Lexlab

27/03/2025

Did you know, Australia’s economy is expected to grow by 2.25% over 2025 and 2026, with consumer spending and easing interest rates driving a cautiously optimistic outlook?

Thanks to NAB

Inflation is easing faster than previously forecast, with underlying inflation expected to fall back within the Reserve Bank of Australia’s (RBA) target band in the first quarter and reach the midpoint by Q3. Following the RBA's February 0.25% interest rate cut, NAB is now forecasting a full percentage point of rate cuts throughout 2025 to help sustain this momentum.

While growth is expected to improve, the outlook remains cautious. Consumer sentiment has been volatile, the labour market could tighten again, and global trade uncertainty, especially around US tariffs, may impact Australia’s trade with Asia. Consumer spending in Q1 was also somewhat weaker than forecast in late 2024; if households continue to focus on saving, this could dampen growth but may also help bring inflation down faster.

Still, businesses that act strategically could benefit. While younger households have felt more pressure from cost-of-living increases, older Australians, particularly Baby Boomers, have been relatively insulated. According to the Australian Bureau of Statistics, households led by those aged 65 and over reported only a 1.4% decline in discretionary spending during 2024, compared to a 4.7% drop for those aged 35-44.

Despite this, there are also signs of resilience among younger consumers. Although they’ve been more affected by rising costs, many young Australians continue to spend in categories like health, entertainment and digital services, often prioritising experiences over material goods.

This presents a clear opportunity for advertisers: targeting resilient sectors and demographics through smart, data-led campaigns. Brands that use real-time behavioural data and demographic insights will be better placed to adapt messaging, optimise media spend, and engage audiences with the greatest potential to convert as conditions improve.

For businesses, the message is clear: while operating costs may remain high, data-driven, strategic positioning now could put you in the best place to benefit from the next cycle of growth.

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://business.nab.com.au/wp-content/uploads/2025/01/The-Forward-View-January-2025.pdf

19/03/2025

Did you know, Coles is now trialing AI-powered smart trolleys, becoming the first retailer in the APAC region to test this technology in stores?

Thanks to Retail Insights Network

Now available at Coles Richmond Traders in Melbourne, the Caper Carts, developed by Instacart, use AI, cameras, and a built-in scale to detect items as they are placed inside. They provide real-time spending tracking, instant checkout, and Flybuys integration, allowing customers to scan, bag, and pay without a traditional checkout. The trolleys also offer aisle navigation, personalised promotions, and a ‘Spin the Wheel’ game at checkout, displaying discounts through an interactive screen.

Running since January 2025, the trial is testing how customers interact with the technology, offering a faster, more seamless shopping experience. Shoppers can skip checkout lines, track spending in real time, and receive personalised offers while they shop.

Beyond convenience, this trial signals a wider shift in supermarket operations. AI-powered carts could optimise stock management, ease checkout congestion, and offer deeper insights into customer behaviour, helping retailers improve store layouts, pricing, and promotions.

It also has major implications for retail media. Smart trolleys introduce new in-store advertising opportunities, delivering personalised promotions at the moment of purchase. For brands, this creates a powerful way to engage consumers directly at the point of sale, making in-store advertising more targeted and measurable.
The results of this trial could shape not just the future of supermarket shopping but also how retailers monetise in-store media and unlock new revenue streams.

Want the latest retail media 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/Coles_AI_Carts

13/03/2025

Did you know, marketing teams are embracing AI to scale operations, but not necessarily to improve effectiveness?

Thanks to CX Today

With pressure to integrate AI, 45% of marketing teams are using it to auto-generate ad copy, while another 45% leverage it for content creation. Meanwhile, 40% are automating social media management, focusing on efficiency and cost-cutting rather than strategy and impact.

The shift towards AI is undeniable, but the challenge is clear: scaling ineffective marketing is just as costly as scaling effective marketing. Automation can increase output, but without a clear strategy, it risks diluting creativity and audience relevance.

