Australia a crowded house for media investment decisions: R3

More people are involved in the digital media investment decision-making process than ever, according to a report by marketing consultancy R3.“Our conversations with advertisers showed that media agencies have the most say on where advertisers allocate their media spend, but there is still dissatisfaction around the types of media opportunities being presented,” said R3 co-founder and principal, Greg Paull. The Australia Digital Decisions Report was based on interviews with marketing and media teams across categories to better understand how media decision are being made in a digital advertising market worth US$8.8bn in 2018 according to IAB Australia. The hunt for more opportunities in digital media has become increasingly important as advertisers continue to deal with issues of ad fraud – although there is some dispute on how prevalent this is in Australia.