B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Federal Election
  • Pinterest
  • AFL
  • WPP
  • AI
  • NRL
  • Anthony Albanese
  • EssenceMediaCom
  • Thinkerbell
  • News Corp
  • Channel 10
  • Spotlight on Sponsors
  • State of Origin
  • Cairns Hatchlings
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: New Report Finds Millions Wasted In Adspend Over Past Six Months
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Advertising > New Report Finds Millions Wasted In Adspend Over Past Six Months
Advertising

New Report Finds Millions Wasted In Adspend Over Past Six Months

Staff Writers
Published on: 13th January 2022 at 12:26 PM
Edited by Staff Writers
Share
2 Min Read
SHARE

More than $A100 million in digital media advertising expenditure was wasted over the past six months, according to the half-yearly Digital Media Wastage Report conducted by Melbourne-based media agency, Next&Co.

The figure represents an average ad wastage of 38 per cent between July and December 2021 from more than 130 businesses audited over that time.

The data was compiled from Next&Co’s Prometheus proprietary media auditing tool and found almost a third – or $3 billion – of digital ad spend was wasted annually, failing to be effective towards digital advertising commercial objectives.

 

The 1 July to 31 December 2021 report audited 133 brands from the pharmaceutical, real estate, finance, retail, insurance, and education sectors, across ASX-listed, multinational, national and SME companies.

Wastage in the retail sector was largest, at nearly $30 million. It was followed by finance, with $27 million wasted, real estate ($15 million), insurance ($15 million), pharmaceuticals ($13 million) and education ($3 million).

Across digital media channels, the most digital ad spend was wasted on Facebook at $37 million, then Google at $34 million, LinkedIn at $21 million and Bing at $9 million.

“Brands really need to invest time in auditing their budgeting process to focus on spending smarter, not harder,” said Next&Co co-founder, John Vlasakakis.

“Having now audited more than 600 brands, we have seen tens of millions of dollars wasted across campaigns that are driving zero value in terms of commercial objectives, by bidding on terms that drive no sales or enquiries or buying against the wrong demographic and audiences.

“Brands need to treat their marketing spend as their own money and livelihood. With this attitude, people will take wasted media spend more seriously.”

 

 

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: next&co
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

TV Ratings (12/6/2025): 1.4 Million People Viewed The Western Bulldogs Kicking Its Way Into The Top Eight
13/06/2025
WARC Downgrades Global Ad Spend Forecast Amid “Trade Tensions” & Uncertain Tech Market
13/06/2025
Marketers Call For Measurement ‘Parity’ In Video, But One Buyer Warns ‘Be Careful What You Wish For’
13/06/2025
Meta Cracks Down On Nudify Apps & Sues Hong Kong Developer Behind CrushAI
13/06/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?