JESS-GILBY-CMM-VUDOO_mixdown.txt

English (UK)

 

00:00:04.920 — 00:00:18.400 · Speaker 1

Welcome to Commerce media matters. You go to podcast for unpacking the world of commerce media. Here we catch up with industry leaders on news, research, insights, perspectives and everything in between.

00:00:18.640 — 00:00:45.840 · Speaker 2

Hi, I'm Paul. Chief growth officer at Vudu, and I'm Nick, founder and CEO at Vudu. Today we're joined by Jessica Gilbey from News Corp Australia. Someone have had the pleasure of working with for many, many years during my time there. She has led commerce, partnerships and performance strategies across the business and now as general Manager of Digital Overseas.

 

How News Corp delivers integrated client solutions across content, data, video and technology.

00:00:45.880 — 00:00:59.600 · Speaker 3

And she's been at the centre of some standout work in that space, including campaigns like Moet and Chandon and Mattel showing how publishers are evolving. Connecting premium content with real commercial outcomes suggests.

00:00:59.640 — 00:01:00.820 · Speaker 2

Welcome to the show.

00:01:01.100 — 00:01:03.940 · Speaker 4

Thanks, Paul. Thanks, Nick. Thanks for having me.

00:01:03.980 — 00:01:04.620 · Speaker 3

Great to have.

00:01:04.620 — 00:01:44.460 · Speaker 2

You now, Jess. It's true. We go way, way, way, way back. We've worked on a lot of projects together. I've seen up close the work that you're doing across all the digital media assets that NewsCorp has, the content assets. As we both know, the first ever shoppable ad that we won an award for. So all over Commerce as well.

 

When we start there, where you think commerce media ads today from your perspective and and certainly, you know, maybe think about the influence that content has on delivering commerce outcomes. Um, yeah. Because I think that's kind of that's kind of the bread and butter of News Corp and certainly check out commu and all the things that you guys are doing really well.

00:01:44.620 — 00:01:51.260 · Speaker 4

Let's start there. I'm so glad you didn't start with a few stories that are not for the record, but yes, we do go way back.

00:01:51.300 — 00:01:52.940 · Speaker 3

That's the after hours version.

00:01:52.980 — 00:03:20.940 · Speaker 4

There is a there can be an after hours version at the time. What I find really fascinating and also a little bit frustrating is that a lot of the industry is still treating commerce media like a bolt on. Yeah, like you can take an existing campaign and stick a buy now button on it and call it Commerce Media. And that's really not it.

 

That's what it was probably four years ago when we started trialling and experimenting. But I think the real opportunity still exists in what the original theory was, which is how can you collapse the entire funnel? Mhm. From the moment someone's inspired all the way through the transaction with a single experience.

 

We've proven that that's possible together. And now it's just about how do you make that extraordinary and more integrated. Mhm. That is all true. But I think the biggest gap isn't about capability. The tech clearly exists. It's actually about mindset and brands you know still brief for awareness or conversion.

 

Publishers like ourselves still sell on reach or performance. And the industry hasn't really caught up to the idea that you don't have to choose, like we learn in a university degree or mini MBA about integrated marketing campaigns. But none of us are really doing it. Yeah, or if we are, it's on. It's on more of a rarity.

 

So I think where we're going in content is about, you know, inspiration to intent, which is nothing new. Paul was there when we designed it. He may have been the architect of it originally, but it's just about how.

00:03:21.140 — 00:03:22.620 · Speaker 2

Oh, you're too kind.

00:03:22.660 — 00:03:23.820 · Speaker 3

What a shout out.

00:03:23.860 — 00:03:40.980 · Speaker 4

I'm here for. I did get paid for that one. Don't worry. Just give me some bonus at the end of this now. So I think where publishers need to really focus is how can they enhance their content experiences to be more underpinned by technology that integrates solutions, rather than just thinking about commerce media as a bolt on?

