1 00:00:04,320 --> 00:00:07,760 Speaker 1: Hi, this is Paul McIntyre, Editor at Large at MI three. 2 00:00:08,119 --> 00:00:11,960 Speaker 1: Welcome to the three Audio Edition. I've been a business 3 00:00:12,039 --> 00:00:16,400 Speaker 1: journalist for EON's really covering the marketing, media, agency and 4 00:00:16,560 --> 00:00:19,200 Speaker 1: tech sectors and in this series we try to get 5 00:00:19,280 --> 00:00:22,439 Speaker 1: under the hood on consumer and customer trends and broader 6 00:00:22,520 --> 00:00:26,560 Speaker 1: developments that are shifting and shaping industry. And this three 7 00:00:26,640 --> 00:00:29,479 Speaker 1: audio edition is created with commercial partners as part of 8 00:00:29,480 --> 00:00:33,400 Speaker 1: our market Voice series. Well, if anyone's juggling the tension 9 00:00:33,440 --> 00:00:36,720 Speaker 1: between producing brand content and ads, you might want to 10 00:00:36,720 --> 00:00:40,280 Speaker 1: hear out the Commonwealth Bank's CMO Joe Boundy. She's all 11 00:00:40,280 --> 00:00:43,920 Speaker 1: but convinced smart, relevant, quality content produced by a brand 12 00:00:44,080 --> 00:00:46,879 Speaker 1: might just be a silver bullet that works through or 13 00:00:46,920 --> 00:00:50,800 Speaker 1: even transcends the entire funnel. What Joe's been doing at 14 00:00:50,840 --> 00:00:54,600 Speaker 1: Combank with her brand originated content program Brighter and a 15 00:00:54,680 --> 00:00:58,200 Speaker 1: retail media network a first for an Australian bank called 16 00:00:58,240 --> 00:01:01,800 Speaker 1: Combank connect a Lin's closely with the first update to 17 00:01:01,960 --> 00:01:04,880 Speaker 1: the future of brand content reports since twenty twenty. 18 00:01:04,680 --> 00:01:06,520 Speaker 2: One from News Australia. 19 00:01:07,080 --> 00:01:10,039 Speaker 1: The Managing director of content agency Medium Rare, Nick Smith, 20 00:01:10,120 --> 00:01:12,520 Speaker 1: has been on a road show presenting the findings to 21 00:01:12,560 --> 00:01:15,560 Speaker 1: brand owners around the country and he's got some interesting 22 00:01:15,640 --> 00:01:20,080 Speaker 1: data points. Branded content consumption, for instance, is up eleven percent, 23 00:01:20,520 --> 00:01:24,160 Speaker 1: underpinned by substantial shifts in the sort of content, formats 24 00:01:24,200 --> 00:01:28,520 Speaker 1: and distribution that are working well for brand originated communications. 25 00:01:28,959 --> 00:01:31,160 Speaker 1: One of the more interesting themes is a shift from 26 00:01:31,319 --> 00:01:34,520 Speaker 1: brand content ecosystems to brand worlds. 27 00:01:34,880 --> 00:01:36,119 Speaker 2: Will dive into what that. 28 00:01:36,040 --> 00:01:39,200 Speaker 1: Actually means shortly, but Italian anecdote on the trajectory of 29 00:01:39,240 --> 00:01:42,800 Speaker 1: branded content's growth curve is from Mike Conahan, the one 30 00:01:42,840 --> 00:01:47,800 Speaker 1: time CEO of WPPA and Z the past life allegedly 31 00:01:47,920 --> 00:01:51,800 Speaker 1: a copywriter, Mike is Managing director of News Australia's commercial 32 00:01:51,840 --> 00:01:54,880 Speaker 1: content division, which he says is now bigger in revenue 33 00:01:54,920 --> 00:01:59,240 Speaker 1: terms than the storied WPP creative agency Jwalter Thompson or 34 00:01:59,360 --> 00:02:01,800 Speaker 1: JW two it was known when it was at its 35 00:02:01,800 --> 00:02:04,800 Speaker 1: peak in Australia and New Zealand. Of course, the JWT 36 00:02:04,960 --> 00:02:07,360 Speaker 1: brand has now gone. We're going to race through a 37 00:02:07,440 --> 00:02:10,560 Speaker 1: raft of key trends and some new developments in branded contents, 38 00:02:10,639 --> 00:02:13,160 Speaker 1: new world order and on the mics. To map this 39 00:02:13,240 --> 00:02:17,240 Speaker 1: fast developing category is the combak's Joe Boundy, News Australia's 40 00:02:17,280 --> 00:02:20,680 Speaker 1: Mike Conahan and Medium Rares, Nick Smith, welcome to you all. 41 00:02:21,200 --> 00:02:23,560 Speaker 1: We're going to hear quite a bit about branded content's 42 00:02:23,600 --> 00:02:27,360 Speaker 1: full funnel proes today, Mike. But you jumping the fence 43 00:02:27,400 --> 00:02:31,160 Speaker 1: from decades and advertising to the content side. It's turned 44 00:02:31,160 --> 00:02:33,359 Speaker 1: out to be a pretty solid leap. The category is 45 00:02:33,400 --> 00:02:34,760 Speaker 1: taking off by the looks, and you might have made 46 00:02:34,760 --> 00:02:36,359 Speaker 1: a good move. Give us a sort of the top 47 00:02:36,360 --> 00:02:39,440 Speaker 1: line and what's happening in the content space, and welcome aboard. 48 00:02:39,600 --> 00:02:44,360 Speaker 3: Yeah, I mean, Paul, We've got three dedicated content agencies, 49 00:02:44,440 --> 00:02:47,639 Speaker 3: Medium Rares suddenly in Storiation, and then a specialist video 50 00:02:48,160 --> 00:02:51,040 Speaker 3: production company in Visdam and all four of those businesses 51 00:02:51,080 --> 00:02:55,640 Speaker 3: have had a great couple of years. In fact, just 52 00:02:55,720 --> 00:02:59,280 Speaker 3: over the weekend, both Qualtis and CBA, big clients of 53 00:02:59,639 --> 00:03:02,440 Speaker 3: Medium Rare, got big awards on the international stage, and 54 00:03:02,480 --> 00:03:06,000 Speaker 3: I think Medium Rare came in as a second best 55 00:03:06,639 --> 00:03:09,160 Speaker 3: large brand content agency. 56 00:03:09,720 --> 00:03:12,359 Speaker 4: So it's we've got amazing talent. 57 00:03:12,520 --> 00:03:15,520 Speaker 2: I'm going to be nicer to Nick now you'll have 58 00:03:15,560 --> 00:03:16,359 Speaker 2: to be nicer to Nick. 59 00:03:16,440 --> 00:03:19,320 Speaker 4: Yeah, we've got amazing talent here. 60 00:03:19,400 --> 00:03:24,400 Speaker 3: The brand content space has been around for some time, right, 61 00:03:24,480 --> 00:03:28,480 Speaker 3: and News saw that more than a decade ago with 62 00:03:28,600 --> 00:03:32,360 Speaker 3: the creation of Medium Rare very closely followed by Suddenly 63 00:03:32,400 --> 00:03:35,000 Speaker 3: and then later on the acquisition of Astoriation. 64 00:03:37,000 --> 00:03:38,720 Speaker 4: You know it. 65 00:03:38,720 --> 00:03:42,240 Speaker 3: It's becoming more and more interesting for more and more 66 00:03:42,400 --> 00:03:48,160 Speaker 3: of the client band across retail, across brand owners, across 67 00:03:48,200 --> 00:03:52,080 Speaker 3: anybody with a with a loyalty base, across members member 68 00:03:52,080 --> 00:03:59,240 Speaker 3: based organizations, and they're increasingly turning towards us to create 69 00:03:59,520 --> 00:04:02,320 Speaker 3: that war world as you called it before, that brand 70 00:04:02,360 --> 00:04:04,600 Speaker 3: world for them, because if they're going to get into 71 00:04:04,640 --> 00:04:07,520 Speaker 3: the publishing and media business, who better to turn to 72 00:04:07,680 --> 00:04:10,240 Speaker 3: than the best publishing and media business in the country. 73 00:04:10,320 --> 00:04:14,000 Speaker 3: So yeah, we're having a pretty good time and I'm 74 00:04:14,000 --> 00:04:17,360 Speaker 3: pretty happy with my choice to jump the fence over 75 00:04:17,480 --> 00:04:19,520 Speaker 3: to the content world away from that ad world. 76 00:04:20,440 --> 00:04:22,039 Speaker 2: What are your growth numbers and what are the category 77 00:04:22,120 --> 00:04:22,640 Speaker 2: growth numbers? 78 00:04:22,680 --> 00:04:25,040 Speaker 1: Do you think, Mike at a STAB, you're not going 79 00:04:25,040 --> 00:04:25,960 Speaker 1: to tell me your revenue. 80 00:04:26,000 --> 00:04:27,919 Speaker 2: I might try but or fail. But in terms of 81 00:04:27,920 --> 00:04:29,920 Speaker 2: growth year on year or what it's looking like. 82 00:04:30,279 --> 00:04:32,279 Speaker 4: It's the industry's double digit growth. 83 00:04:32,320 --> 00:04:35,279 Speaker 3: I mean, everybody's been talking about retail media now for 84 00:04:35,279 --> 00:04:36,200 Speaker 3: the last few years. 85 00:04:36,240 --> 00:04:38,040 Speaker 4: It's sort of became the near black. 86 00:04:39,480 --> 00:04:41,320 Speaker 3: So there's a lot of content that needs a few 87 00:04:41,320 --> 00:04:44,080 Speaker 3: of those retail media networks, but that's not what it's 88 00:04:44,120 --> 00:04:45,680 Speaker 3: all about. I mean, part of the beauty of what 89 00:04:45,720 --> 00:04:49,600 Speaker 3: we do is not only create and turn our clients 90 00:04:49,640 --> 00:04:56,040 Speaker 3: into into brand content owners and networks, but were also 91 00:04:56,160 --> 00:04:58,279 Speaker 3: in a lot of cases help them monetize that. So 92 00:04:58,720 --> 00:05:02,400 Speaker 3: the interest that's going in this area is only increasing 93 00:05:02,480 --> 00:05:04,360 Speaker 3: and growing exponentially. 