SMI Data: Ad Spends Continue To Boom As March Hits A New high

SMI Data: Ad Spends Continue To Boom As March Hits A New high
SHARE
THIS



Australia’s media agency market has continued to ride a strong growth wave in March, delivering a 1.9 per cent increase in monthly ad spend to $632.7 million which in turn ensured record March quarter and financial year ad spend figures, according to the latest SMI data.

Within that, each of the digital, radio and outdoor all delivered record levels of March ad spend while the newspaper media (ex Digital) reported its best result in two years with regional press growing 6.6 per cent and the National mastheads lifting Agency bookings 5.9 per cent.

Screen Shot 2018-05-02 at 3.42.00 pm

And within the digital media, the most notable feature was the ongoing surge in ad spend to social media sites (now up 25.3 per cent YOY), proving the controversy surrounding privacy issues has yet to have any impact on the industry’s local ad spend.

Meantime, this data release is also significant due to the launch of the world’s first outdoor ad format detail which provides the first view of ad spend shown by Static and Digital Ad Formats.

SMI AU/NZ managing director Jane Ractliffe said SMI now reports digital and static ad format spend for all outdoor sectors (ie posters, street furniture, retail outdoor) and 126 product categories.

“It’s another example of a great collaboration with our agency partners as we can now track the outdoor sectors benefitting the most from the industry’s digital transformation and also see which product categories are driving that growth,’’ Ractliffe said.

SMI subscribers can also easily compare the amounts being spent on the Outdoor media’s Digital assets to the amounts spent on Internet advertising, as shown below:

Screen Shot 2018-05-02 at 3.37.31 pm

But as for broader category ad spending in March, the SMI data shows that apart from the ongoing growth in government ad spend (up 56% YOY at least in part due to the South Australian election), this month there’s also been further growth from retail advertisers with that category the next fastest growing in dollar terms ( up $6.1 million YOY).

And as the Financial Services Royal Commission continues to make its mark, we’re also seeing the domestic banks and other financial services categories deliver the third and fourth highest growth in ad spend by dollar value this month (up $5.7 million and $5.3 million respectively).

And the market is even stronger over the quarter, with total agency ad spend up 4.2 per cent to $1.65 billion and with all the radio, digital and outdoor media reporting record ad spend.

Australia’s agency market is also reporting record ad bookings for the first nine months of this financial year, with the total up 3.1 per cent to a record level of $5.44 billion.

Please login with linkedin to comment

SMI Data

Latest News

IsoWhey launches #YouGotThis Weight Management Campaign Via Indie Agency Urban
  • Advertising
  • Campaigns

IsoWhey launches #YouGotThis Weight Management Campaign Via Indie Agency Urban

Australia’s leading health and wellbeing brand IsoWhey has launched its latest national campaign, ‘#YouGotThis’. Created by Urban, the campaign highlights the real-life struggles Australians face on their weight management journey. A journey made easier through perseverance, and a little help from IsoWhey. The #YouGotThis campaign is IsoWhey’s biggest marketing investment to date, with executions running […]

Taking A stand? Just Do It…Maybe
  • Marketing
  • Opinion

Taking A stand? Just Do It…Maybe

In this guest post, creative and strategy director at WE Buchan, David Coupland (pictured below), takes a look at the fallout from Nike’s Colin Kaepernick campaign and says what it also does is show the importance brands now play in our lives… Nike’s decision to feature Colin Kaepernick as the face of their 30th anniversary “Just Do It” campaign […]

Opinion

by B&T Magazine

B&T Magazine
How To Optimise Branded Keywords
  • Marketing
  • Opinion

How To Optimise Branded Keywords

In this guest post, CEO of Delacon, Michael Center (pictured below) talks the value of branded keywords for marketers and offer his tips on getting the best from yours… Branded keywords are an essential part of the digital marketing strategy for many large businesses. Trading on the recognition and equity of a brand’s name, some of the country’s […]

Opinion

by B&T Magazine

B&T Magazine
OLYMPUS DIGITAL CAMERA
  • Marketing
  • Opinion

Expertise First, Influence Second: When Influence Is A By-Product Of Expertise

In this guest post, Taryn Williams, CEO and founder of influencer and creative talent marketplace theright.fit, explains why influence should be a by-product of success, not the foundation for it… Like any form of advertising and promotion, influencer marketing is not without its controversies. Earlier this year Australia’s Federal Minister for Health, Greg Hunt, ordered […]

Opinion

by B&T Magazine

B&T Magazine
Ford & Facebook Invite Aussies To Personalise 2018 Mustang With New In-App Experience
  • Campaigns
  • Marketing
  • Technology

Ford & Facebook Invite Aussies To Personalise 2018 Mustang With New In-App Experience

Ford Australia has unveiled a new innovation that showcases the iconic Ford Mustang through a collaboration Facebook and Instagram. The interactive campaign invites Facebook and Instagram communities to take part in a live poll to identify Australia’s ultimate Mustang design. Targeting performance car fans, along with design lovers and image-conscious consumers, Ford and its partner […]