Media · Broadcast & Out-of-Home
When broadcast earns its place: DOOH, radio and press for scale-ups
Broadcast channels get filed under big-brand luxury, the thing you graduate to once the performance budget is humming. In Australia the numbers say the opposite: this is where growth compounds, and scale-ups that write it off are leaving the most efficient long-term money on the table.
Broadcast is not the reward for scale. In Australia it is one of the engines of it.
Out-of-home just set a revenue record, television still returns more per dollar over the long term than any digital channel measured, and radio reaches millions every week in the car. If you only ever buy the clicks you can already see, you are competing hardest in the most crowded, most expensive part of the market.
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