Lexlab

09/12/2024

"The challenge for 2025 is clear: how do we embrace technology while keeping humanity at the heart of what we do? The answer lies in using tools like AI and real-time transparency not as ends in themselves, but as catalysts for connection, creativity, and accountability."

In his latest AdNews Australia article, Lexlab founder Alfie Lagos explores why, even in an AI-driven world, people remain the most vital part of the value chain. From media transparency to meaningful connections, it’s humans who give technology its purpose.

📖 Read the full article: https://www.adnews.com.au/news/perspective-meaningful-ai-and-real-time-media-transparency-in-2025

The advertising industry is no stranger to change, but the pace of transformation in 2024 has been extraordinary.

27/11/2024

🚨Cookie Update🚨

Thanks to AdExchanger

Google’s plans for third-party cookies in Chrome remain in flux, with significant implications for the global digital advertising ecosystem.

Initially intending to phase out third-party cookies entirely by 2022, Google has repeatedly delayed this move and now plans to implement a user choice mechanism in Chrome, allowing users to decide whether to enable cookies. This shift, while presented as a step toward empowering user privacy, has raised new questions about its impact on competition and fairness in the advertising market.

In the UK, the Competition and Markets Authority (CMA) has been closely scrutinising Google’s Privacy Sandbox developments to ensure they do not distort competition. As part of its ongoing oversight, the CMA’s Q2/Q3 report reveals mixed progress.

While Google has largely adhered to its commitment not to design Privacy Sandbox tools in a way that advantages its own advertising business, concerns remain about the potential effects of the proposed user choice mechanism. Critics worry that it may still influence cookie adoption in ways that could disproportionately benefit Google’s ecosystem.

Furthermore, the CMA continues to evaluate unresolved issues, such as whether Google’s access to vast first-party data through Chrome and Android could undermine fair competition, particularly as tools like the Topics API are rolled out for interest-based targeting.

This regulatory dialogue in the UK holds global significance. In Australia, where the ACCC has raised similar concerns about Big Tech’s market power, the CMA’s findings could inform local regulatory actions. The ACCC’s ongoing focus on fostering competition in digital markets suggests that Australia is likely to adopt a watchful stance, particularly as Google’s evolving strategy reshapes how data privacy and market dynamics interact. Both advertisers and regulators will need to remain attentive to these shifts to ensure a balance between innovation, privacy, and competitive fairness.

Stay tuned for further updates.

https://bit.ly/Google_cookie_update

25/11/2024

Today's digital media tip?

Numbers tell stories. Use data insights to craft narratives that resonate and convert. By analysing audience behaviour and preferences, you can tailor your creative strategies to meet their needs and drive meaningful engagement.

20/11/2024

Did you know, sometimes, the best marketing isn’t in the ads or the campaigns—it’s in the product itself!

Thanks to Marketing Week

Marketing isn’t just about dazzling ads or unforgettable taglines. It’s about creating experiences so good that customers stick with them—even when tempted by the best of competitors. Just ask Jon Evans, System1’s CMO, who, while discussing beer’s most iconic ads over rounds of pints, reached for his Guinness instead of the “best” ad's Heineken. Why? Because the product was just that good.

As Evans points out, marketers have a role in shaping product quality, ensuring every pint of Guinness, for example, is as rich and consistent as the one enjoyed at the Dog and Biscuit pub. Marketing’s value shines in long-term product improvement—not just launch spectacles. Great marketing teams understand that a product’s quality is foundational to any successful campaign. They work behind the scenes, not just to launch products, but to fine-tune them based on consumer needs, creating consistency and reliability that turn first-time buyers into loyal advocates.

This isn’t just about brand loyalty either; it’s a lesson for marketers across the board. This focus on product quality doesn’t just support marketing efforts; it is marketing in its most lasting form, building the trust and satisfaction that underpin brand loyalty. The “Product P” in marketing matters. Without it, flashy campaigns and innovative storytelling fall flat. When marketers contribute to evolving a product based on real consumer insights, they turn “good” into “great.”

So, next time you think marketing is about stories alone, remember: it’s the product that truly keeps customers coming back.

Want access to industry experts? We can help. Lexlab combines meaningful research with expert implementation support to maximise campaign performance, answering the why and how of digital advertising. Contact us today 📞



https://bit.ly/product-marketers-influence

We specialise in simplifying paid digital advertising across all channels using our expertise to maximise the potential of each platform.

18/11/2024

According to EMARKETER , global digital ad spending is expected to reach $667.58 billion in 2024, up from $506.43 billion in 2021, highlighting the rapid evolution and importance of digital advertising in today's market. Staying ahead in this landscape is crucial for media agencies.

