SBS will become the first network to bring its video and live audio propositions together in one platform, as the broadcaster confirms at its 2025 Upfronts it has integrated its live audio programming across seven radio channels into the SBS On Demand application.

“They say that the best number of brands is one,” said James Taylor, managing director of SBS. “Today we announce that we are bringing our unique suite of live audio products to SBS On Demand. Over the past decade SBS On Demand has built a fierce reputation as the leading broadcaster video on demand (BVOD) platform when it comes to customer experience.

“SBS On Demand is the number one ranked video app on both Apple and Android, and by putting video and audio alongside each other in one destination, we are sending consumers a very clear message for the digital era. When they want trusted news, sport, entertainment or audio in their language, it is all there for them in one place – SBS On Demand.”

“At last year’s Upfronts, SBS announced audience favourite SBS Chill – an audio music station famous for its laid back listening experience – was coming to SBS On Demand accompanied by visuals. We have been stunned with the uptake and audience reaction, with more than 452,000 hours already consumed this way,” said acting director of SBS audio Pamela Cook.

“In the global media landscape, SBS is unique in broadcasting in more than 60 languages and now we are bringing that live audio experience to Australian communities across smart TVs all over the country. The success of SBS Chill proves there’s strong audience appetite for streaming our audio content on SBS On Demand,” she added.

Now with all seven audio channels available on SBS On Demand, the broadcaster is planning to add its podcast collection to the platform over the coming year.

This will provide audiences with a bigger offering across audio content to supplement the 15,000 hours of video content across news and current affairs, drama, documentary, food, and sports already available on SBS On Demand.

The seven live audio channels now available on SBS On Demand include:

• SBS Radio 1, SBS Radio 2, SBS Radio 3 – locally produced programs across more than 60 languages, including news and current affairs, community stories, talkback and more.
• Destination channels SBS South Asian with content in 10 South Asian languages plus the latest Bollywood and Bhangra hits, and SBS Arabic reaching Arabic- speaking communities across Australia.
• Music stations SBS Chill playing relaxing tunes from around the world and SBS PopAsia featuring K-pop, C-pop, J pop and more; with both channels featuring accompanying visuals to match the mood of the music.

SBS has announced FIFA+ for SBS On Demand, a new, free ad-supported streaming TV (FAST) channel catering to Australia’s growing audience of football fans.

To launch next month, the new streaming destination will provide audiences with a dedicated one-stop Australian destination to access premium FIFA content, both fresh and archival.

The SBS On Demand FIFA+ FAST channel will offer audiences a curated mix of premium football content, bringing fans closer to the action of both the men’s and women’s game.

The new channel will feature a range of top-shelf original content from FIFA, including:

• FIFA+ originals: Unique documentaries, interviews, and behind-the-scenes content that delve into the stories of the world’s greatest footballers, teams and moments.
• FIFA archival match footage: Classic matches from past World Cups, top women’s matches and other significant tournaments.
• Live matches: Selected live coverage of FIFA events, giving viewers front-row access to international football action.

Ken Shipp, SBS director of sport, said: “We’re excited to bring the FIFA+ FAST channel to SBS On Demand, giving Australians free access to world-class football content anytime, on any device. SBS has been a long-standing and proud FIFA partner since first broadcasting the World CupTM in 1986, and this channel lets us bring even more top-tier football to passionate fans. It underscores our commitment to, and investment in, high-quality sports programming and expanding Australians’ access to the beautiful game.”

SBS’ FIFA World Cup 2026 ad packages centre on “Where Brands Play”

Chief commercial and marketing officer, Jane Palfreyman, has declared the FIFA World Cup 2026 will be the “biggest TV audience event of 2026.”

SBS is now seeking commercial partners for the tournament, which will be broadcast from Canada, Mexico and the United States on SBS, SBS VICELAND and SBS On Demand through June and July of 2026 and feature an expanded 104 matches.

“Without a doubt the FIFA World Cup 2026 will be the biggest TV audience event of 2026,” said Palfreyman at the Sydney Town Hall event.

“Coming live from Canada, Mexico and the USA – it will be a World Cup like no other and this time our partners will benefit greatly from the significant increase in the number of matches – this will be the dominant event the world will be talking about in June and July 2026.”

Palfreyman also pointed to SBS’s 40-year heritage with the world’s biggest sporting event and said its plans across both linear and digital mean this would be a TV event like no other.

“On linear broadcast we will have more than 556 hours of content across SBS and SBS VICELAND but then on SBS On Demand – Australia’s highest rated video streaming app – we will have all 104 matches streamed live, along with replays, mini matches and highlights,” said Palfreyman.

“We will cater to this event through a lens of anytime, any place – and our partners will benefit significantly from that approach.”

SBS has revealed a raft on new Australian and international content as the network is set to celebrate 50 years of broadcasting in 2025.

Managing director of SBS James Taylor said, “Over five decades, SBS has evolved from two multilingual radio stations to one of the world’s most distinctive multiplatform broadcasters. Within an ever more competitive landscape, SBS stands alone with its long history of truly representing Australia. As SBS prepares to mark this 50th milestone next year and look to the next 50, we will continue to lead the way in being a media network for all Australians through storytelling that explores and reflects contemporary Australia, through digital innovation, and through our commitment to sustainability.”

SBS director of television Kathryn Fink said: “SBS has continued to redefine entertainment with bold, human stories that connect us all. Our success is underpinned by our truly unique offering, with SBS On Demand the linchpin of our network. In 2025, our content slate will inform and entertain, with landmark documentaries including 2.6 Seconds, Robodebt and The Idea of Australia with Rachel Griffiths, and returning hits like Alone Australia, The Handmaid’s Tale and Rogue Heroes. SBS will continue to go places other networks won’t, to ignite important conversations that challenge, move and inspire all Australians.”

SBS director of Indigenous content, Tanya Denning-Orman, said: “As a network, SBS will continue to lead the way in First Nations storytelling, with NITV at the heart of our commitment to ensuring Aboriginal and Torres Strait Islander peoples have a vital voice in the media. We have a powerful line-up of Blak excellence coming in 2025, and from today, the best of First Nations storytelling has a dedicated streaming destination with the launch of our new SBS On Demand hub, NITV Muy Ngulayg. We thank the Western Torres Strait communities for their input and feedback on the use of this term which means inner knowledge, as we invite all Australians to learn and be inspired by stories from the world’s oldest storytellers.”

2025 content lineup from SBS:

Presented by Rachel Griffiths, The Idea of Australia is a bold and provocative four-part series that explores the myths that bind Australia and the events and people that have shaped our democracy, place in the world, cultural identity and the relationship between non-Indigenous and First Nations peoples. Presented by SBS and NITV, 2.6 Seconds, examines the death of Kumanjayi Walker, a 19-year-old Warlpiri and Luritja teenager shot three times by a police officer at close range in his home community of Yuendumu in the Northern Territory. The series looks at the impact of those fatal 2.6 seconds on families, communities and race relations in this country. ROBODEBT (working title) will use a combination of hard-nosed factual and high-end drama to shine a much-needed spotlight on an unprecedented chapter in recent Australian history, while Jacki Weaver presents Australia: An Unofficial History, an insightful, broad, and playful series that cracks open a forgotten vault of Australian films to explore the social and political change of the ‘70s.

Great Australian Road Trips

The record-breaking smash hit survival series Alone Australia returns for a third season. This time, 10 survivalists will be dropped into the cold and rugged landscape of The West Coast Ranges, Tasmania, lutruwita. In this new location the 10 participants face extreme flooding, an abundance of wildlife and deep personal revelations. The harsh conditions ignite never-before-seen innovation and survival skills, forcing the human spirit to its very limit. With no camera crews they must try to survive by their own wits and ingenuity to be the last person standing and take home $250,000.

Inspired by the hugely successful Great Australian Walks, Great Australian Road Trips pairs actress Claudia Karvan with comedian Steph Tisdell in one car and TV presenter Melissa Leong with comedian Nazeem Hussain in another to reveal untold Australian stories one pit stop at a time. For 15 years, popular genealogy series Who Do You Think You Are? has surprised and delighted audiences with secrets from the past. In 2025, Claudia Karvan, Mark Coles Smith and Marc Fennell are among the next line-up of iconic Australians. Marc Fennell will also present an eye opening documentary series The Secret DNA of Us that will DNA test four Australian towns to reveal the hidden history of our nation and unknown connections that unite us.

2.6 Seconds

In 2025, the network will see the return of some of its biggest hits including the final season of ratings juggernaut The Handmaid’s Tale, the second season of the adrenaline-fuelled Rogue Heroes and critically acclaimed drama Blue Lights. The network has also acquired Playing Nice, based on the J.P. Delaney book of the same name, starring James Norton and Niamh Algar as a couple who face a horrifying dilemma amid a hospital mix-up and Smilla’s Sense of Snow, an epic, genre-bending action thriller based on the bestselling novel by Peter Høeg. Set in a near future, surveillance state, the multi-layered story centres on Smilla Jaspersen, a fascinating and unique heroine living in Copenhagen.