00:03:41.020 — 00:04:01.650 · Speaker 3

Very well said. There's so much to unpack. Yes, because I feel like you've been at the like the forefront of this and deep in the weeds. And I must admit, we've actually worked together quite a bit as well. But let's go back like there's no doubt News Corp as an early mover when it comes to working with commerce, media and voodoo and specifically around this campaign that we launched back in 22, which was quite groundbreaking at the time.

00:04:01.690 — 00:04:03.090 · Speaker 2

Was it that long ago?

00:04:03.130 — 00:04:37.170 · Speaker 3

I know, and surprising, you know, at the time it was all which was like a whirlwind. But, you know, it was difficult for a lot of people to understand, like you said, you know, is it is it performance is a brand. How does this sit. It was a fully integrated commerce campaign, and News Corp threw themselves at it and Don threw themselves at it, and as such, and so did voodoo.

 

And we won an incredible award. All of us won an incredible Water Walk award in Cannes for it. I'd love to understand, you know, more about where News Corp's, you know, come from then and what else is like on the horizon now. What are you tackling?

00:04:37.170 — 00:05:52.750 · Speaker 4

So where we were with the the Moet campaign was hugely successful. Like it proved what we were all thinking. It was a great test case because it showed not only luxury, but how to connect content and commerce. The results speak for themselves, not only with the award, but what they did for the client. If I think about where we're going and we're not there yet, I'm not.

 

This isn't a plug for where news is today, but it's where our thinking is going. The elephant in the room is probably going to be AI, and there's like a lot of people you can look very positively at what it could be in how it could really, truly connect to the pipes and do what we've all been dreaming and imagining of a fully integrated ecosystem.

 

Or it could do the opposite and completely disintermediation publishers and be the one user interface for all. I think where we can actually show the true value is through commerce protocols. And in so rather than going and thinking about commerce media as like a campaign tactic or a product launch, it's fully integrated and always on and that that really can be powered through those commerce protocols integrated into content.

 

That's where the thinking is. It's going to take a lot of work to get there, but I see that as probably where the future is for what we need to do to be relevant.

00:05:52.750 — 00:06:58.750 · Speaker 2

And I think that's the vision we all set out on and certainly what voodoo was founded on, is that we believe that there's that content piece that inspires and where we were losing people because of the friction points that from that inspiration to the end journey and the end transaction, that was the piece that we are trying to solve for.

 

And so I think I think you're right, Jess. I think, you know, I think that there's some great results of the Moten Chandan campaign, and that's because we moved that friction point and we were right there at that point of inspiration. And I think the role of premium publishers is still there, whether AI comes along or not, because I think content plays such an important part in discovery of new products, and I don't see that going away completely.

 

Absolutely. And I think you guys do it better than better, better than anybody else. 

6.42

From my perspective, what are you seeing from clients in this space? Are you seeing them come back to content ad campaigns? I know that you guys are very strong with your native product. Is that what they're doing or are they still doing the performance buys mainly.

 

What are you seeing clients requesting in this space now?

00:06:58.870 — 00:08:42.130 · Speaker 4

Before we get to that, though, like you said, something really interesting about, you know, the relevance piece. And I think there's this interesting statistic that we're really leaning into at the moment. It's probably outdated now. It's about three months ago that 51% of web traffic is now non-human.

 

And so we're we're starting to lean into is a concept that's probably still quite foreign to a lot of clients, unless there is some and there are some more advanced ones, which is your consumer or your first reader may not be human. And so what we're starting to talk to clients about and where their heads are at is how do I optimise for both?

 

How do I serve two masters? How is my content not just in the paid ecosystem with publishers, but also in orange channels legible for AI, which is all about your metadata, but then built for UX and, you know, really great human design elements, interactive Modules, freeform texts, beautiful imagery that is great for human engagement.

