L’Oreal completed a research project late last year that will see the Australian and New Zealand unit reweight its media investments away from YouTube to TV and Instagram in 2020, along with less ad campaigns overall. Influencer fraud remains a concern but it’s not stopping the cosmetics giant investing in social channels over celebrities although Network Ten and Hit Network’s Carrie Bickmore remains one of L’Oreal’s top influencers - and celebrities. Later this year Campher says L’Oreal plans to link influencers directly to online sales to test their mettle.See <a href="https://omnystudio.com/listener">omnystudio.com/listener</a> for privacy information.See <a href="https://omnystudio.com/listener">omnystudio.com/listener</a> for privacy information.

Mi3 Audio Edition

L’Oreal’s media director Lyndell Campher on problems with YouTube and the upside to TV, Instagram and influencers

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI).