Unmade: media and marketing analysis
Unmade: media and marketing analysis
(Re)defining retail media

(Re)defining retail media

Welcome to an audio-led edition of Unmade.

Today’s edition features a particularly impactful panel from last week’s retail media conference, REmade.

Further down, shares in Southern Cross Austereo leap, in reaction to ARN Media’s takeover bid.

The only way to access Unmade’s full archive, and our weekly Tuesdata analysis, is as a paying member. Unmade members also get discounted tickets to our future events.

‘The path to purchase is not linear’ How the retail media landscape has changed again

The leaders of Australia’s emerging retail media sector returned to the stage last week for Unmade’s second REmade conference.

Today we bring you the final session from the conference, the leadership panel, moderated by Unmade’s Tim Burrowes.

It featured:

  • Mike Tyquin, MD of Woolworths’ Casrtology

  • Teresa Aprile, co-founder of Brandcrush

  • Paul Brooks, GM of Coles360

  • Kate Yates, head of consumer marketing at Pernod Ricard

The central theme of the discussion was the rapid speed with which the sector is maturing.

Along the way, the panel debated the as-yet-unsettled question of the best definition for retail media, and how far it should extend into ecommerce; their expectations for where the sector goes next sector expectations, and the challenges anticipated during the economic downturn.

The wide ranging conversation also tackled how standards can be set and outcomes measured as new players arrive on an almost-weekly basis. IAB CEO Gai Le Roy dropped into the conversation from the audience to explain the contribution her organisation hopes to add to the measurement process.

They also discussed what is needed to break out from the test-and-learn stage of marekting plans. Yates warned: “We'll never move past test-and-learn if we don't speak a language that is universal among partners—retailers, media agencies, and businesses."

Also on the agenda was the arrival of agencies into the sector, and how they can find a place within the ecosystem.

REmade will return in the final quarter of 2024.

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Unmade Index rises after audio dramas

The Unmade Index was dominated by audio gyrations yesterday, with the ARN Media-led takeover bid on Southern Cross Austereo taking centre stage.

SCA’s share price surged 18.49%, taking its market capitalisation back above $200m fir the first time since August.

But ARN Media’s price fell by 4.09% as the market digested the plan.

Meanwhile, the Unmade Index, which tracks the performance of ASX listed media and marketing companies, rose 1.34% to land at 622.8 points.

Most stocks rose yesterday. Seven West Media lifted 3.39% while IVE Group rose 3.03%. Pureprofile enjoyed a 3.85% lift, and Ooh Media rose 1.04%.

Time to leave you to your Thursday. We’ll be back with an end of week update tomorrow.

Editing was courtesy of Abe’s Audio, the people to talk to about voiceovers, sound design and podcast production.

Message us: letters@unmade.media

Unmade: media and marketing analysis
Unmade: media and marketing analysis
Media and marketing news with all the in-depth analysis, insight and context you need.
Unmade offers industry news from an Australian perspective, from the founder of Mumbrella and the author of the best-selling book Media Unmade, Tim Burrowes