Lexlab

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

06/08/2024

Did you know…a US Judge has ruled that Google’s online search monopoly is illegal?

Thanks to BBC

A landmark decision occurred on Monday, which saw US District Judge, Amit Mehta, rule that Google acted illegally to crush competition and maintain a monopoly on online search and related advertising.

Google's monopoly was reinforced by spending over $10 billion a year to ensure its search engine was pre-installed as the default on Apple, Samsung and Mozilla platforms, among others, securing valuable user data and sustaining its market dominance.

“Google is a monopolist, and it has acted as one to maintain its monopoly” - Judge Mehta

Having been sued by the US Department of Justice in 2020 over its control of approximately 90% of the online search market, this ruling is a big blow for parent company Alphabet. While penalties have yet to be confirmed, Google have already announced their plans to appeal this ruling. Google have previously been fined billions in Europe in monopoly cases, with an additional case filed in the US over their advertising technology scheduled for September.

This is only one of several lawsuits that have been lodged against tech giants in the States in a bid to make the online market fairer, with federal antitrust regulators filing other pending lawsuits against Meta, Amazon and Apple.

These landmark cases not only have the capacity to reshape how these digital power players do business, but they send an important message – no company is above the law. While realistically, Google could easily fall into the ‘too big to fail’ bucket, this highly publicised increase in regulation is a step in the right direction.

Want 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://bbc.in/4dckkHJ

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

02/08/2024

🎬 Exciting news! B&T has just featured our latest movie release! 🙌

🎁 Drop a comment on this post with your scariest movie to get a double pass (limited to first 2) 🎁

We truly appreciate the B&T team for spotlighting our campaign. For those considering a fresh approach to digital advertising, Lexlab is here to help. Explore the difference with us. - www.lexlab.com.au

Lexlab drives strong debut box office return for new Nicolas Cage thriller Longlegs

https://www.bandt.com.au/lexlab-drives-strong-debut-box-office-return-for-new-nicolas-cage-thriller-longlegs/

01/08/2024

Did you know... brand loyalty has increased year-over-year, with 63% of consumers willing to pay more for brands they’re loyal to?

Thanks to Marigold

Having recently surveyed over 1500 people across four generations, Marigold found that consumer behaviour is evolving, with personalisation and brand/consumer relationships more important than ever.

Personalisation is a key element of fostering loyalty, with 85% of those surveyed saying their favourite brand treats them like an individual. When done right, personalisation can greatly increase customer retention, however, ex*****on is key. Personalised birthday offers were favoured by 84% of those who were surveyed, with 80% enjoying product recommendations based on previous purchases and 68% appreciating abandoned shopping cart alerts.

Incentivisation and reward also go a long way to developing strong consumer relationships, with 74% citing offers and promotions as critically important to maintaining brand loyalty and 80% saying their favourite brands reward them for their loyalty. Additionally, loyalty program participation is on the rise with 39% of consumers more likely to engage compared to last year.

As consumer behaviour shifts, brands must not only keep up but also deliver the type of communications and offers their audience wants to see. This means that it is highly important to give customers opportunities to voice their preferences, from polls and surveys to questionnaires and giveaways. Creating an effective dialogue can help not only increase consumer loyalty, but ensure messaging remains on-point and relevant.

The internet has empowered the average consumer, granting them access to countless products and brands, and a platform to share their experiences. This means it is vital for brands to listen to and understand their customers, with transactions now a two-way street.

Want the latest research on consumer behaviour? 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/Marigold_stateofloyaltyreport

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

01/08/2024

Longlegs has absolutely smashed it at the box office, surpassing Parasite as Neon’s highest grossing film, while also becoming the top-grossing R-rated horror flick in 2024, achieving well over $60M and counting.

Starring Maika Monroe and Nicolas Cage, who both deliver stellar performances, Longlegs tells a chilling story of an occultist serial killer. Cleverly written and directed by Oz Perkins, Longlegs is quality cinema that is highly deserving of the critic and box office accolades.

We couldn’t be prouder of being the advertising partner, and if you’ve not seen it yet, do yourself a favour. Longlegs is in cinemas now 👻

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

23/07/2024

Did you know, the European Commission (EC) has now informed Meta that their "pay or consent" approach to collecting users' data is illegal?