 

The bots hate it. They can't read it. It's all JavaScript based. So how do we build an experience that feeds both? Yeah, because that's what clients are really trying to figure it out at the moment. I mean, a lot of people within the media ecosystem would say the same thing that every CMO is quite distracted with, where their CapEx impact investment is going in AI.

 

And so clients, if you have advice or a solution and it's not about understanding and being the AI tech expert, what we are is the input company. Being the content for AI is to generate the best output for their consumers, and brands can seem as seamlessly integrating to that. They've just got to have the right strategic approach.

00:08:42.450 — 00:08:58.430 · Speaker 2

Hmm. It's interesting. I mean, we all saw the headlines with Robert Thompson saying about the input company, and that framing is probably what people are missing. What you just said then. So really insightful to see. And it's you got to hand it to NewsCorp that that thinking is is is really cutting edge.

00:08:58.870 — 00:09:56.700 · Speaker 3

Jess, you've also talked about something that could be quite challenging to write with where you've got two masters. And I think that publishers to date have somewhat experienced about creating that value for consumers and for your audience and making that experience. And NewsCorp does it brilliantly across a number of like, lots of titles.

 

But also you've become really adept at the metadata side. But now what you're saying is it's becoming more acute, right? Because they're kind of polar opposites. You're getting you're going to have to go deeper and harder on really understanding the human side to engage those humans and make that really kind of that experience really, really heightened.

 

Then you've got to double down and go harder. On being able to be accessible to bots. And so it creates two vastly different skill sets within publishers. Do you think publishers have those skill sets right now, or they think they're busily, you know, putting them those teams together.

00:09:56.700 — 00:10:44.940 · Speaker 4

I think publishers are really trying to not make the same mistake they made 20 years ago, research. And they're trying to as quickly as possible. And it's moving even faster than what it did back then. Yeah. And they're like, how do we learn from our mistakes? And I don't know if anyone has the silver bullet globally outside of ourselves, because I don't just want to make this a whole News Corp plug, even though we're doing some great stuff.

 

You know, there's a there's some really interesting space that future are doing and they've come out, they've really adapted and built some tools, but they focus on publishing, but they also focus on dedicated strategic expertise in their business in order to understand inputs, to generate outputs, which is very similar, similar to, you know, our global strategy locally.

 

You know,

00:10:46.260 — 00:11:34.440 · Speaker 4

our 22 plus sites are crawled roughly 560,000 times a day. We have now 12 AI specialists embedded throughout our audience and commercial teams that are doing a wide variety of experiments to understand theirs. We're starting to partner with measurement providers, and we've got now proof of concepts live with clients in retail and travel to show that we can actually enable our branded content experience to be geo optimised.

 

And so it's it's great for human design and still has all of our great native functionality and features for human consumption, but it's also AI legible, and that's really unique for us. And we're seeing some great results. Whilst it's only in a proof of concept at the moment, where we're trying to get ahead and see this as a really emerging space that we can capitalise in.

00:11:34.480 — 00:11:42.720 · Speaker 3

Yeah, that's amazing that you have those incredible insights and that you've got 12 dedicated AI specialists for this market here. That's it's pretty impressive.

00:11:42.880 — 00:12:31.140 · Speaker 2

Let's just pull on that string that you mentioned. Then a little the brand experience inside AI is what the marketers are all a bit worried about. I mean, when I went over to NRF in the National Retailers Conference in the States, and that was the big call. It's like we know we need to be in, you know, inside the LMS.

 

We know we need to be there, but how do we show up as a brand for humans when eventually, how do I make that connection that I once have? How do I make my brand stand out over the next sprockets brand? And so it sounds like that's what you were just talking about there. And that brand piece is going to be so important.

 

Otherwise, the LMS are making product decisions for us. And how do you tell one brand from the other? Is that something that you guys are really trying to hone in on?

