Lexlab

23/07/2025

Did you know, Temu has more than doubled its ad spend in Australia in just three months, rapidly reshaping the digital media landscape?

Thanks to News

Temu has significantly increased its advertising investment in Australia in recent months, with current monthly spend now exceeding $4 million. The majority of that activity is concentrated on Facebook and Instagram, driving aggressive paid social campaigns aimed at rapid, price-led customer acquisition.

With trade conditions tightening in the US, Temu is shifting its focus to markets with fewer barriers. Australia offers high digital engagement, lighter regulation and room to scale. It’s a calculated move into a market where growth can happen quickly and attention can still be bought at relative efficiency.

For Australian advertisers, the impact cuts both ways. A surge in spend from a global player helps buoy the local media economy by supporting platforms and lifting publisher revenue. But it also intensifies auction pressure, drives up CPMs and puts added strain on performance, especially for brands relying on the same platforms to deliver results.

Temu’s rise also points to a broader shift. As global economic forces play out, media markets are being reshaped in real time by new entrants, faster capital and shifting platform dynamics. Brands are no longer competing just with each other. They’re contending with international players that move quickly, buy aggressively and reset performance expectations. Staying visible and efficient in that environment means staying agile and ready to adapt.

This isn’t just a story about one brand. It’s a reminder that digital media moves fast and those who keep pace are better placed to respond. As pressure mounts on platforms and auction dynamics evolve, planning with flexibility and insight is more important than ever.

Want help staying ahead of the curve? We can help. Lexlab combines meaningful research with expert implementation support to maximise campaign performance. Contact us today 📞



https://www.abc.net.au/news/2025-07-21/temu-doubles-advertising-spend-in-australia/105547184

17/07/2025

We’re thrilled to welcome Lara Saseve to the Lexlab team as our new Account Manager!

Lara brings standout experience across retail, auto and finance clients, with a particular strength in delivering strategic, full-funnel campaigns for major retail brands. She joins us with hands-on expertise across programmatic and social channels, from planning and implementation to creative testing and optimisation. She’s already hit the ground running, and we’re delighted to have her on board.

Moving to Melbourne from Auckland about a year and a half ago, this self-professed foodie is finding herself right at home in Collingwood. She’s also become an avid golfer, as it turns out her love of optimisation extends to her handicap!

Welcome, Lara, it’s great to have you with us 🙌

16/07/2025

Did you know Paramount+ Australia is now selling streaming ads programmatically?

Thanks to Mediaweek

Known for its premium content and professionally produced, studio-grade entertainment, Paramount+ is the latest streaming platform to adopt an ad-supported model, opening up new opportunities for Australian advertisers.

The platform has launched “Paramount Ad Access” in partnership with Magnite, a leading sell-side ad platform that connects publishers with advertisers through real-time auctions. This allows brands to buy ad space across Paramount+ using the same programmatic tools already applied to web, mobile, and display, extending digital buying techniques into premium streaming environments.

Unlike Netflix and Amazon Prime Video, which rely on more closed advertising ecosystems with limited access and flexibility, Paramount+ is offering open programmatic access. Advertisers can integrate it directly into their existing campaigns, using the same targeting logic, data, and bidding infrastructure that powers the rest of their digital mix.

As connected TV takes up a larger share of the media mix, open programmatic models are giving advertisers more control over reach, frequency, and relevance. While inventory quality has been a source of contention for programmatic buying, access to premium streaming environments like Paramount+ helps address this by delivering brand-safe, high-quality supply within an open programmatic framework.

For Australian brands, Paramount+ offers a rare combination: premium content environments and dynamic targeting, bridging the gap between traditional broadcast scale and data-driven buying strategies. At a time when economic pressures are driving greater demand for measurable media and brand-safe placements, this shift positions Paramount+ as a compelling addition to the programmatic mix.

Want access to premium inventory? We can help. Lexlab combines meaningful research with expert implementation support to maximise campaign performance, answering the why and how of digital advertising. Contact us today 📞

https://www.mediaweek.com.au/paramount-opens-programmatic-access-to-magnite-ahead-of-paramount-connect-launch/

09/07/2025

Did you know, Australia’s ad market is up 4.1% year-to-date, but May spend fell 7%, with programmatic hit hardest?

Thanks to Mumbrella and SMI

According to the Standard Media Index (SMI), Australia’s ad market had a strong start to 2025, with total bookings up 4.1% year-on-year across January to April. But in May, ad spend contracted sharply. Overall investment fell 7%, with programmatic down 13.4% and search slipping 9.3%.

