Media Mayhem: Karen Halligan – ‘Privacy is paramount’
These are interesting times, and the challenges faced by Australian marketing and media are frequently diabolical. There is always opportunity in a crisis, but rarely a single solution that is easy to see. Many are worried, searching for answers, and seeking guidance from our best thinkers. At Mumbrella, we want to interview industry leaders to understand their insights and learn how they handle the challenges and structure for the future. We hope this can help inspire our industry to trade through the storms and deliver the best work on the global stage.
In this week’s Media Mayhem, we talk to the CEO of OzTAM, Karen Halligan.
How is the operating environment impacting your team, your clients, and or your partners?
Regulatory changes, digital transformation, audience behaviour shifts, and economic conditions are all impacting the Australian media industry and measurement is not immune to these impacts. Downward pressure is being placed on marketing budgets and as a result, the broad ecosystem that OzTAM collaborates with is feeling this in one way or another.
On the positive side there’s a growing emphasis on data-driven decision making, leading to partnerships focused on analytics and insights with all stakeholders needing to be agile, innovative, and responsive. This feeds right into the services we provide now and is pushing us to innovate quickly to meet future needs.
There’s a constant need to innovate content and delivery methods to attract and engage audiences effectively, and OzTAM has been investing into the right areas and is well positioned for 2025 when I expect we will see a return to a growth environment.
