Media collective Boomtown has claimed a 17.6% share of the national advertising dollar five years from launching.
Brand count across regional platforms has also been growing about 5% a year since the collective began.
At an event in Sydney, Boomtown chair Brian Gallagher showcased a study from Analytic Partners that showed up to a 32% increase in ROI being achieved with regional media.
“Over the last five years, we have worked with the media and agency industry to educate more than 2,000 advertising and media professionals directly through masterclasses, bespoke education sessions and market visits to ensure that they stay in touch with the regional opportunity on behalf of their clients," said Gallagher.
“Our Boomtown community benefits from a healthy and vibrant domestic media landscape. The choices [brands] are making to invest in local media platforms are so much more impactful to these communities than you may recognise.
“Local stories have always proven to drive audience attention and engagement. Attention and engagement that is equally important to advertisers to cut through the noise and make their mark with these same consumers. This also means local media outlets offer effective and brand safe advertising environments.”
A survey in March found regional advertising gave access to valuable local audiences, with less competition from other advertisers.
More than half (57%) of respondents said they had bought regional media as part of a campaign in the past 12 months, and 88% said they would consider it in their next campaign.
Demographer Bernard Salt also spoke at the event, held in Sydney's 12 Micron with 160 guests, about the rise of the regional 'super consumer', noting the consistent population growth that regional Australia has achieved and will continue to achieve well into 2034.
That peak growth is coming from those aged from 20 to 40, primarily Millennials, according to ABS data, and these regional super consumers are also more likely to own a home.
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