Kalila Welch - Profile and Journalist Details
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Kalila Welch
Verified
Senior Journalist, Agency and Media, Mi3
New South Wales
Beats
novelty, sport health, human interest.News and current affairs, multicultural and Indigenous affairs
non-fiction
Content
By Kalila Welch Verified, Andrew Birmingham Verified, Shaun Lohman, Brendan Coyne| Mi3 Verified As Mark McKee from Freewheel articulated so eloquently on Tuesday at the Future of TV Advertising conference, media owners of long form addressable video inventory (AVOD and SVOD) are standing at what he described as a “fork in the road”. We can either stand back and let this wonderful large screen, sound on, unskippable targeted ad format capable of delivering both brand and performance become completely commoditised or we can work together as an industry to keep it clean and effective.
‘Clients in on it, boatloads of cash, complex, opaque corporate structures’: Principal media arbitrage trading spreads to TV, out of home, audio as holdcos, retail media pile in; ex-IPG, GroupM, Omnicom execs on fixes | Mi3
By Shaun Lohman, Paul McIntyre Verified, Kalila Welch Verified, Dan Hojnik| Mi3 Verified What you need to know:Media agency holding companies are piling into arbitrage-driven principal media models, where they buy media, blend it with lower value stuff, and sell it at a mark-up. It’s powering profit margins, but distorting the market, say ex-UM global media chief turned Quad Media chief Joshua Lowccok, ex-Group M stalwart Dave Gaines, now CEO at Media by Mother, and former Omnicomer Nick Manning.
By Kalila Welch Verified, Andrew Birmingham Verified, Shaun Lohman, Brendan Coyne| Mi3 Verified As Mark McKee from Freewheel articulated so eloquently on Tuesday at the Future of TV Advertising conference, media owners of long form addressable video inventory (AVOD and SVOD) are standing at what he described as a “fork in the road”. We can either stand back and let this wonderful large screen, sound on, unskippable targeted ad format capable of delivering both brand and performance become completely commoditised or we can work together as an industry to keep it clean and effective.
Company Info
Mi3
Mumbrella is Australia's leading media and marketing industry news platform, established in December 2008 by Tim Burrowes. Now part of Diversified Communications Australia, it is headquartered in North Sydney, New South Wales, and employs between 11 to 50 people. The company generates an estimated annual revenue of $10 million. Mumbrella offers a range of services, including daily news updates, investigative journalism, and opinion pieces. It hosts significant events like Mumbrella360, which attracts over 2,000 attendees, and the Mumbrella Awards, recognizing excellence in the industry. Additionally, Mumbrella provides professional development courses tailored for media and marketing professionals. The platform also features digital content such as news articles and newsletters, and engages in partnerships with brands for product launches and event sponsorships. Recognized as a primary source of media and marketing news in Australia, Mumbrella continues to expand its reach through strategic collaborations and digital initiatives.
Sydney, New South Wales, Australia
+61 2 8296 0200
Founded: 2008