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

Mediaweek and Mumbrella have spent years covering Australia’s media industry while becoming one of its juiciest stories.

The latest argy-bargy centres on Vinyl Media's plans to use AI to dramatically scale its publishing output. The debate has since come down to AI publishing and, somehow, the word “bombastic”.

So, naturally, we put the two men at the centre of it in the same room.

Vinyl Group CEO Josh Simons and Mumbrella publisher Tim Burrowes sat down at Mumbrella HQ in Sydney to discuss their public clash, the role AI could play in journalism and the difficult business of making publishing pay.

The conversation is frank, occasionally fiery and surprisingly civil. No furniture was harmed.

Think of it as a media peace summit, with microphones.

Mediaweek and Mumbrella have spent years covering Australia&rsquo;s media industry while becoming one of its juiciest stories.
The latest argy-bargy centres on Vinyl Media's plans to use AI to dramatically scale its publishing output. The debate has since come down to AI publishing and, somehow, the word &ldquo;bombastic&rdquo;.
So, naturally, we put the two men at the centre of it in the same room.
Vinyl Group CEO Josh Simons and Mumbrella publisher Tim Burrowes sat down at Mumbrella HQ in Sydney to discuss their public clash, the role AI could play in journalism and the difficult business of making publishing pay.
The conversation is frank, occasionally fiery and surprisingly civil. No furniture was harmed.
Think of it as a media peace summit, with microphones.

Josh Simons and Tim Burrowes 2026

You probably know Matty Fahd from the Gogglebox couch. But before he was critiquing TV for a living, he spent 18 years working behind the scenes in media, from the agency trenches to helping build TikTok Australia.

Then he did something many of us have probably fantasised about: he walked away from the corporate gig.

With Gogglebox Australia back for a new season, Matty joins me on Newsmakers to talk TikTok, taking the gamble on becoming a full-time creator, and why leaving the job he always wanted ultimately gave him something much more valuable: time with his family.

You probably know Matty Fahd from the Gogglebox couch. But before he was critiquing TV for a living, he spent 18 years working behind the scenes in media, from the agency trenches to helping build TikTok Australia.
Then he did something many of us have probably fantasised about: he walked away from the corporate gig.
With Gogglebox Australia back for a new season, Matty joins me on Newsmakers to talk TikTok, taking the gamble on becoming a full-time creator, and why leaving the job he always wanted ultimately gave him something much more valuable: time with his family.

Mediaweek Newsmakers - Gogglebox's Matt Fahd 

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

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