13/11/2024

Did you know…53% of consumers say they will cut spending with a brand after a bad experience?

Thanks to Qualtrics

Qualtrics have recently released their 2025 Consumer Experience Trends report, which surveyed nearly 24,000 consumers across 23 countries to help businesses understand shifting consumer expectations and behaviours. The report highlights the challenges brands face in navigating rising consumer expectations, declining feedback, and trust concerns surrounding AI.

While consumers are now quicker to reduce spending after a single negative interaction, they’re also less likely than ever to provide feedback. Since 2021, feedback regarding negative experiences has dropped by 8%, with positive feedback rates declining by 7%.

Considering 46% of consumers cite service delivery issues as the main cause for dissatisfaction (followed closely by communication breakdowns and pricing concerns), this radio silence makes it harder for companies to gauge satisfaction, making it a key challenge for businesses to overcome.

Moreover, as companies lean into AI to streamline customer service, they’re met with growing scepticism. Only 26% of consumers trust brands to use AI responsibly, and 51% are concerned about the lack of human interaction in AI-driven experiences. This widening trust gap around AI presents a significant hurdle for brands hoping to innovate without alienating their customer base.

For businesses in 2025, these findings underscore a need to return to basics. To build loyalty, companies must prioritise transparency, reliability, and ethical use of technology. As regulatory scrutiny on AI and data privacy grows, companies that lead with consumer trust and deliver consistent, dependable interactions will likely set the standard in an evolving marketplace.

This report serves as a clear call for companies to rethink their strategies and embrace a more customer-centred approach in the year ahead.

Want the latest industry trends? We can help. Lexlab combines meaningful research with expert implementation support to maximise campaign performance, answering the why and how of digital advertising. Contact us today 📞



https://bit.ly/2025ConsumerTrendsReport

We specialise in simplifying paid digital advertising across all channels using our expertise to maximise the potential of each platform.

11/11/2024

Today's digital media tip?

Transform passive viewers into active participants. Use gamified elements in your display ads to turn engagement into conversions. Interactive ads don't just capture attention; they create memorable experiences that encourage users to act.

03/11/2024

Today's platform spotlight?

According to IAB Australia, Connected TV (CTV) continues to gain traction, with ad spend up 30% over the past year. This growth highlights CTV's increasing importance in effectively reaching a wide range of Australian audiences.

29/10/2024

Did you know, digital banner ads are turning 30?

Thanks to AdNews Australia

On October 27, 1994, the first banner ad went live on Wired Magazine’s website, HotWired.com, and the world’s digital advertising landscape changed forever. Created by AT&T, that simple, clickable banner started a multi-billion-dollar industry that has evolved drastically since.

In those early days, banner ads were experimental and lacked standardisation. Lexlab’s head of digital, Maija Gwynn, remembers working during the UK’s dotcom boom, when ad teams created small banners wherever space allowed, making use of the massive budgets being funnelled into “new media.”

Her team at Ninemsn was among the first to monetise leftover ad space using a cost-per-acquisition (CPA) model, a novel revenue stream back then. At that time, premium ad spaces could command CPMs of up to $100, a stark contrast to today’s prices, where increased competition has pushed prices down to under $10.

While early ads saw a clickthrough rate (CTR) of 44%, user behaviour has since shifted, with today’s banners averaging CTRs below 1%. However, many adtech experts agree that the format has stood the test of time, continuously adapting to meet shifting demands.

As banners evolved, they advanced from static images to formats that could support rich media, real-time bidding, and interactive elements. Today, banners use data, programmatic buying, and AI to reach audiences more precisely than ever.

The banner ad’s journey reflects digital advertising’s growth, progressing from basic images to immersive, personalised experiences that engage users in meaningful ways. Now enhanced with AI, augmented reality, and adaptive formats, banner ads continue to connect brands with audiences, underscoring the industry’s commitment to innovation and user-centered experiences in an ever-evolving digital world.

Looking for top industry experts? We can help. Lexlab combines meaningful research with expert implementation support to maximise campaign performance, answering the why and how of digital advertising. Contact us today 📞

https://bit.ly/humblebannerturns30

We specialise in simplifying paid digital advertising across all channels using our expertise to maximise the potential of each platform.

28/10/2024

Today's digital media tip?

Lead with intrigue. The first 5 seconds of a video ad should be a question your audience can't ignore. This approach not only captures attention but also sets the stage for a compelling narrative that keeps viewers engaged. Remember, curiosity is your best ally in the digital landscape.

23/10/2024

Did you know, Meta and Google could soon face a new tax in Australia, as the government considers ways to support and sustain local news media?