So, how can AI actually drive effectiveness? Brands seeing real results use AI beyond production; for deep audience insights, predictive analytics, and hyper-personalisation. AI can analyse engagement trends, optimise creative performance in real-time, and refine messaging based on audience behaviour, ensuring that marketing isn’t just faster, but also smarter.

Want to make AI work for you? 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/AI_Marketing_Customerexperiencereport

05/03/2025

Did you know, YouTube reached over 97% of the Australian adult online population in 2024, with 14.8 million watching via connected TVs?

Thanks to Ipsos

Once known for short, mobile-first clips, YouTube is now competing directly with traditional TV and streaming services. As the platform evolves, so does the content, with creators investing in studio-quality production, from talk shows to documentaries and live events, all designed for the big screen.

In Australia, YouTube remains the country's most-used streaming platform, reaching over 17 million Aussies each month. As connected TV use grows, more people are tuning into YouTube on their smart TVs for long-form entertainment in the living room.

YouTube is now one of the most effective ways to reach high-intent audiences at scale, combining granular targeting with TV ad formats, QR codes and e-commerce features that turn viewing into action. For brands, it offers a cost-effective way to engage high-intent audiences at scale.

Consumer behaviour is always shifting, driven by changing technology, platform updates and new cultural trends. Change is constant, which is why brands must stay on top of an ever-evolving landscape. YouTube is no longer just part of the digital mix; it is now central to how Australians watch TV.

Want to stay on top of 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/YouTube_CTV

05/03/2025

What lies ahead for 2025? Cautious optimism, refined strategies and a renewed focus on quality over quantity 💡

“Right now, the numbers tell two stories. Digital ad spend is down overall, but the premium end of digital is growing...it’s a clear signal that brands are shifting towards quality, trusted environments over the broad reach, spray-and-pray approach." AdNews Australia

https://www.adnews.com.au/news/media-agencies-see-cautious-moderate-growth-in-the-advertising-market

25/02/2025

Did you know? Levi’s didn’t just follow the baggy jeans trend, they used data to predict demand, adjust inventory, move faster than competitors and drive a 15% sales surge?

Thanks to The Wall Street Journal

By integrating real-time purchase data, web browsing behaviour and retail sales into a unified system powered by Google Cloud, Levi’s gained a clear, real-time view of customer demand across 110 countries and 50,000 retail locations. The result? They discovered that looser fits weren’t just popular with Gen Z, they resonated across all demographics, including loyal 501 wearers.

By automating data collection from retail partners, including smaller, less tech-savvy stores, and running daily machine-learning models to detect purchasing trends, Levi’s built an accurate, continuously updated picture of demand. Instead of reacting slowly, they used these insights to adjust manufacturing, redistribute stock, and launch hyper-targeted marketing campaigns like “Live Loose” before demand peaked.

Levi’s scale is unique, but their data-driven approach applies to every brand. Whether you sell fashion, electronics, or skincare, better data collection, smarter analysis, and faster ex*****on can mean the difference between leading a trend or missing it entirely.

Brands that integrate real-time data, whether through customer purchases, website activity, or retail insights, can predict demand shifts, optimise stock, and refine marketing strategies before competitors even see the opportunity. The future of marketing doesn’t belong to brands with the most data, it belongs to those who know how to use it effectively.

Want to know how your data can work for you? 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/Levis_DataDriven

19/02/2025

AI can do a lot of things, write ads, answer emails, even create deepfake celebrities. But here’s what it shouldn’t do: accidentally turn your client’s confidential data into public knowledge.

With DeepSeek and other AI models evolving, businesses need to ask the real question: Where does your data actually go? If you don’t know, that’s a problem.

Lexlab’s Alfie Lagos explains why this should be every advertiser’s top priority. Read the full AdNews Australia piece here:

https://www.adnews.com.au/news/long-read-advertisers-allured-and-alarmed-by-deepseek-s-arrival

“One would need to use it carefully, sparingly and wisely, if at all.” 

