Mi9's View

Ninemsn's View

 
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Mi9’s top trends for 2014

We’re in an era where change is often the only constant – and there’s perhaps no other industry that understands and fuels this more than the digital industry. Change is relentless and ever-evolving – and there’s more to come.

Based on the analysis of a number of global insights reports undertaken over the past 12 months, Mi9 has identified three major trends that are set to influence how brands engage with Australian audiences during the year ahead.

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Share Wars

We started a project in 2011 to collect the world's news and see what kind of stories do well on social networks and what bombs. That project is called Share Wars.

We have mountains of data. We collected 1.3 million articles from 118 news sources in the first three months alone. The project sits apart from ninemsn but informs my thoughts and actions as a news editor daily.

I've learned a lot. Never before have I had the opportunity to sit down with stories and study them like beetles under glass. When you have collected more than a million stories and you filter out everything but the most shared, what you are left with is a narrative residue so potent it has the power to suck you in for days at a time.

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Why we’re joining the industry challenge to undo youth disadvantage

In the lead up to the AdNews Challenge this weekend – we thought we’d share a bit more about why Mi9 has partnered with an amazing organisation in KidsXpress.






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An open letter to media strategists: the benefits of programmatic advertising

The fear that programmatic advertising will lead to computers taking away the jobs of media buyers is about as likely as a computer being appointed to coach an AFL team. The influx of data and statistics has changed the way sport is recruited, coached, reported on and enjoyed by fans. This data would mean nothing without experienced professionals to interpret and gain insight from it. This is mirrored in online advertising, where new roles and skillsets have emerged. What remains unchanged, is that advertising is still about connecting brands with consumers and media buyers will always play a critical role in that process.


There is no doubt that automating the buying and selling of advertising space is an incredibly exciting step in the right direction, and the media world has everything to look forward to and nothing to fear.

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versaTiles go live in Outlook.com

Given its rapid rate of adoption, it’s clear that the fresh and intuitive design of Outlook.com hits the mark with consumers. Similarly, we have applied our consumer-first design philosophy when creating fresh advertising experiences in Outlook.com.

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The audience is right

One thing I find surprising, after a decade in online news and a few years in print, is that the longer I remain a journalist the more my respect for the readers grows. Increasingly the correct attitude to adopt towards the audience seems to be one of respect rather than arrogance.

Perhaps it is the daily exposure to their reading habits. Perhaps this kind of humility is the natural consequence of experience. But every year it gets stronger: the audience is right.

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Coming Soon: Bing Ads to Launch in Australia and New Zealand

Back when Bill Gates and Paul Allen were talking about a computer on every desk and in every home, software was in the nascent stage of introducing new ways to be more efficient and productive. Now, as we enter the 21st century, search is making our lives even easier as it becomes increasingly more ubiquitous, social, and smart.

Today, we’re excited to announce that through the joint venture with Mi9, we’re making a long-term investment in driving the future of search and search advertising in Australia and New Zealand with the introduction of Bing Ads. As nearly 5.5 million Australians use Bing every month, we’re excited to add search to Mi9’s already extensive end-to-end offering to advertisers in Australia/New Zealand.

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Baby Boomers - the greatest untapped opportunity for marketers

Has there ever been a generation like it before or since? Where would we be without Bill Gates, Richard Branson, Steve Jobs and Quentin Tarantino? They are the most liberated generation, who changed the world with their appetite for new ideas, change and innovation and produced some of the greatest inventions of all time. Holding more than 40 percent of the nation’s wealth, Baby Boomers - 50-69 years olds - are one of the fastest growing demographics in Australia. Over 4.7 million Boomers now enjoy a new era of financial and personal freedom; there is huge untapped potential for advertisers and brands that get it right.

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4 data tools to improve your advertising

Data provides marketers with the ability to do so much more than we’ve been able to do in the past. By analysing and interpreting data we learn more about audiences and are able to validate our advertising decisions. We can amplify our audience’s receptiveness to messages through relevance and context. We can prove what of our marketing works, while also learning how to improve it. It provides a continuous insight loop, allowing us to make more informed decisions faster and each campaign more effective.

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Looking ahead in 2013

It’s been almost eight months since I landed in Australia now and I’ve used that time to really observe where this market is heading. I’ve completed my deep-dives and now with my head above water and the year ahead, I want to share some of the trends we see shaping 2013 for Mi9.

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