SBS is proud to continue elevating new and under-represented voices in front of and behind the camera and is excited to premiere three new Australian drama series in 2025 through its successful Digital Originals initiative with Screen Australia. From the biting and upbeat story of Warm Props filmed in Broome, to Pasifika-led series Moni set in Western Sydney, to muttonbirding season in Tasmania in Moonbird a co- production with the first-ever Tasmanian Aboriginal screen production company.

After a one-off debut earlier this year, NITV’s boldest and Blak-est comedy entertainment show Big Backyard Quiz is back for a whole series of sizzling episodes. NITV will also deliver its take on sport documentary with Skin in the Game, as NRLW commentator, Marlee Silva, takes a personal look at the sport of rugby league. Following the success of all access ob-doc series, Our Law, new series Our Medicine shines an important light on First Nations professionals taking back control of Indigenous health. New children’s series Dreaming Big takes an intimate look into the lives of gifted Aboriginal and Torres Strait Islander youths on the cusp of becoming the nation’s next generation of sports stars. NITV will also continue to curate a unique collection of locally and globally acquired programs, including Earth Oven where Māori actor Temuera Morrison heads off on a globe-trotting adventure to visit communities and uncover how earth ovens shaped their cultures.

The network today revealed the return of SBS’s largest commissioned food series The Cook Up with Adam Liaw, alongside new series Marion Grasby’s Endless Summer (working title), which sees the renowned Australian food creator rediscover what it means to be a second-generation Australian embracing her Thai and Australian heritage through the lens of food, and Memory Bites with Matt Moran where the esteemed chef and restauranteur takes celebrities such as Pia Miranda, Richard Roxburgh, Ross Noble and Danielle Cormack on a trip down memory lane as he recreates special dishes from their pasts. In an SBS Food and NITV co-commission, Island Echoes with Nornie Bero sees the celebrated chef on a vibrant culinary adventure through the Torres Strait Islands as she reconnects with friends and family.

SBS has challenged the industry over their ongoing focus on “outdated” narrow demographics, such as 25-54s, when it comes to buying audiences on television and broadcast video on demand.

Speaking at the Sydney Town Hall event, Keiran Beasley, national sales manager – TV and Digital, argued that smart brands were increasingly changing their briefs to media owners to recognise that the historical 25-54s demographic is no longer the pre-eminent category for driving consumer spend.

“It is no secret that Australians are facing a challenging economy and, in particular, a cost-of-living crisis which is particularly affecting younger people,” said Beasley. “Our challenge for this room amid a difficult economic environment is: why are we continuing to make the historical – and daresay I say outdated – demographic of 25- 54s the keystone of television buying?

“Smart marketers are already seeing the benefits of briefing us against a 40+ or 35-64s demographic. The research clearly highlights that 40+ demographics have a strong disposable income and are looking to spend.”

Beasley highlighted recent research from CommBank which showcased how total spend was going backwards among younger demographics, but was strong among older age groups.

“The numbers don’t lie. In the current economy those aged 25-34 have reduced cash for discretionary items and are eroding their savings for daily essentials. Now compare that to those aged 40+ who have higher disposable incomes and greater financial security.”

SBS also launched “The Premium Effect” research, which highlights the cost-per-reach efficiency across TV and BVOD that can be achieved by allocating 10% of a client’s linear TV budget and 27% of the BVOD budget to SBS, delivering 19% and 18% campaign cost savings respectively.

“This independent research once again proves the value of including SBS as an important part of your campaign,” said Beasley. “We have updated our research – to validate the findings for a VOZ world. At a time of transformation in the TV landscape SBS remains an essential part of any TV and BVOD schedule.”

Commenting on the need for a demographic rethink and the new “The Premium Effect” research, Jane Palfreyman, SBS chief commercial and marketing officer, noted: “For marketers and agencies, SBS needs to be part of their media schedule. We have a high value, hard to reach audience that is difficult to find elsewhere.”

The network also highlighted its advertising proposition of an uncluttered environment with only five minutes of advertising per hour and an audience which is different to its free-to-air TV rivals.

“When you buy SBS you are buying a different type of consumer,” said Beasley. “The research shows clearly it’s not the same viewer as our traditional counterparts and especially with SBS On Demand we are playing in a premium pool of viewers who are not always easy to reach elsewhere.”

SBS and NITV challenge adland to take action and lift investment in First Nations media, as it continues to grow and evolve the Beyond 3% initiative with the announcement of a new and bespoke Indigenous advisory offering.

Speaking at the SBS 2025 Upfronts in Sydney today, Anna Dancey, a proud Yuwaalaraay woman and NITV national sales manager, issued a call to action to the room: “Will you continue business as usual, or will you step up to create meaningful change?

“We’re supercharging Beyond 3% and today I can announce we are launching an Indigenous Advisory offering. We can assist with Reconciliation Action Plans, with culturally authentic marketing, and we can help you unlock access to new markets and enhance your brand reputation and social responsibility.

“This makes our corporate partnerships stronger by providing businesses with cultural expertise and community engagement services that deliver real impact. We can only work with a handful of brands who are serious and ready to elevate their work, so don’t miss this opportunity.”

It comes as NITV launches a dedicated destination on SBS On Demand providing all Australians a go-to space for the best of First Nations storytelling – from both Australia and around the world.

NITV Muy Ngulayg – which in the Kala KawawYa language of the Western Torres Strait means ‘inner knowledge’ brings together all of NITV and SBS’s First Nations content, including programs available with subtitles in languages other than English.

The launch is designed to make it easier for audiences to access the network’s extensive range of First Nations content and continue to drive ongoing audience growth across NITV, which each month reaches 3.3 million Australians on television.

“We know that audiences love connecting with our First Nations programming,” said Tanya Denning-Orman, a proud Birri and Guugu Yimidhirr woman and SBS director of Indigenous content.

“In a declining linear TV market we’ve seen incredible growth for NITV, along with growing engagement with First Nations content across the SBS network. Over the last year we’ve also seen more Australians seeking out our stories, looking for opportunities to step up and create change. We’re excited to launch NITV Muy Ngulayg and continue to drive that growth as more Australians come to SBS On Demand for entertaining and powerful stories of culture, Country and community.”

NITV and SBS Media have celebrated another notable year for the network’s Beyond 3% initiative which has seen a number of brands increase their investment in NITV, including NRMA, Coles, AGL and Cancer Council Australia.

Beyond 3% was launched in 2021 to engage media agencies and marketers to address the gap that exists in investment in First Nations media. Aboriginal and Torres Strait Islander peoples represent 3.8 per cent of the Australian population, but it’s estimated that less than 0.3 per cent of advertising in Australia invested in media is dedicated to reaching these audiences.

Dancey added: “Over the last year, Beyond 3% has meant we have launched NITV in HD, we’ve increased our investment in making First Nations content and will spend an additional $1 million working with Indigenous creatives to create more this year, and we’ve increased our prime-time monthly audience by 27%. It demonstrates a unique and meaningful return on investment that also, importantly, includes brands reaching new audiences and untapped markets.

“Beyond 3% isn’t just a pledge – it’s a call to action. We have seen some of Australia’s biggest brands lift their spend in First Nations media but there is more to do. Our new advisory offering will help us deepen our partnerships and help brands appropriately tap into a highly engaged and connected audience.”

SBS has used its 2025 Upfront event to challenge the industry to go further on sustainability while laying out its expanded credentials in the space.

Last year it became the first Australian broadcaster to set clear and ambitious goals for a Net Zero target by 2045 while confirming it had switched to 100% renewable energy.

The broadcaster announced a market-first initiative with Scope3 which will see SBS transparently share all of its direct digital campaign data with the leading emissions media reporting organisation.

“As we look ahead to a more sustainable future, it is only natural for SBS to extend our commitment to become leaders in sustainability,” said Kate Young, national manager of SBS CulturalConnect.

Kate Young, National Manager, SBS CulturalConnect

“Our Scope3 partnership builds on the leadership positions we announced last year and is an Australian first, transparently sharing all of SBS’s direct digital campaign data with Scope3 to measure and build a true picture of our digital footprint. This is increasingly a client expectation and one we intend to be at the forefront of.”

The company also laid out a new SBS Media Sustainability Challenge aimed at encouraging brands to normalise sustainable behaviour and highlight better environmental practices for consumers. SBS said it would provide advertising inventory to the value of $500,000 to the winning campaign.

“In February 2025, we will launch SBS’s Sustainability Challenge. We’ve seen the impact inclusive marketing has had on diverse Australia. Now, we’re asking brands to drive positive change to protect our planet, by rethinking how they authentically represent sustainability in their marketing campaigns.

“We want to encourage campaigns which can help drive better environmental practices among consumers. To showcase the sustainability change we need to see among all consumers and businesses.”

