Plus, it’s going hyper local – using the log-ins from 100 local mastheads to enable stores to “upload lists of their outlets and automatically generated audiences based on that data,“ says Brownie. “That's really powerful from a pure addressability standpoint, but it also tells a retailer a tonne of stuff about their existing or future customers in those areas, and the nuances between the different locations.”
See omnystudio.com/listener for privacy information.

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 almost every sector in B2B is still “focused on completely the wrong thing”. And the required shift that Kerry Cunningham, a former Forrester Principal Analyst now at US-based 6Sense, says is needed from B2B marketers has the backing of the Global VP and Head of Marketing at engineering giant ABB, Jo Woo, who agrees “traditional lead metrics are outdated”. B2B marketers must ditch their “obsession with counting leads”, she says, justas sales teams too must rethink their approach. For Andrew Haussegger, CEO at specialist B2B agency Green Hat, part of the fix is to “free the content”. That is, stop putting content behind a gate in order to capture leads – because brands need to influence a much broader set of people much earlier. Here’s the conversation that puts the hard data on lead generation.
See omnystudio.com/listener for privacy information.