TV benefits as tech brands lift adspend more than 50%, SMI figures reveal

Australia’s TV broadcasters have benefitted from a rare boost in spending by tech marketers, Standard Media Index figures for the first quarter of 2017 have revealed.

Spending by technology brands jumped 53% in the first quarter compared to the same time last year, with digital channels absorbing more than 70% of all spending through media agencies.

TV and outdoor were the other major beneficiaries of the boost in spending across the sector.

TV took 24% of all technology advertising spend compared to just 7% for the same time last year, while spending on digital grew by 6% year-on-year.

The 53% jump in spending was the the largest of any of the 25 biggest product categories covered by SMI.

Jane Schulze, managing director of SMI AU/NZ said there had been two very clear trends with in the tech sector with software and services growing digital advertising spending by 46%, while computer and hardware marketers reduced spending by 34% compared to the previous year.

“This is actually a strong trend that the data shows has been evident since at least the first quarter of 2015. In that quarter both of these technology sub categories were spending about $5.2 million each on digital media,” Schulze said.

“But since then their media planning has diverged significantly. Software/services marketers have more than doubled digital ad spend to $11 million in the most recent quarter while marketers in the computers/hardware space have halved their digital spending to $2.3 million.”

Total spending in the category rose to $27.5m in the first quarter with 58% of spending in digital going to quality content sites, and spending through programmatic exchanges up 129%.


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