It feels like every newsroom on the planet has asked itself at one time or another whether it can dump Google’s ad server, and the answer invariably came back as no. On the second day of the ad tech anti-trust case, News Corp revealed the steps it took to find a way out of Google's ad tech ecosystem but realised any change would ultimately cost it as much as $9 million in revenues a year, according to testimony from the former VP for ad tech at the global news media giant. She said Google shoved its products down her throat and dismissed her as emotional when she complained, that the company was impossible to negotiate with, and in a line that would have thrilled the DoJ which brought the case, she also said they were impossible to avoid. Stephanie Layser Ricky Sutton
Mi3Australia
Advertising Services
Paddington, NSW 14,484 followers
Intelligent conversation for Marketing, Agencies, Media and Tech.
About us
There's one constant in talking to hundreds of people across #marketing, #media, agencies and #tech: a desire for safe, intelligent conversation and analysis of global and Australian industry developments. Conversations that are considered, constructive and challenging. That avoid anonymity. Mi3 is a contemporary take on an industry journal - part journalism, part equities-style analysis. It's designed to be different in its conversations across the nexus of marketing, agencies, media and tech. Transactional industry #news is not a focus for Mi3 - that turf is well served. The intent is to go deeper for leaders and emerging leaders in marketing, agencies, media and technology. Let's see if the pool of curious, time-poor, intelligence-hungry, considered industry folk in the marketing food chain get some value. Welcome anyway.
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Updates
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IPG Mediabrands Chief Data & Technology Officer Clay Gill has jumped camps to join supply side platform OpenX as APAC Regional VP for Buyer Development. The move, he said, was due to a fast and material swing away from Demand Side Platforms by agencies and holding companies as they realise SSPs are closer to publisher advertising inventory supply with faster, more transparent visibility, control and reporting of digital inventory. It also will see downward pressure on the transactional fees and taxes many intermediaries feed off in the billions traded daily in digital media globally. Mitchell Greenway
$600bn hunger game: Mediabrands data, tech boss Clay Gill lands at OpenX as market swings to SSPs from demand side for better direct control, transparency and purge of hidden digital ad taxes | Mi3
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The first tranche of Privacy Act reform finally hits parliament today with serious breaches of personal information, child protection and automated decisioning transparency top of the list. But the marketing and advertising industry remains severely short on how to move forward as key areas of reform, including the ‘fair and reasonable’ test for how to use personal information, targeted advertising, consent models and SMB exemptions get kicked down the road. Mark Dreyfus Chris Brinkworth
Marketing industry left in limbo on consent, fair and reasonable tests and targeting as privacy reform’s first act tackles criminals, big tech, child protection | Mi3
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Snooze is among a relatively small group of Australian retailers who’ve made it to 50 years and the company is celebrating the milestone with a through-the-line campaign program that straddles brand and retail, nostalgia and future potential, short-term gain and long-term consideration, say marketing and ecommerce leader, Doni Davies, and head of CX, Penny Watson. In a retail market suffering its way through soft economic conditions and a cost-of-living crisis, the name of the game has to be about adding value for customers, the pair say – not more discounting. And the latest campaign provides a good opportunity to score an extra value point with customers and franchisees alike by connecting in a contextually relevant way that leverages brand equity and trust in market. Doni (Lithgow) Davies
50 years of Snooze: Bedding retailer’s marketing team aims for value, nostalgia and the long and short with milestone anniversary campaign – discounting out | Mi3
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Google spent the first day of its latest trial brought by the US Department of Justice attempting to argue that open web display ads no longer exist and that the DoJ is stuck in the past. Yet Google made $31.3bn from network display ads per its latest earnings report – and the department is pushing for a break-up. Here's what happened on day one as attack and defence lines were drawn. Ricky Sutton
Google claims open web display no longer exists as Justice Department adtech break-up trial begins | Mi3