94 00:05:04,680 --> 00:05:07,679 Speaker 1: You've been on a tour of fourth I think, presenting 95 00:05:07,680 --> 00:05:11,039 Speaker 1: the key findings to brand owners from this latest Future 96 00:05:11,040 --> 00:05:14,040 Speaker 1: of Brand Content report that News Australia's just done just released. 97 00:05:14,720 --> 00:05:18,599 Speaker 1: We mentioned content ecosystems versus brand worlds at the top, 98 00:05:19,000 --> 00:05:21,200 Speaker 1: but before we get to that, what else should we know? 99 00:05:21,360 --> 00:05:24,200 Speaker 1: This is the first update I think since twenty twenty one. 100 00:05:24,240 --> 00:05:25,479 Speaker 1: It's been a while coming. 101 00:05:26,120 --> 00:05:26,360 Speaker 4: Yeah. 102 00:05:26,360 --> 00:05:28,719 Speaker 5: Absolutely, it has been a great trip around the country 103 00:05:29,120 --> 00:05:31,760 Speaker 5: talking to brands and look back in twenty twenty one, 104 00:05:32,520 --> 00:05:35,119 Speaker 5: look our brands that we worked. We kind of knew 105 00:05:35,160 --> 00:05:38,520 Speaker 5: the power of content driving. I guess, their own audiences 106 00:05:38,560 --> 00:05:42,400 Speaker 5: on their own channels with their own content, but we 107 00:05:42,440 --> 00:05:46,080 Speaker 5: really couldn't share their case studies really across two other categories. 108 00:05:46,640 --> 00:05:50,040 Speaker 5: So what we thought we'd partner with an external independent 109 00:05:50,080 --> 00:05:53,279 Speaker 5: agency and we partnered with crowd DNA, who are a cultural, 110 00:05:53,320 --> 00:05:56,760 Speaker 5: strategic and insights agency that are from London and had 111 00:05:56,800 --> 00:05:59,680 Speaker 5: launched in Australia and they really helped us to find 112 00:05:59,760 --> 00:06:02,720 Speaker 5: what the consumer was thinking about branded content, like does 113 00:06:02,760 --> 00:06:06,839 Speaker 5: the consumer, the everyday Aussie know that they're getting you know, 114 00:06:06,880 --> 00:06:11,880 Speaker 5: a different communications or relationship through content as opposed to advertising, 115 00:06:11,920 --> 00:06:14,480 Speaker 5: and back in twenty twenty one, the extounding results were 116 00:06:14,520 --> 00:06:16,720 Speaker 5: that they actually did. So they were the ones that 117 00:06:16,760 --> 00:06:19,280 Speaker 5: sort of gave us I guess our elevator pitch that 118 00:06:19,360 --> 00:06:22,280 Speaker 5: you know, brand content is something to tell you and 119 00:06:22,320 --> 00:06:24,520 Speaker 5: form a relationship with you rather than try and sell 120 00:06:24,560 --> 00:06:27,760 Speaker 5: you something, And so it was the consumers that actually 121 00:06:27,839 --> 00:06:30,880 Speaker 5: led I guess you know our sort of re releases 122 00:06:30,960 --> 00:06:35,279 Speaker 5: this research again with crowd DNA. So very different environment 123 00:06:35,320 --> 00:06:37,600 Speaker 5: this time around, Like there's a lot of mistrust towards 124 00:06:37,640 --> 00:06:41,560 Speaker 5: brands and organizations and governments. The consumer's got a lot 125 00:06:41,600 --> 00:06:44,960 Speaker 5: of choice. So there's four thousand messages being thrown at 126 00:06:44,960 --> 00:06:47,280 Speaker 5: them a day and only one point one percent I 127 00:06:47,320 --> 00:06:50,560 Speaker 5: think is getting through. The marketer's challenge is real that 128 00:06:50,560 --> 00:06:52,800 Speaker 5: they've got so many, you know, so many channels to 129 00:06:52,920 --> 00:06:56,000 Speaker 5: reach consumers, and what we found is that through this 130 00:06:56,120 --> 00:06:59,240 Speaker 5: content and this research study that actually brand content, if 131 00:06:59,240 --> 00:07:02,560 Speaker 5: it's done very well, can help marketers deliver cut through 132 00:07:02,600 --> 00:07:05,839 Speaker 5: to consumers. It's what consumers want, so they use brand 133 00:07:05,880 --> 00:07:09,480 Speaker 5: content to understand what a brand is about, but then 134 00:07:09,560 --> 00:07:13,240 Speaker 5: also get clarity about what a brand is actually offering 135 00:07:13,280 --> 00:07:15,520 Speaker 5: them in terms of a product or a service. And 136 00:07:15,560 --> 00:07:17,720 Speaker 5: what we've seen is it really accelerates I guess the 137 00:07:17,840 --> 00:07:21,640 Speaker 5: journey with the brand and really enhances that customer experience. 138 00:07:21,680 --> 00:07:24,640 Speaker 5: So yes, to your point, consumption is up. So Aussie's 139 00:07:24,680 --> 00:07:27,800 Speaker 5: are saying that over fifty four percent of them at 140 00:07:27,800 --> 00:07:31,800 Speaker 5: consuming branded content once or many times a day. 141 00:07:31,920 --> 00:07:32,920 Speaker 6: That's incredible. 142 00:07:33,240 --> 00:07:35,600 Speaker 5: And what we've also seen from probably you know a 143 00:07:35,600 --> 00:07:37,160 Speaker 5: lot of the brands that we work with the cross 144 00:07:37,160 --> 00:07:40,920 Speaker 5: storiation Suddenly and Medium, is that brands are doing it 145 00:07:40,960 --> 00:07:44,360 Speaker 5: really well. They're really invested in producing I guess engaging, 146 00:07:44,440 --> 00:07:48,440 Speaker 5: authentic and human content and that's really driving up relevancy. 147 00:07:48,560 --> 00:07:51,320 Speaker 5: So forty one percent of Ozzie's are saying that what 148 00:07:51,360 --> 00:07:54,320 Speaker 5: brands are doing is spot on and they want more 149 00:07:54,360 --> 00:07:57,000 Speaker 5: of it and it's really helping them, I guess make 150 00:07:57,040 --> 00:08:00,680 Speaker 5: that decision making process easier. So we're seeing the move 151 00:08:01,120 --> 00:08:04,800 Speaker 5: down what was that traditional funnel into almost like a 152 00:08:04,880 --> 00:08:08,560 Speaker 5: concentric circle with the brand. So you know, branded content 153 00:08:08,640 --> 00:08:11,920 Speaker 5: was always great in that consideration phase, but really it's 154 00:08:11,960 --> 00:08:15,320 Speaker 5: hitting goals in awareness conversion, so getting people to actually 155 00:08:15,360 --> 00:08:18,600 Speaker 5: buy products, but also into loyalty and advocacy. So we 156 00:08:18,600 --> 00:08:20,600 Speaker 5: didn't see that four years ago. So it's driving an 157 00:08:20,640 --> 00:08:23,400 Speaker 5: emotional bond with brands as well. 158 00:08:24,600 --> 00:08:27,840 Speaker 2: Nick, just quickly, how to consumes? 159 00:08:27,880 --> 00:08:31,120 Speaker 1: How does the public see the difference between branded content 160 00:08:31,160 --> 00:08:35,960 Speaker 1: and advertising? Is there a perception, authenticity, credibility difference in 161 00:08:36,040 --> 00:08:37,320 Speaker 1: any of those numbers that you've seen. 162 00:08:37,840 --> 00:08:40,320 Speaker 5: Yeah, look, obviously I'm the exclusive content guys, so I 163 00:08:40,360 --> 00:08:43,080 Speaker 5: can sort of say this outloud. Maybe Joe and Mike 164 00:08:43,120 --> 00:08:45,679 Speaker 5: have worked on both sides, make go hear that. But 165 00:08:46,080 --> 00:08:49,240 Speaker 5: you know, advertising is definitely much still a very powerful 166 00:08:49,280 --> 00:08:52,160 Speaker 5: meeting when you've got something new to say. What we 167 00:08:52,200 --> 00:08:55,800 Speaker 5: saw between the difference between what consumers thought about advertising 168 00:08:55,840 --> 00:08:59,440 Speaker 5: and branded content, is that branded content, I guess adds, 169 00:09:00,040 --> 00:09:00,600 Speaker 5: I guess. 170 00:09:00,360 --> 00:09:01,880 Speaker 6: More of a value exchange. 171 00:09:01,960 --> 00:09:04,240 Speaker 5: So yes, I've got a message, a great message that 172 00:09:04,240 --> 00:09:07,720 Speaker 5: I'm understanding about a brand through advertising, but through the content, 173 00:09:08,120 --> 00:09:11,720 Speaker 5: I can really understand who a brand is, what are 174 00:09:11,720 --> 00:09:14,360 Speaker 5: their brand traits. So I guess you know, to your 175 00:09:14,400 --> 00:09:17,760 Speaker 5: point before, branded content has really gone out of that 176 00:09:17,760 --> 00:09:20,840 Speaker 5: sort of performance marketing kind of I guess legacy of 177 00:09:20,960 --> 00:09:26,000 Speaker 5: driving conversion or driving consideration. It's really helping consumers in 178 00:09:26,040 --> 00:09:29,559 Speaker 5: a very clouded environment understand what a brand is about 179 00:09:30,000 --> 00:09:32,720 Speaker 5: and what are the human traits. And again, what we 180 00:09:32,840 --> 00:09:35,560 Speaker 5: did see more in this research four years on is 181 00:09:35,559 --> 00:09:40,920 Speaker 5: that consumers really want brands to be transparent, authentic and 182 00:09:41,000 --> 00:09:44,439 Speaker 5: be their friend so help them navigate the world of choice. 183 00:09:45,280 --> 00:09:48,160 Speaker 5: And what we've found is that branded content really closes 184 00:09:48,160 --> 00:09:49,880 Speaker 5: that gap in terms of what do I know about 185 00:09:49,880 --> 00:09:52,120 Speaker 5: a brand, what do I need, and what do I 186 00:09:52,200 --> 00:09:54,720 Speaker 5: use to actually help me get there. So that's to 187 00:09:54,760 --> 00:09:57,679 Speaker 5: your point where we stopped talking about content ecosystems as 188 00:09:57,760 --> 00:10:01,000 Speaker 5: kind of you know, big systems of d ms or 189 00:10:01,040 --> 00:10:03,440 Speaker 5: you know, broadcast kind of content. 190 00:10:03,880 --> 00:10:05,080 Speaker 6: It's really about. 191 00:10:04,840 --> 00:10:09,400 Speaker 5: Drawing an audience in to your brand world. And within 192 00:10:09,440 --> 00:10:12,480 Speaker 5: that brand world, you can be entertaining, you can be inspirational, 193 00:10:12,600 --> 00:10:15,679 Speaker 5: you can be informative or even educational through content. 194 00:10:16,080 --> 00:10:19,120 Speaker 3: Yeah, I think Paul, we all know about that avoidance, right, 195 00:10:19,200 --> 00:10:22,839 Speaker 3: But when when we talk to content, if it's if 196 00:10:22,840 --> 00:10:25,520 Speaker 3: it's got some utility to it. So it's it's it's 197 00:10:25,559 --> 00:10:29,360 Speaker 3: helping someone through their day, it's simplifying their choices, it's 198 00:10:29,360 --> 00:10:33,160 Speaker 3: giving them confidence in their choices. They're they're more than 199 00:10:33,240 --> 00:10:36,040 Speaker 3: willing to accept if there's a value as nix setive, 200 00:10:36,080 --> 00:10:40,720 Speaker 3: there's a value trade there in what they're getting from 201 00:10:40,800 --> 00:10:44,760 Speaker 3: the brand. And in the case of loyal customers with 202 00:10:45,280 --> 00:10:48,120 Speaker 3: so many of ours such as quanas such as CBA, 203 00:10:48,280 --> 00:10:50,840 Speaker 3: such as a coal such as the Buning's, not only 204 00:10:50,840 --> 00:10:52,800 Speaker 3: are they willing to accept it, they actually come to 205 00:10:52,840 --> 00:10:55,600 Speaker 3: expect it. They expect those brands to turn up for 206 00:10:55,640 --> 00:10:59,079 Speaker 3: them to help them simplify their choice or make it 207 00:10:59,160 --> 00:11:03,000 Speaker 3: more confident choice through their day. So then they're not 208 00:11:03,040 --> 00:11:04,760 Speaker 3: avoiding it, they're actually learning into it. 209 00:11:05,679 --> 00:11:06,800 Speaker 2: There was a bit of that. There's a lot of that. 210 00:11:06,880 --> 00:11:09,560 Speaker 1: I guess maybe what Bunning's does with the Hell Too 211 00:11:09,559 --> 00:11:11,160 Speaker 1: and the content there. We'll get to Joe's view and 212 00:11:11,200 --> 00:11:14,719 Speaker 1: all this in a second. Nick, just for clarifying the 213 00:11:14,840 --> 00:11:18,920 Speaker 1: nuance here between a content ecosystem and a brand world. 214 00:11:19,640 --> 00:11:22,360 Speaker 1: The nuance at out for us. So what is the difference. 215 00:11:23,160 --> 00:11:27,000 Speaker 5: Yeah, I guess a content ecosystem is really still about 216 00:11:27,160 --> 00:11:29,319 Speaker 5: like a brand centric approach, like we've got to get 217 00:11:29,320 --> 00:11:33,120 Speaker 5: particularly messages out on our own channel and it's lined 218 00:11:33,200 --> 00:11:35,360 Speaker 5: up with I guess, you know, the calendar of business 219 00:11:35,440 --> 00:11:37,560 Speaker 5: objectives and things that we want to tell a customer. 220 00:11:37,920 --> 00:11:40,079 Speaker 5: What we do in a brand world is really match 221 00:11:40,280 --> 00:11:43,000 Speaker 5: what a consumer is doing out in the real world. 222 00:11:43,400 --> 00:11:46,240 Speaker 5: And they might be at one time in a mood 223 00:11:46,240 --> 00:11:48,280 Speaker 5: where they want to be entertained, so that is on 224 00:11:48,480 --> 00:11:49,920 Speaker 5: say TikTok, or they want. 225 00:11:49,720 --> 00:11:52,880 Speaker 6: To be inspired on Instagram. Really shifting that. 226 00:11:52,960 --> 00:11:55,920 Speaker 5: I guess notion of that branded content isn't so functional, 227 00:11:55,960 --> 00:11:58,959 Speaker 5: it can actually help define your brand is really about 228 00:11:59,000 --> 00:12:01,079 Speaker 5: the nuance. And I think you know what Joe has 229 00:12:01,120 --> 00:12:06,199 Speaker 5: done so well with Cbas introduced a brand world through 230 00:12:06,400 --> 00:12:10,600 Speaker 5: the objective of really helping everyday Aussies through initially a 231 00:12:10,640 --> 00:12:13,680 Speaker 5: cost of living crisis and showing them actually, how do 232 00:12:13,760 --> 00:12:17,000 Speaker 5: they feel better about their everyday finances but also have 233 00:12:17,160 --> 00:12:20,959 Speaker 5: more courage and confidence to make financial decisions which are 234 00:12:20,960 --> 00:12:24,040 Speaker 5: really going to inter impact their life not just today 235 00:12:24,040 --> 00:12:26,760 Speaker 5: but tomorrow. So that that's a different approach. But just 236 00:12:26,880 --> 00:12:30,520 Speaker 5: talking about the products, yes, we seamlessly integrate. You know 237 00:12:30,559 --> 00:12:33,280 Speaker 5: how great the products and services are to deliver on 238 00:12:33,360 --> 00:12:35,959 Speaker 5: those financial dreams. But that is the sense if you're 239 00:12:36,280 --> 00:12:39,200 Speaker 5: you're getting in a consumer when they're really looking for 240 00:12:39,240 --> 00:12:42,160 Speaker 5: some information and help, and you're really engaging them and 241 00:12:42,160 --> 00:12:44,800 Speaker 5: making them loyal customers by giving them a true value 242 00:12:44,840 --> 00:12:48,200 Speaker 5: exchange through branded content. That's the creation of brand world 243 00:12:48,240 --> 00:12:49,480 Speaker 5: and you kind of got them forever. 244 00:12:49,600 --> 00:12:52,280 Speaker 1: Joe Boundy, We've waited thirteen minutes to talk to you, 245 00:12:52,360 --> 00:12:57,439 Speaker 1: and it's fine. I hear brand brand worlds versus ecosystems, Joe, Yes, Hey, 246 00:12:57,679 --> 00:12:59,959 Speaker 1: what's your take on this one? Brand world's versus eCos 247 00:13:00,040 --> 00:13:02,120 Speaker 1: systems are your thoughts? 248 00:13:02,320 --> 00:13:07,320 Speaker 7: Look, I've been a big advocate of content ecosystems for 249 00:13:07,360 --> 00:13:09,640 Speaker 7: a very long time, but I am loving this new 250 00:13:10,120 --> 00:13:13,560 Speaker 7: phrase of brand worlds. It'll be no surprise to you 251 00:13:13,600 --> 00:13:17,520 Speaker 7: that an organization the size and scale of CBA has 252 00:13:17,640 --> 00:13:21,720 Speaker 7: an incredibly diverse audience base, and we think about the 253 00:13:21,880 --> 00:13:27,000 Speaker 7: entire brand experience, whether that be digital experiences, physical experiences, 254 00:13:27,080 --> 00:13:29,360 Speaker 7: or both. So this idea that you're looking at all 255 00:13:29,400 --> 00:13:31,840 Speaker 7: of your customer touch points and the content served on 256 00:13:31,920 --> 00:13:35,080 Speaker 7: all of those touch points as brand worlds, I'm loving. 257 00:13:35,200 --> 00:13:38,240 Speaker 8: So hats off Nick and Mike for coming up with this. 258 00:13:39,400 --> 00:13:41,560 Speaker 7: But I think the reality when you're actually playing in 259 00:13:41,600 --> 00:13:46,280 Speaker 7: this space of content, is you actually our audiences are 260 00:13:46,320 --> 00:13:50,760 Speaker 7: participating with content with creators. They're in different platforms, they're 261 00:13:50,800 --> 00:13:53,440 Speaker 7: in different communities, and so content is no longer this 262 00:13:53,559 --> 00:13:57,320 Speaker 7: linear experience. So you need to really start with what 263 00:13:57,480 --> 00:13:59,959 Speaker 7: is the customer world? And then how can your brand 264 00:14:00,080 --> 00:14:02,280 Speaker 7: actually show up and be a part of that brand world. 265 00:14:02,880 --> 00:14:06,080 Speaker 7: For us, it always starts with the customer first and foremost, 266 00:14:06,120 --> 00:14:09,000 Speaker 7: and we ask a really simple question around what problem 267 00:14:09,080 --> 00:14:11,199 Speaker 7: we're trying to solve for the customer or how can 268 00:14:11,240 --> 00:14:14,000 Speaker 7: we be useful or helpful or make their life easier? 