New Media+ Platform Targets Advertising Budget Waste
Australian marketing agency AFFINITY has unveiled Media+, a pioneering two-pronged media solution designed to identify and eliminate waste in advertising budgets. The platform empowers brands to swiftly evaluate the efficiency of their media investments and make data-driven improvements across both digital and traditional advertising channels.
Launched on November 20, 2025, Media+ addresses a critical challenge in the marketing industry: the growing complexity of media spend and the difficulty in quantifying its return on investment. With advertising budgets increasingly dispersed across a multitude of platforms and formats, many marketers struggle to determine which efforts are driving meaningful growth.
Addressing Media Spend Complexity
According to AFFINITY, nearly 70% of advertising budgets are now allocated to digital channels. This fragmentation has made it increasingly difficult for marketers to identify underperforming investments. The industry has long grappled with the problem of media inefficiency, echoing the famous quote by 19th-century retailer John Wanamaker: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”
Media+ aims to change that narrative by offering clarity and actionable insights into media effectiveness. The solution is strategically tailored to help brands make informed decisions about where to reallocate funds for maximum impact.
Two-Part Solution for Scalable Insights
Media+ comprises two distinct components: an entry-level online tool and a premium managed service.
The Media Waste Calculator is a user-friendly, online tool that provides a rapid diagnosis of potential budget inefficiencies. It leverages algorithms and data sourced from reputable providers including System1, Next&Co, Amplified Intelligence, and OneDay. This tool allows brands to get a quick snapshot of where waste might be occurring in their advertising efforts.
The Premium Service offers a more comprehensive analysis. AFFINITY works directly with brands to produce customized reports that identify inefficiencies across their media strategies. Depending on the size and scope of the campaign, the insights can be delivered in just a few days or weeks, offering an agile alternative to traditional, time-consuming econometric modeling.
Reducing Costs and Risks for Marketers
Angela Smith, CEO of AFFINITY, emphasized the importance of accessibility and agility, noting, “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.”
Smith pointed out that even modest levels of hidden waste—between 5% to 10%—can account for millions of dollars in lost opportunity and competitive advantage. Media+ is designed to equip marketing leaders with the tools they need to act swiftly and decisively in optimizing their budgets.
Focusing on Effectiveness and Performance
The core value proposition of Media+ lies in its ability to redirect budget from underperforming to high-performing channels. AFFINITY reports that reallocating even small portions of media spend can result in measurable gains in effectiveness and competitive positioning.
By delivering evidence-based insights, the platform supports marketers in building solid business cases for media strategy shifts. This data-driven approach is particularly valuable in today’s complex advertising landscape where justifying budget allocations requires strong analytical backing.
Driving Measurable Business Outcomes
Media+ aligns with AFFINITY’s broader mission of leveraging data, creativity, and strategy to fuel business growth. The agency is known for its commitment to marketing effectiveness and has received industry recognition for its performance-driven approach.
“Every dollar saved is a dollar that can fuel growth,” said Smith. “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.”
Media+ is particularly suited for marketing leaders seeking to navigate their organizations through increasingly competitive and fragmented advertising environments. With its dual approach, the platform offers both breadth and depth of analysis, ensuring that brands of all sizes can benefit from its capabilities.
Conclusion
AFFINITY’s launch of Media+ marks a significant step forward in the ongoing battle against wasted advertising spend. By offering both a quick diagnostic tool and a comprehensive premium service, the agency is providing marketers with the means to gain transparency and reclaim effectiveness in their media strategies. With the ever-growing complexity of advertising channels, solutions like Media+ could be essential in helping brands stay competitive and efficient in a crowded marketplace.
This article is inspired by content from Original Source. It has been rephrased for originality. Images are credited to the original source.