Thanks to The European Commission

After recently accusing Apple of breaching the Digital Markets Act’s (DMA) anti-steering laws, the Commission now has Meta firmly in its sights.

Meta introduced its "pay or consent" model in November 2023, offering EU users of Facebook and Instagram a choice between a paid, ad-free version and a free version with personalised ads.

However, the EC claims that this advertising model does not comply with the DMA, which requires gatekeepers like Meta to provide users with access to a less personalised but equivalent service if they do not consent to data collection. So, failing to do this sees Meta in direct contravention of the act.

Meta now has the opportunity to respond to the Commission's findings. If the violation is confirmed, the Commission may impose fines up to 10% of Meta's total worldwide turnover, or up to 20% in cases of repeated infringement. The Commission also has the authority to enforce additional remedies for systematic non-compliance, such as requiring Meta to sell parts of its business or banning acquisitions of related services.

While this is currently occurring off Australian shores, any significant regulatory changes abroad will have a knock on effect to social networks worldwide.

With Apple and Google also currently under fire from EU regulators, it appears that the age of the unregulated tech giant is coming to an end. These companies have experienced a significant growth in power and size in the past decade due to their vast data reserves, so this increased oversight is a positive shift toward ensuring a more balanced and monitored digital marketplace.

Want the latest industry 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/EC_Meta

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

17/07/2024

"How many horror movies can claim to hijack your subconscious?" Variety

We are thrilled to be supporting the cinema release of Nicolas Cage's new horror epic, Longlegs.

Certified Fresh by Rotten Tomatoes with a critics score of 87%, this serial killer thriller is guaranteed to unnerve the most sturdy horror buffs 🧟‍♂️

Get ready to step into the world of the occult, with Longlegs in cinemas today 👻

15/07/2024

Did you know, Australia's media landscape is set for a shake up?

Thanks to The Sydney Morning Herald

Australia’s largest media companies are facing major challenges due to a prolonged downturn in the advertising market. Companies like Nine Entertainment, Seven West Media, and News Corp are experiencing significant job losses and restructures as ad revenue declines. This decline is partly due to Facebook owner Meta ending commercial arrangements, further squeezing the industry.

Television advertising, once a dominant force, is now under threat as fewer Australians watch free-to-air TV, with ad revenue for the sector falling 11% in 2023, the largest single-year decline ever. Additionally, in May 2024, television sector revenue was 12% lower than the same month the previous year.

Unsurprisingly, it is digital advertising that continues to rise, accounting for 43% of ad spend in 2023 - although 60% of this goes to Google and Meta. Additionally, with premium streaming services like Netflix, Amazon Prime Video, and Binge now selling ad space, the growth in digital has a way to go yet.

As a result, it is the media giants’ digital offerings that are emerging as a bright spot. Platforms like Nine-owned Stan is showing significant growth, while Seven's 7plus and News Corp's Kayo Sports and Binge are also expanding their digital presence. Beyond streaming, Nine's newspapers such as The Age, The Sydney Morning Herald, and The Australian Financial Review have all seen growth in their digital subscriptions.

While traditional media faces cyclical and structural challenges, the shift to digital represents a significant opportunity for media companies to innovate. With the Australian media industry currently undergoing a drastic, but albeit gradual, shift, those able to adapt are set to thrive.

Want the latest on media 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/australian_media_landscape

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

10/07/2024

🚨Cookie Update🚨

Thanks to The Martech Weekly

As the industry continues to work toward effective targeting solutions following the deprecation of third-party cookies, the IAB Tech Lab's Privacy Sandbox Task Force have released their most recent findings regarding the current state of Chrome's Privacy Sandbox, Google's much anticipated replacement proposition. The evaluation, which included extensive testing by Criteo and other industry partners, indicates significant challenges that need to be addressed for the Privacy Sandbox to be a viable alternative.

Recent tests show that if third-party cookies were deprecated today with the current version of the Privacy Sandbox, publishers could see a revenue drop of around 60%. This shortfall is primarily due to the current API's inability to support essential advertising functionalities. Additionally, the testing revealed that Google Ad Manager would gain a disproportionate market share, increasing from 23% to 83%, which raises concerns about competition and publisher dependency on Google.