SBS confirmed further details on the SBS Media Sustainability Challenge would be released in early 2025.

SBS is also applying for Science Based Targets Initiative (SBTi) as it looks to progress towards its 2045 Net Zero targets. The public broadcaster also confirmed it is a foundation member of advertising industry body Ad Net Zero which launched last week.

“We are ensuring our Net Zero target is aligned with the latest science by applying for global standards body Science Based Targets initiative (SBTi) validation as well as playing our part in encouraging the overall advertising industry to decarbonise as foundation members of advertising industry body Ad Net Zero,” said Abigail Thomas, SBS head of sustainability.

In the final days of the long US presidential election campaign, Mediaweek spoke with the ABC’s US correspondent Carrington Clarke.

He covers the US alongside two colleagues, ABC North America bureau chief Jade Macmillan and foreign correspondent Barbara Miller.

Although Clarke got his first taste of reporting during a stint at Sky News, he actually started his media career at the ABC. “I came across [to journalism] relatively late after being an economist, in my late 20s.

“While still a university student in journalism, doing my masters at UTS, I had a very, very junior position on Fran Kelly’s program when she was hosting RN Breakfast.” The role involved writing digital articles and helping post the daily podcast.

Carrington Clarke then spent three years with Sky News Australia. Mediaweek was lucky enough to work with him on some episodes of Mediaweek TV which ran for a decade on the channel.

His more important work at Sky News included working as a producer, then reporter, then a presenter.

Departing Sky News, Clarke settled at the ABC, first joining the business team under Ian Verrinder.

He started hosting the Friday edition of the TV show The Business. But he was restless for a role as a foreign correspondent. He next spent time with 7.30 before his first overseas posting for the ABC in Seoul, South Korea. He spent 12 months there before moving to the US for what he told Mediaweek is “the best job in the world”.

His time at Sky News prepared him for what lay ahead. “Sky is definitely a baptism of fire. It’s a lean operation. You have to have the ability to do everything.

“I was producing live television within a couple of weeks of arriving. There is a huge amount of trust given to new staff.

“You have to learn how to do everything when it comes to television production. And you are given the freedom to sink or swim. That was super helpful.

“It’s particularly good as a training ground for live crosses and live television generally. It’s just you up there trying to fill a huge amount of air time with interesting, engaging content.”

Carrington Clarke on the campaign trail

Clarke added the ABC too is an important training ground for journalism. “The rigour is extraordinary. There are very experienced, excellent journalists from whom I’ve been able to learn. The same was also true at Sky News.”

Colleagues at Sky News included several now also at the ABC, including David Speers and David Lipson.

After arriving in the US in early 2022, it seems he’s been on the campaign trail ever since. “It feels like I really have been working toward this week, which is quite exciting, but also quite daunting.

“It doesn’t feel completely real at the moment. But it is, it feels extraordinary that it’s this close. The polls are obviously still very tight.

“It’s not like we have a better understanding now than we had even a few months ago about who is going to actually win this thing.

“Watching the American system at play is an amazing opportunity, but difficult to fully comprehend.

“The way they play politics here is just extraordinary theatre, obviously, but also hugely monumental and influential, both for this country, but also for the world. That’s why the ABC has such a big team in the United States.

“What happens in Washington DC will shape the way the world operates, particularly when you have two such contrasting visions for the role that America should play globally.

“Donald Trump is promising the most isolationist policy framework in recent history. You have to go back to the start of the 20th century to see somebody who was promising to slap tariffs on other countries in the way that he’s promising. He will basically pull back from most of America’s military commitments around the world.

“Versus Kamala Harris, who is promising a continuation of the Biden administration’s policies when it comes to foreign policy, in large part, including obligations to allies and commitment to multilateral institutions like NATO. It’s hugely important for Australia, which obviously has a huge amount invested in the relationship with America, including when it comes to our defence capabilities.”

Media coverage of the campaign

There has long been a large number of reporters covering this election. It comes with some challenges, said Clarke.

“It’s quite difficult to get media access to even very large events. Not only are you competing with a huge number of local media who want access, but you’re also dealing now with non-traditional media operators – podcasters, YouTube channels – a range of different types of people who are providing their own form of media.

“What has been a major change in this election campaign is how the different campaigns have been in utilising these new forms of media, bypassing traditional mainstream media, in order to go after the audiences they want.

“I just did a piece about what appears to be the greatest gender gap we’ve seen in recent American politics, particularly among young people. Young people traditionally are supportive of the Democratic Party, but in this campaign, the polling suggests that young women are fully signed up to the Kamala Harris campaign. They’re particularly passionate about things like the right to abortion.

“But young men seem to be becoming more entranced by the Republican side of things, and Donald Trump has this army of young, particularly white, male supporters. What he’s doing very effectively is talking to the media they’re consuming via TikTok or YouTube or podcasts. He’s able to relay that message directly to them in a way that previous Presidential campaigns just wouldn’t have.

“Traditionally they would have gone for the big sit-down 60 Minutes interview. Donald Trump didn’t do 60 Minutes, but he gave three hours to Joe Rogan. That kind of sums it all up.

“Kamala Harris is doing a similar campaign, but going after different segments. She knows she’s doing well with young women. She went on the Call Her Daddy podcast to talk about reproductive rights, and that’s seen as an effective way of communicating to an audience that might not otherwise be engaged.

“One of the fundamental differences between the American and Australian system is voting is voluntary here. A major ambition for the parties is to get people motivated enough that they’re willing to go out and vote.”

Carrington Clarke on a live cross to the ABC

Providing the ABC audience news and current affairs

“There is a huge audience appetite for American news,” said Clarke. “The numbers suggest the audience is really engaged, particularly in recent times, although this has been an extraordinary campaign. There have been many historic moments. Two assignation attempts. You had a president pull out of the campaign after what appeared to be a debilitating debate performance. Interest seems to be even growing and growing as we’re getting closer to it.”

The ABC workload is split between the North American team. “It’s been a combination of sometimes doing shifts. Myself, Barbara Miller and Jade McMillan are over here as the three correspondents. They’re both fantastically talented, brilliant broadcasters and writers who I’m very lucky to work with.

“We also have a team of producers over here and great camera operators as well. We have all been travelling recently to try to get to those key swing states and understand exactly what is going to motivate people to vote here in America.

“One of the key strategic aims of the news division of the ABC is to make sure that we’re getting our content to where people want to consume it.”

Don’t ask Carrington Clarke for a prediction

No one feels sure as to what the result could be. There is growing consensus about one thing. “We don’t think we’ll have a result on the day,” said Clarke. “We also think there are likely to be legal battles in the following days and weeks about how the votes have been counted, if it is particularly close, as the polls suggest.”

The only prediction Clarke was willing to share was regarding a result timeline.

“The best prediction I’ve seen so far is that maybe we’ll see a result by the Saturday after the election.” He’s said he’s not sure just how much sleep he’ll get during that time between the poll closing and a result.

Clarke shared some final thoughts on Donald Trump. “It seems like the country is still genuinely polarised by whether or not he’s been a force for good or a force for evil. To think that there are still people who haven’t made up their minds about him seems extraordinary.

“This is a high-stakes event for him because obviously, he wants to establish himself as a winner in the history books. If he doesn’t, then there are major legal obstacles potentially ahead of him next year.”

LiSTNR launches new season of Secrets We Keep: Pray Harder

Listeners will be taken into a secretive religious group where every aspect of members’ lives are tightly controlled by their hardline pastor in the new season of LiSTNR’s podcast docuseries Secrets We Keep.

Secrets We Keep: Pray Harder, a new nine-part investigation hosted by award-winning Australian investigative journalist Richard Baker, reveals the sinister truth about the pastor who led the Geelong Revival Centre (GRC), a regional Victorian church with tentacles across Australia.

Survivors and ex-members bravely blow the whistle on abuse, violence and sexism from inside the group, which operated under the late Pastor Noel Hollins.

Available now exclusively on LiSTNR, the series exposes how Pastor Hollins led the GRC, which has affiliated assemblies around the world, blended the racist doctrine of the “British Israel” movement with doomsday predictions that Armageddon would soon be upon us.

Pastor Hollins dedicated his life to the movement and convinced followers he had a direct line to God. Under his leadership, members were encouraged to use physical punishment to discipline their children, women and girls were routinely oppressed, and abuse was not reported to authorities.

Secrets We Keep: Pray Harder showcases exclusive audio obtained by Baker as part of his two-year investigation of Pastor Hollins’ teachings. Baker also secured testimony from ex-members who share intimate details of their lives growing up in a highly controlled environment, where a culture of intense surveillance meant everyone reported on each other and normal human urges such as affection and attraction were suppressed and replaced with rules, judgement, fasting and prayer.

According to Pastor Hollins, the answer to any hardship, ailment, fear or desire was simply to ‘Pray Harder’.