The drop reflects both a post-election reset and ongoing economic pressure. April’s federal campaign activity delivered a short-term boost, but once that spend fell away, underlying softness in the market became more visible. Advertisers are still grappling with inflation, shifting demand and increased scrutiny on budgets, prompting a sharper focus on measurable returns.

Programmatic was hit hardest because of its structure. As a highly flexible, auction-driven channel, it’s ideal for rapid-response campaigns, but also the first to be scaled back when spend slows. Layer on growing concerns about signal loss, brand safety and inconsistent inventory quality, and it’s no surprise that advertisers are re-evaluating its role in the media mix. Search, meanwhile, is facing headwinds as generative AI begins to shift user behaviour and undermine traditional performance assumptions.

However, not all channels saw declines. Outdoor grew 4.6% in May, supported by steady investment from sectors like retail and real estate, the recovery of public movement patterns, and advertiser demand for high-reach formats that don’t rely on third-party data. Similarly, channels like BVOD and cinema proved more resilient, offering trusted, brand-safe environments with clearer attribution, qualities increasingly valued as advertisers shift toward formats that balance scale with control.

Together, these patterns point to a broader recalibration in media strategy. May’s decline isn’t a sign the market is collapsing, it’s a signal to rethink how spend is distributed. Advertisers should anticipate volatility around major events, build pacing strategies that absorb sudden shifts in demand, and re-evaluate the broader media mix in a market where measurable ad effectiveness is under increasing pressure.

Need help navigating shifting media patterns? We can help. Lexlab combines meaningful research with expert implementation support to help advertisers adapt with confidence. Contact us today 📞



https://mumbrella.com.au/ad-spend-declines-in-may-as-poor-government-spend-dampens-demand-879867

03/07/2025

Did you know, Bunnings has launched a retail media network?

Thanks to Marketing-Interactive

Retail media, where retailers use their owned assets and shopper data to sell targeted ad space, is becoming one of the most significant shifts in digital advertising. As third-party cookies are phased out and privacy regulations tighten, brands are looking for more direct, data-driven ways to reach high-intent audiences in brand-safe environments.

Bunnings is the latest Australian retailer to move into this space, launching Hammer Media, a retail media network that gives advertisers access to customers across in-store LED screens, eDMs, social media, radio, and the Bunnings website, which attracts over 14 million visits each month.

By combining first-party data with integrated online and in-store channels, Bunnings offers a privacy-safe way to engage customers at the point of decision. The platform also supports closed-loop measurement, allowing brands to directly link media spend to real-world outcomes.

Bunnings isn’t the first major player in Australia to move into this space, with Woolworths (Cartology) and Coles (360) having already established media networks of their own. As momentum builds, retail media is set to become a core part of media strategy, with the Australian market forecast to reach $2.8 billion by 2027.

For advertisers, this is not just a new channel. It is a more accountable, data-rich way to connect with customers across the path to purchase. For agencies, it signals a shift in media planning, with retail environments increasingly positioned to support both upper-funnel brand building and lower-funnel conversion in a single, measurable ecosystem.

Want the latest on retail media? We can help. Lexlab combines meaningful research with expert implementation support to maximise campaign performance, answering the why and how of digital advertising. Contact us today 📞



https://www.marketing-interactive.com/bunnings-launches-hammer-media-to-unlock-2-8b-retail-media-opportunity

26/06/2025

Did you know WhatsApp is finally opening up to ads, despite once vowing it never would?

Thanks to Mumbrella

As you may have heard, Meta will soon introduce paid placements in WhatsApp’s Updates tab, including Status ads, promoted Channels and paid subscriptions.

Meta has emphasised that personal messages, calls and groups will remain private, with ad targeting limited to basic details like location, language, followed channels and in-app engagement. The company describes this as “the most privacy-oriented” ad model it has launched to date, marking WhatsApp’s first major step into monetisation.

It’s a cautious rollout, but a significant shift. WhatsApp says the Updates tab is used by 1.5 billion people daily, especially in markets like India and Brazil, making it a high-attention space for brands already embedded in messaging culture.

For Australian advertisers, where WhatsApp is still used primarily for personal communication, the opportunity may be less immediate. But the platform shift is unmistakable: even services once defined by privacy are opening to paid placements as monetisation becomes a priority.

The question is no longer whether ads will appear, but how they can respect the user experience and preserve trust. WhatsApp’s move into Channels and Status aims to strike that balance, placing brand content where users choose to engage. The result could be a cost-efficient, low-clutter environment where relevance is guided by intent, not interruption. Watch this space.