269 00:14:14,160 --> 00:14:17,760 Speaker 7: And that's really the genesis for us to then determine 270 00:14:18,040 --> 00:14:20,480 Speaker 7: whether it's what the content is we're creating and where 271 00:14:20,480 --> 00:14:21,800 Speaker 7: that content will show up. 272 00:14:22,520 --> 00:14:24,960 Speaker 1: Any idea This is a question that's not un notice Joe, 273 00:14:24,960 --> 00:14:27,080 Speaker 1: but any iteia in terms of the volumes or the 274 00:14:27,120 --> 00:14:30,720 Speaker 1: engagement levels for your content, your various content plays across 275 00:14:31,200 --> 00:14:34,560 Speaker 1: all your platforms and distribution and channels. Do you sort 276 00:14:34,600 --> 00:14:36,960 Speaker 1: of know what sort of volume you're doing yet or now? 277 00:14:37,040 --> 00:14:41,000 Speaker 7: Yeah, we study those metrics very closely. I won't go 278 00:14:41,040 --> 00:14:43,200 Speaker 7: into the details of all the many different channels we 279 00:14:43,240 --> 00:14:46,680 Speaker 7: do participate in. Probably every channel that you can think of. 280 00:14:47,640 --> 00:14:50,440 Speaker 7: But what we're seeing is a real shift in where 281 00:14:50,520 --> 00:14:53,520 Speaker 7: audiences are showing up. We know the media landscape is 282 00:14:53,520 --> 00:14:57,440 Speaker 7: incredibly fragmented, and so we have a role and responsibility 283 00:14:57,480 --> 00:14:59,680 Speaker 7: to make sure we're showing up where our customers are. 284 00:15:00,080 --> 00:15:02,960 Speaker 7: One of the great things about our brand world is 285 00:15:03,000 --> 00:15:05,080 Speaker 7: that we are actually able to come up with a 286 00:15:05,120 --> 00:15:08,040 Speaker 7: particular idea. Nick touched on previously the work we've been 287 00:15:08,040 --> 00:15:13,720 Speaker 7: doing around financial literacy and helping Australians with financial confidence. 288 00:15:14,000 --> 00:15:17,680 Speaker 7: That's going to be fundamentally different for every different customer 289 00:15:17,880 --> 00:15:21,480 Speaker 7: or audience that we work with. Australians are not one 290 00:15:21,520 --> 00:15:24,080 Speaker 7: size fits all, so we need to make sure that 291 00:15:24,120 --> 00:15:27,120 Speaker 7: we show up in a really tailored way for the channel. 292 00:15:27,360 --> 00:15:29,880 Speaker 8: But we start with one idea and then it's almost like. 293 00:15:29,880 --> 00:15:32,760 Speaker 7: We're multimodal and modular and we can design the answers 294 00:15:32,800 --> 00:15:34,440 Speaker 7: to those across those different channels. 295 00:15:34,800 --> 00:15:36,040 Speaker 1: Well, I was going to say, you know, with that 296 00:15:36,120 --> 00:15:39,720 Speaker 1: more custom approach to content, to segments and targets and 297 00:15:39,800 --> 00:15:43,600 Speaker 1: various audiences, do you see any any changes in Well, 298 00:15:43,640 --> 00:15:45,640 Speaker 1: firstly the sort of sort of content you're doing, but 299 00:15:45,680 --> 00:15:48,200 Speaker 1: any change in engagement as a result of getting more 300 00:15:48,200 --> 00:15:50,680 Speaker 1: custom customized to various segments. 301 00:15:51,560 --> 00:15:55,000 Speaker 7: Yeah, we do, and what we're seeing I think you 302 00:15:55,040 --> 00:15:58,080 Speaker 7: know that the engagement rates where we do have compelling 303 00:15:58,160 --> 00:16:02,960 Speaker 7: content and it's designed for the audience we see really resonate. 304 00:16:03,520 --> 00:16:05,080 Speaker 8: A great example that I can. 305 00:16:04,920 --> 00:16:08,920 Speaker 7: Share with you is part of our Brighter brand world 306 00:16:09,400 --> 00:16:12,680 Speaker 7: that Nick touched on. That started as a long form magazine, 307 00:16:13,280 --> 00:16:15,840 Speaker 7: but that was never designed to stop there. The content 308 00:16:15,960 --> 00:16:18,600 Speaker 7: was able to be spliced and diced and produced in 309 00:16:18,680 --> 00:16:22,280 Speaker 7: many different formats. We evolved that to a television series. 310 00:16:22,560 --> 00:16:25,960 Speaker 7: We've just finished our second season of Brighter. The engagement 311 00:16:26,000 --> 00:16:28,920 Speaker 7: rates for that were phenomenal. We had over two million 312 00:16:29,000 --> 00:16:31,480 Speaker 7: Australians tune in on free to air and catch up 313 00:16:31,480 --> 00:16:33,200 Speaker 7: and watch that, but then when we put it on 314 00:16:33,240 --> 00:16:34,680 Speaker 7: social media channels, we had. 315 00:16:34,600 --> 00:16:35,480 Speaker 8: Over ten million. 316 00:16:35,520 --> 00:16:37,400 Speaker 7: We had a reach of over ten million, an audience 317 00:16:37,440 --> 00:16:40,040 Speaker 7: of over ten million in social and in addition to 318 00:16:40,080 --> 00:16:42,800 Speaker 7: that the engagement rates, over eighty percent of people who 319 00:16:42,880 --> 00:16:46,640 Speaker 7: watched that content took an action to improve their finances. 320 00:16:46,880 --> 00:16:49,680 Speaker 7: So we're actually seeing when the content is relevant, when 321 00:16:49,720 --> 00:16:53,000 Speaker 7: it's utility, whether when it connects with people, it's really 322 00:16:53,000 --> 00:16:55,560 Speaker 7: making a difference and we're driving up those engagement rates 323 00:16:55,720 --> 00:16:58,680 Speaker 7: more so than we would with some other marketing formats 324 00:16:58,720 --> 00:17:01,400 Speaker 7: that we may have traditionally used. 325 00:17:01,160 --> 00:17:02,400 Speaker 2: And continued gets me too. 326 00:17:02,440 --> 00:17:05,400 Speaker 1: It's a perfect segue really into what we talked about 327 00:17:05,440 --> 00:17:08,760 Speaker 1: at the top and the intro in terms of your 328 00:17:09,240 --> 00:17:12,920 Speaker 1: your view on content going beyond what is typically seen 329 00:17:12,920 --> 00:17:15,200 Speaker 1: as a mid funnel play. But you think it goes beyond. 330 00:17:15,280 --> 00:17:18,480 Speaker 1: It transcends the funnel, It goes through it. It can drive results, 331 00:17:18,480 --> 00:17:22,639 Speaker 1: it can build brand and attention and consideration, does everything. 332 00:17:22,680 --> 00:17:24,320 Speaker 2: It's talk us through. 333 00:17:25,240 --> 00:17:27,920 Speaker 1: Why you're so convinced about this and what you're seeing 334 00:17:27,920 --> 00:17:29,800 Speaker 1: that's got you pretty bullish, Joe. 335 00:17:30,440 --> 00:17:32,280 Speaker 7: I think you may have said it could be the 336 00:17:32,320 --> 00:17:35,960 Speaker 7: silver bullet right up front there, Paul, and I definitely 337 00:17:36,000 --> 00:17:40,240 Speaker 7: think it is such a critical piece in a full 338 00:17:40,320 --> 00:17:44,840 Speaker 7: funnel toolkit. You've touched on a few of the reasons. 339 00:17:44,880 --> 00:17:48,719 Speaker 7: I think it's so important that you actually build trust 340 00:17:48,840 --> 00:17:51,480 Speaker 7: and salience with customers, and you've got so you've got 341 00:17:51,520 --> 00:17:54,240 Speaker 7: to actually start with a way where you're building relevance, 342 00:17:54,280 --> 00:17:58,239 Speaker 7: where you're not interrupting the experience that they're in, and 343 00:17:58,240 --> 00:18:02,520 Speaker 7: that you're actually really creating true connections with them, and also, 344 00:18:02,840 --> 00:18:05,359 Speaker 7: dare I say emotional connection with them that can start 345 00:18:05,359 --> 00:18:07,760 Speaker 7: to build their consideration. 346 00:18:08,200 --> 00:18:09,120 Speaker 8: As you move through. 347 00:18:09,119 --> 00:18:11,280 Speaker 7: No matter what your brand is, you really need to 348 00:18:11,280 --> 00:18:14,680 Speaker 7: start building those connections with your audiences. For us, it's 349 00:18:14,680 --> 00:18:18,400 Speaker 7: all about improving financial confidence. It's a really clutted market, 350 00:18:18,640 --> 00:18:22,399 Speaker 7: so we have used our content to really help build 351 00:18:22,400 --> 00:18:26,240 Speaker 7: that consideration and then ultimately it goes through to conversion 352 00:18:26,280 --> 00:18:29,800 Speaker 7: with customers. We will have often great rates and offers 353 00:18:29,880 --> 00:18:33,120 Speaker 7: at point of purchase, but it's supported by the compelling content, 354 00:18:33,359 --> 00:18:35,399 Speaker 7: and it'll be very different which have a medium, wherein 355 00:18:35,480 --> 00:18:38,920 Speaker 7: how we might do a piece in a newspaper article 356 00:18:38,960 --> 00:18:41,480 Speaker 7: is very different to something in social but we do 357 00:18:41,560 --> 00:18:44,320 Speaker 7: make sure that the content plays a critical role all 358 00:18:44,359 --> 00:18:45,520 Speaker 7: the way through the funnel. 