Credit: Chuko Cribb via Unsplash
In an industry long obsessed with reach, frequency and CPMs, some of Australia’s most forward-thinking marketers are flipping the script and delivering surprising results.
Brands such as HSBC and SBS are narrowing their media reach, focusing on more active attention and leaning into culturally nuanced content environments to foster deeper, more meaningful engagement.
The trade-off? Fewer eyeballs, but more attention. And it's working.
Speaking at a panel on cultural shifts reshaping media and marketing, leaders from SBS, Omnicom Media Group, and Hearts & Science unpacked a growing trend, prioritising quality of attention over quantity of exposure.
Blake Power, general manager at Hearts & Science Sydney, described the agency’s work on HSBC and SBS campaigns as a conscious pivot toward environments that foster “active attention.”
“We reduced impressions by 25%, but conversely we increased active attention seconds by 33% and conversions tripled,” he said.
Using attention-measurement tools such as Amplified Intelligence’s attentionPROVE, the teams identified which environments sparked true consumer engagement and which didn’t.
Meanwhile, premium placements, like live sport and curated content partnerships, delivered both attention and authenticity.
For SBS, this shift isn’t just strategic, it’s mission-led.
Uma Oldham, the broadcaster’s head of marketing and media, pointed to SBS’s inclusive programming and nuanced content as key drivers of trust and engagement.
“Australians want to see themselves represented on screen, in all their diversity,” she said.
“From ‘Alone Australia’ to ‘Incarceration Nation,’ we tell authentic stories that connect with people on a human level.”
The network’s media strategies are now time-of-day sensitive, optimising for when Australians are most open to different kinds of content.
Issue-based storytelling lands better in the morning, while entertainment slots into wind-down routines.
SBS’s unconventional stunts, like creating an Alone-themed cologne or launching the country’s first sustainable out-of-home media buy, reflect this deeper cultural alignment.
“These efforts cut through not by shouting louder, but by resonating more meaningfully,” Oldham said.
HSBC's recent marketing approach is another case study in intentional relevance.
With a growing migrant population in Australia, the bank doubled down on multicultural personas, from students to expats and built campaigns around cultural moments like Diwali and Lunar New Year.
“We leaned into their international heritage and activated in specific, relevant ways,” Power said.
Partnerships with niche platforms like Urban List and Concrete Playground enabled the brand to speak directly to migrants and travel-minded audiences.
And in a crowded finance category, it’s helping brands like HSBC stand out.
“We’re not chasing mass awareness for the sake of it,” Power said.
“We’re building long-term brand equity through meaningful engagement.”
Omnicom’s chief product officer, Alex Pacey, sees a broader media shift unfolding, one driven by changing consumer behaviours, evolving AI platforms and what he calls “the new digital gatekeepers.”
“Sixty to sixty-five percent of Google searches now result in zero clicks,” Pacey said.
“AI is playing an increasing role in what brands the consumer sees. Understanding how that decisioning works and what brands can do to influence it is fundamental.”
He warned against chasing purpose without authenticity, urging brands to return to foundational truths.
“Marketing science shows customers don’t see you as that different,” he said.
“Being clear where brand can realistically live from a purpose perspective has never been more vital.”
That also means acknowledging consumer fatigue and the rise of JOMO, the Joy of Missing Out.
As Oldham said, she now values moments of intentional disconnection and mindful consumption.
“It’s not about blasting people 24/7. It’s about showing up at the right time, in the right way and offering something meaningful,” she said.
The takeaway? In today’s attention economy, less can truly be more.
The experts agreed that marketers need to recalibrate their expectations, reframe how they value media and embrace the idea that fewer impressions can drive greater impact, when they land with cultural clarity and emotional resonance.
“Don’t ask platforms to fix it,” Pacey said.
“Take control. Vote with your dollars. Pay more to reach less and do it with purpose.”
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