“It’s astonishing what these former members have shared with me,” said Richard. “The amount of human wreckage, particularly within families, is shocking and I’ve come away from several interviews kind of numb and in a daze.

“Celeste is a voice you’ll hear in the series. She first came to the church as a vulnerable young girl and later returned as a single mother looking for solace having escaped a world of drug addiction and gang violence. However, the oppressive and controlling nature of the ‘church’ under Noel Hollins meant it didn’t feel like a place of solace, and she became increasingly concerned for the wellbeing of her young autistic son after he fell victim to the church’s practice of using physical violence to discipline children. Now in her early 30s, Celeste has left the church and reconnected with other ex-members to speak out.”

All allegations and experiences in this podcast pertain to those under the control of the assembly of Pastor Noel Hollins. They do not relate to or represent the church under the current leadership of the Geelong Revival Centre.

Pastor Hollins died at age 93 earlier this year.

All nine episodes of Secrets We Keep: Pray Harder are now available exclusively on LiSTNR.

[Listen here]

SBS launches new podcast ‘Australia Fair’: The Long Tail of the White Australia Policy

Australia Fair is the new SBS podcast with some challenging history lessons for everyone who calls Australia home, chronicling the key moments contributing to the country’s national identity.

Interviewing academics and high-profile Australians, host Janak Rogers travels back in time to examine everything from ‘blackbirding’ South Pacific Islanders and settling ‘Ten-Pound Poms’, to attitudes towards the first Vietnamese refugees arriving on Australian shores by boat and African youth ‘crime gangs’. The series charts Australia’s growing pains through successive waves of immigration, and our nation’s ongoing efforts to make multiculturalism work.

“Australia Fair is a podcast that examines the contradictions of being a modern multicultural country where some racist attitudes continue to prevail. The podcast looks for ways forward while shedding light on what is, at times, a very dark history,” Rogers said.

“I’ve always thought deeply about my own identity and connection to this country. I was born in Australia, but my mother was an Indian socialite and my father a British soldier. No one looked like me growing up, so I couldn’t help but question whether I belonged here and what it means to be Australian.

“As a storyteller, I also think it’s crucial we consider what stories we tell and who tells them. Australia Fair has a wide line-up of guests who all have a story and a voice in this conversation, from politicians and experts, to refugees, activists, and more.”

Australia Fair is available to listen now on the SBS Audio app, Apple Podcasts, Spotify, LiSTNR and wherever else you stream podcasts.

[Listen here]

Black T-Shirts – Henry Innis

Adam Ferrier and Brent Smart this week are joined by Henry Innis, co-founder and CEO at Mutinex GrowthOS, a marketing mix modelling platform designed to drive growth.

The new episode comes live from SXSW Sydney as they discuss measuring the creative output of organisations, improving the memorability of your media and the limitations of MMM’s.

[Listen here]

Layne Beachley first guest on Rules Don’t Apply vodcast series from The Growth Distillery

As part of its presence at SXSW Sydney in 2024, The Growth Distillery hosted a series of 10 vodcasts (a podcast with video) hosted by Dan Krigstein and branded Rules Don’t Apply.

First guest on the series was Layne Beachley and Krigstein, Director of News Corp’s The Growth Distillery & The Growth Intelligence Centre, just might have launched the series with the best of an impressive selection of guests.

Here is his introduction to Episode 1 of Rules Don’t Apply:

“This series seeks to redefine the art of the possible because for those looking to navigate what’s next, the rules of today may just no longer apply,” said Krigstein.

“Welcome to what is going to be an exceptional week here at The Growth Distillery where we are throwing the baby out with the bath water.

“I am joined by Layne Beachley AO. Layne, if you have been living under a rock for the last 30 years, she is a surfing legend not just here in Australia but across the globe. She is a seven-time world champion, the only person ever to win that many consecutively.

“Technically eight if we were to count the ones that they’ve given you and pulled back. She’s not only a champion of surfing, what I love about what Lane does is she’s a fierce advocate for equality in sport. She has seen the sporting world change over her time.

“She’s a passionate environmentalist. She’s chair of Surfing Australia as well as a champion for mental well-being. Layne is looking to empower one million people to become more centred, connected and confident through her incredible work at the Awake Academy.

“Her work was recognized in 2015 when she was made an Officer of the Order of Australia and let me tell you that is an achievement, to say the least. She still surfs every day, loves Rosé and she is human, I tell you, because her biggest weakness is hot chips. But of course, she doesn’t mind breaking a rule or two.”

There are many highlights in the 25-minute Rules Don’t Apply interview. Here are just a few.

[Read more]

In this episode we uncover “The Person Behind the Profile” with Kurt Burnette, ex-chief revenue officer of Seven West Media, and one of the most admired leaders in the Media industry. Deeply thoughtful and a self confessed introvert, Kurt reveals his personal story, and how he embraces discomfort to continually transform and grow.

It starts with his first sales job of cold calling “you get use to doors being slammed in your face”, which leads to a thrilling stint playing rugby in the UK. With no “master plan” – it was only after Kurt made the bold move to Sydney to join the Manly team, that he eventually found his true calling at Seven West Media.

Kurt opens up about how he navigates his reserved nature while constantly pushing himself beyond his comfort zone. He shares the invaluable lessons instilled by his father about taking risks and confronting challenges head-on, lessons that have shaped both his career and personal life.

One of the episode’s standout moments is when Kurt recounts the day he received a call from Kerry Stokes, the owner of Seven West Media, inviting him to lead the network’s Olympic coverage. This pivotal moment epitomizes the rewards that come from stepping outside your comfort zone and seizing opportunities as they arise. On a personal front, Kurt also dives into the transformative power of mentorship and how he strives to uplift others, especially his own children. He sheds light on the importance of self-awareness and using discomfort as a springboard for growth. His insights on finding purpose and clarity are thought-provoking and relevant as he juggles a demanding career and life as a husband and father.

My three favourite quotes from Kurt’s story are:

“My purpose was not clear, but I’m at my best when galvanizing people for
growth and good.”

“I have a fear of not being able to do all the things I want to do and achieve.”

“You can do this thing right here, right now, without moving cities or jobs.”

Kurt’s rich tapestry of experiences offers honest and real insights on navigating career challenges, fostering personal growth, and discovering what really matters. So, tune in and get inspired by Kurt Burnette’s own story, and what decades in the industry has taught him.

New episodes of Uncomfortable Growth® Uncut drop weekly and are available to stream across all major audio networks.

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As part of its presence at SXSW Sydney in 2024, The Growth Distillery hosted a series of 10 vodcasts (a podcast with video) hosted by Dan Krigstein and branded Rules Don’t Apply.

Second guest on the series was futurist Brian David Johnson. Krigstein, director of News Corp’s The Growth Distillery & The Growth Intelligence Centre, introduced his guest for the episode:

BDJ, as he is affectionately known, is a man that has made the future his business. From 2009 to 2016, he was the Intel Corporation Futurist in Residence. Currently, he is the professor and futurist in residence at Arizona State University Global Futures Lab and currently the director of ASU’s Threat Casting Lab.

He explained BJD is one busy person: He is prevalent in private practice across a huge range of groups including government, military, corporation, non-profit, and done a whole bunch of stuff with NATO as well. He holds 40 patents, is a best-selling author of both science fiction and non-fiction books including a threat casting textbook. Future You, War Wizards and Robots, and 21st Century Robot. He’s a frequent commentator on the BBC, Bloomberg, PBS, Fox News, the Discovery Channel, and has been featured in the Scientific American, Forbes, Inc., and Popular Science. He has also directed two feature films, is an illustrator and a commissioned painter.

Dan Krigstein

Krigstein started the conversation asking if there were three territories where we are going to have to truly throw the baby out with the bathwater in terms of our conventional wisdom over the next 10 years, what would those three be?

BDJ: I’d be remiss without saying we should talk about AI, which is what we’re talking about here and all that. And that’s one. I’ve got a bit of a little bit of a different slant and how I think about AI having worked on AI for 20 plus years.

Another one is the intersection between biology and technology. Sometimes called synthetic technology, sometimes called, genetics. There’s this really interesting world that I’ve been tracking since about 2013. That will fundamentally change how we think of biology and information and things like that.

The final one would be the power of human creativity.

Let’s start at the end and work backwards, because I think we could drown an hour’s worth of discussion on AI.

Brian David Johnson

DK: So why is creativity being thrown out with the baby?

BDJ: Radically changed, not thrown out. How we think about creativity, all these technologies that are happening and the sort of the value of them, the fact that we need to keep human beings at the centre.

One of the things that human beings are amazing with is creativity. And how we value that creativity, how we value humans. For many, many times, human beings were treated like machines. Like they were just doing a task or they were just giving birth, or they were just doing this.

