Google gets the click. Meta gets the conversion. But did either of them actually create the demand?

New research from SCA and Seven suggests that by the time a consumer searches, clicks, or buys, much of the hard work is already done.

The research looked at almost $73 million in media investment and more than 615,000 customer outcomes, and raises some big questions about how marketers measure what’s actually working.

On this episode of Mediaweek Newsmakers, I’m joined by SCA’s Olly Newton and Kim Loasby to talk attribution, what consumers say versus what they actually do, and why performance marketing can’t work without brand building behind it.

Read more here: https://www.mediaweek.com.au/sca-seven-attribution-research-newton-loasby

Google gets the click. Meta gets the conversion. But did either of them actually create the demand?
New research from SCA and Seven suggests that by the time a consumer searches, clicks, or buys, much of the hard work is already done.
The research looked at almost $73 million in media investment and more than 615,000 customer outcomes, and raises some big questions about how marketers measure what&rsquo;s actually working.
On this episode of Mediaweek Newsmakers, I&rsquo;m joined by SCA&rsquo;s Olly Newton and Kim Loasby to talk attribution, what consumers say versus what they actually do, and why performance marketing can&rsquo;t work without brand building behind it.
Read more here: <a href="https://www.mediaweek.com.au/sca-seven-attribution-research-newton-loasby">https://www.mediaweek.com.au/sca-seven-attribution-research-newton-loasby</a>

Mediaweek Podcasts deliver insider access to Australia’s media industry. From exclusive interviews with top execs and talent, to sharp analysis of trends shaping media, marketing and advertising.

Mediaweek Podcasts deliver insider access to Australia&rsquo;s media industry. From exclusive interviews with top execs and talent, to sharp analysis of trends shaping media, marketing and advertising.

Mediaweek

Mediaweek Australia

Mediaweek Newsmakers - SCA's Group Digital Commercial Director, Olly Newton, and SCA’s Head of Digital Ad Product and Operations, Kim Loasby

We here at Mediaweek wanted this chat to be a little bit different from our usual ones.

We all know about the bust-up with Jackie, the court case and the new show, Kyle Sandilands Live, which launched today. And while we touch on some of that, I wanted to go somewhere else.

Full disclosure: I’ve known Kyle for around 15 years. I first met him when he and Jackie were at SCA, before coming back into his orbit when they moved to ARN.

So I wanted this conversation to be about the Kyle I’ve observed over those years. The boss his employees know - and the one many remain fiercely loyal to, following him from one chapter to the next.

Because it raises an interesting question: if Kyle really is as nasty or vile as some of his critics claim, why do so many of the people who work closest to him keep choosing to do so?

Having spent a long time working in radio myself, I’ve always found Kyle something of an anomaly. He can be brutal on air, but off air, he’s often the opposite. With some other broadcasters, that switch gets flicked the other way.

Make of that what you will.

This conversation is looser than most. A little more personal, too. And, quite frankly, that’s probably exactly how Kyle would like it.

We here at Mediaweek wanted this chat to be a little bit different from our usual ones.
We all know about the bust-up with Jackie, the court case and the new show, Kyle Sandilands Live, which launched today. And while we touch on some of that, I wanted to go somewhere else.
Full disclosure: I&rsquo;ve known Kyle for around 15 years. I first met him when he and Jackie were at SCA, before coming back into his orbit when they moved to ARN.
So I wanted this conversation to be about the Kyle I&rsquo;ve observed over those years. The boss his employees know - and the one many remain fiercely loyal to, following him from one chapter to the next.
Because it raises an interesting question: if Kyle really is as nasty or vile as some of his critics claim, why do so many of the people who work closest to him keep choosing to do so?
Having spent a long time working in radio myself, I&rsquo;ve always found Kyle something of an anomaly. He can be brutal on air, but off air, he&rsquo;s often the opposite. With some other broadcasters, that switch gets flicked the other way.
Make of that what you will.
This conversation is looser than most. A little more personal, too. And, quite frankly, that&rsquo;s probably exactly how Kyle would like it.

Mediaweek Newsmakers - Kyle Sandilands

If you've ever wondered whether marketers are giving far too much credit to the last click, this episode is for you.

In this episode of Newsmakers, I’m joined by  Seven's director of sales, Katie Finney, and Prophet CEO Jordan Taylor-Bartels to unpack why the industry is moving beyond last-click attribution, what actually drives demand, and why TV, audio, podcasts and digital work best when they're working together, not competing for credit.

We also dive into what the Seven-SCA merger means for advertisers, why live moments still matter in a search-first world, and how better measurement is helping marketers make smarter decisions.

If you've ever wondered whether marketers are giving far too much credit to the last click, this episode is for you.
In this episode of Newsmakers, I&rsquo;m joined by&nbsp; Seven's director of sales, Katie Finney, and Prophet CEO Jordan Taylor-Bartels to unpack why the industry is moving beyond last-click attribution, what actually drives demand, and why TV, audio, podcasts and digital work best when they're working together, not competing for credit.
We also dive into what the Seven-SCA merger means for advertisers, why live moments still matter in a search-first world, and how better measurement is helping marketers make smarter decisions.

Mediaweek Newsmaker's - Seven's director of sales, Katie Finney and Prophet CEO Jordan Taylor-Bartels

Simon Ryan has seen this industry from both sides of the table. He used to run things inside a legacy global holding company - now he's the one building a business, giving those same networks a headache. 

Kind of poetic, honestly.

He's the founder of RyanCap, which he built fast and sold to Cosmo Five in Paris in about three years. So when he talks about why the big guys are struggling, he's not guessing - he's lived it.

And he does not hold back.

Simon Ryan has seen this industry from both sides of the table. He used to run things inside a legacy global holding company - now he's the one building a business, giving those same networks a headache.&nbsp;
Kind of poetic, honestly.
He's the founder of RyanCap, which he built fast and sold to Cosmo Five in Paris in about three years. So when he talks about why the big guys are struggling, he's not guessing - he's lived it.
And he does not hold back.

Mediaweek Newsmakers - SCA's Group Digital Commercial Director, Olly Newton, and SCA’s Head of Digital Ad Product and Operations, Kim Loasby

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