AANA Webinars

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AANA Webinar – Growth Beats ROI: Why Effectiveness Trumps Efficiency presented by Nine

18 June 2026 | 12.00 PM – 1.00 PM | Online

AANA Webinar – Growth Beats ROI: Why Effectiveness Trumps Efficiency presented by Nine

In a marketing landscape increasingly obsessed with short-termism, an unhealthy preoccupation with ROI is often eroding long-term profitability. This research, part of Nine’s Growth Project, challenges the industry to shift its focus from mere efficiency to true effectiveness. While digital platforms often capture “last-click” credit, the data reveals that Total TV (Linear + BVOD) remains a primary sales engine, contributing to 22% of all media-generated revenue and sitting in the strategic sweet spot where scale meets efficiency. Beyond immediate sales, the presentation explores how high brand equity acts as a powerful commercial lever, reducing cost-per-conversion by 23% and providing brands with significantly greater pricing power. By examining the critical roles of Content and Context, this session demonstrates how TV makes performance channels work harder, initiating organic search journeys and proving that when growth is the goal, effectiveness must always come first.

Presenter: Stewart Gurney, Director of Strategy and Effectiveness, Nine

As Nine’s Director of Strategy and Effectiveness, Stewart Gurney is on a mission to prove exactly how and why Nine’s assets drive real-world client outcomes. With over 20 years of experience across media agencies in Australia and the UK, Stewart has spent his career leading strategy teams to build evidence-based solutions for complex business challenges. A self-confessed “media geek,” he thrives on diving into the data, challenging long-held assumptions, and uncovering the “why” behind how marketing actually works.