As we have all of these technological changes coming, it’s pushing us to radically think differently about what humanity is. And I don’t think in a bad way. I actually think in a way, like when I talk about robots or AI or synthetic biology or anything like that. If those things take over tasks that human beings are doing, that’s great because that means you were being turned into a machine. So let’s not turn people into machines. Let’s actually value humanity. I think it’s one of the most uncomfortable things – starting to look at humanity and think about, all right, how are we valuing it?

How are we doing? And one of the things that I love about humanity is the creativity, is our humour, is the things that make us unique. The culture that makes us uniquely human and how we interact with each other. And for me that just becomes more and more amplified.

See also: Layne Beachley first guest on Rules Don’t Apply vodcast series from The Growth Distillery

The Monkeys Melbourne has confirmed the departures of CEO Paul McMillan, CCO Ant Keogh and CSO Michael Derepas after seven years with the agency.

A spokesperson told Mediaweek: “We can confirm that Ant Keogh, Paul McMillan and Michael Derepas are departing The Monkeys, and we wish them all the best for their future endeavours.”

McMillan, Keogh and Derepas joined the Accenture Song creative agency from Clemenger BBDO Melbourne in 2017. 

Their departures come as The Monkeys undergoes a transition in its leadership structure. In August, Mark Green was appointed global CEO of Droga5, based in New York City, succeeding Sarah Thompson as the Accenture Song creative agency plans for international expansion.

Matt Michael and Bronwyn van der Merwe

Earlier this month, Bronwyn van der Merwe was appointed Accenture Song lead for Australia and New Zealand. With over 20 years’ experience in the design and innovation space, she is currently the service practice lead at Accenture Song ANZ, having rejoined the company in 2023 after a stint as VP of Design at Culture Amp.

Previously, she established design agency, Fjord, in Australia and went on to build and lead a team of 350, launching studios across Australia, New Zealand, Singapore and Japan. She then became the design lead for Accenture Interactive, now Song, in the Asia Pacific region.

Matt Michael will step up to the position of CEO Droga5 in Australia and New Zealand from December 1st, following The Monkeys integration into Droga5.

Colter, Fein, and Geer at Mediaweek’s Next of the Best Awards

In May, Initiative’s three most senior leaders – CEO Melissa Fein, MD Sam Geer, and chief strategy and product officer Chris Colter – surprised the industry when news of their departure from the Mediabrands agency for Accenture Song broke.

At the time, Mediabrands CEO Mark Coad confirmed the news to staff in an email sent. He wrote: “In true industry fashion – this news is spreading faster than we’d like – so I am writing to tell you this news in the hope that you read it here first.”

See also: Updated: Melissa Fein, Sam Geer, and Chris Colter leave Initiative for Accenture Song

Optus is reviewing its media account as part of its procurement process.

UM initially won the account from Starcom in 2016 and held the telco’s account for the past eight years. The IPG media agency defended the account when it was up for pitch in 2019.

An Optus spokesperson told Mediaweek: “As part of our commitment to high standards of service, Optus conducts a review of all agencies as part of our procurement process every three years.

“This regular review ensures that we continue to work with partners who align with our values and deliver high-quality outcomes to meet the evolving needs of our business and customers.”

Optus’ media agency review comes after UM appointed Matt Evans as managing partner to lead the strategic media approach for the telco’s account.
 
At the time, Anathea Ruys, CEO at UM Australia said: “Optus is a powerful Australian brand focused on developing positive connections with people across Australia. The team at Optus are leading marketers who think strategically and have a clear, well-articulated vision and plan for the brand.

“This is an account that is so energising and exciting for people to work on, I knew that we needed an incredible leader for this team and from the first conversation I had with Matt, I was convinced he was the right person.

Earlier this year, Mediaweek confirmed that UM successfully defended the federal government’s master media account, beating out Omnicom’s PHD in the final stages of the competitive pitch.
 
At the time, a spokesperson from the Department of Finance told Mediaweek in a statement: “Universal McCann (UM), a division of Mediabrands Australia Pty Ltd, has been selected as the new Master Media Agency following a tender process. A Deed will be signed shortly following which the outcome will be published on AusTender.”
 
See also: UM defends federal government master media account

Taste.com.au has released findings from its Trend Forecast 2025, an insight into the 4.5 million Aussie food lovers who connect with the brand every month.

Taste.com.au’s audience consumes 68 million page views a month and generates 99 million data points every day.

This data is combined with Australian and global trend reports, and then layered with the expertise and foresight of the company’s Food Directors and Editors to identify the Taste Trends that will drive the most action for brands in 2025 and beyond.

Head of food, Health & Travel Kerrie McCallum said: “Today we unveiled the three key food trends we believe will have the biggest impact in 2025 to help marketers shape their strategies for the coming year.”

• Brave New World: Three enduring behaviours shaping how Australians live, learn, cook and consume – Time Squeezing, Tech Tracking and AI Adopting.
• Pantry Pride: Time and budget pressures are igniting a renewed sense of satisfaction and accomplishment in being a planner, provider and nourisher.
• Cultural Connection: The vibrant, ever evolving multicultural food heritage of Australia is now influencing every stage of the cooking experience.

“We’ve been forecasting food trends since 2017 and they have consistently hit the mark,” McCallum said. “They’ve become a valuable resource for brand leaders, shaping their product, content, and marketing strategies.”

Kerrie McCallum

“For the first time, we’ve conducted a longitudinal analysis of the Taste Trend Forecast, showcasing the impact of the trends. Our data review demonstrates the accuracy of our predictions, highlighting that many trends not only sparked consumer interest but have also shown steep, sustained growth. In fact, some trends hit an all time high – from plant based diets and gut health to the rise of kitchen gadgetry. The combination of taste.com.au’s unparalleled data and insights creates a powerful formula for success.”

Along with the key trends, five food video trends were revealed that will have longevity in the year ahead – Pantry Magic, Dinner Hacks, Fresh & Fast, Sensory Trifecta and Taste Tests.

The virtual event featured McCallum and Matt Preston, senior editor, taste.com.au; Laura Simpson, content director, taste.com.au; and Liza Williams, head of growth intelligence centre; along with Dan Krigstein, director of The Growth Distillery and Toby Harrison, consulting, growth & innovation lead, Ogilvy AUNZ who presented an exclusive first look at The Influence Codes: Food, the latest chapter from The Growth Distillery’s landmark study into the dynamics of modern influence.

Independent Media Agencies of Australia (IMAA) has launched its second Female Leaders of Tomorrow programme, which kicked off with a speed networking event in Sydney last night.

The 2024/2025 programme officially launched with an event at the oOh!media offices in North Sydney on October 30, where drinks and canapes mixed with a speed networking session for this year’s mentors and mentees.

Sydney-based mentees had the chance to interview each of this year’s mentors in a “speed dating” environment, before selecting the top five mentors they would like to be paired with for the programme. The feedback will help guide the final pairings, which are set to be announced in the coming weeks.

This year’s 14 mentors and mentees also heard from IMAA CEO, Sam Buchanan, WeGrow CEO and Female Leaders of Tomorrow programme facilitator Wendy Gower, and oOh!media national head of sales – direct clients, independent agencies and boutique agencies, Tim Elder, who is also a 2024/2025 programme mentor.

The year’s Sydney mentors are:

• Belinda Shakespeare, Head of Marketing and Communications at the Susan McKinnon Foundation
• Natalie Harvey, CEO at Mamamia
• Sasha Mackie, Senior Director – Marketing and Communications – Studios + Networks ANZ, at Warner Bros. Discovery
• Elizabeth McIntyre, CEO at OMA
• David Pullinger, General Manager – Independent Agencies and Direct Sales at QMS
• Leanne Cartwright-Bradford, SVP and Head of APAC at Audible
• Jess Roach, Agency Development Lead at Amazon
• Tim Elder, National Head of Sales – Direct Clients, Independent Agencies and Boutique Agencies, at oOh!media
• Helen Black, Head of Connection Planning ANZ at Meta
• Jen Davidson, Managing Partner at Tumbleturn Marketing Advisory
• Jacquie Alley, COO at The Media Store and IMAA Chair
• Natasa Zunic, Head of Marketing and Customer at The GPT Group
• Julie Anne Longano, Founder & Executive Director at Peeps Consulting
• Lizzie Young, CEO at Commercial Radio and Audio.

Mentors

This year’s successful Sydney mentees are:

• Tara DeLuccia, Murmur Group
• Jesse McColl, Enigma
• Huong Ngyuen, Alchemy One
• Grace de Cruz, Orange Line
• Avika Bhardwaj, Slingshot
• April Maung, Digital Minds Group
• Anna Longson, This is Flow
• Alizee Berger, Benedictus Media
• Berlian Ayudya, Hatched
• Mairead Ryan, Yango
• Amelia Morgan, Awaken
• Sharna King, ARN
• Holly Dobson, JCDecaux
• Sarah Cowie, oOh!media

Initially designed to address the gender gap in senior positions in the media industry, IMAA CEO, Sam Buchanan, said the programme was making significant strides in future-proofing the indie media sector.