05/02/2025

Did you know, AI isn’t just answering questions - it’s learning to use computers?

Thanks to VentureBeat

Anthropic’s latest AI, Claude 3.5, introduces “Computer Use,” a feature that allows AI to navigate screens, click buttons, and manage data across multiple platforms, just like a human.

This means AI can complete tasks that previously required manual input, from filling out forms to managing workflows across multiple platforms. While still in its early stages, this evolution marks a shift in how AI can integrate with real-world digital operations.

For digital advertising, the potential is significant. Unlike traditional automation, this AI makes real-time decisions, potentially reshaping how digital advertising campaigns are managed. This might sound like the beginning of AI replacing human media buyers, but the reality is far more nuanced.

While AI will be able to adjust bids, reallocate budgets, and test creatives at scale, it still lacks the strategic intuition, creativity, and business understanding that digital agencies bring to the table. The real opportunity isn’t in replacing agencies, it’s in making them more powerful.

The future of digital advertising isn’t AI vs. agencies—it’s AI-powered agencies. The best results will come from human expertise and AI-driven ex*****on working together. Agencies that leverage AI to enhance performance, rather than fear its impact, will be the ones leading the next evolution of digital marketing.

Want to see how AI can transform your agency? Book our AI for Agencies roadshow now 🚀

Want the latest industry 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/ComputerUseAI

29/01/2025

Did you know, every week, millions of Australians move, get married, or start families, generating data signals that reveal when they are most likely to make major financial and purchasing decisions?

Thanks to Association of National Advertisers (ANA)

These “trigger events” present unique opportunities for marketers to connect with consumers and businesses during pivotal moments. Take moving as an example. According to the Australian Bureau of Statistics, over 43% of Australians change residences every five years, making movers a prime audience for brands offering everything from home services to furniture and appliances.

Other events, like starting a new business or expanding a company, also create opportunities to engage with audiences making significant purchasing decisions. By identifying these moments, marketers can deliver tailored offers to the right people at the right time.

Accessing and leveraging trigger data like property sales, business registrations, and demographic insights from analytics providers can allow businesses to spot these key events. Acting quickly with data-driven campaigns, via email, direct mail, or digital outreach, ensures offers reach consumers when they’re most receptive.

Trigger marketing lets Australian businesses deliver highly relevant, timely campaigns, maximising their impact while building long-term customer loyalty. As life events create natural windows for engagement, this strategy helps brands stay top of mind during critical moments, driving results and fostering connections in an increasingly competitive market.

Want access to data 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/Trigger_Marketing

The moving journey is hectic, so trigger campaigns provide consumers with relevant offers while the need for goods and services related to relocating is top of mind. As a direct result, marketers who run trigger campaigns achieve greater return on their marketing investment than those running tradit...

23/01/2025

Big thanks to Mumbrella for spotlighting our latest campaign, where we proudly say: “Advertising makes good better, but it won’t fix bad.” At Lexlab, we’re all about keeping it real and focusing on smarter, outcome focused media buying for our agency partners and brands.

Curious to see how we’re cutting through the noise? Make sure to read the article and who knows, you might just spot us in the wild.

https://mumbrella.com.au/lexlab-launches-campaign-highlighting-no-bs-approach-to-media-buying-862335

Independent digital advertising agency Lexlab has launched a new campaign designed to highlight its ex*****on capabilities and demonstrate its position as a trusted media partner.Centred around the theme that ‘Advertising Makes Good Better, But It Won’t Fix Bad‘, the targeted campaign reflect....

22/01/2025

Did you know, PayPal continues to lead the global online payment processing market with a dominant 45.5% share, while Stripe, its nearest competitor, holds just 17.1%?

Thanks to Statista

This dominance reflects PayPal’s long standing reputation as a secure and convenient platform for digital purchases, bolstered by its adoption on major e-commerce platforms like eBay and Amazon. However, the context for digital payments is rapidly changing. The impending deprecation of third-party cookies is placing a new focus on payment data as a vital source of first-party insights.

