SMI to now publish product category spend for media owners

Standard Media Index (SMI), the advertising intelligence company that tracks monthly media agency-funded ad spend, is now publishing details of product category spend for all major media owners, Mumbrella can reveal.

It’s the market’s first look into the media owner view of category ad spend, with the data pulled from media agency payment systems.

SMI said the insights are valuable to advertisers looking for more detail on category spend for media businesses, including digital giants Google, Facebook, LinkedIn, Twitter and Snapchat. And media owners can now assess their share of category ad spend against that of competitors.

“SMI already provides the most detailed category-level ad spend data to enable tracking of changing media share splits across all major media, media sectors and ad formats,” Jane Ractliffe, SMI’s AUNZ managing director, said.

“We are now making this new category data available for advertisers and media companies wanting a more concise view of activity within their category that is not available from media agencies.”

The example provided by SMI. Click to enlarge

In the first quarter for the insurance brand and sponsorship category, for example, Google had a 73% share among digital media owners, across both search (66.2%) and programmatic (6.8%). Agency trading desks had a combined total of just 3.6% in the category, while Nine sat at 6.2% and Facebook at 2.1%.

The new data spans all 140 SMI product categories, and follows the company adding 10 new categories to its database since the onset of COVID-19. It now provides forward pacing ad spend data for all 140 categories, and has been providing weekly ad spend updates to its subscribers.

“We know the market has now hit the bottom from a revenue perspective, so as the media industry begins to rebuild we are ensuring the insights are available to help drive the growth everyone is seeking,” Ractliffe said.

In June, the market’s decline was 35.7%, an improvement on May’s whopping 40.4% slide, but worse than April’s 35.3% drop. Ad spend fell 14.7% for the financial year, due to the compounded effect of the bushfires followed by COVID-19.


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