Further findings highlighted increased latency in ad rendering, which adversely affects user experience and publisher revenue. Despite these challenges, the Task Force believes that the Privacy Sandbox can become a sustainable alternative if Google implements several key recommendations.

Criteo's comprehensive testing, conducted over eight weeks with over 100 million weekly ad impressions, underscored the necessity of specific improvements. Criteo have proposed several modifications to Google and the UK's Competition and Markets Authority (CMA) to better align the Privacy Sandbox with industry needs, which include performance features to enhance machine learning, audience qualification improvements, and critical functionalities to ensure transparency and avoid fraud. Moreover, Criteo advocates for a gradual deprecation of third-party cookies and a detailed roadmap to ensure a smooth transition.

The Task Force supports the decision to delay cookie deprecation until 2025 but urges Google to implement these necessary changes to prevent significant revenue losses for publishers and maintain a competitive market.

Stay tuned for further updates.

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

05/07/2024

📰 AdNews Australia features our director, Alfie Lagos, as he explores the current economic landscape and its impact on the advertising industry.

Alfie remarks on the challenges ahead, stating, "The Australian economy undeniably has the flu at the moment, with multiple indicators pointing towards a challenging year ahead. Market contractions are expected from Q1 through Q3 of CY 2024."

He highlights the industry’s shift, noting, "This environment calls for a strategic reallocation of advertising budgets, with a focus on efficiency and measurable outcomes. We can expect to see a significant shift in ad spend from traditional channels like TV and print towards more addressable and emerging media."

Despite the grim outlook, Alfie sees opportunities, "This period of economic uncertainty is an opportunity for bold and confident brands to capture market share. 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."

Read the full article for detailed insights:

🔗 www.adnews.com.au/news/forecast-the-reality-of-the-economy

Daring brands will seize market share through strategic media investments.

03/07/2024

Did you know, Amazon have created their own advertising Walled Garden, capitalising on their vast reserves of first-party data?

Thanks to Marketing Dive

As countless advertisers and digital suppliers work toward an effective way of targeting people without third-party cookies, Amazon have thrown their hat in the ring. Amazon's new Ad Relevance technology will use AI to analyze browsing, buying, and Prime Video membership data to serve relevant ads without relying on third-party cookies.

According to Amazon, early testing indicates that Ad Relevance can extend addressability on up to 65% of impressions previously considered anonymous under alternative targeting techniques. Meanwhile, cost-per-clicks have improved by approximately 9%.

Amazon have recently invested heavily in their advertising capabilities, positioning themselves as one of the strongest advertising Walled Gardens ahead of the deprecation of third-party cookies. One such initiative, Amazon Performance+, uses AI to optimise outcomes, providing detailed reporting on creatives, placements, and audience reach. Additionally, Amazon Marketing Cloud will allow advertisers to join first- and third-party signals securely, providing additional insights into customer journeys.

While it is Amazon’s aim to enhance ad experiences and simplify access and management of advertising relationships, the growing dominance of this tech behemoth cannot be overlooked. Now a ubiquitous part of the Western world, the data held by Amazon is making them increasingly powerful. While this does allow countless brands unparalleled access to customers, driving innovation and competition, one hopes Amazon learns from Google’s recent regulatory strife and refrains from such abuses of market dominance.

Want access to the best performing ad networks? 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/marketingdive_amazon

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

25/06/2024

Did you know, AI is now being used to transform market research by simulating human participants? 🤖

Thanks to Adweek

Traditional market research is often considered time-consuming and costly, however, new technology developed by New York-based start-up, Evidenza, provides a cost-effective and efficient alternative. Instead of relying on human participants, Evidenza creates personas that can mimic any target audience, from CEOs to mothers who are also CEOs.

Evidenza's platform taps into multiple large language models to generate digital personas that match the profiles marketers want to interview. These personas engage in simulated interviews, providing detailed answers and follow-up responses like real participants, delivering in hours what would usually take months. So far, early tests have shown a 95% correlation with traditional methods.

Evidenza's technology is seen as particularly advantageous for B2B market research, enabling the targeting of hard-to-reach groups like company executives. It also holds promise for scaling in B2C applications to meet larger audience needs.