Thanks to Guardian Australia

In response to Meta’s decision to abandon deals with Australian media outlets under the news media bargaining code, a key parliamentary report has recommended introducing a “digital platform levy.” This tax would require tech giants like Meta and Google to contribute financially to support Australian journalism. Experts argue that a 2% levy on digital advertising could generate more funds for journalism than the current news media bargaining code.

The proposed levy is part of a broader effort to ensure media sustainability and curb the spread of misinformation, with Prime Minister Anthony Albanese emphasising that social media platforms should not be allowed to “ride free” on the work of traditional media.

While News Corp, Nine Entertainment, Seven West Media, and Australian Community Media dominate 84% of the newspaper market, Google and Meta control 70% of the digital advertising market. This creates an imbalance in the Australian media ecosystem, whereby crucial ad revenue is diverted away from local newspapers and into the hands of global digital platforms, posing a major threat to the future of Australian journalism. As more advertising dollars shift to these tech giants, traditional news outlets struggle to stay afloat, resulting in job losses, the closure of local newspapers, and the rise of "news deserts", particularly in regional areas.

With Australia facing one of the most concentrated media markets globally, the proposed levy could reshape the media landscape by redistributing advertising revenue from tech giants back to the struggling news industry. If successful, it would safeguard public interest journalism, especially in regions where news outlets are disappearing. More importantly, it could set a global precedent for holding Big Tech accountable for its role in undermining traditional media, offering a model for other nations facing similar challenges.

What to stay up to date? We can help. Lexlab combines meaningful research with expert implementation support to maximise campaign performance, answering the why and how of digital advertising. Contact us today 📞



https://bit.ly/BigTechTax

We specialise in simplifying paid digital advertising across all channels using our expertise to maximise the potential of each platform.

16/10/2024

Did you know, 34% of Gen Z and millennials tolerate digital ads, nearly double the rate of older generations?

Thanks to Marketing Dive

A recent Forrester Research report reveals that younger consumers are becoming more tolerant of digital advertising, with 34% of Gen Z and millennials accepting ads while streaming on smartphones, compared to only 19% of older consumers. This trend also extends to mobile apps and games, where younger audiences show higher ad receptivity. Sponsored content from influencers holds the attention of nearly half of Gen Z and millennials, far outpacing older generations at just 18%.

However, Forrester’s insights come with a warning: while younger consumers may be more open to seeing ads, trust in digital advertising remains remarkably low. Only 22% of Gen Z and millennials trust social media ads, and branded content fares slightly better at 33%, compared to even lower trust levels among older groups.

This growing tolerance offers marketers a prime opportunity to engage younger audiences on their favourite platforms, especially through influencer-led and short-form content. But brands must tread carefully—low trust, driven by concerns over misinformation and scams, means attention alone won't lead to long-term loyalty.

For brands, the challenge lies in transforming initial attention into genuine trust. This means moving beyond flashy, attention-grabbing tactics to focus on transparency, authenticity, and consistency in their messaging. Consumers are increasingly looking for brands that align with their values, provide honest communication, and foster real relationships through positive, reliable experiences. Investing in these trust-building efforts will be critical as brands seek to turn ad tolerance into lasting consumer loyalty in a marketplace that is more crowded and competitive than ever.

Want the latest consumer insights? We can help. Lexlab combines meaningful research with expert implementation support to maximise campaign performance, answering the why and how of digital advertising. Contact us today 📞

https://bit.ly/Online_Advertising_Tolerance

We specialise in simplifying paid digital advertising across all channels using our expertise to maximise the potential of each platform.

09/10/2024

Did you know, AI is now being used to make ads scannable without needing a QR code?

Thanks to Newswire

US Adtech company, IRCODE, has developed a technology that allows consumers to interact with advertisements just by pointing their smartphone at any image. Using advanced neural networks and proprietary image retrieval, IRCODE turns the image itself into the code. This then allows static visuals like billboards, magazine ads, or product packaging to become interactive, linking customers to online shopping, deals and content.

According to the Interactive Advertising Bureau, interactive ads boost consumer engagement by up to 60%, and a Consumer Technology Association survey found that 70% of consumers prefer interactive ads over static formats. Additionally, technology such as IRCODE’s AI-powered recognition enables campaigns to be integrated over various channels, without the need for additional infrastructure.

The platform also provides analytics and attribution for traditional media—a significant shift from the often hard-to-measure impact of print ads. By embedding a digital identity into any image, advertisers can track user interactions in real-time.