“We are excited to launch the second round of our Female Leaders of Tomorrow programme, with a fantastic line-up of Australian media industry leaders who are generously volunteering their time to help mentor our industry’s up and coming female talent,” he said.

Mentees

“We’re incredibly lucky to have such a high calibre of senior media executives bringing their expertise, skills and career learnings to this year’s programme – I am certain their insights will be invaluable to our mentees.”

The Female Leaders of Tomorrow programme is exclusively available to IMAA members and partners nationwide. It is designed for individuals who currently hold manager/director positions, with a minimum five years’ experience in any media agency discipline.

By Stephanie Famolaro, ANZ general manager, business development at The Trade Desk

The U.S. DOJ’s antitrust case against Google has concluded, but where does this leave the digital advertising industry as we await the verdict?

The case marks the second antitrust trial the tech behemoth has faced in recent months, this time centered on allegations of maintaining a stronghold in digital advertising. Google’s ascent to the top of the ad tech landscape began with its simple search engine and expanded through acquisitions like DoubleClick – a platform that didn’t just serve and track ads, but paved the way for their influence over the vast majority of global ad transactions. During the case, the DOJ drew attention to their anti-competitive practices to maintain dominance over the full advertising cycle: buy-side, sell-side, and ad exchange.

Regardless of the outcome, the case has spotlighted something we have been vocal about for a long time: Google is playing two sides of the same coin. 

I wrote an article over a year ago, highlighting Google’s conflict of interest – selling ads to advertisers while owning the ads on properties like Search and YouTube that they’re asking advertisers to buy. The question now becomes how do marketers look past Google’s lack of transparency and objectivity if they want to deliver business results?

The path to tangible business impact 

For decades, the industry has relied on vanity metrics such as clicks and video completions. However, forward-thinking marketers are realising that true engagement goes beyond these metrics – marketing can be a powerful engine for driving business growth. According to McKinsey, businesses that prioritise branding and advertising strategies are twice as likely to see revenue growth of greater than 5% compared to those that don’t. This underscores the pressing need to abandon outdated metrics in favor of marketing strategies that yield business impact.

Within the confines of walled gardens, advertisers receive limited feedback on ad performance, prompting a search for alternatives that offer greater clarity and control. In stark comparison, third-party measurement providers on the open internet offer an objective and unbiased view of campaign performance, providing metrics that truly matter — from sales and brand awareness to incremental reach.
 
Consider the case of Stellantis, a brand aiming to convert car enthusiasts into leads for its new SUV launch in Australia. Through an omnichannel strategy across BVOD, digital out-of-home, online video, and websites, they reduced conversion time by an impressive 63%. Additionally, Stellantis cut the cost per reach by 35%, allowing them to reinvest those savings and extend their reach by another 53% without increasing the budget. This highlights the impact a cohesive, data-driven strategy on the open internet can have in boosting the bottom line.
 
As brands strive to understand the true impact of their marketing efforts, they are increasingly focused on reaching and engaging new audiences. Platform-independent universal identity solutions, such as Unified ID 2.0 (UID2) are revolutionising the way marketers connect with potential customers.
 
UID2 gives marketers enhanced control over their data and empowers consumers with greater autonomy regarding their data-sharing preferences. When brands integrate their CRM data with UID2, they can leverage their existing audience to create lookalike (LAL) strategies, effectively reaching more new and relevant customers. This innovative approach not only fosters growth but also builds a more transparent and trustworthy digital ecosystem.

The wakeup call

Beyond the wall gardens, there’s a world of opportunities on the open internet. Our report “Not All Time Online Is Equal” reveals that 37% of 18-34 year-olds report their usage of the open internet has increased in the past year, with an additional one-third expecting this trend to continue.

If the alarm bells aren’t ringing yet, consider this: Aussies now dedicate two-thirds of their time to the open internet. In conjunction with Google’s antitrust trial, this reality should serve as a wake-up for advertisers. 

Now is the time to refocus on investing in a digital ad ecosystem that isn’t dictated by one company that acts as the prosecuting attorney, the defense attorney, and the judge and the jury of the online ad ecosystem. Advertisers should not be beholden to one company. It’s time to embrace the open internet, where innovation and transparency thrive, empowering brands to achieve more meaningful business outcomes.

Disclosure: The Trade Desk’s Chief Revenue Officer, Jed Dederick, provided witness testimony for the U.S. DOJ in the adtech antitrust trial against Google. 

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Top image: Stephanie Famolaro

By Melanie Hoptman, managing director, Asia Pacific at LiveRamp 

In today’s fragmented media landscape, Australian marketers face unprecedented challenges in executing effective marketing campaigns. Tightening budgets, fragmented audiences, signal loss, and data fragmentation – to name just a few factors – are combining to create significant hurdles for marketers.   

As the Australian advertising ecosystem transforms with the rise of retail media networks (RMNs), connected TV (CTV), and emerging platforms, managing campaigns across these diverse channels has become increasingly complex.  

Marketers must now adapt their strategies to reach consumers across an ever-expanding array of touchpoints to drive growth for their business.

In my view, there are four key obstacles confronting Australian marketers today. However, with the right data-driven approach, marketers can overcome these challenges to drive the omnichannel experience consumers want and achieve cross-channel marketing success. 

Bringing privacy to the forefront

While it’s tempting to oversimplify this by blaming data privacy regulations, the reality is it’s bigger than regulators. Consumers want privacy and are more sophisticated about it than ever before, which is part of the driving pressures on regulations, but also on major tech companies and browsers. Companies must find ways to market to consumers that respect their privacy while also providing the engaging, relevant experiences that they demand.

Solution: Navigating this new privacy-centric world requires robust first-party data strategies. Brands need to focus on building direct relationships with consumers, thereby enabling continued exchanges of experiences and services in exchange for deeper information about the consumers. Once first-party data strategies have been established, brands can build from there to enhance their first-party data, including by leveraging data collaboration and privacy-enhancing technologies like data clean rooms, to continue building and refining their customer intelligence in ways that drive value for all parties.

Breaking down data silos 

A critical part of developing a successful first-party data strategy is breaking down silos between different parts of a company, in order to enable a unified view of the consumer. This helps companies to understand all touchpoints with a consumer, enabling better insight into their journey, and powering better personalisation and engagement. 

Beyond a company’s walls, using data collaboration to break down data silos across all of the platforms that a consumer’s journey may encompass – like retail point of sale, or consuming ads across different types of publishers – helps provide further insight into the consumer’s journey, and can even help with issues like new product development. 

Solution: As brands develop first-party data strategies, they can select identity solutions that can help to unify customer data across all channels and all parts of the company. Furthermore, identity helps to serve as a basis for data collaboration, enabling better connectivity for brand marketers to activate across the ecosystem, as well as a basis for solutions like clean rooms, to help ensure more accurate privacy-conscious matching that can drive better insights, and also improve marketing outcomes.

Overcoming fragmentation across all channels  

More than ever before, Aussie consumers are spending their time across an unprecedented number of media channels. Every channel operates differently, with unique requirements, capabilities, and data structures, making it difficult for advertisers to manage and optimise campaigns across the entire spectrum. Fragmentation affects campaigns in different ways across the length of campaign lifecycles: before campaigns begin, marketers need to understand where their audiences are spending their time, in order to understand where to best target their investments; during campaigns, consumers may be getting overexposed to ads, or budgets may be getting spent in less effective ways; after campaigns end, companies need to determine whether strategies were effective, and how their campaigns influenced conversions and other business outcomes.

Solution: Data collaboration is key here, helping to break down barriers across publishers and with retailers and other critical points of the consumer journey. Through clean rooms and other data collaboration tools, marketers can gain needed visibility into what destinations consumers are engaging with campaigns on; more timely insights into how campaigns are performing, enabling quick adjustments and helping to maximise returns on investments; following campaigns, better cross-channel measurement to determine the best performance, as well as connecting exposures to real business outcomes like conversions and sales.

Combating ad fatigue through personalisation  

Ad fatigue and increased competition have led to diminishing returns on traditional advertising investments. Next&Co’s quarterly Digital media wastage report showed that Australian advertisers wasted a whopping $123.1 million in digital advertising in Q2 of 2024. Critically, even if brands take the right steps in every other part of the marketing journey, consumers’ ad fatigue is a critical obstacle that can affect whether campaigns succeed or fail.  

Solution: The solution here is all about engagement and brands and marketers need to deliver on greater personalisation and creativity. But creativity alone isn’t enough. Personalisation, powered by first-party data and omnichannel content optimisation, can significantly enhance ad relevance. By delivering tailored messages to the right audience at the right moment, brands can not only capture attention but also inspire action—boosting both engagement and ROI, in an increasingly competitive landscape. 

The Way Forward in Cross-Channel Marketing 

Mastering cross-channel marketing in today’s complex landscape requires a strategic approach that addresses each of these challenges head-on.  

