June 17, 2024


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Owned media’s high potential – Retail World Magazine

2 min read
Owned media’s high potential - Retail World Magazine

The FY’23 owned media sector in Australia is value $3.9 billion in industrial prospective, according to Sonder.

The independent owned media valuation business has launched its Owned Media Sector Report & Position for FY23, revealing the expansion potential of the marketplace and possibilities for various sectors.

Owned media

Owned media refers to a media asset that appeals to an viewers and can be employed as a media car or truck for husband or wife advertising and marketing communications.

It spans a broad array of channels and formats that an organisation controls and communicates via, which include in-store, digital, details, publishing, infrastructure and persons.

Grocery & liquor

The report finds grocery and liquor corporations have the optimum commercial opportunity at an typical of $100 million for every annum.

“Grocery and Liquor organizations are frequently held aloft as the poster young children of owned media leverage,” states the report. “Whilst the foremost grocery participant Woolworths is highly advanced, the relaxation of this category has only not long ago awoken to the major prospective and is using measures to capture up.”

Sonder notes that clients information is the “secret sauce” for owned media leverage in this group.

“It will allow organizations to differentiate from the paid media market place in a few essential strategies: focusing on dependent on true shopper conduct, marketing campaign optimisation based on purchaser reactions, and gross sales reporting dependent on customer obtain conduct,” Sonder says.

“We foresee much more owned media organisations transferring their data capabilities to the front office environment and, assuming shoppers have opted-in to lover communications, showcasing its energy to the current market.”

Untapped potential

The report highlights three ways organisations all around the planet are leveraging the potential of their owned media networks:

  1. Enhanced client experiences via data leverage
  2. Enhanced professional trading conditions through representation of media benefit
  3. Very rewarding earnings stream by means of charging for media

To discover a lot more about the likely of owned media leverage in your organisation, download the complete report right here.

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