Want to stay ahead as the media landscape shifts? We can help. Lexlab combines meaningful research with expert implementation support to maximise campaign performance, answering the why and how of digital advertising. Contact us today 📞



https://mumbrella.com.au/meta-brings-advertising-to-whatsapp-877954

We specialise in simplifying paid digital advertising across all channels using our expertise to maximise the potential of each platform.

19/06/2025

As younger generations turn away from traditional advertising in favour of content that feels real and relatable, creator-led campaigns are rapidly gaining traction. But while authenticity is in high demand, this isn’t a universal strategy. Some products are simply a better fit for creator-generated content than others, especially those that lend themselves to real-life storytelling and native social formats.

As Lexlab General Manager, Maija Gwynn, told AdNews Australia this week:

“It’s not always a suitable option for all advertisers. Creator-generated ads work best when the basics are right – the target audience and outcome are clearly defined, the creators align with the messaging, and they’re given the freedom to create content that resonates with their followers.”

When the fundamentals are in place, creator-led content doesn’t just work, it often outperforms traditional formats. But that success only comes when the product and strategy are genuinely built for it.

📖 Read the full article: https://www.adnews.com.au/news/purposefully-scuffed-why-adland-is-favouring-creator-content

18/06/2025

Did you know, Australia’s ad market is projected to grow by 4.1% in 2025, with digital continuing to underpin most of that expansion?

Thanks to WPP Media and The Standard Media Index

This forecast is further supported by recent data from Standard Media Index (SMI). Drawing on a different timeframe and methodology, SMI reported that Australian advertising investment rose by 4.1% in the first four months of 2025, compared to the same period last year. This surge was partly driven by an additional $49 million in political advertising ahead of the federal election. However, even without that election-related spend, the market still recorded a 2.2% year-on-year increase, highlighting underlying strength.

The growth is being fuelled by both cyclical events and long-term shifts: a federal election year, rising demand for high-quality content, increasing investment in AI-driven campaign delivery and creative automation, and the continued rise of influencer-led storytelling. While traditional media shows signs of plateauing, digital formats, especially those tied to commerce, creator economies, and machine learning, are expected to outperform.

This trajectory is striking given ongoing cost-of-living pressures. While some budgets are being reallocated toward more measurable, high-performing channels, new dollars are also entering the market, from essential industries like finance and health that tend to maintain or increase their advertising in uncertain times, and global brands maintaining APAC momentum. Retailers, too, are investing more in performance media to defend margins and drive short-term conversion.

Despite economic headwinds, digital advertising in Australia is entering a new maturity phase. Brands that align with this shift, prioritising performance, adaptability, and content-led experiences, are more likely to sustain both relevance and return.

Want your ad spend to drive clear, measurable results? We can help. Lexlab combines meaningful research with expert implementation support to maximise campaign performance, answering the why and how of digital advertising. Contact us today 📞



https://www.wppmedia.com/news/tyny-midyear-2025

We specialise in simplifying paid digital advertising across all channels using our expertise to maximise the potential of each platform.

12/06/2025

Did you know, video advertising now accounts for over a quarter of all online ad spend in Australia, but many advertisers still struggle to measure its true impact?

Thanks to IAB Australia

According to IAB Australia’s latest Video Advertising State of the Nation Report (June 2025), video now commands 27.5% of total online ad investment. This surge reflects growing consumer engagement with video formats across platforms.

Yet even as budgets shift, many advertisers face challenges in assessing effectiveness. The report found that 31% of agencies rarely or never unify measurement across different screens. This fragmentation limits advertisers’ ability to understand how video works across channels and devices, from CTV and YouTube to in-feed mobile video.

For advertisers investing heavily in video, the opportunity is clear: those who can build integrated measurement frameworks will be better positioned to optimise campaigns and justify further investment. Solutions are emerging, from cross-media reach and frequency tools to attention metrics, incrementality testing, and outcome-based measurement. Building a measurement stack that works across platforms is becoming a competitive differentiator.

Want to get more from your video strategy? We can help. Lexlab combines meaningful research with expert implementation support to maximise campaign performance, answering the why and how of digital advertising. Contact us today 📞

https://iabaustralia.com.au/resource/video-advertising-state-of-the-nation-report-2025/

11/06/2025

Today we attended the IAB Australia Video Summit 2025 and took a deep dive into how video is evolving. One key takeaway? Old is new again. Globally, the top streamed shows right now aren’t shiny new titles, they are iconic, well-loved series from the past.

For advertisers and planners, it’s a powerful insight: nostalgia, familiarity and trusted content drive attention and serious viewing hours. It underscores why effective video planning must start with a solid understanding of audience behaviour.