Boomtown Hub attracts nearly 3,000 users in five months

Regional advertising committee Boomtown has announced that its media planning tool Boomtown Hub has already attracted close to 3,000 users since its launch in March.

The Boomtown Hub provides a portal for media buyers to reach regional Australia in their campaigns, with several major advertisers and small to medium enterprises (SMEs) set to use the tool in the year ahead.

The streamlined hub provides users with access to interactive media coverage and search tools, insights into 10 industry categories and opportunities across digital, television, print, radio and outdoor markets.

The growth of Boomtown’s Hub follows a widespread industry push to embrace regional advertising, a factor largely influenced by the influx of urban families moving away from the city due to COVID-19.

A recent SCA tracker study into the perceptions of Boomtown found that 96% of media buyers would consider using regional media in their next campaigns, with 90% of respondents having utilised regional media in the past 12 months.

Additionally, 98% of respondents said that regional media was an effective way to achieve return on investment (ROI) for advertisers.

Prime Media Group’s general manager of sales and marketing Dave Walker said that Boomtown Hub was a specially-made service for the advertising sector, and that the growth of the Hub demonstrated an increased interest in regional advertising.

“The uptake of the Boomtown Hub has been significant from the outset and sustained over the past five months, which demonstrates that it’s an effective planning tool,” Walker said.

“We’re delighted that the industry has so enthusiastically embraced the Boomtown Hub, because it also shows just how dynamic Boomtown is and how many fresh, untapped opportunities its growing audiences continue to afford advertisers.”

Caitlin Mills, UM senior partnerships manager, echoed Walker’s sentiments, highlighting the simplicity of the Boomtown Hub as a tool to help advertisers reach new audiences.

“The Boomtown Hub is an incredibly useful and simple tool that can quickly identify regional vendors in any market that you are looking to cover, which reduces the complexity in planning regional campaigns,” Mills explained.

“The Hub also contains a whole range of category media insights which are useful for planning regional campaigns. Not only is the tool easy to navigate and intuitive to use, the best part is that once you have found what you are looking for, a brief can be sent straight to the media based on the selections you have made.”

Initially launched in 2019, Boomtown spotlights the 9.1 million people living in regional Australia to showcase the area as a prosperous market for advertisers, accounting for 14 out of 19 cities and 36% of the country’s total population.

The joint initiative is comprised of media owner members from SCA, WIN Network, Prime Media Group, ACM, News Corp Australia, TRSN, oOh!media and Imparja.