Australia’s consumer electronics (CE) marketers have decreased their advertising expenditure by 7.7 per cent in the first quarter of 2017, despite the increasing popularity and sophistication of electronic gadgets and cheaper prices, according to new data from Standard Media Index (SMI).
In the first quarter of 2017, advertising expenditure in the CE category fell by 7.7 per cent to $20.1 million, compared to the previous corresponding quarter last year. In the 2016 calendar year, the sector was also down 0.2 per cent to $123.79 million.
The data also suggests that the CE sector is turning to ‘traditional’ media for its ad spend investment at the expense of digital media.
The media sectors to benefit from additional CE ad spend during Q1 were newspapers, which jumped 105 per cent (although off a low base); cinema, which was up 39 per cent; and radio, which jumped more than 10,600 per cent.
Digital ad spend declined by 11 per cent in the quarter, while magazines plummeted 74.7 per cent and outdoor advertising was down 17.2 per cent.
SMI’s managing director for Australia and New Zealand, Jane Schulze, said: “The consumer electronics market is obviously testing different media options. For example, they’re using radio for the first time in a long time, have dramatically reduced their outdoor spend and even reduced digital spending.
“It is a matter of testing different media channels to find the most effective return on their advertising investment in what is an intensely competitive sector.
“However, our data shows that it’s not the gadgets, such as personal electronics devices, reducing digital spending, but the more established CE market such as TV manufacturers.”
Last year, Personal Electronic Devices (PEDs) grew their digital ad spend by 16 per cent, while TV/DVD/PVR/gaming consoles/streaming devices products reduced their digital spend by 10.2 per cent.
Radio/DAB/sound entertainment contracted their digital ad spend by more than 79 per cent, while cameras/video recorders/products increased their digital spend by 189 per cent last year.
Within digital media channels, PEDs and TV/DVDs stepped up their Q1 2017 ad spend in content sites, such as quality news sites, to $1.7 million and $1.3 million respectively. PEDs also doubled their investment in programmatic advertising through exchanges to $1.9 million.
Australian fashion brand Witchery has partnered with B Corp GlamCorner as part of GlamCorner’s subscription box offering as the demand for everyday essentials soars. This partnership marks another milestone for the Australian fashion industry towards becoming more circular and introducing more paths to reduce textile waste. Customers nationally will be able to rent more of […]
The media, marketing and creative industries are being encouraged to host their own ‘Curry Club for COVID’ before 30th June to help meet the ambitious $100k target set by its organisers. Curry Club for COVID, which was conceived by long-time adtech executive Peter Bray, sales director at Impact, and is powered by industry social purpose organisation […]
The UnLtd Cup is returning for its tenth consecutive year, marking a decade of soccer shenanigans that’s raised nearly $500,000 for children’s mental health charity, KidsXpress. On July 22-23rd, 28 teams from across the industry will battle it out on the soccer field in the two-day tournament at Sydney University Sports and Fitness Centre, Darlington. […]
Australian-bred company Ultra Commerce has acquired New Zealand-based company Vesta eCommerce, a global software business providing leading product data management solutions. The recent acquisition is a significant move for the business, which is Australian born, owned, and headquartered, but has built out a global presence as it pursues rapid growth in the eCommerce market. Connecting […]
Canteen’s latest campaign features the combined talents of Director Luna Laure and creative agency Crater. The campaign strives to raise awareness for young people affected by cancer. The awareness campaign centres around Harry Barentson, who at 12 years of age found out his pregnant mum had cancer. The campaign aims to bring awareness to Canteen’s […]
In partnership with storytelling agency Enthral, AFL legend Kevin Sheedy has voiced a ‘Love Letter to Victoria’ using visuals to showcase the state’s natural beauty and culture. Victoria has been hit with the worst of the coronavirus pandemic compared with any other Aussie state, experiencing four lockdowns. Sheedy partnered with Enthral to share a love […]
Telstra’s lower-cost telco, Belong, has awarded its strategy and creative account to Howatson + White, and has reappointed OMD to its media buying account, after a competitive pitch process. Howatson + White will handle strategy, planning, creative and CRM, while former agency Clemenger will continue to have a relationship with Belong, managing PR and retail activation. […]