Payment processing systems like PayPal, Stripe, and emerging Buy Now, Pay Later (BNPL) providers—such as Shopify Pay Installments—offer a treasure trove of first-party data. This includes insights on consumer spending habits, purchase frequency, and preferences, which are becoming increasingly critical as businesses lose access to third-party tracking methods. For instance, platforms like Klarna and Afterpay, while holding smaller shares of the market, are rising stars in providing these insights through BNPL services that attract younger, budget-conscious consumers.

The shift is part of a larger transformation within the payments industry, driven by regulatory changes, technological innovation, and the rise of Fintech companies. Real-time, peer-to-peer, and mobile payments are on the rise, forcing traditional financial institutions to innovate to stay relevant. Payment platforms are evolving into data-driven ecosystems, offering personalised services and creating new revenue opportunities through partnerships with e-commerce platforms and Fintech innovators.

As third-party cookies phase out, businesses will increasingly rely on first-party data for customer insights and targeted marketing. Payment platforms like PayPal and Stripe are uniquely positioned to provide this data, making them not just facilitators of transactions but essential tools for e-commerce strategy. Companies leveraging these platforms will gain a competitive edge in understanding and serving their customers in a privacy-first, data-driven digital economy.

Want access to data 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/PayPal_BNPL_Global

20/01/2025

"Imagine a soccer match where the referee suddenly steps back and says, “play fair, I am done making calls.” That is essentially what Meta is doing by stepping away from fact-checking on Facebook and Instagram."

So, what does this mean for advertisers? Should brands be worried about the rules, or will the game keep going regardless? Lexlab’s Alfie Lagos tackles these questions in his latest AdNews Australia commentary.

📖 Read the full article and join the discussion: https://www.adnews.com.au/opinion/what-changes-for-advertisers-with-the-end-of-fact-checking

This is not a ‘run for the exits’ moment.

15/01/2025

Did you know, Google has been losing search market share across Europe, marking its sharpest decline in over a decade?

Thanks to Engine Journal

In countries like France, Google’s dominance has slipped by 5.6 percentage points over the last ten years, while Germany has seen a decline of 3.3 points. These drops, recorded by StatCounter, represent the lowest levels of Google’s market share since tracking began in 2009. The trend has been driven by a combination of regulation, privacy concerns, and rising competition.

A significant turning point came in 2024 when the EU’s Digital Markets Act (DMA) required browsers and devices to present users with a choice of search engines, breaking Google’s default status on Android and Apple systems. However, the decline began earlier in privacy-sensitive countries like Germany, where GDPR and a €4.34 billion EU antitrust fine in 2018 created mistrust toward Google.

This sentiment opened opportunities for competitors such as Bing and privacy-focused engines like DuckDuckGo. The rise of AI-driven tools like ChatGPT has also been a factor, offering users alternative ways to search. Since its launch, ChatGPT has experienced unprecedented growth, reaching 100 million users within two months and currently boasting over 300 million weekly active users. ChatGPT's conversational interface offers users direct, context-rich answers, reducing the need to navigate traditional search engine results, challenging Google's traditional search model.

Interestingly, the impact varies by region and device. While Google’s mobile market share remains relatively stable due to its agreements with Apple, desktop use has dropped more steeply, with some markets showing a decline as early as 2018. Countries like Portugal, Spain, and Italy, however, have bucked the trend, maintaining higher Google market shares on mobile devices.

Once again, change is the only constant - even for behemoths like Google. While we have yet to see similar declines in Australia, their declining global dominance signals the beginning of a more fragmented search landscape. It also highlights growing consumer demand for privacy and competition, a trend that could reshape how the digital advertising and search industries operate in the years to come. Ultimately, Google needs to adapt, or they will feel the pinch.

Want the latest digital 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-losing-marketshare

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.