00:12:31.180 — 00:13:03.560 · Speaker 4

Hugely. I think, you know, the thing that can be lost in this space, and we saw this actually from work, was a piece of research that the brand and performance channels distribution is still remains the same with LMS actually 63% of brand based marketing is the most impactful on line responses, and I think everyone's going to try and take it out the window and think, this is the new performance mechanism, but it's not reputation, as we call it, or Mike cook in our team, who is, you know, our head of a major.

00:13:03.560 — 00:13:05.720 · Speaker 2

Shout out to Mike. We know that we like.

00:13:05.720 — 00:13:48.580 · Speaker 4

Mark expert in this space. He yeah. He should be on your next podcast by the way because he is the deep technical expert, scary smart. He's scarily smart, but he's incredibly insightful. And all the clients love him. But he calls it web mutation, where it's, you know, what you say on your own website, which was important for SEO.

 

It's no longer just about that. We've all seen the rise of UGC in the citation and visibility responses, but it's about government websites, premium publishers. So almost to a degree, if social and creators were the antithesis to publishing, LMS are the rebalancing act because they're starting to swing the pendulum back to publishers and the role that we play.

00:13:48.620 — 00:14:21.700 · Speaker 2

Okay. And so if we go back to the here and now and what you're seeing right now with what's driving results, we obviously see that we're building for the future you're doing. You mentioned the all the experiments that you're undertaking, which I think is, is amazing that a business like yours is doing so many experiments.

 

That's amazing insight. What is actually driving results today? What's a recent what a recent campaigns that are that are driving outcomes. Is outcome still the thing that clients are craving and asking for. What's moving the needle right now.

00:14:22.220 — 00:15:32.560 · Speaker 4

Let's think about a recent one that we all did together, because I think it's the greatest example of when, um, things that are better connected work really well. You know, we've proved with Marlette that there was a theory. It was a concept that you could collapse the funnel in premium environment without breaking the experience.

 

And the answer was like, very clearly yes, but it was essentially a single screen, single format and single moment. Whereas the recent work that we did with Mattel was a completely different beast. So in partnership mainly with you guys, actually, it's your partnership that ended up working across our network, you know, for years on how can we make this work across multiple screens, um, and using specific data sets, because we knew that that was important with the Afterpay Media network.

 

So multiple touchpoints being, you know, recently we've acquired the TV business locally. So CTB display and video and show how all those screens could have an impact. Um, and we, you know, it was a full catalogue experience letting audiences discover and purchase across a range of products for the Mattel brand with the same experience, no matter what screen you're in.

 

I thought that was really seamless execution and thinking by you guys.

00:15:32.560 — 00:15:47.230 · Speaker 2

And it seems like every time we do new stuff with us, we, uh, get nominated or win awards because I think the Mattel campaign is, uh, been nominated or become a finalist in four of the categories for the Drum Commerce Awards.

00:15:47.670 — 00:15:48.710 · Speaker 3

So absolutely.

00:15:49.270 — 00:15:50.390 · Speaker 2

Fingers crossed.

00:15:50.550 — 00:15:57.910 · Speaker 3

Well, I thank you. Thank you. And shout out to Andrea Hill because we will be reminded of that if we don't shout out.

00:15:57.950 — 00:16:46.410 · Speaker 2

What I found really interesting about that campaign, Jess, is what you mentioned before. It was a full catalogue of products, and obviously you can't fit the whole catalogue of products in the initial ad execution. And so it was the technology that allowed people to interact with the catalogue. And that's where I thought the most interesting results were, were the items.

 

And the SKUs that weren't necessarily in the main creative were actually interacted with and purchased upon, and that we saw huge uplifts. And then I the other thing I think was interesting was as much as we're a digital technology business, a lot of it was a digital media campaign. The results were seen at the store level in bricks and mortar as well.

 

I mean, there were so many aspects of that, but they were my favourite parts. But what about you? What about your thoughts?

