Slow December sees advertising market finish flat for 2014 as papers lose another $127m
A drop in spending in December has resulted in the advertising industry recording a flat year in 2014.
New data from Standard Media Index – which covers spending by major media agencies – says that advertising spending in December fell by 5.8%, or $33m, in the crucial last month of the year, with revenues dropping from $565.8m in December 2013 to $533.2m in December 2014.
As a result, 2014 adspend – which had shown growth for the first 11 months of the year – went slightly backwards compared to the previous 12 months according to the initial numbers. Agencies booked an estimated $7,487m – down 0.1% on 2013’s $7,497m. However, late data will be likely to move that number up slightly, driving the market into a slight positive overall number.
The biggest favourable shift in adspend came in advertising exchanges, which rose by $52m to $175m for the year, on the back of the continuing move in the market towards programmatic trading.
Not surprised, online is where the action is.
Not surprised, online is where the rebates are.
Not surprised, programmatic is where the arbitrage is.
I’m not surprised after trying several times this week to contact someone, anyone for a quote for advertising in some Sydney suburban newspapers.
I challenge anyone to get through to someone at Fairfax or News Limited to get a quote for advertising and when you do the sales people are no the sharpest tools in the shed?
In each case I sent around five emails and then when I found a number my calls were passed to around three or four different people. I wanted a quote and was clear that it was for a display ad in the early general news. Both websites are completely useless and contacts through “Contact us” are ignored.
It’s so frustrating. In the end only News Limited got the account because I’m still waiting for Fairfax to return my call from Tuesday.
Not surprised, OOH the last true broadcast medium, is finally starting to see its fair share!