Inside Out
Families with children under 18 at home
Families with children under 18 at home
Jane is the matriarch of the clan. She’s 49 if you ask, although her driver’s licence says 51. She does a nimble job of rounding up the kids at 7am sharp, even on Sundays. From 144 pages of newspaper strewn on the living room floor, Jane reads 17.8 minutes of world news and tells her three kids, for the 1210th time, they are lucky to live in Australia. 27% of a cryptic cross-word is completed, which her husband finds funny because when he read her stars to her it said she never finishes anything.
They all read Escape. Although it will take them 224.5 days to save for it, they decide on Hawaii. Jack, 7, reckons kids who live there are luckier. That evening they’ll have a roast, as they have for the last 155 Sundays. Jane has tried 14 different recipes from 6 different cooks, 3 online, and is still looking for ‘the one’.
This is the Ross family. We have 5,798,000 just like them nationally. And this is just one example of the power our people have.
Learn more about families with children under 18 at home in
National Key Stats
Source: emmaTM conducted by Ipsos MediaCT, 12 months ending December 2015, Nielsen Online Ratings December 2015
National Stats
Stats Data
5,360,000
Stats Title
Total Audience
Stats Data
81.5
Stats Title
% reach
Connect with families with children under 18 at home through these brands
NSW Key Stats
Source: emmaTM conducted by Ipsos MediaCT, 12 months ending December 2015, Nielsen Online Ratings December 2015
State
New South Wales
Stats For State
1,725,000
Total Audience
78.4
% reach
Source
Key Stats Source
Source: emmaTM conducted by Ipsos MediaCT, 12 months ending December 2015, Nielsen Online Ratings December 2015
Connect with Families with children under 18 at home in New South Wales through these brands
QLD Key Stats
Source: emmaTM conducted by Ipsos MediaCT, 12 months ending December 2015, Nielsen Online Ratings December 2015
State
Queensland
Stats For State
1,144,000
Total Audience
82.5
% reach
Key Stats Source
Source: emmaTM conducted by Ipsos MediaCT, 12 months ending December 2015, Nielsen Online Ratings December 2015
Connect with Families with children under 18 at home in Queensland through these brands
SA Key Stats
Source: emmaTM conducted by Ipsos MediaCT, 12 months ending December 2015, Nielsen Online Ratings December 2015
State
South Australia
Stats For State
397,000
Total Audience
87.4
% reach
Key Stats Source
Source: emmaTM conducted by Ipsos MediaCT, 12 months ending December 2015, Nielsen Online Ratings December 2015
Connect with Families with children under 18 at home in South Australia through these brands
VIC Key Stats
Source: emmaTM conducted by Ipsos MediaCT, 12 months ending December 2015, Nielsen Online Ratings December 2015
State
Victoria
Stats For State
1,342,000
Total Audience
84.9
% reach
Key Stats Source
Source: emmaTM conducted by Ipsos MediaCT, 12 months ending December 2015, Nielsen Online Ratings December 2015
Connect with Families with children under 18 at home in Victoria through these brands
WA Key Stats
Source: emmaTM conducted by Ipsos MediaCT, 12 months ending December 2015, Nielsen Online Ratings December 2015
State
Western Australia
Stats For State
551,000
Total Audience
78.3
% reach
Key Stats Source
Source: emmaTM conducted by Ipsos MediaCT, 12 months ending December 2015, Nielsen Online Ratings December 2015
NT Key Stats
Source: emmaTM conducted by Ipsos MediaCT, 12 months ending December 2015, Nielsen Online Ratings December 2015
State
Northern Territory
Stats For State
77,000
Total Audience
87.3
% reach
Key Stats Source
Source: emmaTM conducted by Ipsos MediaCT, 12 months ending December 2015, Nielsen Online Ratings December 2015
Connect with Families with children under 18 at home in Northern Territory through these brands
TAS Key Stats
Source: emmaTM conducted by Ipsos MediaCT, 12 months ending December 2015, Nielsen Online Ratings December 2015
State
Tasmania
Stats For State
124,000
Total Audience
76.6
% reach
Key Stats Source
Source: emmaTM conducted by Ipsos MediaCT, 12 months ending December 2015, Nielsen Online Ratings December 2015
Connect with Families with children under 18 at home in Tasmania through these brands
Related case studies
beyondblue 'Brains have a mind of their own'
In February, news.com.au, Australia’s largest online news destination, was the first local media owner to partner with Snapchat to present a curated view of today’s news and entertainment to the Australian Snapchat audience.
For news.com.au it was a brand new way to connect and engage with the always on generation. The content published is light in flavour, irreverent, fun news and pop culture.
Partnering with news.com.au to be Australia's first sponsor on this news.com.au Snapchat discover channel, beyondblue also became the first non-for-profit organisation in Australia to advertise via Snapchat as part of their broader integrated Brains have a mind of their own campaign.
Snapchat was recommended in direct response to its enormous and growing potential to reach over two million young Australians who engage with the platform each day. News Corp Australia’s news.com.au channel within Snapchat discover was chosen to help drive audience engagement by leveraging its strong position in market, catering to a younger demographic by providing “news in colour”.
This partnership saw the launch of a new video ad format for news.com.au with full-screen, vertical aspect-ratio video ads housed within the news.com.au section of the discover channel.
The campaign succeeded in reaching the young audience with the important compelling message, that experiencing depression or anxiety doesn’t mean you are weird.
BlackBerry Z10
Z10 is the next generation operating system and represented a huge technical leap forward for BlackBerry. At the same time, the success of the campaign was make or break for BlackBerry globally. With these factors in mind the campaign objectives were to:
1. Establish credibility
Be seen and shared by influencers, especially technology influencers
2. Excite and Engage
*Most important* BlackBerry needed to stand out from other advertisers on the News network within the limited budget. BlackBerry was looking for impact on the page, time spent and SOV >30% (average). Rich media was standard for banners and video was a large percentage of the online budget. Section sponsorship, event sponsorship and bespoke content creation was mandatory wherever possible.
3. Drive to purchase
BlackBerry is arguably Starcom’s most sophisticated client when it comes to back-end data analysis and every placement and creative would be tracked and analysed weekly by both Starcom and BlackBerry’s global teams. For the campaign to be considered an online success, we had to hit the BlackBerry funnel metrics of:
- On site engagement (site interactions post landing)
- Propensity to purchase (extended time spent on site, return visits, researching hand sets)
- Partner referrals (Visits to telco partners, Optus and Telstra).