Why rethinking your media mix sets the stage for long-term effectiveness

Download
Mark Wheeler / April 2021

When you have a tried-and-true marketing strategy, switching things up can seem like too big of a risk. But keeping up with what consumers want takes a willingness to test and learn. Discover why continually rethinking your media mix fuels better results.

TwG_AUNZ_Rimmel_IG3_1.png
Rimmel_IG3_2
TwG_AUNZ_Rimmel_IG3_3.png
Rimmel_IG3_4a
Rimmel_IG3_5
TwG_AUNZ_Rimmel_IG3_6.png
Rimmel_IG3_7
TwG_AUNZ_Rimmel_IG3_8.png
Rimmel_IG3_9_r2
MarkWheeler

Mark Wheeler

Head of YouTube and Large Customer Ads Marketing Google AUNZ

Sources (12)

1 Google/The Behavioural Architects, Australia, “Untangling the Messy Middle,” n=1,000 prospective online purchasers per category, ages 18–65, Feb. 2020.

2 Analytic Partners, Crisis, Stabilisation, and Revitalisation Report, Global, ROI Genome Database, 2010–2020 (Global).

3 Google/Kantar/Eye Square study, AUS, 2,808 ads, 737 mins of ads shown where ad length was identifiable. Platforms included: YT, FTA, CUTV, March 2020.

4-5 Nielsen Digital Content Ratings, Monthly Total, Platform C/M, Video 0 seconds, Ppl 18+, Brand: YouTube, Unique Audience, April 2020.

6 Analytic Partners, ROI Genome, collected works, 2002–2017 (Global).

7 Kantar Millward Brown, 223 global CrossMedia studies; Categories: Food & Bev, Household, Retail, Travel, Personal care, Financial Services, Technology, Automobiles, 2015–2017.

8 Analytic Partners, Crisis, Stabilisation, and Revitalisation Report, Global, ROI Genome Database, 2007–2020.

9 Analytic Partners, Crisis, Stabilisation, and Revitalisation Report, Global, Australian norms, 2010–2020.

10 Analytic Partners, ROI Genome Database, collected works 2002–2017 (Global).

11 Analytic Partners, Crisis, Stabilisation, and Revitalisation Report, Global, ROI Genome Database, 2005–2020 (Global).

12 Analytic Partners, Crisis, Stabilisation, and Revitalisation Report, Global, ROI Genome Database, 2007–2020 (Global).

What Aussie and Kiwi beauty lovers look for before clicking “add to cart”