00:16:46.770 — 00:18:01.190 · Speaker 4

You know, I like in store and, um, and online. So I think you're right. That's the best statistic to call out. It was something like 122% uplift in units sold across both online and in store. I think Andrea, shout out to Andrea, did tell me that they sold out of certain SKUs that were advertised. So, you know, you think about that.

 

I think the vast catalogue and the technology you've built to make a really seamless experience is really important. Often we get caught on showing a specific audience, a specific product and thinking it'll just work. But how are we feeling that bucket still with product exploration? That's that's much broader than what we think they're interested in, because we don't know all of the other signals that are contributing to that audience.

 

And so your guys strategy with making it more catalogue based so that there was a broader range was absolutely the right one. And I think that's why the results have been so successful because right now, as we talk about personalisation and and all of that stuff and right audience, right time, right outcome.

 

Totally agree with that. But the right audience and the right outcome don't necessarily have to be so prescriptive. And I think that's what the catalogue experience enables.

00:18:01.230 — 00:18:19.350 · Speaker 3

Awesome. Now let's just touch on that because you just you started talking about outcomes and some metrics that matter with regards to this specific campaign because there were some really great outcomes, really great numbers, like if we could hone in on what the metrics that matter to News Corp, what can you share with us?

 

What what really moved the needle.

00:18:19.390 — 00:18:23.310 · Speaker 4

ROI just giving our away back to the client. Yeah, showing a return.

00:18:23.350 — 00:18:23.990 · Speaker 3

Wins every day.

00:18:24.350 — 00:18:25.190 · Speaker 4

Every day.

00:18:25.230 — 00:19:06.170 · Speaker 2

So Jess, you just mentioned signals before and I guess, you know, part of the Mattel campaign, which was so great was all the different signals that they got for insights, etc.. And that's part of the commerce media promise. It's not always just about the purchase. And whatever else is, is is that something that clients are still seeing as valuable?

 

I know you guys have a great, uh, tech stack when it comes to data and signals, etc. we're hearing over seas that people like. That's where the AI companies are investing their money with businesses that have good, strong customer signals. Is that still something that the the marketers that you're speaking to are utilising and obsessed with.

00:19:06.450 — 00:19:07.410 · Speaker 3

Or focussed on?

00:19:07.450 — 00:20:07.830 · Speaker 4

Yeah, there was this interesting contrast point late last year of signals versus noise. And I think everyone has signals. It's it's about getting through all the signals to find where the insight or where the relevant signals are to focus. And I think that varies by category, by brand, by publisher as well.

 

So I would say that whilst we focussed on being able to cover, you know, data holistically for us, you know, it used to be the strategy of more segments, more audiences creating more ability to transact on an audience. But what I'm seeing now he's. It's less about how many you have and where the value of what you have is coming into play and how you can justify that value.

 

And so for us, we're now going, yes, audiences are important, but they're generated off context, you know, great environments, understanding that. And that's where the uniqueness comes from. So the brands that know where the signals versus noise is and how to delineate between the two are the ones that are definitely winning in this space.

00:20:07.870 — 00:20:32.550 · Speaker 2

No, I love that. It's a great insight. Signal versus noise. Therefore what are the more valuable signals? I mean, you just mentioned context is obviously one that you're getting behind. If you hear the likes of Mastercard and visa that are entering the authentic commerce world and looking to disintermediation a little bit, they're talking about the commerce signal being king.

 

Do you do you agree? Is that or just is that just one dimension?

00:20:32.590 — 00:20:39.990 · Speaker 4

I think it's one dimension. I think it's looking at it too narrowly, I think. And like we always talk about the bucket and we, you know.

00:20:40.070 — 00:20:40.510 · Speaker 3

Yeah.

00:20:40.550 — 00:21:25.770 · Speaker 4

Why are we just reaching the audiences we know are in a certain stage, I think. Edwina. Edwina always talks about this in a really great way when she talks about the buys of Vogue. And obviously Vogue is a very aspirational title. You know, luxury always houses luxury brands. And she always says, you know, an 18 year old may pick up a Vogue, but she buys her Hermes bag ten years later when she can afford it.

