$15m

in advertising revenue generated in 2017

18

point increase in NPS for the Hit Network

12

teams leverage community insights

Overview

Southern Cross Austereo (SCA), leading radio and TV distributor in Australia, connects with up to 95% of Australians each week. Across four insight communities, with over 70 member groups, SCA measure brand awareness, shifts in perception and generate actionable insight to support customer-led growth across the business.

Fast facts

Industry
Media & entertainment
Category
Customer experience
Use cases
Customer experience
Integration
Segmentation
Ad testing
Content testing
Key benefits
Authentic customer understanding
Agile insight
Delivering the right message to the right audience
Stakeholder support
Validating advertising investments

Business challenge

With increased saturation in the market, SCA needed to shift its focus to ensure content cut through the noise and resonated with target audiences, allowing advertisers get the most out of each channel. 

Solution

Over eight years, SCA have continuously listened to the voice of their audience, informing over 12 internal teams with agile insight through their communities. In one example, SCA support advertising investments by testing all stages of the campaign process, from conducting market, industry and consumer studies to creative testing, brand/sponsorship tracking and campaign effectiveness. By monetising insight generated from their communities, SCA saw over $15 million revenue in 2017 alone.

$15m

in advertising revenue generated in 2017

18

point increase in NPS for the Hit Network

12

teams leverage community insights

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