How Much Is It Worth?

howmuch_220x150-234x160Ever wondered what the real price of media is? Our weekly spot How Much Is It Worth reveals both the ratecard price and what agencies really pay for it. 

This week’s How Much Is It Worth asks how much did it cost to take out: the main ad on the homepage of the Bureau of Meteorology website during this week of wild weather; how much the strategic placement by NRMA Insurance on the second page of the Daily Telegraph in the aftermath of the storms; a product placement deal on Masterchef; a half page ad in the Saturday Paper; and a live read by Sydney/soon-to-be Brisbane Breakfast shock jock Alan Jones?

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The Apple Watch launch carries a lot of lessons in user experience

luke brownYou might not have the marketing budgets of Apple but Luke Brown argues there is no reason every brand can’t learn lessons from its focus on user experience.

With all the hype surrounding the launch of the Apple Watch there’s some lessons that all marketers can take out from Apple’s grip on brand experience.

And before you roll your eyes and utter, but we’re not Apple we don’t [insert size, budget, boring product excuse here], every brand can afford to take a good look in the mirror to see if it’s keeping pace with customer expectations. Read more »

Who will buy the Apple Watch and when?

rob marstonThe Apple Watch has gained a lot of attention since it was announced late last year. In this guest post Rob Marston unpacks who will buy it and what that means for marketers. 

Today Apple has again launched an oxymoron – a watch that is less about time-telling and more about communicating, just as the iPhone is less about calling and more about apps, taking selfies, texting with emoticons and snap chatting your latest latte. But the Apple Watch will change the humble watch and it will change tech gadgetry for a whole sweep of demographics over time. Read more »

Spotify’s global business head talks piracy, getting better with data and who will survive in the Australian market


In seven years Spotify has changed the way a generation listens to music, and claims to have cut music piracy drastically in the process. Alex Hayes sat down with Spotify’s chief business office Jeff Levick to discuss how many services can survive in the Australian landscape, improving the use of data and how it works with telco partners.

Is it better to have paid subscriptions?

We’re a feemium business – it’s hard to separate the two.

The whole reason for free is to basically have a platform to allow consumers for free to find music, listen to music and engage with it, and obviously for us it’s a big part of our push into premium which is paid. Read more »

Just because I’m a white young woman doesn’t mean I don’t deserve my job at SBS

Ellie LaingIn this opinion piece SBS journalist Ellie Laing hits back at a report in The Australian suggesting she and colleagues were hired because they were attractive.

I’m a 32 year old married woman who like so many, endures a daily struggle with frizzy hair and the occasional breakout.

So when a compliment suggesting I might be, in some way, “attractive” comes my way, I’ll take it.

With delight. Read more »

How Much Is It Worth?

howmuch_220x150Ever wondered what the real price of media is? Our new weekly spot called How Much Is It Worth reveals both the ratecard price and what agencies really pay for it. 

Today’s How Much Is It Worth asks how much it is to take out: the top promoted tweet for Game of Thrones; a poster on the back of a phonebox; an ad on the back of a glossy magazine; a news website takeover; and what is the De Rucci guy is paying for all those billboards.

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Are big media agencies serving their clients or the media owners?

Nick CleaverIn the aftermath of the revelations about media agency practices 303Lowe CEO Nick Cleaver questions whether big media agencies have forgotten what business they’re in?

The recent exposure of murky practices and less than savoury activities within media agencies has raised a lot of questions about the legitimacy and responsibility of media agency practices.

However there is a bigger question worth posing: have some big media agencies simply forgotten what business they’re really in? Read more »

Don’t let puns become another victim of the Woolworths Anzac debacle

chris taylor 2015While Woolworths has received much-deserved opprobrium for its ‘Fresh in our memories’ Anzac Day campaign Chris Taylor fears puns could become the underserved victim of the backlash for advertisers. 

Ah, puns. The copywriter’s equivalent of the dad joke. Harmless, chuckle-worthy, eye-rollingly good plays on words that make us expel air out of our noses at a rate faster than normal for at least one breath. Read more »

Why Amazon’s Dash Button might be the marketing innovation of the decade

amazon dash buttonIn this guest post, Eaon Pritchard argues that getting upstream of the problem means that commodity brands can finally forget about notions of ‘engagement’ and just be happy with selling more stuff more often.

We conducted a small survey on supermarket shopping behaviour using the agency staff as our sample group of around 50.

It was relatively unscientific, however, the aim was to crudely test one particular covert thought. We simply asked our respondents if they used a shopping list when visiting the supermarket. Read more »

Mortein: To post or not to post?

