TV Ad Spend Surges In Aussie Tech Market: SMI Data

TV Ad Spend Surges In Aussie Tech Market: SMI Data
SHARE
THIS



Australia’s technology marketers have increased their advertising expenditure by 53 per cent in the first quarter of 2017, with most of the extra dollars moving to the digital, TV and outdoor channels, according to new data from Standard Media Index (SMI).

The 53 per cent growth spurt saw the total technology category ad spend hit $27.5 million in the first three months of the year, with the growth rate also the fastest of any of SMI’s 25 largest product categories on which it reports ad spend.

That is a sharp increase on the 1.7 per cent rise in ad spend that the category reported for the 2016 calendar year, with those extra dollars taking the total category’s annual ad spend to $93.8 million.

SMI’s data shows technology advertisers usually allocate more than 70 per cent of their media budgets to digital media, but in the first quarter this share dipped below that level due to higher spending on TV.

In this quarter, TV took 24 per cent of all technology ad spend compared to the 7 per cent it recorded at the same time last year.

Nonetheless, technology marketers still grew their digital spend by 6 per cent in the quarter, and for the first time SMI can now isolate that spend between the market’s two key sub categories: software/services and computers/hardware.

And it’s a tale of two very different sectors, according to SMI’s managing director for Australia and NZ, Jane Schulze, with marketers in the software/services sector growing their digital ad spend by 46 per cent, while computer/hardware advertisers dialled back their digital spend by 34 per cent in the same period.

“This is actually a strong trend that the data shows has been evident since at least the first quarter of 2015,” she said.

“In that quarter, both of these technology sub categories were spending about $5.2 million each on digital media.

“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.’’

The SMI data also revealed where the software/services marketers have directed their extra digital advertising, with most of it going to quality content sites (58 per cent), programmatic exchanges (+129 per cent from a smaller base) and social media (+93 per cent also from a small base).

Latest News

Pooled Energy Appoints Magnum & Co And The Wired Agency
  • Advertising
  • Marketing

Pooled Energy Appoints Magnum & Co And The Wired Agency

Swimming pool electricity retailer Pooled Energy has appointed Magnum & Co and sister agency The Wired Agency to its roster, following a competitive pitch. Magnum & Co will handle Pooled Energy’s social media and PR, while The Wired Agency has been appointed to manage the company’s search and display advertising. Both agencies will collaborate with […]

Masculinity Roasted In Clever New Ad
  • Advertising
  • Campaigns

Masculinity Roasted In Clever New Ad

Think masculinity means drinking a case without chundering? Well, rediscover it (& possibly yourself) with this top ad.

by B&T Magazine

B&T Magazine
WPP AUNZ Partners With Career Trackers Indigenous Internship Program
  • Advertising

WPP AUNZ Partners With Career Trackers Indigenous Internship Program

Advertising and marketing network WPP AUNZ has joined the Career Trackers Indigenous Internship Program as part of its commitment to a diverse workforce, and the creation of opportunities that inspire excellence. As part of the program, WPP AUNZ has welcomed its first three interns: Abi-Leigh Dillon (WPP AUNZ), Amy Mccutcheon (MediaCom) and Jacinta Evans (Ogilvy), […]

Taboo Goes On A Hiring Spree
  • Advertising

Taboo Goes On A Hiring Spree

Taboo has gone a hiring spree. And when it comes to sprees, that's far better than a shooting one or a farting one.

M&C Saatchi Group’s 1440 Shuts Up Shop
  • Marketing

M&C Saatchi Group’s 1440 Shuts Up Shop

Sadly, M&C Saatchi's 1440 is no more. And chances of it being reborn as 1550 not looking much chop either.

by B&T Magazine

B&T Magazine
Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine
APN Outdoor Takes Off With Queenstown Airport Contract
  • Advertising
  • Media

APN Outdoor Takes Off With Queenstown Airport Contract

Out-of-home media business APN Outdoor has won the tender for New Zealand’s Queenstown Airport. As part of the new agreement, APN Outdoor has flagged extensive development plans for Queenstown Airport’s advertising assets. The new contract adds Queenstown Airport to APN Outdoor’s existing portfolio of Auckland and Christchurch Airports. The media company will hire a South […]