Ryvalmedia Pulse (Vol.50)

It's Time To Pay Attention To Attention: A World-First OOH Attention Study

Last week the Ryvalmedia team in Melbourne had the privilege of having the QMS team come in and present a groundbreaking study by Amplified Intelligence and QMS on OOH Attention. This study has revealed that OOH media holds unparalleled potential to deliver both active and passive attention, driving better brand outcomes. Conducted across Melbourne, Brisbane, and the Gold Coast, this global-first study measured 1.23 million real human interactions, with OOH formats proving that attention correlates strongly with mental availability, advertising effectiveness, and brand growth. Advancements in attention based media planning and buying are set to continue in 2025, with early adopters in the prime position to maximise brand outcomes through more attention grabbing media placements. 

Navigating Brand Safety: Tackling the Risks of Unfiltered Content

Meta’s “More Speech, Fewer Mistakes” initiative promises to foster greater freedom of expression while looking to minimise moderation errors, a move that could significantly impact the Australian social media landscape. On one hand, it offers users an opportunity to engage in more dynamic conversations, strengthening audience connection. On the other hand, it raises potential brand safety concerns for brands as the volume of permissible speech increases, necessitating vigilant strategies to ensure advertising placements remain secure and a safe place for brands to engage. At this stage, the removal of fact checking is only being rolled out in the US, however, it is unlikely that Meta's fact checking contracts will be renewed in the Australian market. Brands should remain across changes to fact checking in the Australian market to ensure their brand safety strategies remain agile in the face of future changes.

Catch to shut down as competition from Temu and Amazon Heats Up

Wesfarmers has announced the closure of its online marketplace Catch. Catch's ecommerce operations will be integrated into Wesfarmers existing retail divisions, with their current fulfilment centers transferring across to Kmart. Despite significant investment to grow Catch in recent years, the platform struggle to maintain its foothold in the increasingly competitive Australian online retail landscape. As part of their decisioning, Wesfarmers cited mounting competition from global giants such as Amazon and Temu. The winding down of Catch reflects a significant shift in the Australian retail landscape, highlighting how consumers are driven by price and experience value propositions in the current cost of living crisis.