To stay ahead, marketers need to invest in robust data strategies, embrace unified views of their customers, improve connectivity and measurement, and continue to push personalisation. By embracing these strategies, Australian marketers can overcome today’s challenges and create impactful, results-driven campaigns that deliver on ROI and drive business success.

Critically, these solutions power omnichannel marketing, which addresses the cross-channel issues that marketers face while helping them to understand individual consumers’ journeys across every brand touchpoint

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Top image: Melanie Hoptman

Taboola has shared a major adoption milestone for the Taboola Creative Shop, the first global program to help brands and media agencies execute and optimise advertising campaigns that run on its network.

More than 800 of the world’s top brands and agencies have chosen the Taboola Creative Shop to increase the impact of their Taboola campaigns, driving both brand and performance advertising goals.

Advertisers utilising the Creative Shop have seen 88% increases in conversion rates in 2024. Additionally, advertiser campaigns involving the Creative Shop have increased by 43% in Q2 compared to Q1.

“We’re continuing to give advertisers the technology and team they need to be successful— technology to reach massive audiences, insights about what works best based on hundreds of thousands of successful ad campaigns on Taboola, and experts that are tuned into their business,” said Adam Singolda, CEO and founder of Taboola. “Clear results and growth are showing that advertisers value the Creative Shop for its ability to help them reach their goals, from performance to brand awareness.”

“The Taboola Creative Shop has been instrumental to our native ads strategy by providing clear and tangible recommendations for both our creative assets and landing pages. Their continued innovation and valuable insights ensure that we have a cutting edge strategy while protecting our brand values and providing the best experience for our consumers,” said the NerdWallet team.

“As head of growth marketing at Enpal, I’ve consistently been impressed by Taboola’s Creative Shop. Even with a deep understanding of our campaigns, they continuously uncover new insights that I hadn’t previously considered, ensuring our creative efforts remain innovative. Our recent workshop exemplified this perfectly, filled with ‘lightbulb moments’ that left our team inspired and eager to test new ideas,” said Alina Bart, head of growth marketing at Enpal.

“EarPros (part of the Amplifon Group) benefited greatly from the Taboola Creative Shop. Thanks to a deep dive with the team, who analysed EarPros’ campaigns and assets and provided ad hoc ready-to-use titles and images in line with the industry best practices, our cost per lead decreased by 59% in the US, where it’s currently below the CPL goal. This allowed us to unlock additional budget and scale up volumes. We are now focused on working with the Creative Shop also in other countries to further boost our performances,” said the EarPros’ team.

InnovAItor, the GenAI event series that bridges the gap between corporate and startup communities, returns to Fishburners on November 7 for its second session.

With an exciting panel lineup and hands-on demos, this session delves into the impact of Generative AI (Gen AI) on advertising and marketing.

The night will be equipping attendees with insights and practical tools for leveraging AI to make advertising more efficient, creative, and effective.

The 40-minute panel discussion, followed by live demos, will explore how Gen AI can reshape marketing through creativity, cost-saving, and audience engagement.

Featured speakers include Cam Luby, head of consumer marketing from Optus, Pat Guerrera, APAC Lead at M&C Saatchi Consulting, and Vinetha Manthena, a marketing & AI workflow expert (ex-Commbank). Together, they will share real-world examples, discuss the obstacles of AI integration, and reveal emerging trends.

“Our first event was full capacity. The feedback was fantastic—86% of attendees found it highly relevant, and 72% said they had an amazing networking opportunity! Whether you’re from a startup or an enterprise, the event delivered!” said InnovAItor co-founder Lucio Ribeiro.

“The topic of the second event is very timely. GenAI is destroying and rebuilding advertising and marketing operations, and this is the opportunity to hear from practitioners and apply on your end.”

With a mix of startup agility and corporate resources, the discussion will cover:

● The Current State of AI in Advertising: Present-day applications and case studies on how Gen AI is driving advertising efforts.
● Challenges and Roadblocks: Insights into overcoming obstacles like resource constraints and aligning AI with brand voice and team structures.
● Future Trends to Watch: A look at generative models, predictive analytics, and real-time customer engagement for a forward-thinking marketing strategy.
● Bridging the Gap Between Startups and Corporates: A segment focused on building synergies that drive faster, more innovative adoption of Gen AI tools.

Following the panel, participants can engage in a Q&A session to address practical and actionable AI applications in their own organisations.

“Our goal is to spark connections and ideas that lead to meaningful change in the way advertising and marketing are done. Startups and corporates each bring unique strengths to this conversation, and together, we can push the boundaries of what Gen AI makes possible,” adds Vijay Solanki, InnovAItor co-founder.

Tickets are available through Humanitix.

Alt/shift/ has announced the appointment of two general managers to oversee the independent creative communications agency Melbourne and Brisbane offices.

Samantha Razzell (nee Gale) will oversee the team in Victoria as Priscilla Jeha joins the Queensland office, while current staff are on maternity leave.

Elly Hewitt, co-founder and National CEO of Alt/Shift/, said: “Both Cil and Sam bring extensive leadership experience, developing high-performing cross-functional teams. With our expanding offering and commitment to the team and our clients, we are delighted to have such strong hands in place. Each of them bring complementary experience to our agency that will look to enhance our offering and deliver the best results for our clients.”

Jeha joins the Brisbane team, bringing over 20 years of experience in the government, tourism and retail sectors, as well as building and leading teams across integrated agencies, both locally and globally.

Fresh from roles including director of communications and media within Queensland Government, she has worked closely with clients including Surf Life Saving Foundation, 99 Bikes, TEQ, MyQueensland, Intrust Super, GlaxoSmithKline, Queensland Health, Suncorp, Rodd & Gunn and Mountain Designs. She will lead the team up in Brisbane, ensuring continued success across key clients and bring her extensive experience in integrated campaign delivery.

In Melbourne, Razzell joins the team with 14 years of agency and in-house experience in the healthcare and social impact sector. She was most recently at biopharmaceutical company Apellis and focused on corporate communications, market access, and policy. Throughout her career, she has collaborated with clients, including GlaxoSmithKline, Danone Nutricia, HCF, Alexion, Abbvie, Cochlear, Canteen, JDRF, Kidney Health Australia, and The Allanah and Madeline Foundation.

Razzell, who joined the agency in early September, will lead the team of 30 in Melbourne and work closely with co-founder and managing director Sam Vassos.

The agency has also promoted Alison Prowse, who has been with Alt/Shift/ for two years, to account director in the Brisbane team. She will work closely with Jeha to drive success for their clients and strengthen team collaboration.

As part of its growth, alt/shift/ has welcomed several new appointments in Melbourne and Sydney, including Taylor O’Neill, who joins as an account manager in Sydney, Lucy Lincoln, an account executive in Sydney, and Shanya Sylvester, an account coordinator in Melbourne.

These new hires further strengthen the agency’s capabilities and commitment to delivering exceptional client service.

Hewitt said: “We are thrilled to welcome our new team members to the agency. Their expertise and fresh perspectives will not only help us navigate the transitions but also enhance our ability to deliver outstanding results for our clients.”

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Top image: Samantha Razzell and Priscilla Jeha

Supercars has launched the second phase of its digital transformation project via DDB Group’s precision marketing agency, RAPP Australia, following the success of this year’s Repco Bathurst 1000 and Boost Mobile Gold Coast and the official announcement of the new Final Series racing format for 2025.

Phase one of the two-year project began in 2023 and offered a sleek new interface for Supercars’ revamped website and app, as well as features like ‘Shotgun,’ which allowed fans to jump in the passenger seat of their Supercars team and experience a real-time view in the cockpit with their favourite drivers.

The digital transformation journey and collaboration with RAPP have created an interactive, immersive experience that brings fans closer to the action with real-time insights, personalised content, and exclusive features.

With fan engagement and website traffic at an all-time high since launch, the second phase of the digital transformation focuses on driving further business outcomes for Supercars.

This includes a revamped CX strategy delivering new headless e-commerce powered by a new customer data platform (CDP) and enhancing existing CRM and enterprise resource planning (ERP) platforms that enable online and offline sales for corporate experiences.

This real-time integration enables real-time inventory management, personalised customer interactions, and streamlined operations, setting a new standard for managing and delivering corporate experiences for Supercars and its fans.

This marks a significant milestone for Supercars, which now has a platform that controls and delivers data-driven experiences throughout the customer journey. Supercars is now able to package and sell heightened fan experiences directly to corporate clients and others seeking unforgettable action trackside.

“The RAPP team made an incredible effort to understand the intricacies of our business model and delivered a platform that truly enhances how we work,” Chris Beaumont, Supercars head of IT said. “From seamless ticket purchases to fan engagement, this platform transforms how we engage our fans and fuel commercial growth.”

