Traditional media still important as Dentsu Aegis Australia boss warns media buyers to ‘get out of their bubble’

Traditional media still has a pivotal role to play in the marketing mix even in the mature market of Australia the boss of Dentsu Aegis Network for that market has said, warning media buyers to “get out of their bubble” and examine properly which channels people are using in the real world.

L:R Carat's Simon Ryan and APT's Justine Lally. Ryan told the room that media buyers need to "get out of their bubble".

L:R Carat’s Simon Ryan and APT’s Justine Lally. Ryan told the room that media buyers need to “get out of their bubble”.

Simon Ryan, who was recently appointed CEO of DAN Australia and New Zealand taking the reigns from Luke Littlefield, told the Mumbrella Travel Marketing Summit that while media will evolve over the next five years, traditional channels in 2016 remain important.

Addressing a room of travel marketers during a panel discussion in Sydney, Ryan said: “I would say to media buyers out there who represent your interests that some of them need to get out of their bubble a bit more and actually look at the way consumers consume media.

“Traditional media is actually is still a big part of the way consumers consume and the way they make decisions.”

He added that research shows that 40 per cent of audiences in the travel sector prefer to read newspapers “in the tangible sense” rather than on a device.

“There is still a big case for media consumption in traditional media in the travel sector,” he said.

However, Ryan said the market will evolve and “will probably be all digital in five years”, adding that his business is aiming to be 100 per cent digital by 2020. “Currently between 25 per cent and 40 per cent of its total media spend is on digital,” he said.

Furthermore, Ryan predicted 40 per cent of media budgets will be on directed into programmatic in Australia – one of the region’s most advanced automated media markets – by 2020.



Steve Jones 


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