AFFINITY launches Media+ to curb waste in advertising budgets

Australian marketing agency AFFINITY has introduced Media+, a two-part media solution aimed at helping brands identify and reduce waste in their advertising budgets. The new platform is designed to provide rapid diagnostics and practical recommendations for improving the effectiveness of media spend across digital and traditional channels.

Media spend complexity

As advertising budgets are fragmented across hundreds of platforms and formats, quantifying which channels deliver growth has become increasingly challenging. AFFINITY estimates that around 70% of advertising investment is now directed to digital channels. This dispersion makes it difficult for marketers to identify areas where spend may not be delivering optimal results.

The agency highlights persistent industry challenges in measuring media effectiveness, referencing the well-known observation by retail executive John Wanamaker regarding the uncertainty over which portion of advertising spend creates value.

Two-part solution

Media+ comprises an entry-level online tool, the Media Waste Calculator, and a premium managed service for in-depth analysis. The Calculator offers a quick assessment of potential budget waste using an algorithm based on research from data providers such as System1, Next&Co, Amplified Intelligence and OneDay. AFFINITY's premium service extends this analysis, delivering a tailored report that identifies specific inefficiencies in a brand's marketing mix in a matter of days or weeks, depending on campaign scale.

Cost and risk reduction

"Too often, marketers assume uncovering inefficiencies requires expensive econometric modelling or months of analysis. We've changed that. Now, any brand can access a clear, data-backed view of where waste is hiding, without complexity, cost or risk. Even a modest 5 to 10 percent of hidden waste can mean millions of dollars lost in opportunity and competitive advantage. This is the urgency behind our war on media waste," said Angela Smith, CEO, AFFINITY.

Effectiveness focus

AFFINITY reports that its approach allows marketers to reallocate recovered budget to channels with demonstrated performance. The agency states that redirecting even a small percentage of media spend from low-performing activities can produce measurable competitive gains for brands.

Media+ is positioned to support marketing leaders who require a clear, evidence-based business case when navigating increasingly complex advertising environments. AFFINITY notes that the process is designed to give brands actionable insights while avoiding additional administrative or analytical burdens.

Measurable outcomes

The agency has stated that Media+ continues AFFINITY's strategy of supporting business growth through data-driven, creative and strategic marketing execution. The company has received recognition for its effectiveness within the industry and views the platform as its next step in supporting marketers in areas such as advertising campaigns, digital engagement, CRM, customer experience, and media management.

"Every dollar saved is a dollar that can fuel growth. We've built a process that delivers clarity and confidence without adding layers of complexity because we want marketing leaders to see media waste as a solvable problem. Media+ helps marketers build confidence, evidence and business cases for a more strategic and measurable approach to media investment at scale, funnelling potentially millions of dollars into greater effectiveness," said Smith.