Customedia

What Customedia does

Customedia is an Australian independent media strategy and buying agency founded in 1997 and headquartered in Manly and Sydney, NSW. The firm provides four integrated service lines: media strategy (campaign planning, channel allocation, behaviour-change and fundraising expertise), media buying (flexible agency, direct, in-house, or bespoke arrangements with custom-built campaign database and invoicing), data integration/insights/reporting (multi-source dashboards combining offline and digital performance data, with early-adopter status on Datorama), and analytics (Google Marketing Stack implementation, auditing, and training). Technology infrastructure centers on the proprietary campaign database and invoicing system accommodating all media channels, alongside certified integrations with Meta, Google (Premier Partner), and Microsoft Advertising platforms.

The firm's revenue model is professional services fee-based, with quote-based multi-year contracts tailored to client scope and budget. The customer base spans enterprise marketers (BHP, QBE, Peugeot, Norwegian Cruise Line, Pepper Money, Rest Industry Super), nonprofit organizations (Mission Australia, Heart Foundation, Cancer Council Victoria, Quit Victoria), and government/political clients (Transport for NSW, Cancer Institute NSW, Australian Labor Party). Go-to-market is direct enterprise field sales with no channel partner or intermediary model, leveraging 27 years of brand reputation, premier platform partner credentials, and senior practitioner-led client engagement.

Customedia operates exclusively in Australia and New Zealand with 11-50 employees and has remained privately held and fully independent throughout its history, with no disclosed external funding, acquisitions, or M&A activity. The business is founder/Senior Partner-led (Toby Roderick) with a functional leadership team across digital, investment, account management, planning, and data science. Scale signals include 8,000+ campaigns planned and $4B+ in cumulative media spend managed since 1997.

Name

Customedia

Legal name

Customedia

Website

https://customedia.com.au

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

11–50 employees

Short description

Customedia is an Australia- and New Zealand-based independent media strategy and buying agency offering strategy, buying, data integration, and analytics services to enterprise, nonprofit, and government clients. Founded in 1997, the firm manages campaigns across paid, owned, and earned channels with channel-neutral, publisher-independent positioning.

Ownership category

akta.pro rank

Product category

Media Planning and Buying Agency Services

NAICS

Media Buying Agencies (54183), Media Buying Agencies (541830)

SIC

Services-Advertising Agencies (7311)

akta.pro industry

PRIMARYMPAAAAAA

Integrated Full-Service Creative Agencies

Media, Entertainment & Sports/Advertising, Marketing & PR Services/Advertising Agencies (Full-Service/Creative)

SECONDARYBPAFAEAD

Creative Concepting & Campaign Development

Business & Public Services/Marketing, Advertising & PR Services/Brand Strategy & Creative Services

Keywords

• Media strategy services
• Media buying agency
• Digital analytics services
• Campaign reporting
• Media planning services

Headquarters

HQ city

Manly Vale

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Media Services: Fees for media strategy, planning, buying, evaluation, and digital analytics services. Flexible media buying model where value extracted via agency, direct, in-house, or bespoke arrangements.
2. Media Investment Management: Management and allocation of client media budgets across campaigns with ongoing savings delivered through negotiation tactics and long-standing media owner relationships.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels3 records

Core offering

Customedia is an independent Australian media strategy and buying agency that provides fully managed media strategy, planning, buying, evaluation, and digital analytics services for enterprise marketers, non-profits, and government clients across Australia and New Zealand. It combines strategic counsel, a flexible media buying model (agency, direct, in-house, or bespoke), data integration, and Google Marketing Stack analytics implementation under one integrated service offering. The agency runs a custom-built campaign database and invoicing process to support multi-channel media campaigns.

Product overview

Customedia offers a suite of four integrated media and analytics services: Media Strategy provides strategic counsel and campaign planning; Media Buying delivers flexible buying options with custom-built campaign databases and invoicing; Data Integration, Insights & Reporting combines multiple data sources into live dashboards for holistic ROI measurement; and Analytics provides web/app analytics implementation using the Google Marketing Stack. The services are designed to work together, with strategy informing buying decisions and all activities feeding into unified reporting and analytics.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Donor CPAs reduced by more than 50% over 5 years for Mission Australia
• +2 more outcomes

Named customers13 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Six partnerships are on record, tiered core and minor.

• Meta Business PartnercoreTechnology or IntegrationCertified Meta Business Partner status indicating expertise in Meta advertising platforms and capabilities.
• Microsoft Advertising Partner 2025coreTechnology or IntegrationCertified Microsoft Advertising Partner demonstrating proficiency in Microsoft advertising solutions and Bing ad platforms.
• Google Partner Premier 2025coreTechnology or IntegrationPremier Google Partner status (Agency ID: 2564714443) demonstrating certified expertise across Google advertising platforms.
• IMAA (Institute of Media Planning)minorOthersIndustry association membership for media planning professionals.
• The Network OneminorStrategic or Co-development PartnerInternational network of independent media agencies enabling global reach and collaboration.
• DatoramacoreTechnology or IntegrationEarly adopters of Datorama platform in AU market for marketing intelligence and analytics. Customedia recognized for technical skills and focus on integration for future of reporting and analysis.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Hearts & Science Australia: Omnicom media agency built around data-driven, audience-based planning. Comparable in its analytics/audience-led approach to Customedia's analytics practice, but operating as part of a global holding company.
• Wavemaker Australia: GroupM (WPP) media agency with ANZ presence. Direct competitor in data-driven media planning and buying for enterprise clients, backed by GroupM's global scale and technology.
• PHD Australia: Publicis-owned global media agency operating in Australia. Competes with Customedia on strategic media planning and buying for enterprise clients, with global network resources.
• Mindshare Australia: WPP/GroupM global media agency with ANZ presence. Competes for the same enterprise media accounts as Customedia but at significantly larger scale.
• Dentsu Australia (media brands): Global holding-company media group operating Carat, iProspect, and Dentsu X in Australia. A large-scale competitor to Customedia across media strategy, buying, and digital analytics with much greater geographic reach.
• OMD Australia: Large holding-company media agency (Omnicom) operating across Australia and globally. Direct competitor on enterprise media buying accounts but with vastly broader geographic reach and proprietary tools.

Direct peers

• Thinkerbell: Australian independent creative and media agency blending brand strategy, creative, and media planning. Comparable to Customedia as a fellow Australian independent agency serving major enterprise brands with measured thinking.
• Atomic 212°: Australian independent media agency offering media strategy, planning, and buying services. Closest direct competitor to Customedia in the Australian independent media space with similar enterprise client focus and channel-neutral positioning.
• The Media Shop: Independent Australian media agency providing media planning, buying, and strategy. Like Customedia, it emphasizes independence and works with enterprise clients across ANZ.

Emerging players

• Jellyfish (part of Brandtech Group): Global digital media and analytics agency with presence in APAC. Comparable in its integrated digital analytics and media buying offering, competing for digitally-led enterprise clients in the ANZ region.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/customedia-au

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Customedia