SMI Triples Product Categories Across All Media, Offers Cross-channel Data

SMI Triples Product Categories Across All Media, Offers Cross-channel Data
SHARE
THIS



Marketers now have unprecedented visibility into actual advertising expenditure in their specific markets for the first time ever, with Standard Media Index (SMI) tripling the number of product categories for which it provides data to 126.

In another first, SMI data will also show cross-channel expenditure for each media type (TV, radio, out-of-home, newspapers, magazines, digital and cinema).

These enhancements mean marketers need no longer rely on estimates within broad market sectors and key markets, such as electrical retailers, discount stores, credit cards, auto insurers and airlines, will know the size of their market’s actual ad spend for the first time.

Historical data back to 2007 is now available.

For example, an airline advertiser will know, to the dollar, actual ad spend within their specific segment, rather than have to estimate based on overall travel category figures.

SMI data - top 10 ad spend increases and declines (Q1 2017)

Jane Shulze (pictured above, centre), SMI’s managing director for Australia and New Zealand, said the days of relying on rubbery estimates are gone.

“In 2017, in an industry as sophisticated as media and marketing, it’s crazy that large advertisers still plan and develop strategies based on estimates which everyone knows are inaccurate and practically unusable for digital,” she said.

“The industry has only operated on this basis because ‘if estimates are wrong for everyone, and they’re all we have, then that’s okay’. SMI is determined to change that thinking, because marketers need and deserve something better.

“Through proactive collaboration with our media agency partners, SMI is delivering accurate, granular data in a safe environment where individual campaign rates remain masked.

“That means advertisers have real, competitive market detail across all major media, every month, and they can stop using flaky estimates in campaign planning and analysis.”

Schulze added that SMI already provides never before seen detailed data on each of the 126 product categories for digital media, encompassing digital sector (programmatic, search, social, content sites, etc), digital ad format (video, display, mobile, etc), digital buy type (third-party, direct) and website genre (news/weather sites, sport sites, business sites, etc).

Commenting on the new data, Jodi Fraser (pictured above, right), commercial director at Publicis Media Exchange, said the changes will give clients a greater understanding of category media trends.

“Competitive reporting in the past has either been limited by the accuracy of the reported data or the ability to see more defined categories,” she said.

“Now clients will be able to understand their actual share of voice within their category which will allow for greater planning insights.”

Please login with linkedin to comment

Latest News

Study: Aussie Brands Close The Gap Between Digital Experience & Customer Expectation
  • Marketing

Study: Aussie Brands Close The Gap Between Digital Experience & Customer Expectation

SAP Australia today launched its 2017 Australian Digital Experience Report, revealing that Australian businesses have significantly improved the digital experience they provide, closing the gap to what consumers expect. However, while performance has improved, consumers are still more likely to be unsatisfied with digital experiences than delighted by them.  The report, based on results from […]

Nuttelex Launches First Brand TVC Via Independent The Sanford Partnership
  • Campaigns

Nuttelex Launches First Brand TVC Via Independent The Sanford Partnership

Following a nation-wide qualitative and quantitative research study, independent creative agency The Sanford Partnership has produced a TVC for its client Nuttelex. The TVC has a nostalgic theme with a modern twist and highlights the brand’s healthy credentials. Nuttelex Food Products Pty Ltd started in a small factory in St Kilda in 1932. Now, the family […]

Yarra Trams & Icon Agency Introduce ‘Tram Coach’ For New Passenger Safety Campaign
  • Advertising
  • Campaigns

Yarra Trams & Icon Agency Introduce ‘Tram Coach’ For New Passenger Safety Campaign

Yarra Trams has appointed Icon Agency to deliver a new passenger safety campaign, following a competitive three-way pitch. The campaign aims to reduce the incidence of slips, trips and falls on trams via Melbourne’s latest safety ambassador, ‘Tram Coach’. Commencing today, Tram Coach will be travelling the Yarra Trams network throughout the week. His mission […]

The Red Republic Appoints New General Manager
  • Marketing

The Red Republic Appoints New General Manager

The Red Republic has strengthened its management team with the appointment of Mai Aristoteli (pictured above) as general manager. Aristoteli joins The Red Republic from Talk PR in London, where she has worked for nine years as a board director. The appointment of Aristoteli follows The Red Republic managing director Lynn Mooney’s relocation to head-up […]

PR Deadlines Inks Deal With GlobalCom PR Network
  • Marketing

PR Deadlines Inks Deal With GlobalCom PR Network

Sydney-based agency PR Deadlines has extended its global reach after inking a partnership agreement with the GlobalCom PR Network. The agreement gives PR Deadlines’ clients access to some 70 independent agencies covering all European Union states, as well as 60 more in countries worldwide. In turn, clients of affiliated agencies will have access to PR […]

Fintech Start-up InstaReM Names Aussie Cricketer Matthew Wade As Brand Ambassador
  • Marketing

Fintech Start-up InstaReM Names Aussie Cricketer Matthew Wade As Brand Ambassador

InstaReM, which offers international money transfers to individuals and businesses, has signed on Australian wicketkeeper Matthew Wade as the sports face of the brand. InstaReM lists Australia as its founding market, having begun life here in 2014. Since the company’s modest start in Australia, InstaReM has since successfully spread its wings to other corridors by […]

Australia Is Diverse… Does Your Brand Have An Inclusive Digital Presence?
  • Marketing
  • Opinion

Australia Is Diverse… Does Your Brand Have An Inclusive Digital Presence?

As Australia continues to grow and the population becomes more ethnically diverse, it is important that marketers ensure digital environments are more inclusive, especially for those who don’t speak English as a first language, writes Siteimprove’s Haley Doel (pictured below). Having a readable and accessible website is no longer just a high priority for large […]

Opinion

by B&T Magazine

B&T Magazine
Pepsi MAX Teams Up With PHD & Time Out For New Data-driven Campaign
  • Advertising
  • Campaigns

Pepsi MAX Teams Up With PHD & Time Out For New Data-driven Campaign

Pepsi MAX has partnered with PHD and Time Out to not only inspire Australians, but also enhance their ability to ‘MAX’ out their summer this year. Through the use of a live dynamic data feed, consumers will be served ads by the brand on events taking place around them that are relevant to their personal […]

AI – To Join It Or To Beat It
  • Media
  • Opinion

AI – To Join It Or To Beat It

I'm afraid we can't let you read this piece Dave! That's a joke about A Space Odyssey 2001, young B&T readers.

Opinion

by B&T Magazine

B&T Magazine
AnalogFolk Opens In Shanghai
  • Advertising

AnalogFolk Opens In Shanghai

AnalogFolk has opened in Shanghai and, as B&T's trusty Funk & Wagnalls atlas tell us, is somewhere near Wollongong.