Boomtown, established by media owners five years ago, has found an increasingly strong appetite for regional advertising, according to an industry survey.
The purpose of the study was to understand the awareness of regional media advertising and perceptions of regional media and Boomtown.
The survey of 100 found regional advertising gave access to valuable local audiences, with less competition from other advertisers.
More than half (57%) of respondents said they had bought regional media as part of a campaign in the past 12 months, and 88% said they would consider it in their next campaign.
Advertisers see that regional advertising offers access to local audiences and gives local reach, they believe it’s a valuable audience and also that regional advertising offers great share of voice.
Most respondents (93%) agree that regional media is effective in achieving ROI.
“Boomtown sees Australia’s regional media owners unite to tackle the issue of the underinvestment of advertising dollars in regional markets,” said Boomtown chairman Brian Gallagher.
“These results demonstrate that in five years, Boomtown has established itself as a major media market in its own right, offering valuable, high-disposable income audiences in an uncluttered environment, at scale.”
The survey found respondents believe regional media offers ROI because it is: Cost efficiency & Value; Targeted reach & engagement; Effectiveness comparable to metro markets; Importance of regional markets; Local relevance & connection
Almost half of respondents are aware of the regional media planning tool, The Boomtown Hub. And of those that have used it, think it is valuable and helpful in planning regional media.
Almost 3 in 4 (74%) respondents said The Boomtown Hub has changed the way they plan/buy regional media.
Boomtown represents the 9.6 million Australians, more than one third of the population, outside the five metro capitals.
The media owner members are SCA, WIN, Seven, ARN, ACM, Nine NBN, News Corp Australia and Imparja.
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