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
  • Cannes Lions
  • NRL
  • WPP
  • B&T Women in Media
  • AFL
  • Thinkerbell
  • Pinterest
  • State of Origin
  • Anthony Albanese
  • imaa
  • Meta
  • ARN
  • AI
  • Spotlight on Sponsors
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Next&Co Digital Media Wastage Report Reveals $94 Million Wasted
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 > Media > Next&Co Digital Media Wastage Report Reveals $94 Million Wasted
Media

Next&Co Digital Media Wastage Report Reveals $94 Million Wasted

Staff Writers
Published on: 19th July 2022 at 10:01 AM
Staff Writers
Share
4 Min Read
SHARE

Despite rising digital advertising budgets post-pandemic, advertisers continue to waste their ad spend, tipping more than $94.3 million down the drain in the April to June 2022 quarter, according to the latest Next&Co Digital Media Wastage Report.

The wastage, which is an average of 41 per cent of audited spend, is slightly down on last quarter’s metrics, which revealed a digital ad wastage figure of $134.4 million for January to March 2022.

In its latest report, Next&Co audited 41 companies with digital ad budgets of between $500,000 to $31 million across a mix of ASX-listed, multinational, national and SME companies.

The data, compiled from Next&Co’s Prometheus proprietary media auditing tool, found ecommerce brands wasted the most digital ad dollars last quarter at $29.2 million. This was followed by retail at $21.7 million, finance ($19.8 million), insurance ($16 million), education ($4 million), and other sectors ($2.8 million).

Across digital media channels, the most digital ad Q2 ad spend was wasted on Google at $38 million, followed by Facebook ($35 million), LinkedIn ($13 million) and Bing ($2.8 million).

The figures come on the back of the release of Next&Co’s 2021 annual data, which showed a whopping $3 billion of digital ad spend wastage, representing the billions of dollars that failed to further digital advertising commercial objectives.

Next&Co Co-founder, John Vlasakakis, said: “Even though ad spend is at a recent industry high, it’s no reason for brands to become complacent in terms of where and how they spend their money. The digital ad wastage figures show brands are still struggling to adequately achieve dollar-for-dollar value on their digital ad spend, at a time when it’s more vital than ever to capture audience attention and ROI.

“We’ve now used our Prometheus technology to audit hundreds of brands across a range of sectors and all of them have revealed varying levels of ad spend wastage. It’s startling and really shows that now is the time for brands to look at their spending and their upcoming campaigns and focus on getting bang for their buck to really achieve results.”

Next&Co’s auditing platform Prometheus has now been used by more than 500 companies across Australia. It has the ability to tell advertisers exactly how much, and where, ad spend is being wasted on their digital platforms.

Prometheus has in-built KPIs advertisers, including leads, customer conversions, ROI, and reach, enabling brands to choose their targets across each metric. The auditing tool then determines the exact wastage of their total annual digital spend in dollars and where that wastage is occurring, campaign-by-campaign, and on a creative level.

It provides a score out of 100 on the overall performance of each metric and the exact dollar figure of ad spend wastage. The data is then individually audited for each type of advertising activity run within the tool and an individual score prepared for each.

Prometheus can also predict how many conversions advertisers could potentially achieve and make creative and CPA (cost per acquisition) improvement recommendations.

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

NSW Blues & Adidas Kick-Off Game III With ‘House Of Blue’
04/07/2025
TV Ratings (03/07/2025): Nearly 800K Tune In For Joanna Lumley’s ‘Absolutely Fabulous’ Danube Tour
04/07/2025
Google’s Veo 3 Being Used To Create Racist Videos For Social
04/07/2025
Enrichd Group & Greg Inglis Launch ‘Stick With It’ Mental Health Movement
04/07/2025
//

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?