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Hotwire Headlines #44

Hotwire Australia

Where can brands engage with hard-to-reach Gen Z?

In recent news, research reveals Gen Z’s unsurprising media consumption habits, Buzzfeed Australia launches its first ever womxn-focused vertical, and Yahoo Australia’s new deal with Google, and Yahoo Australia inks a deal with Google to become the latest premium publisher to join the News Showcase product.

More than 2 in 5 Australian Gen Zs never engage with traditional print media

Digital youth engagement platform, Year13 has recently completed a report ‘What Gen Z actually do online’ that showed 43% of Gen Z audiences never engage with traditional print media (magazines or newspapers). A further 86% of Gen Z audiences say they regularly use YouTube, and only 4% of Gen Z say they listen to the radio one-to-two hours per day.

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BuzzFeed Australia launches ‘womxn-focused’ vertical

BuzzFeed Australia has launched a new vertical targeting women called Bloom. The platform launches with sponsors Samsung, Showpo, McCormick, and Australian Pork. It’s the first time BuzzFeed Australia has launched a vertical targeting the 6.5 million womxn, an alternative spelling to women, it reaches every month.

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Data and creativity key for future digital success, say industry leaders

Recent research conducted by Facebook via Analytic Partners and The Lab Insights & Strategy, found that on average, 70% of the potential return on investment for video advertising comes from the creative itself, with the remainder being driven by executional elements. According to Facebook ANZ head of marketing science, Andy Ford, there are major benefits from pairing insightful data analysis with equally great creative output.

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Harpers Bazaar Australia returns to newsstands today

Harper’s Bazaar Australia returned to the newsstands and relaunched its digital platforms, and @bazaaraustralia. Due to the COVID-19 pandemic and plummeting ad sales, Bauer Media, now Are Media, announced in July last year that the magazine, along with seven other titles were being closed. In June, it was announced that Harper’s Bazaar would relaunch its glossy magazine in Australia.

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Yahoo Australia signs on to Google’s news showcase

Yahoo Australia has signed a deal with Google, becoming the latest premium publisher to join the News Showcase product. Under the new arrangement, trusted journalism content from Yahoo will appear across multiple Google services. According to Senior Director of Content at Yahoo Australia, New Zealand & South East Asia Simon Wheeler, the deal signals a significant investment in Yahoo’s quality content.

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