The Standard Media Index has announced the inclusion of IPG Mediabrands into its Australian database meaning all the holding companies are now in its data pool.
SMI AU/NZ Managing Director Jane Ractliffe said the move would underpin confidence in Australia’s advertising market at this critical time, as all media stakeholders have a database representing virtually all national marketer ad spend on which to base their crucial advertising decisions.
“We are thrilled to have Mediabrands data in the Australian database and this news will be welcomed across the industry as advertisers, media companies and the finance market seek the most reliable data possible to track the market’s return to growth post COVID,’’ she said.
“Advertisers will be able to allocate their media investment with even more confidence as they have clear benchmarks for tracking their share of voice within their product category across all major media – including all Digital media.’’
Ractliffe said SMI has been working with Mediabrands in Australia for many months to carefully integrate their bookings into the database, and the process will be fully complete with the release of next week’s end of month February data.
“We have been progressively adding current and historic Mediabrands data into the AU database in our fortnightly data releases for many months, with the historic data ensuring all analysis remained like-for-like and the only change being the growth in the amount of ad spend captured,’’ she said.
Mark Coad (main photo), the chief executive officer of IPG Mediabrands Australia, said the SMI data was the industry benchmark and Mediabrands was pleased to contribute to the data.
“As a leading Australian media agency we are always keen to ensure our clients have access to the best advertising insights possible, and the data provided by SMI through its exclusive partnerships with our industry delivers information on many aspects of the media market not available elsewhere,’’ he said.
Coad said Mediabrands and SMI have worked collaboratively together to ensure their ad bookings were added incrementally to the database.
“At all times the most important issue for Mediabrands has been to ensure the ongoing privacy of all our client data and this has been achieved by slowly adding more and more data with every SMI data release.’’
Ractliffe said throughout this process SMI also added different proportions of client spend across various categories to guarantee only a part of each client’s bookings entered the pool at any time. And she said the Mediabrands’ data has been further shielded by the market’s natural ebb and flow as the market has tried to rebalance post COVID.
The move by Mediabrands Australia follows the group’s decision to join the launch of SMI’s Canadian database last year and it was recently announced that Mediabrands would also soon be joining SMI’s US data pool. And in NZ, the IPG agencies FCB and Mediabrands have been long- standing NZ data partners.
Mediabrands’ Australian move will also see Nick Durrant, the general manager of their trading group Magna Global, join the SMI Advisory Board which oversees the group’s data development.
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. […]