Tom Kearney IsobarMortein was this week forced to apologise and pull a Facebook post which showed its mascot, Louie the fly, voicing his sympathy for murdered schoolteacher Stephanie Scott. Isobar’s Tom Kearney looks at where the social media team went wrong. 

To post or not to post?

That was the question raised on Sunday when bug spray brand Mortein decided to create a Facebook post relating to the murder of schoolteacher Stephanie Scott.

So, how does a brand judge whether it’s appropriate or not to comment on a sensitive topic on social media? Are there rules that govern posts for everyone, brands and individuals alike?

Does it boil down to understanding your place? Read more »

Why is the phrase ‘Life, drink it in’ too subversive for Aussies to handle?

unnamedIn this opinion piece Mitchell Taylor argues the ban on the latest ad campaign from his winery is “political correctness and the nanny state gone too far”.

‘Life, Drink it in’.

It seems a pretty good tagline for life, a nice message to get up and out and drink from life’s cup (responsibly of course). But I’m afraid this seemingly innocuous tagline, accompanying some beautiful imagery shot by one of the nation’s finest photographers, is simply too shocking, too provocative, too dangerous for your eyes. Read more »

A brand has elbowed its way into the conversation about a tragic murder. And nobody seems to mind. What am I missing?

Tim BurrowesIs the murder of schoolteacher Stephanie Scott an acceptable topic for a brand to use to drive Facebook engagement? Mortein’s apparently successful decision to do so puzzles Mumbrella’s Tim Burrowes.

Sometimes you think you know how something’s going to unfold on social media, and you turn out to be completely wrong. Read more »

Breathtaking television: why Game of Thrones leaves the rest behind

jason jacobsPower, passion, intrigue and teenage assassins.  In this cross-posting from The Conversation Jason Jacobs looks at why HBO drama Game of Thrones is such compelling TV and the lessons for content makers.

When Game of Thrones returns to screens for its fifth season on Sunday night, US time, it will no doubt continue to attract the critical and popular praise that it richly deserves.

Read more »

The media tax debate: Is it being used as a distraction for the broken business model?

Nic ChristensenYesterday saw Google, Apple, Microsoft and News Corp Australia front a Senate Committee on corporate tax avoidance. The event was high on drama, Nic Christensen argues, but while the tax discussion is important, too many traditional media businesses use it as a distraction for ignoring their disrupted business models.  

As a piece of entertainment, yesterday’s Senate Economic References Committee on corporate tax avoidance was superb theatre.  Read more »

Mashable’s global strategy chief talks Australian expansion, Asia, branded content and how they predict viral content

Adam OstrowmNews site for the ‘connected generation’ Mashable launched in Australia late last year, and has announced a push into Asia. Alex Hayes sat down with Adam Ostrow, Mashable’s chief strategy officer, to see how those plans will play out, and how it will beef up in Australia.

You said at SXSW that Mashable was going to launch in Asia by the end of this year – what is that operation going to look like and why Asia?

Mashable already has a fairly large audience in SE Asia – Singapore, Malaysia Indonesia and The Philippines we have close to 2m unique visitors per month already there. Read more »

It is not clear who won in the Dallas Buyers Club LLC court case and was it moot?

David GlanceYesterday saw the Dallas Buyers Club succeed in its bid to force internet service providers to reveal the identity of customers who illegally download content. In this cross post from The Conversation, David Glance argues the verdict may not be all that clear-cut.

There will be thousands of Australians who are now concerned about the prospect of receiving lawyers letters accusing them of downloading the movie the Dallas Buyers Club in April or May of 2014. Read more »

After Mad Men, big money replaced big ideas

mad men season 6 poster[Warning contains spoilers] As the final season of Mad Men kicks off Craig Wood of Indiana University looks at what has changed in the decades since Don Draper bestrode Maddison Avenue in this cross-posting from The Conversation. 

In last May’s mid-season finale of “Mad Men,” advertising agency patriarch Bert Cooper dies unexpectedly after watching the live television broadcast of the Apollo 11 moon landing.

The next day, Don Draper has a hallucinatory vision of Bert performing a winsome song and dance routine of what must be the greatest of all deceptive advertising promises: “The Best Things in Life Are Free.” Read more »

Meerkat and Periscope – what’s all the fuss about live streaming?

George PappasLive streaming has made the headlines in recent weeks, George Pappas looks how the two players Meerkat and Periscope compare. 

Up until a few weeks ago the only Meerkat I knew about was the small carnivore belonging to the mongoose family and a Periscope was a tube attached to a set of prisms and used as an instrument for observation. Now they are the latest names to enter the rapidly evolving social media marketplace and right royal battle is being waged between which of these two live streaming apps will reign supreme. Read more »

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