SMI Creates Digital Ad Spend Database For Australia’s Major Banks

SMI Creates Digital Ad Spend Database For Australia’s Major Banks
SHARE
THIS


What best describes you?

Advertising data group Standard Media Index (SMI) has announced the creation of the first bespoke industry database for Australia’s big four banks, delivering the transparency they require on digital media advertising expenditure.

SMI, which usually delivers real advertising expenditure data sourced from media agency payment systems, this time worked with the four big banks – ANZ, CBA, NAB and Westpac – to create a world-first database that shows the aggregate digital ad spend of these banks for the first time.

As a result, the banks now have their industry’s full digital media ad spend history for all digital sectors – such as search, social media, programmatic, content sites and video sites – as far back as 2008, and can also split each sector’s ad spend further into key ad formats, such as display and online video.

This data showed, for example, that while the four banks grew their combined ad spend on digital media by 5.8 per cent in the 2016 calendar year, the demand reduced significantly in the first quarter of 2017 – down 9.0 per cent from the same quarter a year prior.

The banks’ actual spend data shows this was mostly due to a large 33 per cent quarter-on-quarter fall in ad bookings to the search market (resulting in its share of bank ad spend falling to 20.2 per cent), with the only growth in the quarter coming from the smaller ad exchanges and social sites’ digital sectors.

Interestingly, the biggest area of growth in the digital media for the banks is affiliate marketing (mostly comparison websites), with that sector growing to 14.1 per cent of the banks’ digital ad spend in that year – up from 11.7 per cent in the 2015 calendar year – and in the first quarter of 2017, its market size grew as spending remained stable, while expenditure to other sectors fell.

SMI also worked with the banks to segment their ad spend into their own industry categories: brand/sponsorship, consumer banking, business banking and institutional banking.

Jane Schulze, managing director of SMI for Australia and New Zealand, said the lack of digital transparency was a large issue for the banks given half their advertising budgets are now allocated to digital media.

“As there was no alternative, the banks were relying on highly inaccurate estimates of their digital ad spend,” she said.

“But as anyone in the industry knows, it’s almost impossible to gain any level of accuracy when estimating digital ad spend, as you just don’t know from which pipe the advertising came, nor the costs involved.”

“But by collating the banks’ actual data in a highly secure fashion, we were able to deliver an interactive database which shows them exactly where the industry has been spending its digital ad dollars, and to show that split further across key marketing divisions.”

Schulze said this private database, which is only accessible by the banks and their media agencies, creates a foundation for further data development, as SMI could now further split the data by product-based campaigns, such as credit cards or home loans.

This is the second non-agency database created by SMI, as the company already operates a similar ad spend database for the news media industry called News Media Index. But this is the first created for an advertiser category.

“Many high value industries grapple with a lack of transparency in the media market, and SMI has committed itself to solving this issue in myriad ways,” Schulze said.

Some of the banks are now also keen to see the industry’s actual ad spend for all major media (total TV, total radio, total outdoor etc.), and SMI is now also working to deliver that detail to the banks.

Big four banks: actual digital sector shares
Digital sector Q1 2016 Q1 2017
Content sites 35.4% 38.8%
Pure play – search vendors 27.4% 20.2%
Ad networks/affiliates 17.1% 18.4%
Exchanges 7.2% 10.0%
Pure play – social sites 4.6% 7.1%
Pure play – Video 3.9% 3.3%
Production – digital/advertising 1.9% 1.5%
Pure Play – Mobile 2.4% 0.6%
Grand total 100.0% 100.0%

 

Big four bank consumer category: digital ad spend share trends
Consumer banking ad spend = 74.7% of Industry Total in Q1 2017
Industry category Digital sector Q1 2016 Q1 2017
Consumer Content sites 29.6% 35.4%
Pure play – search vendors 29.2% 23.9%
Ad networks/affiliates/EDM 21.1% 21.7%
Exchanges 6.9% 10.6%
Pure play (social sites) 5.1% 4.6%
Pure play (video) 4.1% 2.3%
Production – digital/adserving 1.5% 0.9%
Pure play – mobile 2.5% 0.7%
Consumer total 100.0% 100.0%

 

