We are a full service media and digital analytics agency.
We offer media strategy, planning, buying, evaluation, and digital analytics services for leading marketers in Australia and New Zealand.
We are passionate believers in the value in engaging experts in the different disciplines of marketing. We are specialists in media and analytics and everything we offer is managed in-house.
Across our client base we work with a variety of partners and are happy to recommend experts in the related disciplines of creative, content, design, public relations, and SEO. We are as proud of what we don’t do as we are of what we do.
Media Strategy
Media strategy is the essential ingredient to effective advertising. It is the unique path from marketing objective to reality, connecting investment to a return. There are no reusable strategies.
Recent Work
Each year BHP supports more than 70 community partnerships with community grants exceeding $70 million across causes as diverse as the Royal Flying Doctor Service, St. Johns Ambulance, Education equality, Junior sport, Indigenous job training, and Women’s wellness. BHP’s Community Engagement campaign showcases the people who manage or participate in these programs through messaging that is bespoke to specific regions. Customedia has worked with BHP since 2017, travelled to the communities, and with local media outlets, has developed a highly relevant media campaign that has raised awareness of the supported community projects and the people involved with them.
We have executed a long term brand response campaign for a national non-profit. Although prompted awareness was high, the challenge was to increase consideration to improve donation outcomes. We developed a media strategy that allowed creative impact, scale, and target audience resonance. Over 5 years brand awareness has exceeded growth benchmarks, and donor CPAs have reduced by more than 50%.
Customedia has worked with the Australian Labor Party in major state and federal elections, and by elections since 2014. Australian voters are more inclined to support conservative than progressive political parties. Despite Labor consistently receiving more primary votes than any other party, Labor is more often in Opposition than in Government. Australia has had a coalition Federal Government for 18 of the past 24 years is testimony to the enormity of the task for Labor to win. That’s why it is pleasing that Labor has won 7 of the 13 elections and by elections where we provided media strategy. Our unique approach to allocating media funds by channel, by market has been applied in two federal elections, six state elections, and shared with progressive parties in Europe, and the Americas.
“We have worked with Customedia since 2015 and view them as a true partner. Despite our confined charity budget, Customedia regard us as an important client, and are extremely passionate and knowledgeable about delivering great outcomes for our campaigns. We always value their honest and balanced recommendations and have seen great results, which the team continue to learn and improve upon for each successive campaign.”
Elvira Lodewick
General Manager Fundraising and Marketing, Mission Australia
Media Buying
Key Capabilities
Our media buying approach is inherently flexible. For some clients their preference is to be involved conducting negotiations and we provide behind the scenes support with rate benchmarking and briefings. For the majority, it’s a fully managed service operating as an agency and direct advertiser with media owner’s dependent on the best outcomes for the client.
Our model and negotiation tactics have regularly demonstrated significant savings for advertisers. Implementing identical schedules, we have been able to deliver upwards of 25% reduction even when long standing media owner relationships have already been formed.
Customedia has a custom-built campaign database and invoicing process which has been designed to accommodate all media channels. While we are not immune to invoicing queries, they are rare. It saves time for our clients and builds trust in how their budget is being reconciled.
Our approach to buying is simple, it should be flexible, frictionless, and forthright. Less time on admin for our clients especially time-consuming invoicing queries. Our model will save you money.
Data Integration, Insights and Reporting
We are most effective with some data in our hands. We love to analyse and to model, we aren’t limited to the digital world.
Recent Work
Working with Heart Foundation, we blend multiple 1st party data sources including community donation revenue, heart disease mortality rates, and brand recognition tracking. The award-winning Serial Killer campaign planning was developed from insights blending this data with media consumption patterns to ensure a mass media campaign had balanced pressure across markets.
Integration of offline media data, survey results, aggregated reach information, and detailed digital media performance data in a live dashboard. Views combining brand building and lead acquisition data to give a holistic picture of media delivery and ROI on key business metrics.
Design and implementation of detailed internal business reporting within Datorama platform. Sales, Claims, Leads, Call Centre, and CRM datasets were automated from a range of cloud and local sources. Significant time savings generated for C-level stakeholders and internal analyst resources.
“The team at Customedia were early adopters of the Datorama platform in the AU market. Their combination of technical skills and focus on integration are perfectly suited to the future of reporting and analysis for their clients”
Dan Scodellaro
Solutions Manager, Datorama
Analytics
Recent Work:
Establishing a reliable and cross-functional web and app analytics service for Rest Super, one of Australia’s largest superannuation funds. This included full configurations of the Google Marketing stack – Google Analytics, Tag Manager, Firebase, Big Query and Data Studio, complemented with solutions from specific providers to fill needs to transform data into reliable and actionable insights.
Auditing and re implementing Google Analytics across four active websites. The process included a full analytics audit, a strategy plan built in conjunction with the client, complete implementation via Google Tag manager and visualisations created in Google Data Studio. A set of centred and insightful dashboards were delivered, several Analytics training sessions were provided to the in-house marketing team.
Creating a sophisticated user segmentation and KPIs to measure audience engagement and organisational goals for Quit Victoria. This was achieved using advanced Google Tag Manager techniques and sharing the segmentation across Google Analytics and the main paid channels. One key benefit is an improved remarketing strategy with distinct messaging and landing pages across different audience segments.
Our range of digital analytics services help our clients build capability and confidence in their data.