 

But you have to be there at that ten year point to know that she wants that Hermes bag. Yeah, she she's not at that point in time buying that first magazine at 18 a what would be called an affluent luxury handbag buyer. But if you don't have that relationship, then what bag is she buying when she's 28 and has the money to afford it?

00:21:25.810 — 00:21:35.450 · Speaker 2

Yeah, 100%. And circling back to what we're saying before, I think that's what marketers are saying when they want to be able to have that brand connection within the AI space 100%.

00:21:35.610 — 00:22:06.550 · Speaker 4

Yeah, it's I think I think we always get obsessed with the new shiny toy. Like the marketing principles still apply. They just have to admit the new tactics, the new platforms, or the new technology that we have access to. But don't throw the fundamentals out just and also do a wide range of things. Everyone is now talking about the CapEx investment to have AI technology on their side to blah, blah, blah.

 

It's like, just focus on your marketing strategy and how these tactics can be additive to not if it's an and not at all.

00:22:06.950 — 00:22:52.340 · Speaker 3

Good point. Yeah. Jess. Retail media. Right. It's the hot phrase for the last few years, commerce media. You know, it's where it's kind of out now. But retail media is booming. It's a massive, massive market. It's not slowing down. Where do publishers like News Corp fit into this world? We know voodoo.

 

We believe they've got a very strong role to play. I think with the advent of with authentic commerce and the Renaissance, if you call it after years of search and the UGC of publishing being the input, as we know, I'm a big believer that publishing plays a massive role, but how do you how does NewsCorp see itself with retail media?

 

How has it fit in that ecosystem, and what is their relationships with retailers and platforms?

00:22:52.340 — 00:24:26.320 · Speaker 4

It's actually a really natural segue for what we were just talking about, with a different application to the bucket. Retail media is great. They've got transaction data. They understand a great deal about customers and segmentation. That's for an environment or a buyer that they already know about.

 

And so they've really got an on site strategy. There's vast capabilities within all of the retail ATMs locally. Some are much more sophisticated than others. But realistically they've got their on site or their own channels quite figured out in what they want to do. I think there's a lot of growth still in off site monetisation and connecting their data at a customer, not necessarily just a skew data to offsite opportunities, and your technology could be the fuel that connects the whole thing, right?

 

You know, you've got an audience that is not yet has intent to shop with that retailer, but you're giving them an ad or an ad or a content experience. You're connecting the commerce capability and then the transaction just flows through. That's where I think the retail media networks have a lot of growth and evolution to get to.

 

Is that locally in a year? There's a lot of focus on onsite. And of course that's where they make their money. But to capture large degrees of clients that or consumers that are not necessarily in market, they have to start focusing on offsite. I think someone that's doing it really well in the US is Walmart.

 

I think Walmart has obviously had a fierce competitor in Amazon.

00:24:26.320 — 00:24:26.840 · Speaker 3

Actually.

00:24:26.880 — 00:24:42.180 · Speaker 4

And they focussed and really nailed some of their proposition. You know, if they haven't partnered, they've acquired, um, off site capability. They're partnering with technology partners. I don't know what they're doing with you guys. Hopefully something or something's in the works, you know?

00:24:42.220 — 00:24:42.860 · Speaker 3

Mum's a word.

00:24:42.860 — 00:24:43.700 · Speaker 2

This space.

00:24:45.100 — 00:25:01.620 · Speaker 4

Um, so, you know, you think about that. And I really think it's about connecting that offsite to onsite capability with technology like yourselves and making it really seamless. And then, of course, you know, we probably haven't even touched on the measurement bucket, which is incredibly fragmented still.

00:25:01.780 — 00:25:02.540 · Speaker 3

Yeah. Right.

