In this episode we discuss2024 winner of the JCDecaux PROGRAMMATIC Campaign of the Year Award for the campaign Extra’s Gum Cities. The campaign demonstrated successfully using programmatic Out-of-Home to increase brand awareness, improve sentiment, and drive sales growth. Designed to engage Gen Z students, workers, and commuters, Extra’s Gum Cities proved how Out-of-Home connects brands with young audiences in the moments that matter.

Joining Gai on the podcast for this episode: Brad Palmer (JCDecaux), Brady Arlt (Group M Nexus), Matt Ridsdale (EssenceMediacom) and  Mel Alforque (Mars) 

In this episode we discuss 2024 winner of the JCDecaux PROGRAMMATIC Campaign of the Year Award for the campaign&nbsp;Extra&rsquo;s Gum Cities. The campaign demonstrated successfully using programmatic Out-of-Home to increase brand awareness, improve sentiment, and drive sales growth. Designed to engage Gen Z students, workers, and commuters,&nbsp;Extra&rsquo;s Gum Cities&nbsp;proved how Out-of-Home connects brands with young audiences in the moments that matter.
Joining Gai on the podcast for this episode: Brad Palmer (JCDecaux),&nbsp;Brady Arlt (Group M Nexus), Matt Ridsdale (EssenceMediacom) and&nbsp; Mel Alforque (Mars)&nbsp;

The best minds in digital advertising break down and debate the topics that matter to brands and publishers. We talk to industry leaders in every area of digital about creativity, measurement, metrics, data, privacy and the technology that drives it all.

The best minds in digital break down and debate the topics that matter to brands and publishers.

The IAB Australia Podcast

Full Funnel Impact: Mars Extra Gum and Programmatic OOH

In this episode of the IAB Australia podcast, host Gai Le Roy, CEO of IAB Australia, is joined by Alex McLean, GM of Marketing at BMW, Gage Milecki, Customer Research and Insights Lead at carsales, and Nicholas Bailly, Commercial Director - Media House at carsales, to explore what the latest Australian Car Buyers' Report reveals about how Australians research, discover and purchase vehicles. With the average buying journey now spanning six months, the panel unpacks how consumers are taking a more considered approach to purchasing, how EVs and total cost of ownership are opening up new questions for buyers, and what this means for how automotive brands need to show up across the funnel. They also discuss the growing role of AI and LLMs in the research journey, the shift from launch-based to always-on communication strategies, and how first-party data and market mix modelling are reshaping measurement. Listen now!

In this episode of the IAB Australia podcast, host Gai Le Roy, CEO of IAB Australia, is joined by Alex McLean, GM of Marketing at BMW, Gage Milecki, Customer Research and Insights Lead at carsales, and Nicholas Bailly, Commercial Director - Media House at carsales, to explore what the latest Australian Car Buyers' Report reveals about how Australians research, discover and purchase vehicles. With the average buying journey now spanning six months, the panel unpacks how consumers are taking a more considered approach to purchasing, how EVs and total cost of ownership are opening up new questions for buyers, and what this means for how automotive brands need to show up across the funnel. They also discuss the growing role of AI and LLMs in the research journey, the shift from launch-based to always-on communication strategies, and how first-party data and market mix modelling are reshaping measurement. Listen now!

The Road to Purchase: How Car Buyers Research, Discover and Decide

In this episode of the IAB Australia podcast, host Gai Le Roy, CEO of IAB Australia, is joined by Alfie Lagos, Founder of Lex Lab, and Euan MacDonald, Director of Investment at Monks, to explore where media investment is really heading in Australia. While the headline numbers look healthy, the conversation dives into what's shifting beneath the surface, from the true story behind search growth, to the rise of CTV, social and retail media, to the automation question every planning team is wrestling with. They also discuss measurement, the skills the industry needs right now, and what the best-performing clients have in common. Listen now!

In this episode of the IAB Australia podcast, host Gai Le Roy, CEO of IAB Australia, is joined by Alfie Lagos, Founder of Lex Lab, and Euan MacDonald, Director of Investment at Monks, to explore where media investment is really heading in Australia. While the headline numbers look healthy, the conversation dives into what's shifting beneath the surface, from the true story behind search growth, to the rise of CTV, social and retail media, to the automation question every planning team is wrestling with. They also discuss measurement, the skills the industry needs right now, and what the best-performing clients have in common.&nbsp;Listen now!

Beyond the Surface: Media Investment In a Shifting Market 

In this episode of the IAB Australia podcast, host Gai Le Roy, CEO of IAB Australia, is joined by Jessica Gilby, General Manager of Digital at News Corp Australia, and Janette Higginson, VP of Buyer Development JAPAC at Index Exchange, to explore the growing role of sell-side decisioning in programmatic advertising. The conversation unpacks how publishers and technology partners are applying intelligence earlier in the auction process to filter and qualify ad opportunities before they reach demand platforms, reducing inefficiency while improving signal quality, campaign performance, and user experience. Listen now!

In this episode of the IAB Australia podcast, host Gai Le Roy, CEO of IAB&nbsp;Australia, is joined by Jessica Gilby, General Manager of Digital at News Corp&nbsp;Australia, and Janette Higginson, VP of Buyer Development JAPAC at Index&nbsp;Exchange, to explore the growing role of sell-side decisioning in programmatic&nbsp;advertising. The conversation unpacks how publishers and technology&nbsp;partners are applying intelligence earlier in the auction process to filter and&nbsp;qualify ad opportunities before they reach demand platforms, reducing&nbsp;inefficiency while improving signal quality, campaign performance, and user&nbsp;experience. Listen now!

Full Funnel Impact: Mars Extra Gum and Programmatic OOH

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