Digital Media News

New research from IAB Australia has found that 61% of Australians discover brands through creators, with the figure rising to 85% among people under...

IAB Australia has called for shared data standards across the advertising industry, following a review that found confidence in measuring individual media channels remains stronger than confidence in assessing advertising’s combined impact on business outcomes. The findings come from the first wave of IAB Australia’s Future of Measurement review, which identified data consistency and integration as key challenges for Australian media measurement. The review found that the industry has multiple measurement methods available but faces difficulties combining data to evaluate advertising effectiveness across channels. Natalie Stanbury, Director of Research at IAB Australia, said the industry needed stronger foundations rather than another standalone measurement method. “The consistent message from respondents is that the industry doesn’t need another standalone measurement...

New research from IAB Australia has found that 61% of Australians discover brands through creators, with the figure rising to 85% among people under 40, highlighting the role of creator marketing in the country’s digital advertising landscape. Released through the Creator Connect report on 16 September, the research examines how creator content influences brand discovery, consumer decision-making and trust across Australia and international markets. “Creator marketing is now a mainstream part of the media mix,” said Gai Le Roy, CEO of IAB Australia. “This data shows creators genuinely shape how consumers find and weigh up brands. The job now is building on that through partnerships people see as credible and transparent.” Brand reputation and expertise influence consumer decisions The report...