Confusion reigns on best digital channels for retail, SMI data reveals

June 20, 2017 12:27

Analysis of data collected by the Standard Media Index (SMI) on retailers using digital has revealed a market confused about which channels are delivering the biggest bang for the buck, even as retail spending in digital continues to grow.

Jane Schulze believes retailers are still testing the digital market

Data for the first quarter revealed more and more retailers are moving to programmatic solutions, with department stores leading the charge with growth of spending through programmatic quadrupling compared to the previous quarter.

While overall SMI figure released last week reflected a drop on spending across the board as a result of last year’s federal election and Olympic Games, SMI reported that key retail sectors were increasing their digital spends.

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Simon Canning

Simon Canning was Mumbrella's marketing and advertising editor from 2015-2017. In a career spanning journalism and communications over more than 30 years Simon has become one of Australia’s most respected analysts and commentators on the advertising, marketing and media industries. A regular commentator on radio and TV, Simon has also worked in media in the US and UK .

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