Maximising media spend in a fragmented landscape: strategies for marketers

Cut Through the Noise: Smarter Media Spending Today

The modern media landscape is characterised by a multitude of platforms and channels, each catering to diverse audience segments. Traditional advertising methods are no longer sufficient to capture the attention of consumers who are constantly shifting between devices and platforms. To remain competitive, marketers must adopt a strategic approach that leverages data-driven insights, personalised content, and an omnichannel presence.

Join Roy Morgan - the longest established and best-known market research company in Australia - as they launch their latest media metrics and new Media Allocation Engine. An easy-to-use tool that helps allocate your budget across media channels for maximum impact.

Roy Morgan has collaborated with media agencies and owners to redefine what qualifies as a media channel and developed new metrics to enhance media evaluation:

• Addressable Reach: adjusting traditional reach figures to reflect only ad-carrying portions of each channel
• Audience Loyalty: measuring frequency and intensity of audience engagement with each channel
• Engagement: assessing audience attentiveness and interaction levels, including advertising impact

This webinar will explore the nuances of media fragmentation and provide marketers with the tools and knowledge to navigate this complex terrain. By understanding audience behaviours and preferences, marketers can allocate resources more effectively, ensuring that their messages reach the right people at the right time.

Topics Covered: 

• Navigating media fragmentation: insights into how audiences are shifting across a growing number of platforms and the implications for marketers.
• The challenge of effective reach: recognising that not all reach is created equal.
• Prioritising audience quality: shifting focus from broad reach to meaningful engagement by cultivating quality interactions that capture attention and drive impact.
• Leveraging data for smarter media strategies: using advanced analytics to guide media planning, refine targeting and improve advertising spend.

What you will learn: 

• Audience insights: gain a deeper understanding of how and where your target audience consumes content
• Strategic allocation: learn how to allocate your media budget across channels to maximise reach and engagement
• Performance metrics: understand a range of key performance indicators to plan a successful campaign
• Adaptation techniques: learn how to adapt your marketing strategies in response to changing media consumption habits and explore media channels that might not typically be considered, encouraging innovative planning approaches

About the presenter 

Howard Seccombe 

Chief Digital Officer, Roy Morgan Research

Howard is the Chief Digital Officer at Roy Morgan Research, where he has spearheaded the company’s digital transformation into a data-led organisation. His leadership has been instrumental in launching Helix Personas, forging strategic partnerships with media owners to bridge offline and online data, and developing cutting-edge AI-powered data tools. With a rich background in marketing and communications across both agency and client roles, Howard has extensive experience managing campaigns, database development, and creative execution. His career has been defined by a focus on unlocking the commercial value of data to drive measurable business outcomes. Since joining Roy Morgan in 2000, Howard has held several senior positions. He pioneered the application of research data to enrich customer databases, led its UK operations, and became Head of Client Services. Howard was appointed Chief Digital Officer in 2014, cementing his role at the forefront of Roy Morgan’s evolution in the digital and big data space.

*This activity qualifies for 4 CPD points under the AMI’s Certified Practicing Marketer program.