While this technology is still in its early stages, it has the potential to redefine how advertisers connect with consumers, transforming any image into a dynamic, interactive touchpoint. As AI continues to evolve, we will likely see many more developments like IRCODE’s that reshape our interaction with everyday advertising. Although this technology is not yet available in Australia, QR codes remain a highly effective method of enhancing campaign engagement and are therefore recommended in the interim. Watch this space 🚀

Interested in interactive advertising? We can help. Lexlab combines meaningful research with expert implementation support to maximise campaign performance, answering the why and how of digital advertising. Contact us today 📞



https://bit.ly/ScannableAds

We specialise in simplifying paid digital advertising across all channels using our expertise to maximise the potential of each platform.

01/10/2024

Did you know, that online sales events are reshaping consumer buying habits in Australia?

Thanks to Arktic Fox

With a growing number of sales events like Amazon Prime Day, Afterpay Day, Black Friday, and homegrown events like Click Frenzy, online shopping has firmly embedded itself into Australian culture. According to the 2024 Inside Shopping Report by Australia Post, Black Friday alone has seen an 88% surge in online sales between 2019 and 2023, making November the most critical selling period, even surpassing Boxing Day.

A significant trend is emerging: 71% of Australians now deliberately hold off making expected purchases until these sales events, a higher rate than in Europe or the U.S. The influence is so pronounced that these events pull holiday shopping forward, with consumers planning and spending earlier in the year.

Interestingly, Australia still lags behind Asia, where “double-digit days” (e.g., 1st of January, 2nd of February) dominate sales calendars, often accounting for half of a month's online sales. As these events continue to drive purchase behaviour, the question for brands is how to integrate them into their promotional strategies effectively.

Brands looking to capitalise on this shift can use data insights to identify key timing, leverage influencer partnerships to boost their reach, and think beyond immediate sales by nurturing customer relationships for long-term value.

The rise of online sales events is not just a retail trend; it's a fundamental change in consumer behaviour. Brands must adapt their go-to-market strategies to align with these events or risk losing out on sales and customer engagement. This evolution represents an opportunity to not just drive sales, but to build stronger, more sustainable relationships with consumers who are increasingly influenced by these events.

Interested in event-related advertising? We can help. Lexlab combines meaningful research with expert implementation support to maximise campaign performance, answering the why and how of digital advertising. Contact us today 📞

marketing

https://bit.ly/Online_Event_Shopping

We specialise in simplifying paid digital advertising across all channels using our expertise to maximise the potential of each platform.

18/09/2024

Did you know... Google is facing yet another antitrust lawsuit, this time over its ad tech monopoly?

Thanks to AP

The U.S. Department of Justice and a coalition of states are accusing Google of holding monopolistic control over the technology that matches advertisers with online publishers, enabling it to take as much as 36 cents on the dollar from ad transactions. This control extends across the buy side, sell side, and the ad exchange market, a trifecta of monopolies that regulators claim harms competition and online publishers.

Critics argue this stranglehold on the digital ad market is stifling competition and hurting publishers, especially those like news outlets that rely heavily on ad revenue. Government lawyers point to the high fees publishers have to pay and claim that Google’s practices have drained the vibrancy of the open internet by making it harder for independent websites and small publishers to thrive.

The tech giant insists that these accusations are outdated. They argue that the government's case focuses too much on traditional banner ads seen on desktop computers, when the advertising landscape has evolved dramatically. Nowadays, much of the advertising occurs on mobile apps and social media platforms like TikTok or Instagram, spaces where Google has less dominance. Google also claims that its integrated ad services speed up loading times and improve security, benefiting both advertisers and consumers. Google’s lawyers have gone so far as to call the government’s arguments a "time capsule," comparing them to relics of a bygone internet era—like Blackberry phones and Blockbuster video cards.

Moreover, Google warns that any breakup of its ad tech business could unintentionally open the door for other tech giants like Amazon, Microsoft, or TikTok to seize control of the market, which wouldn’t benefit smaller businesses or foster true competition.

This case could have far-reaching consequences for Google and the digital ad ecosystem. If the court rules against Google, it may be forced to sell parts of its ad tech business, reshaping how digital ads are bought and sold. Beyond Google, this case highlights the growing regulatory push to rein in Big Tech, with potential ripple effects for other tech giants who dominate their respective industries.

Wany the latest ad tech news? We can help. Lexlab combines meaningful research with expert implementation support to maximise campaign performance, answering the why and how of digital advertising. Contact us today 📞



https://bit.ly/Google_AntiTrust

We specialise in simplifying paid digital advertising across all channels using our expertise to maximise the potential of each platform.

05/09/2024

Did you know, the current economic climate in Australia presents both challenges and opportunities?

