News
Brands are hypocritical if they don’t hold all media platforms to the same standard
By Venessa Hunt, General Manager at ThinkPremiumDigital, Published Mi3
Imagine if Australian broadcasters and publishers knowingly on-sold people’s data, played a role in genocide or fuelled body image issues in teenagers. Brands would be boycotting them in droves and insisting they be held to account. Yet that’s exactly what other media platforms are doing with impunity. ThinkPremiumDigital’s Venessa Hunt asks why.
There’s a step change in urgency from brands to address societal issues as Australia’s biggest advertisers collectively interrogate and invest in environmental, social and corporate governance (ESG).
Consumers expect more from the brands they purchase from, and brands are becoming vocal on the need for their supply chains to echo these expectations.
However, when it comes to media investment, not all media platforms are held to the same standards.
Related articles
The IAB is right – attention is compelling, but not a silver bullet for advertisers. While it’s a critical component needed to achieve effective advertising, attention must be considered within the context of other metrics, ThinkPremiumDigital’s Steve Weaver writes.
The IAB is right – attention is compelling, but not a silver bullet for advertisers. While it’s a critical component needed to achieve effective advertising, attention must be considered within the context of other metrics, ThinkPremiumDigital’s Steve Weaver writes.
Australia’s major content producers have been building and enhancing a treasure trove of audience data – understanding what people are reading, watching and listening to – and creating precision targeting opportunities for brands.
Australia’s major content producers have been building and enhancing a treasure trove of audience data – understanding what people are reading, watching and listening to – and creating precision targeting opportunities for brands.
There’s a fundamental flaw in how advertisers approach the concept of “platform audience reach”, and the argument goes like this: advertisers care about audiences, but despite large user numbers – the audiences aren’t always paying attention.
There’s a fundamental flaw in how advertisers approach the concept of “platform audience reach”, and the argument goes like this: advertisers care about audiences, but despite large user numbers – the audiences aren’t always paying attention.
In the past 10 years, our relationship with digital has changed dramatically – as consumers and as media buyers. Yet the way digital media is planned hasn’t fully caught up. Venessa Hunt outlines the shift required.
In the past 10 years, our relationship with digital has changed dramatically – as consumers and as media buyers. Yet the way digital media is planned hasn’t fully caught up. Venessa Hunt outlines the shift required.
New research finds five hours of social video consumption is required to generate just one minute of video advertising attention versus 12 minutes of premium video.
New research finds five hours of social video consumption is required to generate just one minute of video advertising attention versus 12 minutes of premium video.
Foxtel’s Chris Oxley, Seven’s Gereurd Roberts, News Corp’s Michael Krawczyk, CBSViacom’s Rod Prosser and Nine’s Ben Campbell speak on digital ad spend trends, BVOD growth, and digital ad strategies.
Foxtel’s Chris Oxley, Seven’s Gereurd Roberts, News Corp’s Michael Krawczyk, CBSViacom’s Rod Prosser and Nine’s Ben Campbell speak on digital ad spend trends, BVOD growth, and digital ad strategies.
This year will ignite some of the biggest shifts the digital ad industry has ever seen. ThinkPremiumDigital’s Venessa Hunt unpacks the three biggest challenges marketers need to get across, fast – and how to best prepare for what’s about to land.
This year will ignite some of the biggest shifts the digital ad industry has ever seen. ThinkPremiumDigital’s Venessa Hunt unpacks the three biggest challenges marketers need to get across, fast – and how to best prepare for what’s about to land.
We’re entering a new era of data-driven marketing and the winners will be the ones that take consumers into account, applying sustainable and ethical practices to data usage. ThinkPremiumDigital’s Venessa Hunt explains.
We’re entering a new era of data-driven marketing and the winners will be the ones that take consumers into account, applying sustainable and ethical practices to data usage. ThinkPremiumDigital’s Venessa Hunt explains.
From superior recall and brand uplift to boosted attention on ads, this year we’ve learned a whole lot about the power of premium. Venessa Hunt, general manager of ThinkPremiumDigital, explains.
From superior recall and brand uplift to boosted attention on ads, this year we’ve learned a whole lot about the power of premium. Venessa Hunt, general manager of ThinkPremiumDigital, explains.