359 00:18:46,440 --> 00:18:48,400 Speaker 1: I think I get to ask you a bit later 360 00:18:48,400 --> 00:18:50,119 Speaker 1: on busting to look at some of your metrics and 361 00:18:50,160 --> 00:18:52,159 Speaker 1: how you're sort of linking that up and how you 362 00:18:52,200 --> 00:18:56,240 Speaker 1: sort of attribute content to some results. But that's getting 363 00:18:56,240 --> 00:18:58,320 Speaker 1: ahead of myself, Mike, in terms of what Jose has 364 00:18:58,359 --> 00:19:02,199 Speaker 1: talked about in relation to the broader market, how she's thinking, 365 00:19:03,200 --> 00:19:06,480 Speaker 1: where are other various brands and companies in the use 366 00:19:06,520 --> 00:19:09,760 Speaker 1: cases on this, or perhaps they're changing use cases, they're 367 00:19:09,760 --> 00:19:13,440 Speaker 1: shifting it up, Joe, it is Joe Special. 368 00:19:14,160 --> 00:19:15,679 Speaker 2: See that's a little questions. 369 00:19:16,600 --> 00:19:21,320 Speaker 3: There's no doubt that's Joe Special. And look, part of 370 00:19:21,359 --> 00:19:23,200 Speaker 3: the part of the growth. 371 00:19:22,960 --> 00:19:25,440 Speaker 4: That we've experienced over the last couple of years. 372 00:19:26,960 --> 00:19:30,679 Speaker 3: Is people looking at what other brands are doing in 373 00:19:30,760 --> 00:19:35,640 Speaker 3: this space and very jealously or zealously, depending which way 374 00:19:35,680 --> 00:19:38,359 Speaker 3: you look at it, coming after it and saying, hey, 375 00:19:38,920 --> 00:19:41,959 Speaker 3: what you've done for them, can you do something like 376 00:19:42,040 --> 00:19:45,320 Speaker 3: that for us? So there's no doubt that a brand 377 00:19:45,400 --> 00:19:48,240 Speaker 3: like Combank, it's very obvious. You know, the brand and 378 00:19:48,280 --> 00:19:51,600 Speaker 3: content area for retailers has been around for a while, 379 00:19:52,119 --> 00:19:57,480 Speaker 3: but we also work with now in finance and insurance 380 00:19:58,000 --> 00:20:03,200 Speaker 3: membership organizations where you know, frankly, Paul, the subject matter 381 00:20:03,359 --> 00:20:07,400 Speaker 3: is would be considered somewhat dry. So if you're if 382 00:20:07,400 --> 00:20:11,000 Speaker 3: you're doing content for the Australian Institute and Company Directors 383 00:20:11,160 --> 00:20:17,560 Speaker 3: or an accountancy membership organization, you know, it's not it's 384 00:20:17,640 --> 00:20:18,880 Speaker 3: not natural that it's. 385 00:20:18,680 --> 00:20:20,760 Speaker 4: Going to be particularly exciting. 386 00:20:20,840 --> 00:20:23,480 Speaker 3: But if you create the right kind of environment, the 387 00:20:23,520 --> 00:20:25,560 Speaker 3: right kind of platform, and the right kind of brand 388 00:20:25,600 --> 00:20:29,320 Speaker 3: world for that content, it not only gives you know, 389 00:20:30,320 --> 00:20:33,440 Speaker 3: brands and clients the opportunity to talk about that very 390 00:20:33,440 --> 00:20:35,920 Speaker 3: functional message that they've got to get out there, in 391 00:20:36,000 --> 00:20:40,439 Speaker 3: the case of Joe with financial literacy, but also a 392 00:20:40,480 --> 00:20:43,280 Speaker 3: platform for them to talk about their sponsorship work, the 393 00:20:43,320 --> 00:20:47,320 Speaker 3: community work that they do and give the brand and 394 00:20:47,359 --> 00:20:49,200 Speaker 3: their consumers a good feel there. 395 00:20:49,280 --> 00:20:53,280 Speaker 4: But really, really importantly, I think in so many. 396 00:20:53,080 --> 00:20:58,679 Speaker 3: Cases, it gives those those organizations an opportunity to invite 397 00:20:58,720 --> 00:21:01,760 Speaker 3: their partners onto that platform form, to talk to their customers, 398 00:21:02,640 --> 00:21:05,960 Speaker 3: to talk to their audience, and to really promote their 399 00:21:06,000 --> 00:21:09,560 Speaker 3: own brands through that through that customer journey. And we're 400 00:21:09,560 --> 00:21:13,080 Speaker 3: doing that for so many and that's not just for partners, right. 401 00:21:13,119 --> 00:21:15,879 Speaker 3: So there's a natural thing for you know, for a 402 00:21:16,000 --> 00:21:20,159 Speaker 3: Cults to have supplies into their channel, as natural for 403 00:21:20,240 --> 00:21:23,000 Speaker 3: a David Jones to have supplies into their channel, and 404 00:21:23,040 --> 00:21:26,320 Speaker 3: it's a natural for CBA to be talking about their 405 00:21:26,359 --> 00:21:30,400 Speaker 3: own products. But there's a thing called non endemic advertisers 406 00:21:30,440 --> 00:21:33,359 Speaker 3: which are becoming very interesting to all of these brand 407 00:21:33,359 --> 00:21:36,679 Speaker 3: wills that we're creating. Where it might be travel, it 408 00:21:36,760 --> 00:21:40,680 Speaker 3: might be auto, it might be you know, just brand, yes, 409 00:21:40,840 --> 00:21:45,080 Speaker 3: FMCG brand or luxury brands that are really interested in 410 00:21:45,119 --> 00:21:48,520 Speaker 3: that very very powerful audience that we're building for the 411 00:21:48,600 --> 00:21:53,240 Speaker 3: brand who actually own that brand world, so it's it's 412 00:21:53,320 --> 00:21:57,959 Speaker 3: creating a mini publishing business for themselves. I mean, we 413 00:21:58,000 --> 00:22:01,040 Speaker 3: work with Chemists Warehouse on the House of Wellness, and 414 00:22:01,400 --> 00:22:04,080 Speaker 3: I said this when we launched the research back in 415 00:22:04,119 --> 00:22:08,920 Speaker 3: twenty twenty one. You know, Chemist's Warehouse is a media conglomerate. 416 00:22:09,040 --> 00:22:13,920 Speaker 3: You know, they have a huge print presence. They advertise 417 00:22:14,119 --> 00:22:18,720 Speaker 3: very heavily through news court newspapers, They've got their own radio, 418 00:22:18,760 --> 00:22:21,960 Speaker 3: they've got their own podcasts, they've got their own TV show, all. 419 00:22:21,840 --> 00:22:24,639 Speaker 4: Of which you know we are helping them with. 420 00:22:26,080 --> 00:22:28,800 Speaker 3: And you know, it's a really powerful platform for some 421 00:22:28,840 --> 00:22:34,000 Speaker 3: of my Chemist's Warehouse so that the sector is in 422 00:22:34,080 --> 00:22:39,600 Speaker 3: high demand and high interest, and you know where they're 423 00:22:39,640 --> 00:22:45,679 Speaker 3: helping really thought provoking conversations with clients. And you know, 424 00:22:45,720 --> 00:22:49,080 Speaker 3: having people like Joe and Comical Banks step into the 425 00:22:49,160 --> 00:22:52,000 Speaker 3: into the breach in financial services has only really stirred 426 00:22:52,000 --> 00:22:53,000 Speaker 3: more and more interest in it. 427 00:22:53,880 --> 00:22:56,399 Speaker 1: Well, Joe's Joe's a medium mogul now too. So I 428 00:22:56,400 --> 00:22:58,000 Speaker 1: hope to ask a couple of questions on that at 429 00:22:58,000 --> 00:23:00,760 Speaker 1: the end, but in terms more more broad in terms 430 00:23:00,800 --> 00:23:05,119 Speaker 1: of your KPIs for success on this whole brand world 431 00:23:05,160 --> 00:23:07,360 Speaker 1: content play that you've been. 432 00:23:06,800 --> 00:23:10,639 Speaker 2: Working on for a while. How do you evaluate. 433 00:23:10,600 --> 00:23:15,000 Speaker 1: Content efficacy at a marketing team level? What's good that 434 00:23:15,119 --> 00:23:18,080 Speaker 1: hits your numbers for hits your benchmarks for marketing and 435 00:23:18,600 --> 00:23:21,520 Speaker 1: is that different to what you are what your broader 436 00:23:21,520 --> 00:23:24,719 Speaker 1: internal company stakeholders want to see and hear. What are 437 00:23:24,760 --> 00:23:27,439 Speaker 1: those KPIs show that you're judging yourself and being. 438 00:23:27,359 --> 00:23:30,919 Speaker 7: Judged on Yeah, I might work that in revers if 439 00:23:31,000 --> 00:23:36,120 Speaker 7: I may pull. So we work with our business stakeholders 440 00:23:36,320 --> 00:23:39,920 Speaker 7: and constantly anchor our marketing performance on two things. They're 441 00:23:39,960 --> 00:23:44,600 Speaker 7: customer metrics and commercial metrics. They're both so intrinsically linked 442 00:23:45,280 --> 00:23:48,080 Speaker 7: and that's very helpful for all of our stakeholders across 443 00:23:48,080 --> 00:23:52,800 Speaker 7: the organization. Underpinning those both of those two categories are 444 00:23:52,840 --> 00:23:58,200 Speaker 7: a broad reach of commercial metrics, brand health metrics, customer. 