00:25:02.580 — 00:25:34.580 · Speaker 2

Absolutely. So News Corp has the full scale of assets. They've you know, you've got the data proposition that we've spoken about is the, the the content proposition. So strong. Um, obviously big high impact assets both in print and digital. Uh, chubby has obviously joined the four and we won the award with GBE involved in that Mattel campaign.

 

What's the big push that News Corp are doing in the market at the moment? What's the big thing that you think is is next for you guys?

00:25:34.620 — 00:26:04.560 · Speaker 4

It's really what I spoke about earlier. We're really focussed on how our content, our experiences can be the innovator in in AI artwork. And so whilst I spoke about probably us as an input company from a content standpoint and how to generate an output for a brand, we're still also talking to a lot of advertisers, clients, brands about.

 

You've still got to think prior to the prompt, and I don't know if anyone really is necessarily got that bucket.

00:26:04.600 — 00:26:05.480 · Speaker 2

Couldn't agree more.

00:26:05.520 — 00:26:09.600 · Speaker 3

Oh, is that your is that your cat? Is that is that proprietary prior to the prompt?

00:26:09.640 — 00:26:10.840 · Speaker 2

Yeah I love.

00:26:10.840 — 00:27:31.700 · Speaker 4

That trademark it. No I think I'll use an example of what I think worked really well. Like I'm not that old yet, but I still follow Coachella. Loved all of the experiential kind of activations that were there. And if you look at what road did Hailey Bieber Skin Company, they had an amazing activation. What it's what it did.

 

It was the experiential activation itself that was there at the event, had all of the social media around it got picked up by the news outlets, and now it's the number one site of beauty brand and all of the LMS over 24 to 48 period. So if you think about that kind of ecosystem, the impact, you know, everything you do prior to the prompt is still just as important, if not more so.

 

So what you can do from an activation standpoint that gets you multiple touch points and commentary is, is the holy grail. Yeah. And then, you know, you need to really start partnering with brands and technologies like yourselves to make sure that your content and commerce is connected. That's super important.

 

And that is that can flow through that, the LMS as well. Um, and then think about endorsement. What brands do, you could endorse you that would have impact on citation and visibility. And those are probably the three buckets that we're starting to experiment with. Without giving the full prompt away of what we're going to do in the future.

00:27:31.860 — 00:27:32.900 · Speaker 3

Yeah. Well.

00:27:33.220 — 00:27:58.760 · Speaker 2

Jess, thank you for being so honest and sharing where you guys are at. The last thing we do, Jess, is play a little game. It's a little quick fire game, okay? It's not too much of a brain teaser. All right. It's just a quick fire game of questions. We'd like to. We'd like to finish on a on a little high. So a little, little fun thing.

 

There's nothing major like the first question is what's the last thing you bought online. Those sorts of things. So we're going to play this game now. You ready. You've got to say the first thing that pops in your head okay.

00:27:58.760 — 00:28:04.800 · Speaker 4

But but you're ready to give all my tricks away to Roger because he's telling me I'm spending too much. So don't get me in trouble.

00:28:04.800 — 00:28:09.440 · Speaker 2

We'll make sure he's not in the targeting pool. Yeah. We'll suppress Roger. Yeah.

00:28:10.040 — 00:28:10.840 · Speaker 4

Suppress. Roger.

00:28:10.880 — 00:28:14.520 · Speaker 2

Here we go. Ready? What's the first thing you bought online? Last thing you bought online? Sorry.

00:28:14.560 — 00:28:18.200 · Speaker 4

Uh, CSB activewear colour in matcha green.

00:28:18.680 — 00:28:24.240 · Speaker 2

Oh, matcha green. What podcast are you currently listening to? Apart from this one?

00:28:24.240 — 00:28:30.880 · Speaker 4

This one? Top of the top of the list, of course, but pivot I love pivot.

