Media Mayhem: Brian Gallagher – ‘I see billions of dollars from small advertisers invested in offshore advertising platforms promising the world’
These are interesting times, and the challenges faced by Australian marketing and media are frequently diabolical. There is always opportunity in a crisis, but rarely a single solution that is easy to see. Many are worried, searching for answers, and seeking guidance from our best thinkers. At Mumbrella, we want to interview industry leaders to understand their insights and learn how they handle the challenges and structure for the future. We hope this can help inspire our industry to trade through the storms and deliver the best work on the global stage.
In this week’s Media Mayhem, we speak to Brian Gallagher, the chairman of regional advertising collective, Boomtown.
How is the operating environment impacting your team, your clients, and or your partners?
Uncertainty is a disease that spreads like wildfire in corporate life. Uncertainty about the emerging environment for advertising breeds caution in marketing and advertising spend. Growth becomes difficult to find, and teams are working harder to stand still.
I’m finding this environment is one that encourages innovation and I’m pleased to see our regional media partners gravitating towards fresh thinking, new processes and ideas to stimulate the market. We see AI playing a role in the development of creative that opens whole new client cohorts, for example. Another is in the development of dynamic targeting tools that position local broadcast and digital media products to compete with pure play digital platforms. In the short term, these things may not achieve the desired immediate gains but in time innovation and effort will pay dividends.
What changes are you seeing in consumer behaviours and preferences? How are you meeting them?
The only reason TV is still receiving some $’s today is because wealthy owners have the government in their pockets right?
Social media ban / age restriction is a Murdoch play isn’t it? (Case in point.)
What to do? Do what is best for the client to market their wares. Gone are the glory days, it is fiddly now, it is congested BUT a client can reach exactly who they need to with far less waste than ever before.
Many ad agencies will diminish as the TV networks do. Will a major TV network in Oz fall over within the next 5 years?