Audience Precision’s platform Precise360 looks to upend media wastage
Australian global media consultancy and technology company, Audience Precision has launched its own proprietary technology platform, Precise360.
It is an end-to-end “single source of truth”, underpinned by consumer behavioural data, providing “a full media strategy guidance system, enhances the entire marketing process, improves agency efficiency, and which can be applied globally”.
The company has spent seven years building and refining the platform and a suite of tools, which includes attention scores for video, “with its in-house team of technologists and data scientists, with a view to building a new model for the agency of the future to achieve faster and more successful business outcomes for brands, with qualified and future customers”, according to Audience Precision.
Audience Precision clients across its 30 markets include Warner Music, RM Williams, L’Occitane, and more. It was founded by Haydon Bray, former chairman of Carat and former Amazon and Microsoft technologist, Jeremy Cath.
Global CEO at Audience Precision, Haydon Bray
Bray, global CEO said: “We have created something, from what we are aware, that multinational media agencies have been unable to do, anywhere in the world. I began this journey because I was frustrated by cumbersome and slow processes that have prevented agencies implementing the core marketing fundamentals for campaign development. I wanted to create something that removed menial tasks, had inbuilt quality control around marketing fundamentals, could operate from anywhere, and used the principles of focused optimisation for a great user experience.”
“Audience Precision has become a proof of concept for Precise360. We believe we are at least three years ahead of traditional media agencies, who focus on cheap impressions with little quality control, and a high churn and burn out rate of their people. There’s a better way,” he continued.
The company said its new platform “delivers quality improvement, greater audience connection and engagement” for its clients with faster campaign builds delivered “in days not weeks”.
Audience precision said Precise360 improves productivity “by up to three times minimum”.
“For example, strategy development for a client typically takes 2.5 people in an agency up to 100 hours to complete – at Audience Precision the same task takes one person 16 hours, a productivity improvement of 6.3 times.”
It also said that the platform has proven to strip out between 20-50% of media spend wastage.
Bray continued: “With so much media diversification, client budgets don’t stretch as far as they used to. Audiences are still there but you need to work harder, smarter, faster and with more agility to find them and genuinely engage. Precise360 allows us to eliminate the guesswork by weaponising insight, bringing qualified customers to the top of the sales funnel. We can instantly compare the effect of a TV program versus a radio session, a Facebook post or an OOH panel and everything in between.”
Audience Precision was the first company to sign up to Professor Karen Nelson-Field’s Amplified Intelligence attentionPLAN media planner, and the two companies have worked together on this new platform.. Nelson-Field added that the company is “truly innovating the way media is planned and bought.”
“We’ve worked with them to integrate our attention metrics into their Precise360 strategy guidance software and they have cracked the code to bring it to the forefront of what they create for their clients.”
Simon Cahill, SVP commercial, audience, and media at Warner Music Australia added: “We’ve worked with Audience Precision for several years and been part of their journey to create their highly disruptive Precise360 software platform. It’s helped us identify future fans for our artists and their preferred communication styles, which has allowed us to deliver a pipeline of growth. And it’s allowed us to navigate the myriad of marketing channels and identify where best to establish a genuine connection with these future fans.”
“Precise360 has helped our campaigns become smarter and perform better, enabling our budgets to go further. With AP we’ve definitely moved from ‘we think’ to ‘we know’.”
Audience Precision was founded in 2020 by Bray and Cath with Warner Music as the agency’s foundation client, with Bray saying it was established on a model that “no other media agency has even thought of”.
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Calum Jaspan was news editor at Mumbrella, based in Melbourne. He was also the producer and host of the Mumbrellacast. He left Mumbrella in May 2023.
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