Big four bank/sponsorship category: digital ad spend share trends
Brand/sponsorship banking Ad spend = 15.7% of industry total in Q1 2017
Industry category Digital sector Q1 2016 Q1 2017
Brand/sponsorship Content sites 51.8% 44.4%
Pure play social sites 3.1% 20.4%
Ad networks/affiliates 4.9% 13.1%
Pure play – video 6.6% 10.5%
Exchanges 10.4% 5.1%
Production  digital/adserving 0.8% 3.4%
Pure play – search vendors 21.7% 3.0%
Pure play – mobile 0.7% 0.2%
Brand/sponsorship total 100.0% 100.0%

 

 

Please login with linkedin to comment

Latest News

How To Have A Stress-Free Christmas In Your Online Community
  • Opinion

How To Have A Stress-Free Christmas In Your Online Community

Here, GM of community management agency Quiip, Julie Delaforce, offers her sage advice on how online community managers can earn themselves a breather over the festive period… Ahhh, that deep sigh out as you realise the Christmas break is within reach. It’s been a long year, we know you’ve worked hard, you really deserve a break! […]

Opinion

by Katy Denis

Katy Denis
Want To Get Ahead For 2018? Do This One Thing…
  • Opinion

Want To Get Ahead For 2018? Do This One Thing…

In this guest post, Katie Clift – an international PR consultant, journalist and broadcaster – offers her PR nouse to ensure you’re flying into the New Year… While the world is winding down for 2017, a great PR pro knows ’tis the season to start the wind-up! If you want to enter the new year ahead of […]

Opinion

by B&T Magazine

B&T Magazine
Study: More Than 60% Of Video Plays Will Be On Mobile By Mid-2018
  • Media
  • Technology

Study: More Than 60% Of Video Plays Will Be On Mobile By Mid-2018

Over 58 per cent of video plays occurred on mobile devices globally in the third quarter of 2017, new research by Ooyala has revealed. According to the video technology company’s Q3 2017 Global Video Index, this represents the sixth consecutive quarter in which mobile devices accounted for more than half of all online video starts, […]

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand
  • Marketing

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand

Australian in-store music provider Marketing Melodies has announced an exclusive reseller agreement with Spotify-backed Soundtrack Your Brand for the Australia and New Zealand markets. Founded in Sweden in 2013, Soundtrack Your Brand was developed to kill bad background music. Its flagship solution, Soundtrack Business, is a music streaming platform licensed for commercial and public spaces. The […]

Study: Brands Lacking Ability To Meaningfully Act On Data
  • Marketing

Study: Brands Lacking Ability To Meaningfully Act On Data

Retailers and brands have thousands of data points at their disposal today, but new research by commerce marketing technology company Criteo shows many lack the ability to act upon the intel in a meaningful way. Criteo has unveiled the findings from two third-party studies, as part of the company’s new initiative to create the highest-performing […]

Ehrenberg-Bass Institute: Lessons In Launching Your New Logo
  • Opinion

Ehrenberg-Bass Institute: Lessons In Launching Your New Logo

In this guest post, marketing scientists from Adelaide’s famed Ehrenberg-Bass Institute, James Martin and Adam Gelzinis, review Formula One’s new logo and look at the lessons for brands considering a similar re-brand… At the final race of the 2017 season, Formula 1 revealed their new logo, which will represent the brand from the start of the […]

Opinion

by B&T Magazine

B&T Magazine
Social Garden Becomes First Bronze Snapchat Certified Partner In Australia
  • Advertising
  • Marketing

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia

Customer acquisition firm Social Garden has become the first business in Australia to achieve Bronze status on Snapchat. Among the new benefits Social Garden will receive as a result of its Bronze status is access to beta versions of Snapchat data tools, such as the Snapchat Conversion Pixel, as well as being among the first […]

Hypetap Appoints Nuffnang’s Chris Morfis As GM
  • Marketing

Hypetap Appoints Nuffnang’s Chris Morfis As GM

Influencer marketing player Hypetap has made its second senior hire in less than a month, appointing Chris Morfis as the company’s general manager. Joining from influencer marketing provider Nuffnang Australia, Morfis will guide Hypetap’s growing team, providing strategic direction to accelerate the company’s growth, as well as leading operations and managing relationships with key partners. Morfis’ appointment will […]