First, the challenges. The reality is that consumer confidence remains low, with the ANZ-Roy Morgan Consumer Confidence index dropping to 79.0, one of its lowest levels this year. Confidence has remained below 85 for a record 75 consecutive weeks, indicating widespread economic pessimism. Many Australians feel financially worse off than they were a year ago, and only 8% expect "good times" for the economy over the next 12 months.

However, despite these challenges, there are signs of hope. New data from Illion’s August 2024 Commercial Risk Barometer reveals that economic "green shoots" may be starting to appear. The risk of business failure has slightly improved for larger, more mature businesses, and while the data suggests that younger and smaller businesses continue to face higher risks, this does not mean they should retreat. Instead, they should look for new avenues to differentiate themselves and engage with customers, like enhancing online shopping experiences or tailoring offerings to loyal customers.

What is of the utmost importance now is to understand current consumer behavior. For example, research has shown that older, more financially secure demographics continue to spend robustly, despite the broader economic concerns. This demographic tends to have more disposable income and is less sensitive to economic fluctuations, making them a valuable target during downturns.

This period of economic uncertainty is an opportunity for bold and confident brands to capture market share. Now is the time for brands and agencies to stand out and let the world know what makes them unique. Research by industry experts like -Bass Institute and Australia consistently show that maintaining or even increasing advertising spend during economic downturns is crucial for long-term brand success. Brands that continue to invest in advertising and innovate their strategies will be well-positioned to grow their share of the market during these lean times.

For more on the current state of the market, see the latest from Lexlab's founder, Alfie Lagos, who recently caught up with AdNews Australia 👉 https://www.adnews.com.au/news/the-advertising-power-of-the-olympics-masks-a-soft-market

Want the latest on consumer trends? We can help. Lexlab combines meaningful research with expert implementation support to maximise campaign performance, answering the why and how of digital advertising. Contact us today 📞



https://bit.ly/ANZRoyMorgan

https://bit.ly/Illion_CommercialRiskBarometer2024

We specialise in simplifying paid digital advertising across all channels using our expertise to maximise the potential of each platform.

23/08/2024

The future of search; has Google finally met its match?

This week, AdNews Australia features Lexlab’s founder, Alfie Lagos, and his take on the upcoming introduction of SearchGPT to the search landscape.

“The alignment of Search and Large Language Models (LLM) to give more insightful answers makes total sense, and I suspect that just like the battle between Yahoo, Google, Alta Vista (and more) in the early ‘00s where

Google eventually rose to the top via their superior results and algorithm to dominate the market, we’ll see something very similar happen with GPT based searches.”

Read the full article here 👉 https://www.adnews.com.au/opinion/lexlab-s-alfie-lagos-puts-paid-search-to-the-test

"The BIG challenge will be how search engines monetise results."

19/08/2024

Did you know, when asked if they had to choose one video streaming platform when stranded on a desert island, 31% of consumers surveyed picked YouTube?

Thanks to The New Consumer

A recent survey of 3,500 US consumers found that YouTube is a favoured platform among the marooned, with Netflix coming in a distant second with 21%, followed by Amazon Prime Video and TikTok with 9%. This also appears to hold across generations, with YouTube chosen by 35% of Gen Z’s, 33% of Millennials and Gen Xers and 29% of Boomers.

Gen Z in particular have a special relationship with YouTube, having grown up with the platform, they’re more likely to say YouTube is more entertaining, relatable, relaxing and influential on their life.

Among streaming services, YouTube is the biggest and most watched. In Australia, 1 in 2 people use YouTube, registering 16.5 million unique active users per month. Meanwhile in the US, YouTube accounts for around 25% of total streaming time and 10% of all TV screen time.

YouTube watchers tend to watch it throughout the day, accessing everything from Hollywood movies and music videos, to instructional content. Approximately half of those surveys report that YouTube makes them feel happy, relaxed and amused, similar to Netflix, while 31% say the service can make them feel smarter. It’s this diversity in content that has allowed YouTube to move from strength to strength, covering niche topics while also catering for the mainstream; and with YouTube’s scale and recommendation feed, creators can find meaningful audiences while delivering valued and relevant content.

Rapidly becoming an integral part of the future of television, YouTube has been the dark horse in the streaming wars. Offering both longform and shortform, and content that couldn’t be found on more traditional services, YouTube’s high level of differentiation sets it apart from the rest, catering to a varied, receptive and appreciative audience.

Want YouTube on your media schedule? We can help. Lexlab combines meaningful research with expert implementation support to maximise campaign performance, answering the why and how of digital advertising. Contact us today 📞



https://bit.ly/youtube_furtureoftelevision