Next & Co reports 38% of digital media advertising wasted in past six months

Calum Jaspan

January 13, 2022 2:24

Digital performance marketing agency Next & Co has released its latest figures from its Prometheus proprietary media auditing tool, launched in 2021, measuring efficiency of digital advertising spend.

The new findings, covering the period between July and December 2021, suggest $104.3 million in digital media advertising was wasted, from over 130 businesses audited in this time.

The figures also report a larger percentage of ad wastage than those reported in May 2021, at 38% during this six-month period, compared to the previously reported 32%.

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Calum Jaspan

Calum Jaspan was news editor at Mumbrella, based in Melbourne. He was also the producer and host of the Mumbrellacast. He left Mumbrella in May 2023.

Topics

Digital advertising wastage John Vlasakakis Next & Co Prometheus

2 COMMENTS

Wastage? 14 Jan 22

A few questions.

What’s the definition of “wastage” here?
Without this the article tells us nothing really.

In addition, what is the wastage on traditional media vs digital media based on the definition as outlined in the first question? Realise this cannot be answered without a clear answer to the first question..

User ID not verified.

Calum Jaspan 17 Jan 22

Hi there,

As listed above in the article, Next & Co defines spend wastage as that “failing to be effective towards digital advertising commercial objectives”.

Cheers

Calum Jaspan