The NSW Government’s Executive Director Communications has told the audience of the Audited Media Association of Australia’s (AMAA’s) Accountability in Ad Spend that the NSW Premiere Barry O’Farrell has made it clear he doesn’t want to waste money on advertising.
Alun Probert as part of a panel discussion said that two recent advertising campaigns had spent more money in digital than in traditional mass media such as television and resulted in a 30% saving.
He added that since the state government had ceased advertising its positions in newspapers in favour of online job sites there had been a $12 million saving.
While the NSW Government remained the largest advertiser in regional newspapers, Probert said that effectiveness measurement was now his primary concern and that using things such as SEO advertising with Google was now as big as the traditional media spend.
He added that old laws that meant things such as public notices would be changed and they too would follow tenders and job ads online. Already the Government had made savings of more than $30 million since adopting its current approach.