445 00:23:57,760 --> 00:23:58,560 Speaker 8: Metrics, et cetera. 446 00:23:59,119 --> 00:24:02,240 Speaker 7: Specifically, from a content point of view, reach and engagement 447 00:24:02,320 --> 00:24:04,879 Speaker 7: is really critical for us, and we have a number 448 00:24:04,880 --> 00:24:08,960 Speaker 7: of different metrics that we look through, whether it's completion rates, 449 00:24:09,000 --> 00:24:12,240 Speaker 7: time spent engaging with content, actions that people have taken 450 00:24:12,280 --> 00:24:14,080 Speaker 7: off the back of the content, like the previous one 451 00:24:14,080 --> 00:24:16,959 Speaker 7: I mentioned with Brighter TV. We look at digital touch points. 452 00:24:17,160 --> 00:24:20,000 Speaker 7: We've got a lot of different measurements to see how 453 00:24:20,440 --> 00:24:23,159 Speaker 7: customers are actually interacting with it, But the one that 454 00:24:23,280 --> 00:24:26,439 Speaker 7: excites me the most is if we can actually drive 455 00:24:26,800 --> 00:24:30,800 Speaker 7: consumer behavior change, if we can actually really make a 456 00:24:30,840 --> 00:24:33,200 Speaker 7: difference in the lives of our customers. And we do 457 00:24:33,280 --> 00:24:35,480 Speaker 7: a lot of research around that as well to actually 458 00:24:35,560 --> 00:24:39,439 Speaker 7: make sure that what we're doing is helping Australians, is 459 00:24:39,480 --> 00:24:42,840 Speaker 7: helping the community, is helping customers, because in turn that 460 00:24:42,880 --> 00:24:46,040 Speaker 7: then ultimately drives sustainable growth for US as an organization. 461 00:24:46,680 --> 00:24:48,200 Speaker 1: Well, what does that look like, Joe, and terms of 462 00:24:48,320 --> 00:24:51,040 Speaker 1: changing behavior then better savings rates or what are we 463 00:24:51,080 --> 00:24:51,520 Speaker 1: talking about? 464 00:24:51,840 --> 00:24:53,280 Speaker 2: What are your priorities? 465 00:24:53,920 --> 00:24:57,320 Speaker 7: Well, we have our content. We've touched on how content 466 00:24:57,400 --> 00:24:59,840 Speaker 7: for us is a lot about building financial confidence and 467 00:25:00,160 --> 00:25:03,600 Speaker 7: particularly during a time where we saw financial literacy declining 468 00:25:03,600 --> 00:25:07,199 Speaker 7: in Australia, we know that there isn't the level of 469 00:25:07,640 --> 00:25:10,840 Speaker 7: financial knowledge that many other developed countries have. 470 00:25:11,520 --> 00:25:12,679 Speaker 8: So for us, all of. 471 00:25:12,680 --> 00:25:16,720 Speaker 7: Our content ecosystem is about helping provide support and direction 472 00:25:16,840 --> 00:25:20,680 Speaker 7: and education and in some instances entertainment for our customers 473 00:25:20,680 --> 00:25:22,879 Speaker 7: as well seeing them take action. I touched on the 474 00:25:22,880 --> 00:25:27,119 Speaker 7: brighter one. It could be helping them speed up processes 475 00:25:27,200 --> 00:25:30,639 Speaker 7: like tax time, or understanding how to manage a budget. 476 00:25:30,720 --> 00:25:34,280 Speaker 7: It's interactions with our app, it's helping them connect with 477 00:25:34,320 --> 00:25:37,760 Speaker 7: some of our partners. It's seeing them get incredible savings 478 00:25:37,800 --> 00:25:41,240 Speaker 7: from understanding how to better manage their budget. There's a 479 00:25:41,280 --> 00:25:43,359 Speaker 7: whole raft of different things that we look at, but 480 00:25:43,480 --> 00:25:46,399 Speaker 7: ultimately it all boils down to Australians having a better 481 00:25:46,480 --> 00:25:49,879 Speaker 7: understanding of their own personal finances and money management and 482 00:25:49,920 --> 00:25:50,520 Speaker 7: taking action. 483 00:25:51,600 --> 00:25:54,160 Speaker 1: So, Nick, you've heard it from Joe on her kpi 484 00:25:54,280 --> 00:25:57,719 Speaker 1: is and the take and it's quite a vast lineup 485 00:25:57,800 --> 00:26:02,280 Speaker 1: of metrics there. But the future of brand content reports 486 00:26:02,400 --> 00:26:05,760 Speaker 1: is the sorts of content and formats have changed quite 487 00:26:05,840 --> 00:26:08,640 Speaker 1: dramatically to achieve the sorts of success rights. Joe's talking 488 00:26:08,680 --> 00:26:11,920 Speaker 1: about what are some of those most important changes coming 489 00:26:11,960 --> 00:26:13,840 Speaker 1: through and why, And that's probably over the last three 490 00:26:13,840 --> 00:26:18,440 Speaker 1: to four years since since your last did the report, right. 491 00:26:18,880 --> 00:26:21,600 Speaker 6: Yeah, absolutely, look, and I think that's again. 492 00:26:21,680 --> 00:26:25,199 Speaker 5: Look, I think our service at the agencies is to 493 00:26:25,240 --> 00:26:29,080 Speaker 5: obviously take some of those brand KPIs that Joe talked about, 494 00:26:29,400 --> 00:26:32,720 Speaker 5: but really make sure that we're engaging with a brand's 495 00:26:32,800 --> 00:26:38,280 Speaker 5: audience or perspective customer to make sure that we are 496 00:26:38,520 --> 00:26:40,840 Speaker 5: are delivering the right message on the right channel at 497 00:26:40,840 --> 00:26:43,960 Speaker 5: the right time. But what we have seen, particularly in 498 00:26:43,960 --> 00:26:47,040 Speaker 5: the last four years, is that there's a different I 499 00:26:47,040 --> 00:26:50,840 Speaker 5: guess value put on content or particular channels, and so 500 00:26:50,960 --> 00:26:53,160 Speaker 5: we have had to move in terms of getting our 501 00:26:53,200 --> 00:26:57,080 Speaker 5: brands to really free up the way they are talking 502 00:26:57,119 --> 00:26:59,439 Speaker 5: on different channels. And this is just not about CBA. 503 00:26:59,520 --> 00:27:02,200 Speaker 5: This is about but a lot of different brands actually, 504 00:27:02,240 --> 00:27:04,800 Speaker 5: So I think back in twenty twenty one, you know, 505 00:27:04,880 --> 00:27:08,840 Speaker 5: content was a bit novel coming out of of COVID. 506 00:27:08,920 --> 00:27:11,520 Speaker 5: So you know, social media channels are very much on 507 00:27:11,560 --> 00:27:14,560 Speaker 5: the rise, and a lot of brands could get you know, 508 00:27:14,720 --> 00:27:19,720 Speaker 5: great organic audiences on social by just being on social. Now, 509 00:27:19,800 --> 00:27:22,520 Speaker 5: like you know, those channels are saturated. So the content 510 00:27:22,600 --> 00:27:24,399 Speaker 5: is going to have to be meaningful and it's going 511 00:27:24,440 --> 00:27:27,160 Speaker 5: to have to be really good. So our key takeout 512 00:27:27,200 --> 00:27:29,600 Speaker 5: and you know, this is where we've seen I guess 513 00:27:30,359 --> 00:27:33,399 Speaker 5: branded content really come out of I guess you know 514 00:27:33,480 --> 00:27:35,800 Speaker 5: the halls of say corporate affairs where there's a little 515 00:27:35,840 --> 00:27:37,879 Speaker 5: bit of spin on it. Really you know, it's a 516 00:27:37,920 --> 00:27:41,280 Speaker 5: combination of the corporate affairs message and the brand message, 517 00:27:41,359 --> 00:27:43,000 Speaker 5: but you have to make it real. So you have 518 00:27:43,080 --> 00:27:46,040 Speaker 5: to be so authentic with the consumer because they'll see 519 00:27:46,040 --> 00:27:48,960 Speaker 5: through any spin. So again, the content, if you're putting 520 00:27:48,960 --> 00:27:51,560 Speaker 5: it out, really needs to really help their lives. I 521 00:27:51,600 --> 00:27:54,400 Speaker 5: think because it was more exclusive in twenty twenty one, 522 00:27:54,480 --> 00:27:57,280 Speaker 5: it is open season, so everyone can be on any 523 00:27:57,359 --> 00:27:59,320 Speaker 5: channel at any one time, so you have to be 524 00:27:59,400 --> 00:28:03,520 Speaker 5: multidimb in your approach to content. I think that was 525 00:28:03,560 --> 00:28:07,359 Speaker 5: great about Brighter that we met customers in store with 526 00:28:07,440 --> 00:28:10,439 Speaker 5: the magazine, we met them in their lounges through a 527 00:28:10,480 --> 00:28:12,680 Speaker 5: TV show, and we met them on the channels where 528 00:28:12,680 --> 00:28:16,919 Speaker 5: they were in the algorithms delivering personalized content to different 529 00:28:16,960 --> 00:28:22,359 Speaker 5: demographics through social media. So that sounds complex, but I 530 00:28:22,359 --> 00:28:24,800 Speaker 5: guess you focus on one channel and try and now 531 00:28:24,880 --> 00:28:27,159 Speaker 5: that right, and then you can move on to the next. 532 00:28:28,080 --> 00:28:29,960 Speaker 5: And while all those channels are a little bit different 533 00:28:30,000 --> 00:28:33,120 Speaker 5: in terms of format, you can actually drive efficiencies at 534 00:28:33,119 --> 00:28:37,600 Speaker 5: the back end through talent negotiations, you know, cross or 535 00:28:37,720 --> 00:28:41,360 Speaker 5: multi dimensional sort of delivery of the same kind of content. 