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Six years after a wave of warnings from former top Silicon Valley social media executives and venture capital investors over the damaging effects dopamine-tuned algorithms were having on civics, screen addiction, anxiety and mental health, the Australian government is taking action with new age bans for teen use of social media set to be legislated before the next Federal election in 2025. Led in part by a proposed bill to limit social media access for children under 14 in South Australia by Premier Peter Malinauskas, the Albanese government plans to impose nationwide restrictions on access to social media by teens – the age band is still to be decided but the Prime Minister’s “personal view” is that it should be 16. The Silicon Valley venture capitalist, Roger McNamee, an early investor in Facebook and one-time mentor to Mark Zuckerberg, was part of a long and vocal line-up of big tech identities from Google and Facebook around 2018 who started turning on the companies that made many of them impossibly wealthy. McNamee blamed advertising’s race for consumer attention and the newly discovered tech-psychology tricks that trigger the addictive dopamine neurotransmitter in the brain as a core problem. “The ad models essentially encourage this exploitation of people’s emotions,” he told CNBC at the time. “Science has figured it out – the way you keep people’s attention is you either scare them or you make them angry.” The Federal and South Australian governments are among the first to propose intervention. Anthony Albanese
‘No different to cigarettes and alcohol’: Government cites rising mental health, angst, screen addiction among teens for age ban up to 16 on social media | Mi3
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Every marketer is tasked with finding new pockets of growth, so why aren’t more getting outside Australia’s five major capital cities and making the most of the nation’s dynamic regional audiences? With almost a 20-point gap between the ratio of media spend in regional areas against the population (9.8m and continuing to rise), the opportunity to cut through remains very real. There are plenty of other numbers making the story of regional Australians a compelling one for brands: Average migration age of 33, combined household incomes of $100k+, bigger grocery basket spend and white-collar workforces. At the latest Mi3 CMO roundtable in Sydney run in partnership with Boomtown, more than a dozen leading marketers from categories including financial services, travel and tourism, retail and FMCG, boasting differing levels of maturity around regional advertising, explored the brand wins to be had in regional, persistent myths and unexpected audiences present outside of metro. #sponsored Leanne Glamuzina (nee Gibb)
Overcoming marketing’s metro bias: Finding growth with regional Australian audiences | Mi3
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Out of home firm oOh!media is hoping to scoop up mid and smaller sized retailers and sell their media assets on network and off, as well as set up in-store screen networks. Now it just needs a local client to land amid heightening competition. Maybe one or two will land before Christmas. Either way, marketing-content-creative lead Neil Ackland is confident it can deliver brand to demand for marketers while “turbo charging” its own core business.
oOh! still confident on retail media play to join brand-demand dots, defend against rival incursions | Mi3
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A 25 per cent increase in capacity thanks to significant workflow management and prioritisation investments has led Foxtel Group’s in-house agency, Balboa, to take the plunge and begin competing with external agencies for sport and entertainment work. It’s already managed to pluck Kayo Sports from the external hands of Special Group the back of the recent ‘Get on Board’ campaign that led to double-digit improvements to brand positioning, appeal, likeability and consideration, says Foxtel executive director of marketing and creative, Michael Nearhos. While he’s not looking to displace McDonald's major agencies, Nearhos is bullish about Balboa’s prospects in the open market given its scale and full-service approach. This is no B team, he says, but one that can compete creatively – and cost-effectively – with the best standalone agencies given his team’s passion for the key categories it’s operating in. #balboa
'We’re not the B team': Foxtel marketing chief backs in-house agency Balboa to keep knocking out traditional shops | Mi3
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Latest analysis of SVOD growth rates from tech and telco analyst Telsyte proves one thing: fear of streaming services losing subscribers by pivoting to ads is overblown: They’re growing – though some more than others. MD Foad Fadaghi says ads, plus AI personalisation, integration and format innovation, will power the next cycle but streaming growth has peaked. Omnicom investment chief Kristiaan Kroon suggests Stan., Nine’s ad-free holdout, should heed that lesson because Nine has something globals like Netflix and others do not: “Sophisticated, at scale, sales infrastructure, which means they could make really good money.” That's crucial given the number of streamers selling ads is set to double within 12 months – and a market this size can't sustain all of them. Omnicom Media Group
Streaming services have peaked as 2025 ad take set to surge to $200m; Amazon Prime, Kayo, Binge lead local market with ‘sophisticated’ human sales teams but too many streamers to support with ads - Omnicom, Telsyte | Mi3
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