TOURISM NT REWIRES MEDIA STRATEGY WITH PARTNER ATOMIC 212°, OVERHAULS MARTECH IN BID TO SEE OFF RIVALS PILING INTO STILL SPENDING, BUT ANXIOUS, OVER 50S.

Tourism NT has always scored its biggest wins targeting the over 50s. Problem is, every other brand has twigged they’re the only one still spending. Cutting through is harder because other tourism bodies are [...]

METRICS MELTDOWN: AVOID TV’S ‘COLOSSAL BALLS UP’ IN PODCAST MEASUREMENT WARN AGENCIES AS FRAGMENTATION INHIBITS AD SPEND, BUYERS GRAPPLE WITH WALLED GARDENS, CROSS-PLATFORM ATTRIBUTION, ‘SURFACE LEVEL’ TRITON DIGITAL RANKER

Australia is a global leader in podcast listenership, but the growth of local industry is being stifled by measurement that many suggest simply doesn’t stack up. Fully 41 per cent of media agencies basically overlooked [...]