However, given the complexity and nuance of human emotions and opinions, it’s fair to say that it's basically impossible to fully replace human participants with simulated versions. This may therefore mean this technology applies better to some cases than others, with the data acting as more of a helpful indicator than a fact-driven insight. Evidenza are only one AI-driven market research offering currently in the market, with a number of ad agencies already exploring its potential.

Want the latest on marketing AI? 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/adweek_ai_research

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

19/06/2024

Did you know…Paypal is proposing a commerce media ad network powered by their users' purchase data?

Thanks to Wall Street Journal

In a strategic move to enhance growth, PayPal is venturing into the advertising domain by leveraging its extensive data on millions of users. The digital payments giant aims to establish a robust ad network driven by insights gathered from tracking purchases and the spending behaviors of its users, including those on the socially-enabled Venmo app.

Earlier this year, PayPal launched Advanced Offers, an ad product that uses AI and PayPal’s data to help merchants target users with personalised promotions, only charging advertisers when a purchase is made. This is already being tested by platforms like eBay and Zazzle.

But PayPal isn’t stopping there. They plan to sell ads to companies that don’t use PayPal for transactions. These companies can use PayPal’s data to target consumers on other websites or connected TVs. PayPal processed 6.5 billion payments from around 400 million customers in Q1 of 2024, giving them a rich dataset to leverage.

In the wake of third-party cookie deprecation, payment and banking data has been slated to be an increasingly valuable asset by acting as a quasi-identifier for digital advertising. Chase Bank and Revolut have already announced similar ad network plans, and with banks holding a mix of online and offline data, they’re going to be stiff competitors in this growing space.

Want access to quality data? 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 📞

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

18/06/2024

Last week at Cannes in Cairns, Maija Gwynn joined the Integral Ad Science panel for a compelling discussion on the future of indie agencies 🙌

We’d like to say a big thank you to John Nguyen and the entire IAS team for having us. Accurate measurement of attention and value is pivotal to effective media campaigns, and fundamental to how we operate here at Lexlab, so we were delighted to be advocating for it at this prestigious event.

We’d also like to give a shoutout to Sam Buchanan from the The IMAA for his great work building and amplifying the place of indies in the Australian media landscape and his ongoing support.

We look forward to seeing you next year! 🤩

14/06/2024

📰 AdNews Australia highlights the positive forecast for ad spend recovery by the The IMAA - Independent Media Agencies Australia (IMAA). Our director, Alfie Lagos, shares his insights on the anticipated growth and strategic shifts in the advertising landscape.

Alfie comments on the trends, noting, "With the economy feeling tighter than a pair of jeans after the holidays, it's no shock that ad dollars are gravitating towards performance channels like SEM and paid social. These channels are the go-to for delivering measurable returns when every dollar counts."

He further explains, "The rise of commerce media is poised to revolutionise video advertising, integrating ecommerce capabilities within video ads and combining brand building with direct response. In these unpredictable times, flexibility is king, and programmatic OOH offers the adaptability that many clients need."

Read the full article for detailed insights:
🔗 https://www.adnews.com.au/news/media-agencies-detect-a-crack-of-optimism-from-the-gloom

Ad spend optimism.

05/06/2024

Did you know…trends in internet use are changing, with time spent in big tech walled gardens like Google and Facebook dropping significantly since 2014?

Thanks to The Trade Desk

According to GlobalWebIndex, consumers in the US now spend 61% of their online time on the open internet, versus 39% within walled gardens. While these stats are US centric, this is a trend that is happening globally.

It is thought consumers are flocking to the open internet because of the premium nature of professionally produced content that is now available. In Australia, some key examples of open internet publishers include The Australian, 7Plus, Binge and Foxtel.

One of the big pulls for advertisers toward the open internet is the increasing need for identity verification and authentication, which premium open internet publishers are able to provide. In this world of cookie deprecation, methods for targeting a known audience are more valuable than ever.

Additionally, quality has become a keen sticking point in the digital advertising industry, and for good reason. Advertisers are now placing greater emphasis on key impression characteristics such as premium content, brand quality, stability and viewability, with many preferring to pay more for the top-tier impressions available on the open internet. While cheap, reach-led campaigns are often considered cost-effective, nothing can match the efficiency of communicating with a highly engaged audience.

Want your brand to be seen within premium content? 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 📞

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