On average, a large Australian business can unlock $82m annual revenue from its owned media – physical and digital, according to Sonder. The biggest brands could theoretically book $500m. They won’t go that far, but banks, telcos, airlines and consumer packaged goods brands shouldn’t fear ‘tattooing the baby’ – putting other brands on their own, per the firm. But they must recognise the value they are giving away cheaply, or for free. “These organisations are sitting on incredibly powerful media channels, very often undervalued,” says Sonder co-founder Angus Frazer. “Websites, emails, gondola ends, in-store posters… in the connection economy, every medium matters and every medium has value.” Here’s how to unlock yours.

On average, a large Australian business can unlock $82m annual revenue from its owned media &ndash; physical and digital, according to Sonder. The biggest brands could theoretically book $500m. They won&rsquo;t go that far, but banks, telcos, airlines and consumer packaged goods brands shouldn&rsquo;t fear &lsquo;tattooing the baby&rsquo; &ndash; putting other brands on their own, per the firm. But they must recognise the value they are giving away cheaply, or for free. &ldquo;These organisations are sitting on incredibly powerful media channels, very often undervalued,&rdquo; says Sonder co-founder Angus Frazer. &ldquo;Websites, emails, gondola ends, in-store posters&hellip; in the connection economy, every medium matters and every medium has value.&rdquo; Here&rsquo;s how to unlock yours.

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI).

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week...

Mi3 Audio Edition

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI)

  For more episodes download the free LiSTNR app.

A weekly wrap of the &ldquo;must-know&rdquo; developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI)
&nbsp; For more episodes download the free LiSTNR app.

Advertisement