Original article by Michele Levine
Market Research Update – Page: Online : 16-Jul-25

For years, the media industry has fixated on scale – bigger reach, broader awareness, more impressions. But as the advertising landscape becomes more fragmented, and audiences more selective in how they consume content, one thing has become increasingly clear: not all exposure is equal. It is not just about how many people you reach, but how you reach them – and who they really are when they encounter your message. Traditional media planning models have long prioritised reach and frequency. While these metrics are useful, they ignore the nuances of attention, loyalty, and media context – factors we now know to be critical in determining how well a message is received, remembered, and acted upon. Roy Morgan’s new Media Allocation Engine is the first platform in Australia to systematically embed media channel attributes and audience behaviours into the planning process. The Media Allocation Engine offers a practical solution to a long-standing gap in campaign planning – giving planners the ability to quantify and compare media quality, not just quantity.

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