"Growth is nuanced, multi-layered and complicated - much harder than lightweight 'easy sell, dollar in, dollar out' ROI metrics", says Kia's General Manager of Marketing, Dean Norbiato. But there are ways to start understanding how to put a better plan together, and optimise with sharper data more rapidly. "And that gives you a much bigger seat at the senior management table."

With an estimated $4BN of profit being left on table through media under optimisation, it's time to shift the focus from mere efficiency to genuine growth and effectiveness.

Stewart Gurney, Director of Strategy and Effectiveness, Powered by Nine, details how to deploy Total TV as a high-performance growth engine using five evidence-based levers – from prioritising scale over efficiency to building brands that demand pricing power.

Stewart Gurney, Director of Strategy and Effectiveness, Powered by Nine, explores why the real prize in sports advertising isn’t perimeter signage, but narrative integration.
Data shows that fans are three times more likely to consider brands embedded within the broadcast story - such as "Play of the Day" or live performance data - than those relying on standard TV spots alone.
By moving from passive exposure to active participation, brands can turn a fan’s emotional high into a measurable commercial gain.