Starcom Australia has been conducting Media Futures research since 1985 and it has long been considered one of Australia’s most authoritative predictors of expected advertising budget changes.
In 2018, we evolved our approach to Media Futures, focusing primarily on understanding human motivation, and applying our insights to close the gap between what people want, and what brands need to do to drive long term growth. Our focus is now on the experience that people take from brands rather than the investment that marketers put in.
Methodology: Starcom partnered with research agency MESH, which has pioneered Real Time Experience Tracking. The study tracked 2,600 experiences shared in real-time by 400 consumers via a mobile diary over the course of a week. It covered FMCG, Banking, Automotive and Consumer Electronics verticals, and used pre-and post-diary surveys to deep-dive into category attitudes, touchpoints and future technologies.
Starcom cross-referenced the attitudes and priorities from the consumer research with two industry studies: an online survey of 189 senior marketing decision makers, drawn from AANA members and valued opinions panel. Companies with 100+ employees and above-the-line ad spend of $2.5M+ in 2017, across 15 industry verticals; plus an online survey of 111 senior stakeholders in media owners, drawn from across Australia’s key media organisations.
Fieldwork was conducted in (December 2017 – March 2018)
Join the Futures conversation! Follow us at @StarcomAus and use #starcomfutures18
- RT @StarcomWW: .@Comvergence's new report ranks @PublicisMedia as the top media agency group of 2017 https://t.co/cH41nwcK2o
13 days ago
- RT @StarcomWW: New research by @PublicisMedia points out the importance of leveraging voice to find moments of togetherness and supercharge…
51 days ago