SCA’s Research & Insights and Strategy & Insights divisions have come together to form SCA iQ, one of Australia’s largest media research and insights offerings.
SCA iQ fuses the research, insights and strategy functions together, to better power insightful solutions for SCA’s Sales and Content teams and advertising partners and is underpinned by a suite of unique tools.
Housing the Asia Pacific’s largest entertainment insight community with more than 300,000 members in metro and regional areas, SCA iQ will aim to provide first party data that is a clear point of difference in market, giving SCA’s audience a voice at the table for both content and sales decisions.
The community also offers behavioural insights to help shape insight-led content strategies and partner solutions by The Studio at SCA, along with demonstrating ROI and brand perception measures for advertisers.
SCA is the only media owner to invest in all three Nielsen tools at SCA iQ, including Commspoint Journey, Commspoint Influence and Consumer & Media View (CMV).
Combined with SCA’s first party data, these tools enable SCA iQ to plan and pressure test solutions across the most effective channels to influence consumers at different stages of the path to purchase.
Abi Wallis is National Head of Strategy & Insights for SCA iQ, leading the Strategy & Insights team to deliver effective solutions for advertising partners, utilising SCA’s suite of local and national platforms.
Working alongside Wallis and reporting to SCA iQ Head of Research and Insights John Musgrove, is Jasmine Beech as Head of Sales Research and Insights. Beech ensures the SCA iQ team has a comprehensive understanding of the latest consumer behaviour and attitude insights to develop solutions that engage brands and their target audiences.
SCA Chief Sales Officer, Brian Gallagher, said: “The entire strategy for national and local sales is insight led ideation. The more we can know about our consumers and the more we can know about the challenges we’re trying to solve for our advertising partners, the more successful they are. This is where SCA iQ is invaluable.”
National Head of Radio Sales, Nikki Rooke, said: “We engage with 95% of Australians every day and we want to continue to deliver value to our audience and our advertising partners. Bringing our research and strategy insights teams together to form SCA iQ propels our content and sales insights to a new level, especially as the way audio is consumed changes and areas such as live streaming, podcasting and on demand grow exponentially. Our insight communities sit within the centre of the business and it’s those insights that drive the business and our client solutions forward.”