RAPP chief technology officer, Juan Garcia, said: “From the beginning, our focus was on building a platform to realise Supercars’ CX ambitions and future-proof their digital experiences. Through our strong partnership with Vercel, we’ve harnessed their platform to drive rapid development, integrated end-to-end feedback, and continuous releases, empowering Supercars to innovate quickly and deliver superior digital experiences.”

RAPP launched in Australia in July 2023, bringing its renowned data and marketing sciences capabilities to the DDB Australia group and now, with the integration of Tribal, RAPP has supercharged its tech and innovation muscle to help Supercars put fans at the centre of its business growth.

Australian Influencer Marketing Council (AiMCO) welcomed Jack Nimble, Eleven PR, Spawnpoint Media, Ogilvy PR, One Daydream, RISER Collective, Red Yolk, Poem Group and Sabrands in October.

This is the highest number of new partners the organisation has welcomed in a one-month-period since its 2019 inception, reflecting a 15% rise in member growth since the start of the new financial year and taking AiMCO to more than 100 members.

Sabrands social and digital marketing coordinator, Kelly Tan said: “Influencer marketing has transformed the marketing landscape, providing brands with a powerful way to connect with their audience by sharing authentic stories that truly resonate. We are really pleased to be joining AiMCO and connecting with like-minded members across their network to continue delivering a best practice approach to influencer content for our brand.”

“We’re thrilled to join AiMCO and become part of a community that’s shaping the future of influencer marketing in Australia,” Jack Nimble Social and content lead, Sarah Graham said.

“The growth of influencer and creator-led content at Jack Nimble has been remarkable, and we look forward to collaborating with the AiMCO network to elevate best practices and continue driving meaningful, authentic campaigns.”

Rhania Farah, Poem general manager, said: “We have supported AiMCO since its inception and recognised its industry significance. Poem has long been active in influencer marketing, so we’re excited to collaborate with its broader network.”

Red Yolk Director, Jonathan Tran said: “Influencer marketing in Australia has seen a meteoric rise, with no other form of content able to tell a brand’s story quite like it. We’re incredibly excited to join AiMCO and be part of an organisation shaping best practices and standards for this evolving industry.”

Eleven PR social client partner, Emma-Jaye said: “We are excited to become members of the AiMCO community. We have experienced exponential growth in the role of influencers and creators across our diverse client mix and believe it is important now more than ever to harness the power of influence to deliver on business outcomes.”

RISER founder and managing director, Felicity Grey said: “As Australia’s first mass influencer sampling platform, RISER is proud to join AiMCO and align with a community that shares our dedication to shaping the future of influencer marketing. This partnership feels like a natural fit as RISER continues to lead in connecting brands with micro-influencers at scale, and we’re excited to collaborate with AiMCO to drive innovation and elevate best practices across the industry.”

Spawnpoint Media CEO, Jordan Barclay said: “Spawnpoint Media and its catalogue of top gaming talent is excited to see how AIMCO brings credibility, safety and legitimacy to the influencer market and brand partnerships, providing value to all parties involved.”

AiMCO managing director, Patrick Whitnall, said: “The recent record new memberships reflect the rise of AiMCO in the industry and our dedication to providing value for our members. Since our inception, our mission has been to elevate influencer marketing best practice in Australia and we’re continually delivering on this commitment. The number of new brands that have joined AiMCO in recent months is a testament to our efforts to lead the influencer marketing sector nationally and provide up-to-date insights and education for our partners.

“The influencer marketing industry is constantly evolving – for us as an organisation, our priority is ensuring we’re continuing to provide our members with the most-recent information across all facets of the sector, from algorithms and content best practice, to tax, legal and culture implications. We are constantly at the forefront of the industry, which makes AiMCO membership a very appealing proposition, particularly for brands that want to stay on top of the rapid changes within the sector.”

“We are thrilled with the sheer number of new brands who have joined AiMCO in the past few months, it is a great indicator of the trajectory of Australia’s influencer marketing sector.”

The latest members join several leading Australian agencies and brands that have partnered with AiMCO in 2024, including Subway, furniture company Koala, global travel platform Klook, talent management agency Mushroom Connect, and gaming agency Click Media.

JCDecaux will measure the data emissions from its media campaigns via the Scope3 platform.

Advertisers can now access emissions data for their campaigns with the outdoor media company on the platform, and a key step forward in sustainable media practices.

Scope3 provides carbon measurement across the digital media supply chain, allowing advertisers to assess and manage emissions associated with each aspect of their media buy.

Steve O’Connor, CEO JCDecaux Australia and New Zealand, said: “With JCDecaux now on the Scope3 platform, advertisers can integrate digital Out-of-Home into their media mix, ensuring credible third-party emissions reporting for their campaigns.

“Digital Out-of-Home has one of the lowest carbon footprints per impression of all channels currently measured on Scope3 making it a natural fit for advertisers wanting to reduce emissions,” he said.

“This launch is a milestone for JCDecaux but also for the Out-of-Home industry, as we lead the way in transparency and accountability,” O’Connor added.

Jo Georges, head of ANZ at Scope3, said: “The launch of JCDecaux’s digital asset measurement on Scope3 reflects the company’s dedication to a responsible media ecosystem and supports brands in meeting their own carbon reduction targets with the highest degree of transparency.

“This new level of data integration aligns with the industry’s broader push for clear, measurable media plans with sustainability in mind.

”The introduction of emissions transparency on Scope3 strengthens JCDecaux’s sustainability commitments and 2025 strategy, building on a range of carbon-reduction initiatives across its network.

JCDecaux’s integrated climate strategy reset and 2050 net-zero target has reduced its emissions in Australia by more than 70% since 2021 across Scope 1, 2, and 3.

News of this partnership launch comes after O’Connor announced he will step down as CEO of JCDecaux Australia and New Zealand after 20 years with the company last week.

Chief commercial officer Max Eburne and chief financial officer David Watkins will now become co-CEOs.

See also: Steve O’Connor steps down as CEO of JCDecaux AUNZ

Tuesday 29 October 2024: VOZ Total TV Ratings Overnight Top 30 – Programs ranked on reach

Total People TV Ratings

Nine’s The Block recorded a total TV national reach of 2,077,000, a total TV national audience of 1,219,000, and a BVOD audience of 197,000.

Nine’s 9News recorded a total TV national reach of 1,869,000, a total TV national audience of 1,133,000, and a BVOD audience of 94,000.

Seven’s Seven News recorded a total TV national reach of 2,028,000, a total TV national audience of 1,251,000, and a BVOD audience of 64,000.

Also on Seven, My Kitchen Rules recorded a total TV national reach of 1,668,000, a total TV national audience of 932,000, and a BVOD audience of 85,000.

Last night’s Ultimate Instant Restaurant saw mother and son team, Caz and Fergus, dodge the drama at the table and take on their most difficult cook so far.

Serving two entrees, two mains and two desserts, they ended the night with a total score of 62 out of 100. The pair were deflated, but happy to be safe from elimination, with three more teams yet to take the ultimate challenge.

10’s airing of The Cheap Seats recorded a total TV national reach of 884,000, a total TV national audience of 472,000, and a BVOD audience of 13,000.

People 25-54

Nine’s The Block:
• Total TV nation reach: 812,000
• National Audience: 522,000
• BVOD Audience: 120,000

Seven’s Seven News:
• Total TV nation reach: 522,000
• National Audience: 292,000
• BVOD Audience: 33,000

Seven’s My Kitchen Rules:
• Total TV nation reach: 498,000
• National Audience: 262,000
• BVOD Audience: 46,000

10’s The Cheap Seats:
• Total TV nation reach: 366,000
• National Audience: 206,000 
• BVOD Audience: 8,000

People 16-39

Nine’s The Block:
• Total TV nation reach: 386,000
• National Audience: 241,000
• BVOD Audience: 69,000

Seven’s Seven News:
• Total TV nation reach: 213,000
• National Audience: 114,000
• BVOD Audience: 17,000

Seven’s My Kitchen Rules:
• Total TV nation reach: 203,000
• National Audience: 99,000
• BVOD Audience: 24,000

10’s The Cheap Seats:
• Total TV nation reach: 153,000
• National Audience: 84,000 
• BVOD Audience: 3,000

Grocery Shoppers 18+ TV Ratings

Nine’s The Block:
• Total TV nation reach: 1,628,000
• National Audience: 965,000
• BVOD Audience: 158,000

Seven’s Seven News:
• Total TV nation reach: 1,630,000
• National Audience: 1,019,000
• BVOD Audience: 51,000

Seven’s My Kitchen Rules:
• Total TV nation reach: 1,328,000
• National Audience: 756,000
• BVOD Audience: 69,000

10’s The Cheap Seats:
• Total TV nation reach: 680,000
• National Audience: 356,000 
• BVOD Audience: 10,000

Data © OzTAM and Regional TAM 2024. Not to be reproduced, published or communicated (electronically or in hard copy) in whole or in part, without prior written consent of OzTAM and Regional TAM.