Boomtown’s regional hub draws thousands of planners and buyers
Regional advertising initiative Boomtown has reported a strong uptake of its new regional media planning tool, Boomtown Hub, since its launch earlier in 2021.
Boomtown launched in 2019 aiming aims to remedy the fact that only 10% of advertising budgets are spent regional in Australia, and now Boomtown Hub has attracted almost 3,000 users.
Boomtown Hub features interactive media coverage maps and search tools, giving users the ability to see which publishers operate in each region.
It also shows insights for categories such as retail, automotive, finance, and travel, and lets buyers reach multiple regional media owners with one streamlined brief.
A recent tracker study conducted by Boomtown into perceptions of the initiative found that 96% of media buyers would now consider using regional media in their next advertising campaign and 90% have used regional media in the past 12 months.
Meanwhile, 98% said regional media was effective in achieving an ROI for advertisers
UM senior partnerships manager, Australian Government, Caitlin Mills, said: “The Boomtown Hub is an incredibly useful and simple tool that can quickly identify regional vendors in any market that you are looking to cover, which reduces the complexity in planning regional campaigns.
“The Hub also contains a whole range of category media insights which are useful for planning regional campaigns.
“Not only is the tool easy to navigate and intuitive to use, the best part is that once you have found what you are looking for, a brief can be sent straight to the media based on the selections you have made.”
Population across Boomtown regions has recently hit 9.1 million, with population growth driven by a COVID-driven push for flexible working arrangements. Boomtown said young professional families and digital nomads have made up a large portion of this migration.
Prime Media Group general manager sales and marketing, Dave Walker, said: “Boomtown Hub has been custom built by the industry, for the industry. The uptake of the Boomtown Hub has been significant from the outset and sustained over the past five months, which demonstrates that it’s an effective planning tool.
“We’re delighted that the industry has so enthusiastically embraced the Boomtown Hub, because it also shows just how dynamic Boomtown is and how many fresh, untapped opportunities its growing audiences continue to afford advertisers.”
Earlier in 2021, Boomtown extended its regional media education program, run in partnership with the Media Federation of Australia (MFA) and NGEN.
Lucia Elliott was named as marketing lead at Boomtown, overseeing Boomtown’s marketing as the collective aims to change advertiser and agency perceptions of regional Australia
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Zanda Wilson was a reporter and podcast producer at Mumbrella, specialising in radio reporting. He left Mumbrella in September 2021.
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