ABC Replaces Lateline With New 10.30pm National News Bulletin
  • Media

ABC Replaces Lateline With New 10.30pm National News Bulletin

The ABC has announced it will replace its axed current affairs program Lateline with a half-hour news bulletin to be hosted by seasoned presenter Jeremy Fernandez. The 30-minute late-night edition news will air Monday-to-Friday Australia-wide from 29 January. Fernandez will also continue to present the NSW 7pm News on Fridays and Saturdays. ABC Director, News Gaven […]

On Air sign in a studio broadcasting via radio, podcast or wireless transmission.
  • Media

ARN Announces Departure Of Content Director & Radio Veteran

Australian Radio Network (ARN) has announced that Charlie Fox, content Director for WSFM and The Edge, and WSFM morning announcer Ron E Sparks, have departed. Fox has been with ARN since 2005, and Sparks joined WSFM in 2002. ARN national content director Duncan Campbell said the departure of Fox and Sparks are part of the […]

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]

QMS Media Expands Presence In Melbourne With New Digital Billboard ‘The G’
  • Advertising
  • Media

QMS Media Expands Presence In Melbourne With New Digital Billboard ‘The G’

Outdoor media company QMS Media has strengthened its digital outdoor presence in Victoria, unveiling an iconic digital billboard in the heart of Melbourne’s famous sporting precinct. The launch of ‘The G’ sees QMS’ landmark digital portfolio ‘bookending’ arguably one of the most iconic and in-demand digital outdoor locations in Australia – Richmond Station Bridge – […]

HSBC Sydney 7s Creates New Visual Identity For 2018 Via Digilante
  • Advertising
  • Campaigns
  • Marketing

HSBC Sydney 7s Creates New Visual Identity For 2018 Via Digilante

As part of the HSBC World Rugby Sevens Series, the Sydney 7s event returns in January complete with a new brand identity, creative strategy and media campaign. With the 2017 Sydney 7s a sell-out event, the challenge for 2018 was to carry that momentum into the third year, defining Sydney’s place as the new ‘go-to’ […]

Bound Round Launches Family Travel Publication for Aussies
  • Media

Bound Round Launches Family Travel Publication for Aussies

Family travel platform Bound Round has announced the launch of its first e-magazine to Australian consumers. Travel Bound is a family-focused, digital quarterly publication available on all Virgin Australia flights through the carrier’s in-flight entertainment system, and is also available for consumer download via the Bound Round website. Bound Round founder and CEO Janeece Keller […]

SBS Unveils New Look, New App For SBS News
  • Media

SBS Unveils New Look, New App For SBS News

Do you like say "I only watch SBS" in an attempt to sound smarter than you are? Well, why not pretend to read this too?

by B&T Magazine

B&T Magazine
Ex-Samsung CMO Joins Amazon Australia As Marketing Director
  • Marketing

Ex-Samsung CMO Joins Amazon Australia As Marketing Director

Amazon Australia has appointed former Samsung Electronics chief marketing officer (CMO) Arno Lenior to lead its marketing division. Lenior worked as Samsung’s CMO for more than three years before departing in 2015. According to his LinkedIn profile, he has also held CEO roles at VR company Virtical and brand consultancy Blue Ocean Brands, and joined […]

by B&T Magazine

B&T Magazine
News Corp Names Its Car Of The Year
  • Marketing

News Corp Names Its Car Of The Year

News announces its annual Car Of The Year and it's not what you'd expect. Well, we certainly didn't expect it anyway.

Aussie Tennis Open & Country Road Announce New Partnership
  • Marketing

Aussie Tennis Open & Country Road Announce New Partnership

The Australian Open has partnered with iconic Australian clothing and lifestyle brand Country Road to supply the uniforms for next year’s tournament. Confirmed today as the official fashion lifestyle Partner of Australian Open 2018, one of Australia’s most loved brands will be worn by thousands of tournament staff at Melbourne Park in January. On-court officials including the chair and […]

Andrew O’Keefe Quits His Weekend Sunrise Duties
  • Media

Andrew O’Keefe Quits His Weekend Sunrise Duties

After 12 years with Weekend Sunrise, Andrew O’Keefe has decided to step away from his hosting and reporting duties. O’Keefe will continue his full-time role as host of Seven’s quiz show The Chase Australia, as well as focus on other projects with the Network. “The ideal job is doing work you love with people you love,” O’Keefe […]