Active International Reports
On Australian Corporate Barter
Newspapers and metropolitan television
are a tough sell in Australia, according to Darren Riley, international
media director of Active International, which opened corporate-barter
offices in Australia nine years ago.
However media companies including Ten Network,
Southern Cross Broadcasting, and Seven & Nine regional affiliates
have begun to barter their ad inventory within the $20 million secondary
The company’s Australian offices
are run by former advertising executives Gary Kearley, Graham Lawrence
and Stephen Farr. In the past financial year Active traded around $20
million of advertising in Australia, compared with $25 million the previous
year. About 75% of its trade credits are redeemed through advertising.
expects to trade advertising worth more than $1 billion in the U.S.
this year, ranking the company among the top 10 media agencies. The
global corporate-barter company has offices in North America, Europe,
Asia and Australia, and plans expansion into South America. For more
information on Active International go to www.activeinternational.com.