536 00:28:41,440 --> 00:28:43,600 Speaker 5: But you just have to know how the algorithms work 537 00:28:43,680 --> 00:28:45,800 Speaker 5: so you can cut through and then I think what 538 00:28:45,880 --> 00:28:48,600 Speaker 5: we saw, particularly in the big difference between twenty twenty 539 00:28:48,600 --> 00:28:52,120 Speaker 5: one and twenty twenty five is that the escalation of 540 00:28:52,160 --> 00:28:55,240 Speaker 5: the break of trust with consumers. And that was really 541 00:28:55,280 --> 00:28:57,680 Speaker 5: because you know, in the time of COVID, you know, 542 00:28:57,920 --> 00:29:00,440 Speaker 5: people started looking to their own sources of us. So 543 00:29:00,520 --> 00:29:03,720 Speaker 5: now consumers ninety seven percent of oddies are saying they're 544 00:29:03,720 --> 00:29:09,040 Speaker 5: looking at multiple points of information before they're making one decision. 545 00:29:09,120 --> 00:29:11,600 Speaker 5: So that could be their friend, the Google review, something 546 00:29:11,640 --> 00:29:14,440 Speaker 5: a brand has said, something a new side has said. 547 00:29:15,160 --> 00:29:15,880 Speaker 6: So what we have. 548 00:29:15,880 --> 00:29:18,520 Speaker 5: Found in terms of the delivery of that content again, 549 00:29:18,600 --> 00:29:20,840 Speaker 5: you have to be seen as helping them really giving 550 00:29:20,880 --> 00:29:23,640 Speaker 5: them a value exchange through that content, and that can 551 00:29:23,680 --> 00:29:25,680 Speaker 5: still marry up to your above the line message, but 552 00:29:25,720 --> 00:29:27,360 Speaker 5: you have to be the friend in the process, so 553 00:29:27,520 --> 00:29:30,280 Speaker 5: understanding that they've got a challenge and you're there to 554 00:29:30,320 --> 00:29:32,880 Speaker 5: solve it. So that's the really key takeout we're seeing 555 00:29:32,880 --> 00:29:33,760 Speaker 5: in twenty twenty five. 556 00:29:33,920 --> 00:29:36,080 Speaker 7: Paul, if I can jump in, Nick's just touched on 557 00:29:36,080 --> 00:29:39,240 Speaker 7: one of our other key metrics, which is about efficiency. 558 00:29:40,240 --> 00:29:46,160 Speaker 7: We definitely feel have a metric which is around build 559 00:29:46,200 --> 00:29:50,080 Speaker 7: once and deploy many. That's not about taking one piece 560 00:29:50,120 --> 00:29:52,440 Speaker 7: of content and just shoving it on a variety of 561 00:29:52,440 --> 00:29:55,320 Speaker 7: different channels. It's actually about being really considered where you 562 00:29:55,360 --> 00:29:58,320 Speaker 7: can take, for example, talent and film that talent on 563 00:29:58,320 --> 00:30:00,479 Speaker 7: a particular topic on the day and make it custom 564 00:30:00,560 --> 00:30:03,560 Speaker 7: for the for the audience, for the format for the channel. 565 00:30:03,640 --> 00:30:07,080 Speaker 7: So that's another metric that we have. We touched on 566 00:30:07,120 --> 00:30:09,600 Speaker 7: the TV show for it for about the same cost 567 00:30:09,680 --> 00:30:13,320 Speaker 7: of two advertising campaigns. We made one hundred and seventy 568 00:30:13,360 --> 00:30:17,920 Speaker 7: six minute TV one hundred and seventy six minutes the television, 569 00:30:18,400 --> 00:30:22,479 Speaker 7: and that television the original the original objective of that 570 00:30:22,560 --> 00:30:25,040 Speaker 7: TV series was not to make a TV series. The 571 00:30:25,080 --> 00:30:27,560 Speaker 7: original objective was to make something that could live in 572 00:30:27,600 --> 00:30:30,480 Speaker 7: part of our broader brand world, whether that be spliced 573 00:30:30,520 --> 00:30:34,000 Speaker 7: and diced, its modular in format, perfect for social perfect 574 00:30:34,040 --> 00:30:35,880 Speaker 7: for us to use in our own channels. We serve 575 00:30:35,920 --> 00:30:37,960 Speaker 7: it up on our website, we share it with customers 576 00:30:37,960 --> 00:30:38,560 Speaker 7: on YouTube. 577 00:30:38,960 --> 00:30:41,640 Speaker 8: So that is a very big metric for us as well. 578 00:30:42,400 --> 00:30:44,000 Speaker 1: Yeah right, Well, I mean I think you've got some 579 00:30:44,200 --> 00:30:45,800 Speaker 1: You put some fire and nick spelling out with that 580 00:30:45,840 --> 00:30:47,200 Speaker 1: stat Joseph. 581 00:30:47,600 --> 00:30:51,480 Speaker 6: I'm I'm taking the quotes myself, right. 582 00:30:51,520 --> 00:30:53,640 Speaker 1: Yes, take your notes. Hey, so let's wrap this up. 583 00:30:53,840 --> 00:30:56,240 Speaker 1: I promise we'd have would make this a fast one. 584 00:30:56,280 --> 00:30:59,560 Speaker 1: So Joe, just a final quick question before I get 585 00:30:59,600 --> 00:31:01,880 Speaker 1: to canvas all of you on your final takeouts on 586 00:31:02,800 --> 00:31:06,200 Speaker 1: some key thoughts on the sector. But as I sort 587 00:31:06,240 --> 00:31:08,520 Speaker 1: of played a bit earlier, you're a bit of a 588 00:31:08,560 --> 00:31:10,520 Speaker 1: media owner or a media mogul. Now, Joe, how's the 589 00:31:10,600 --> 00:31:13,800 Speaker 1: media business versus the broader ad media? How's your media business, 590 00:31:13,800 --> 00:31:16,600 Speaker 1: I should say, versus the broader ad media market, which 591 00:31:16,600 --> 00:31:18,400 Speaker 1: is pretty tight at the moment, has been for all year. 592 00:31:18,720 --> 00:31:20,880 Speaker 1: Are you are you quarantined? Are you seeing something different 593 00:31:20,920 --> 00:31:23,080 Speaker 1: in the dynamics versus the market? And what's it like 594 00:31:24,000 --> 00:31:26,800 Speaker 1: being a media owner by the way, Yeah, well, look. 595 00:31:26,600 --> 00:31:29,840 Speaker 7: We're only in ye one. We've had strong momentum though 596 00:31:29,880 --> 00:31:33,960 Speaker 7: this year. And the reason I believe we are seeing 597 00:31:33,960 --> 00:31:37,320 Speaker 7: momentum is we're quite unique to what others are offering. 598 00:31:37,960 --> 00:31:40,800 Speaker 7: The very nature scale I touched on physical and digital. 599 00:31:40,840 --> 00:31:43,200 Speaker 7: We have over six hundred branches around the country, we 600 00:31:43,280 --> 00:31:48,720 Speaker 7: have eighteen hundred ATMs. We've got millions of customers who 601 00:31:48,720 --> 00:31:50,800 Speaker 7: log into our app every day. We have twelve million 602 00:31:50,840 --> 00:31:54,320 Speaker 7: people twelve million unique app loginsto our app every day. 603 00:31:54,360 --> 00:31:57,560 Speaker 7: So we've got size and scale and reach and trust, 604 00:31:58,360 --> 00:32:01,840 Speaker 7: and so that's why I believe many people are coming 605 00:32:02,240 --> 00:32:05,800 Speaker 7: to Combank Connect. We're seeing lots of new advertisers come 606 00:32:05,840 --> 00:32:08,960 Speaker 7: on board, and we're also seeing great case studies from 607 00:32:09,240 --> 00:32:11,080 Speaker 7: a lot of the partners who are seeing. 608 00:32:10,760 --> 00:32:13,320 Speaker 8: A real uplift in the audience that they're getting. 609 00:32:13,640 --> 00:32:16,160 Speaker 7: The other great thing about Combank Connect is it's actually 610 00:32:16,160 --> 00:32:19,160 Speaker 7: providing us with diversification in our media mix. 611 00:32:19,280 --> 00:32:20,320 Speaker 8: So it's really. 612 00:32:20,160 --> 00:32:23,680 Speaker 7: Extending how we can fulfill not only our paid media 613 00:32:23,800 --> 00:32:27,120 Speaker 7: and also our earned media. But that owned network means 614 00:32:27,160 --> 00:32:30,160 Speaker 7: that we can get more messages to our customers or 615 00:32:30,200 --> 00:32:32,600 Speaker 7: to Australians literally all around the country. 