SMI launches state by state analysis and digital medium breakdowns

Source: SMI

Source: SMI

Australia’s advertising industry will now receive a monthly breakdown of the size of advertising market on a state by state basis, as well as a deep-dive into digital spend by medium under changes made to the Standard Media Index (SMI).

The new data shows New South Wales dominates aggregated advertising expenditure data with more than 52 per cent of spending, or $316m, in March followed by Victoria on $197m (32.7 per cent), Queensland on $56.5m (9.4 per cent), while a combined tally for South Australia, Western Australia, Tasmania and the Northern Territory saw only $33m, or 5.6 per cent, of spend.

Source: SMI

Source: SMI

“By providing a quick tool to measure growth, this will enable TV networks to better reward and incentivise state-based sales teams,’’ said Jane Schulze SMI’s Australian managing director.

The new service will allow subscribers to measure their performance against their rivals within each state-based market with, for example, Metropolitan TV network shares able to be seen for the Sydney, Brisbane and Melbourne agency markets. 

SMI is also launching what it calls digital ad type data, which is designed to provide the most accurate view on the type of digital campaigns being booked by media agencies, with spend broken down by display, mobile, video, search or other in the booking process.

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Source: SMI

“This is critical information to all market stakeholders in the quest to understand what’s really happening in the digital media,’’ said Schulze.

The changes are significant for many industry players who subscribe to SMI and some of the changes, particularly to digital spend have required all media agencies to upgrade their booking system. However, the digital data in the case of mobile does not represent the full spend due to self serve options such as Facebook and Google.

“Our agency partners spent more than two years upgrading their systems so we can deliver the most accurate Digital data possible. These are the most significant data developments since SMI launched Category data in 2010 and delivers a huge uplift in value to our subscribers,’’ said Schulze.

Sophie Madden CEO of the Media Federation of Australia (MFA) said they had worked with SMI on the development the changes, in particular the digital data.

“The MFA Systems committee developed the process for upgrading the booking system to facilitate the entry of the extra Digital data, while the MFA Interactive committee was responsible for defining each of the ad types to ensure the consistency in loading of this data,’’ she said.

“It’s been a large project for our agencies but proves their ability to work together to deliver continuous improvement to data quality and drive efficiencies within our industry.’’

Nic Christensen 


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