00:28:30.920 — 00:28:40.270 · Speaker 3

Yes, it's great, isn't it? Well, we. Prof. Ji you. Love lucky we nearly bumped into him once and we walked past Prof. G. This guy lost his mind. He's like, where is he? Where's he gone?

00:28:41.070 — 00:29:02.670 · Speaker 2

What's your go to online shop or store Mecca? Well good. Shout out to a great Australian business. You know you're absolutely killing it. What a fantastic business that is. I've seen it. I've got an 11 year old daughter. If I go to the shops, I spend a lot of time at walking around Mecca. Uh. Do you tick tock.

 

No. And if so, are you a watcher or a. Okay, you've answered my question.

00:29:02.710 — 00:29:05.150 · Speaker 4

Never have. Never downloaded TikTok.

00:29:06.430 — 00:29:09.270 · Speaker 2

Have you ever bought anything directly from social media?

00:29:09.310 — 00:29:09.990 · Speaker 4

Yes.

00:29:10.150 — 00:29:11.190 · Speaker 2

What was it?

00:29:11.230 — 00:29:14.790 · Speaker 4

I've bought too many things to know exactly what one I would talk about.

00:29:14.830 — 00:29:15.950 · Speaker 3

Close your eyes, Roger.

00:29:16.310 — 00:29:19.390 · Speaker 4

Okay. No, no. All right. Hold on. Korean skincare.

00:29:19.430 — 00:29:36.170 · Speaker 2

Okay, okay. There you go. Okay. And the last question, and you had a little thinking time if you need it for this one, what is the most memorable ad campaign? Is it something from your childhood that you connected with? It's got a great jingle or great catch cry or it's was just super clever. What's your what's your most memorable ad campaign?

00:29:36.370 — 00:29:45.650 · Speaker 4

Can I do too? Sure. Okay. The first one, and this is because it's nostalgic. Does anyone remember the fluffy ads? The detergent with the duck?

00:29:45.730 — 00:29:46.010 · Speaker 2

Yep.

00:29:46.290 — 00:29:52.250 · Speaker 4

I loved that ad when I was little and I still remember it. And I still buy fluffy, so I've done that.

00:29:52.290 — 00:29:53.610 · Speaker 3

Yes. Yes of course.

00:29:53.650 — 00:30:02.450 · Speaker 4

So it's nostalgic, but right now I think I still go and think about the Specsavers ads all the time. Their campaigns are awesome.

00:30:02.450 — 00:30:04.450 · Speaker 3

They're so simple and so clever.

00:30:04.450 — 00:30:13.050 · Speaker 2

And talk about activating it all the way through. Sponsorship of the referees in AFL and other sports was just so good. Got to go to Specsavers.

00:30:13.090 — 00:30:29.050 · Speaker 4

So clever and I love that they do things that you know are spelt incorrectly or what have you. I think they're brand and their catchphrases lived on for something like 20 years. Consistency is key. The tactics of just change. And I think that's been the theme of what we've spoken about today.

00:30:29.090 — 00:30:30.730 · Speaker 3

Consumer professional here.

00:30:30.730 — 00:30:43.190 · Speaker 2

Well, that's a great that's it. You're off the hook now from the quick fire game. Jess, that was such an awesome session. Thank you for. Thank you so much with us. It's great to have you on the podcast, and we look forward to winning more awards with News Corp in the future.

00:30:43.230 — 00:30:44.430 · Speaker 3

It's been a pleasure.

00:30:44.590 — 00:30:48.150 · Speaker 4

Let's see what we do next, guys. Thanks for having me.

00:30:48.950 — 00:30:52.430 · Speaker 5

Thank you for listening to the Commerce Media matters podcast.

00:30:52.470 — 00:31:26.070 · Speaker 1

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This podcast is executively produced and edited by Maria Teresa with co-producers Sandy ho and Me, Rachel Fang. This podcast is recorded on the lands of the Biblical Eagle and Warren Jerry people, and we wish to acknowledge them as the traditional owners of the land.