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Trending

Audience reach, ‘shareability’ get a makeover as new media study mythbusts consumption


By Paul McIntyre
Published Mi3

When Vanessa Lyons presented a new three-tier research study at the Marketing Leaders Summit last week on how the public consumes all media throughout the day, their mindsets and how different channels trigger “shareability” – note social media is not as dominant as many assume – she got an unexpected response from brand owners, particularly in retail, banking and the services sector. “You don’t typically get a lot of feedback at these things but marketers were quite vocal afterwards – they said it was thought-provoking on the futility of pursuing high-reach audiences if their [consumers] primary intent is distraction,” said Lyons who commissioned the study as CEO of ThinkNewsBrands. Somewhat refreshingly, the study doesn’t spruik one channel as the powerhouse solution for everything although it does challenge the industry’s preoccupation for unqualified audience reach as a lead driver when chasing consumers to land advertising messages.

Remember dark social a decade ago? And word-of-mouth – the most potent of all marketing channels that has been all but sidelined because it’s terribly hard to measure? They’re a couple of old-new ideas that have re-surfaced in a major study looking to qualify media channel consumption and behaviour – beyond topline audience reach numbers. The study unpacks all media consumption across dayparts and the mindset consumers are in when they’re swapping, chopping and diving into content and media of all types.

The three-tiered approach to this research program, developed by Fiftyfive5, the insights firm acquired last year by Accenture, challenges many assumptions about media consumption and channel planning with those with ears to hear.

The methodology blends digital media monitoring of 2.5 million minutes via a passive people meter on mobile devices, consumption diaries covering circa 8300 media consumption occasions to capture motivations and behaviour, and a national survey of 2000 people.

There is a perception in market that the only media that’s shared is social media and online video. There are a multitude of ways that people are sharing.

— Vanessa Lyons, CEO, ThinkNewsBrands

Trending Media Release
27th Nov

Latest readership figures reveal 20.8 million Australians read Total News, with broad multi-category engagement.

Produced by Roy Morgan, the latest figures show Total News continuing to retain its broad reach across the country, with 20.8 million Australians aged 14+ years consuming news in any given month.

Latest readership figures reveal 20.8 million Australians read Total News, with broad multi-category engagement.

Produced by Roy Morgan, the latest figures show Total News continuing to retain its broad reach across the country, with 20.8 million Australians aged 14+ years consuming news in any given month.

Trending News
22nd Aug

CMO Perspectives: How Yalumba’s bespoke news media approach is helping the brand build consideration and engagement

Cultural context is critical in how Yalumba tells its distinctive brand story and it is finding it through total news, says CMO, Nicky Gameau.

CMO Perspectives: How Yalumba’s bespoke news media approach is helping the brand build consideration and engagement

Cultural context is critical in how Yalumba tells its distinctive brand story and it is finding it through total news, says CMO, Nicky Gameau.

Trending Media Release
21st Aug

Total News readership: 96 per cent of Australians remain engaged with news

Produced by Roy Morgan, the latest Total News readership figures refer to the 12 months to June 2023 and represent news readership across print and digital formats. The latest figures show Total News continuing to retain its broad reach across the country, with 96% of Australians aged 14+ years consuming news in any given month.

Total News readership: 96 per cent of Australians remain engaged with news

Produced by Roy Morgan, the latest Total News readership figures refer to the 12 months to June 2023 and represent news readership across print and digital formats. The latest figures show Total News continuing to retain its broad reach across the country, with 96% of Australians aged 14+ years consuming news in any given month.

Trending News
14th Aug

You’re probably not spending enough on one media solution: Here’s why.

New research shows us there is an underleveraged media solution that can deliver against both top and bottom-of-funnel objectives. The question Vanessa Lyons is asking is: Are you harnessing it enough?

You’re probably not spending enough on one media solution: Here’s why.

New research shows us there is an underleveraged media solution that can deliver against both top and bottom-of-funnel objectives. The question Vanessa Lyons is asking is: Are you harnessing it enough?

Trending News
25th Jul

How news builds bottom-of-funnel bang for buck

Research shows brands can 4X the ROI on their marketing investment and deliver double digit growth on customer acquisition and conversion through investment in Total News as the platform to access highly engaged, ‘ready to buy’ customers. Vanessa Lyons delves into the latest research revealing the power of news as a bottom-of-funnel driver.

How news builds bottom-of-funnel bang for buck

Research shows brands can 4X the ROI on their marketing investment and deliver double digit growth on customer acquisition and conversion through investment in Total News as the platform to access highly engaged, ‘ready to buy’ customers. Vanessa Lyons delves into the latest research revealing the power of news as a bottom-of-funnel driver.

Trending News
20th Jun

GroupM ‘responsible journalism’ push to increase ad budgets for news sites via private marketplace.

ThinkNewsBrands executive GM Vanessa Lyons called GroupM’s initiative “a beacon” for industry – most categories and brands, she said, should upweight their budgets fourfold in “Total News”, irrespective of their ESG agendas, citing ROI econometric modelling.

GroupM ‘responsible journalism’ push to increase ad budgets for news sites via private marketplace.

ThinkNewsBrands executive GM Vanessa Lyons called GroupM’s initiative “a beacon” for industry – most categories and brands, she said, should upweight their budgets fourfold in “Total News”, irrespective of their ESG agendas, citing ROI econometric modelling.

Trending News
13th Jun

Total News: Mighty power for mighty sales

Earlier this week Think News Brands released their latest industry report titled “Mighty power for mighty sales”. The report reaffirmed Total News being an indispensable tool for brand building and an incredibly reliable channel for driving sales at the bottom of the funnel.

Total News: Mighty power for mighty sales

Earlier this week Think News Brands released their latest industry report titled “Mighty power for mighty sales”. The report reaffirmed Total News being an indispensable tool for brand building and an incredibly reliable channel for driving sales at the bottom of the funnel.

Trending News
25th May

A new kind of funnel

Earlier this week Think News Brands released their latest industry report titled “Mighty power for mighty sales”. The report reaffirmed Total News being an indispensable tool for brand building and an incredibly reliable channel for driving sales at the bottom of the funnel.

A new kind of funnel

Earlier this week Think News Brands released their latest industry report titled “Mighty power for mighty sales”. The report reaffirmed Total News being an indispensable tool for brand building and an incredibly reliable channel for driving sales at the bottom of the funnel.

Trending News
22nd May

News readership 2023: 96% of Australians remain engaged with news

ThinkNewsBrands and Roy Morgan Total News figures show 20.6 million Australians over the age of 14 engage with news every month.

News readership 2023: 96% of Australians remain engaged with news

ThinkNewsBrands and Roy Morgan Total News figures show 20.6 million Australians over the age of 14 engage with news every month.