616 00:32:32,720 --> 00:32:34,240 Speaker 8: So so far, so good. 617 00:32:34,920 --> 00:32:36,920 Speaker 1: So you'll be smarter about how you're using your own 618 00:32:36,960 --> 00:32:39,239 Speaker 1: media network to your customers as well. Then maybe some 619 00:32:39,320 --> 00:32:42,040 Speaker 1: things you're not doing outside that you might be doing 620 00:32:42,040 --> 00:32:44,360 Speaker 1: inside now to your own your own network, Joe, is it? 621 00:32:44,680 --> 00:32:50,479 Speaker 7: How resolutely We've got some products that that only CBA 622 00:32:50,600 --> 00:32:53,360 Speaker 7: customers take out, so they're sort of the logical products 623 00:32:53,360 --> 00:32:55,480 Speaker 7: that you would talk to your customers in your own 624 00:32:55,600 --> 00:32:59,120 Speaker 7: environment about. But also you know, all around the country 625 00:32:59,160 --> 00:33:01,080 Speaker 7: when we need to get mess out, it's a very 626 00:33:01,120 --> 00:33:04,120 Speaker 7: fast and easiest easy way for us to communicate with 627 00:33:04,200 --> 00:33:06,720 Speaker 7: customers at a national scale. And also we can be 628 00:33:06,800 --> 00:33:09,000 Speaker 7: hyper targeted. That's the other thing we love about connect 629 00:33:09,080 --> 00:33:11,800 Speaker 7: We can go right down to a single message in 630 00:33:11,800 --> 00:33:14,080 Speaker 7: an individual branch in regional Australia. 631 00:33:14,120 --> 00:33:14,760 Speaker 8: If we need to. 632 00:33:15,960 --> 00:33:17,920 Speaker 1: Medium Rere is doing this and I got this right, 633 00:33:17,960 --> 00:33:19,480 Speaker 1: Medium Whre is selling to your inventory. 634 00:33:19,560 --> 00:33:19,960 Speaker 2: Is that right? 635 00:33:20,720 --> 00:33:23,720 Speaker 7: Yes, So a combination of our brighter content appears in 636 00:33:23,760 --> 00:33:28,080 Speaker 7: there as well as Medium Rare help with the ad sales, 637 00:33:29,000 --> 00:33:32,400 Speaker 7: but also we also have CBA advertising and content in 638 00:33:32,440 --> 00:33:33,000 Speaker 7: there as well. 639 00:33:33,840 --> 00:33:34,240 Speaker 2: Got it. 640 00:33:34,360 --> 00:33:36,800 Speaker 1: Hey, Well, listen, We've got a couple of minutes left 641 00:33:36,800 --> 00:33:38,840 Speaker 1: to get a quick wrap up from each of you 642 00:33:40,000 --> 00:33:42,880 Speaker 1: for the next twelve months and the content market. So 643 00:33:43,040 --> 00:33:44,880 Speaker 1: I'll start with U Nick, given you've been on the 644 00:33:44,960 --> 00:33:46,920 Speaker 1: road show and you've got the report through your blood. 645 00:33:47,600 --> 00:33:49,080 Speaker 1: Just sort of final takeouts for the market. 646 00:33:49,120 --> 00:33:53,480 Speaker 5: Really, Yeah, anything to really remember from this recess study 647 00:33:53,520 --> 00:33:55,200 Speaker 5: and we can come and present it to your teams 648 00:33:55,720 --> 00:33:57,680 Speaker 5: one on one of you. Like we've got a cut 649 00:33:57,760 --> 00:33:59,840 Speaker 5: for many different categories, but it's really about the three 650 00:34:00,000 --> 00:34:03,640 Speaker 5: ease for brand content in twenty twenty six now. So 651 00:34:03,880 --> 00:34:06,280 Speaker 5: with brand content you can get cut through in a 652 00:34:06,320 --> 00:34:10,120 Speaker 5: world with there's so much choice for both marketers and consumers. 653 00:34:10,239 --> 00:34:13,440 Speaker 5: It really does provide the consumer that clarity in terms 654 00:34:13,440 --> 00:34:16,319 Speaker 5: of their decision making process or customer journey with you. 655 00:34:17,400 --> 00:34:19,719 Speaker 5: And we are seeing, particularly in twenty twenty six, that 656 00:34:19,800 --> 00:34:22,960 Speaker 5: it will add to your customer experience with your customers, 657 00:34:23,040 --> 00:34:26,239 Speaker 5: so it's going to add a true value exchange when 658 00:34:26,280 --> 00:34:28,279 Speaker 5: they're in your store, when they're on your site, or 659 00:34:28,320 --> 00:34:30,840 Speaker 5: when they're talking to your staff in wherever they may be. 660 00:34:32,160 --> 00:34:34,160 Speaker 1: Joe bounding more on the bullet or something different the 661 00:34:34,200 --> 00:34:35,640 Speaker 1: silver bullet, or have you got something else for the 662 00:34:35,640 --> 00:34:36,360 Speaker 1: market in terms. 663 00:34:36,200 --> 00:34:36,560 Speaker 2: Of you're just. 664 00:34:38,320 --> 00:34:41,600 Speaker 7: I think great marketing has to be about being solving 665 00:34:41,640 --> 00:34:46,480 Speaker 7: customer needs, being relevant, providing utility for customers. It's not 666 00:34:46,600 --> 00:34:50,840 Speaker 7: about chasing attention or interrupting somebody else's experience. It's about 667 00:34:50,880 --> 00:34:54,600 Speaker 7: really building trust and relationship with them. And that's exactly 668 00:34:54,640 --> 00:34:57,400 Speaker 7: what we've done with our content strategy and our brand World. 669 00:34:58,360 --> 00:35:01,479 Speaker 2: Good take, Mike Conahan, final word to you. 670 00:35:02,320 --> 00:35:05,719 Speaker 3: Look, I think this division that I'm running here in 671 00:35:05,719 --> 00:35:09,279 Speaker 3: commercial content News is really important for news and for 672 00:35:09,360 --> 00:35:09,960 Speaker 3: our clients. 673 00:35:10,440 --> 00:35:13,480 Speaker 4: It's in growth. And you mentioned before, Paul, the market. 674 00:35:13,560 --> 00:35:17,759 Speaker 3: The advertising market's pretty tight at the moment, but we're 675 00:35:17,800 --> 00:35:22,200 Speaker 3: still seeing increased interest in our services, but also growth 676 00:35:22,760 --> 00:35:25,160 Speaker 3: for most of our clients. The beauty of that for 677 00:35:25,239 --> 00:35:28,400 Speaker 3: the clients is that in a lot of cases, the 678 00:35:28,520 --> 00:35:33,000 Speaker 3: content itself can be self funding. It provides that partnership 679 00:35:33,400 --> 00:35:40,400 Speaker 3: angle and a platform for brands partners to also interact 680 00:35:40,440 --> 00:35:43,000 Speaker 3: with there with that brand's audience, but in a lot 681 00:35:43,040 --> 00:35:49,160 Speaker 3: of cases it's actually funding marketing for brands. There's money 682 00:35:49,160 --> 00:35:51,759 Speaker 3: that goes to the bottom line from these from a 683 00:35:51,760 --> 00:35:54,800 Speaker 3: lot of these programs where not only becomes self funding, 684 00:35:54,800 --> 00:35:58,160 Speaker 3: it actually becomes profitable and they can reinvest that money 685 00:35:58,200 --> 00:36:01,279 Speaker 3: into MAT into their marketing program, which is great for 686 00:36:01,360 --> 00:36:03,560 Speaker 3: news co Op, it's great for the brand, and it's 687 00:36:03,600 --> 00:36:04,520 Speaker 3: great for the industry. 688 00:36:04,719 --> 00:36:10,000 Speaker 4: So more and more from us. We're in New Zealand already. 689 00:36:11,320 --> 00:36:13,880 Speaker 3: With medium rare and we're soon to open up a 690 00:36:13,960 --> 00:36:17,640 Speaker 3: suddenly office over there to helping helping Australian companies that 691 00:36:17,680 --> 00:36:21,600 Speaker 3: want to go across the Tasman. So yeah, it's an 692 00:36:21,600 --> 00:36:25,600 Speaker 3: important growth story for news and for all of our partners. 693 00:36:26,560 --> 00:36:29,319 Speaker 1: Joe Boundie give a final last quick question. How has 694 00:36:29,360 --> 00:36:31,560 Speaker 1: it helped your marketing budget? What percentages it added to 695 00:36:31,600 --> 00:36:32,600 Speaker 1: your to. 696 00:36:32,480 --> 00:36:35,400 Speaker 7: It Paul, Every time you try and put a tricksy 697 00:36:35,480 --> 00:36:39,640 Speaker 7: little monetary budget question in at the end we time 698 00:36:40,200 --> 00:36:42,879 Speaker 7: every time. One of the things that I've often said 699 00:36:43,000 --> 00:36:47,319 Speaker 7: is how great this brand world ecosystem is where you 700 00:36:47,400 --> 00:36:50,200 Speaker 7: actually the advertising can help offset the cost of production 701 00:36:50,320 --> 00:36:52,880 Speaker 7: of the content, and we've seen that time and time again. 702 00:36:53,120 --> 00:36:55,759 Speaker 7: We also have revenue coming in from Combat Connect, which 703 00:36:55,800 --> 00:36:58,840 Speaker 7: is also supplementing parts of our media budget. So it 704 00:36:58,920 --> 00:37:01,120 Speaker 7: is very of our marketing. 705 00:37:02,360 --> 00:37:04,920 Speaker 1: It is and no numbers, but I expected that so 706 00:37:05,400 --> 00:37:08,680 Speaker 1: Mike Gonahan, Nick Smith, Joe Bowdie. I should sounds like 707 00:37:08,719 --> 00:37:10,879 Speaker 1: it's a it's a sector that's growing. I should get 708 00:37:10,880 --> 00:37:12,479 Speaker 1: into content by the sounds of it. Thanks for joining 709 00:37:12,520 --> 00:37:20,440 Speaker 1: great conversation. This three audio edition was presented by Paul McIntyre, 710 00:37:20,560 --> 00:37:25,239 Speaker 1: producer Alissa Partington. Music by Matt Dwyer. For more episodes, 711 00:37:25,280 --> 00:37:29,319 Speaker 1: download the iheartapp and SEARCHM three audio edition, or the 712 00:37:29,400 --> 00:37:31,680 Speaker 1: same for any of the major podcast networks.