Sign up to save your podcasts
Or
Share Beyond retailer media: $3.9bn ‘owned’ media wave coming – telcos, banks, service stations, travel and utilities undercooked; Power shift from merchandise to marketing
Share to email
Share to Facebook
Share to X
Share to email
Share to Facebook
Share to X
Or
Beyond retailer media: $3.9bn ‘owned’ media wave coming – telcos, banks, service stations, travel and utilities undercooked; Power shift from merchandise to marketing
Cartology has made the early running and noise in the bustling supermarket media category but ‘owned' media – that is, all media and audience assets controlled by a brand – is at least three times the size of the grocery and liquor sector. And ‘retail aggregators’ (think Officeworks, BigW, Myer and JB Hi-Fi) is nearly 20 per cent bigger than the grocery sector, according to Sonder via a new report, hot off the press. The firm calculates Australia’s owned media potential stands at $3.9bn – and 80-90 per cent margins have CEOs and CFOs licking their lips. That could alter the balance of power between marketing, sales and merchandise, and potentially change the dynamics between paid, owned and earned investment. Founding partners Jonathan Hopkins and Angus Frazer run the rule over five standout categories – grocery and liquor, aggregated retail, telco, petrol and convenience, and finance – which players may be next to market (hint, anyone with a loyalty programme) and the implications for Australian media market dynamics.
See omnystudio.com/listener for privacy information.
See omnystudio.com/listener for privacy information.
View all episodes
By Mi3 & iHeart Podcasts AustraliaCartology has made the early running and noise in the bustling supermarket media category but ‘owned' media – that is, all media and audience assets controlled by a brand – is at least three times the size of the grocery and liquor sector. And ‘retail aggregators’ (think Officeworks, BigW, Myer and JB Hi-Fi) is nearly 20 per cent bigger than the grocery sector, according to Sonder via a new report, hot off the press. The firm calculates Australia’s owned media potential stands at $3.9bn – and 80-90 per cent margins have CEOs and CFOs licking their lips. That could alter the balance of power between marketing, sales and merchandise, and potentially change the dynamics between paid, owned and earned investment. Founding partners Jonathan Hopkins and Angus Frazer run the rule over five standout categories – grocery and liquor, aggregated retail, telco, petrol and convenience, and finance – which players may be next to market (hint, anyone with a loyalty programme) and the implications for Australian media market dynamics.
See omnystudio.com/listener for privacy information.
See omnystudio.com/listener for privacy information.
More shows like Mi3 Audio Edition
View all
Football Daily
1,024 Listeners
Azeem Azhar's Exponential View
614 Listeners
The Diary Of A CEO with Steven Bartlett
8,462 Listeners
If You're Listening
305 Listeners
Squiz Today
48 Listeners
Mumbrellacast
1 Listeners
Nudge
177 Listeners
Full Story
163 Listeners
In Clear Focus
10 Listeners
Uncensored CMO
45 Listeners
FEAR & GREED | Business News
13 Listeners
The Next Wave - AI and The Future of Technology
55 Listeners
Chanticleer
18 Listeners
The Fin
18 Listeners
The Rest Is Politics: US
2,155 Listeners