SMI launches digital category data claiming it will help prevent marketers from ‘flying blind’

October 19, 2015 11:08

Standard Media Index (SMI) is now offering 96 new individual digital spending categories in an attempt to help clients avoid “flying blind” when it comes to the area of digital marketing.

Jane Schulze managing director of SMI, which a collects the media spending data of the major media agencies, told Mumbrella the new product was about giving the market a more granular view on digital advertising spend.

“We have always had excellent digital ad spend data from the agencies,” said Schulze. “The issue has been from a category perspective there was always the possibility to have more detailed categories and that is what we have now got.”

“Many clients have been telling media agencies that they need better clarity on what is happening in their competitive market for digital because most of them are flying blind.

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Nic Christensen

Nic Christensen worked for Mumbrella from 2013 to 2016, in roles including deputy editor and media & technology editor. He is former media writer for The Australian and has also worked as a reporter for The Daily Telegraph and senior producer for Radio 2GB.

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