Optus are a major spender in paid media advertising, but their owned media was not being leveraged strategically or with any measurability.
A complete valuation of all Optus’ media assets highlighted the value every format delivered to the business. The valuation quantified their audiences and the amount of media inventory within their ecosystem.
Optus and their partner agencies are now able to plan owned media in conjunction with paid and earned media. They are now more efficient with their spend and more effective with their vendor partner commitments.
Sonder identified over $190m in media value and has made this commercially leverageable through Sonder’s technology solutions.
Optus has a large, sometimes complicated footprint. When delivering large marketing projects this can lead to inefficiency and, worse, wasted investment. We worked with Sonder to both distill and quantify the commercial value our owned media delivers, allowing us to be more strategic in how we deploy activity - and more commercially effective in our collaboration with external partners. Critically, the simplicity of Sonder’s tools and the responsiveness of the team has ensured a broad cross-section of the Optus team play a role.