SMI expands coverage of product categories

August 3, 2017 10:14

Marketers will be given more detailed cross-platform advertising spending and share of voice data after Standard Media Index tripled the number of product categories it reports.

Jane Schulze said new measures will deliver greater industry transparency

While the SMI measures, which have become an industry standard since they were launched eight years ago, have previously only broken down ad spending across broad categories such as automotive, FMCG, retail, food/produce/dairy and other sectors, it will now segment within sectors breaking down a sector such as retail into department stores, office and hardware, chemists, electrical retailers and discount, to name a few.

Jane Schulze, SMI’s Australia and New Zealand managing director, said the level of data that was now available from media agencies meant advertisers should not have to rely on estimates when developing their strategies.

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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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