One of the great media growth streaks has come to an end in February, with SMI’s updated Digital data showing the media’s agency expenditure went backwards in the month with bookings down 1.7 per cent to $135.3 million from February 2016 – the first time that has occurred since April 2009.
SMI AU/NZ managing director Jane Schulze said the release of the updated digital data today was a watershed moment as digital’s growth has been such a firm feature of the local Agency market.
“It’s quite a milestone as we’ve reported on the growth of the Australian Digital media for 94 consecutive months, and I don’t ever expect any other media to replicate that record,’’ she said.
“But we’ve also just released SMI’s NZ data for February and the trend was also similar there for digital with agency ad spend back 0.3 per cent in February.
“There has been plenty of recent widespread publicity of issues within the Digital media and clearly SMI’s media Agency partners are acting quickly on behalf of their advertiser clients to reassess Digital budgets,’’ she said.
Even when late digital bookings were included, SMI’s updated February digital data shows that most of the month’s decline was felt in the largest digital sector of content sites (websites that employ content creators to attract audiences) where spend fell by $5.9 million from last year’s February figure.
Bookings to the search websites were also down slightly (-1.6 per cent) while ad spend to the smaller sector of pure play – video sites had a higher percentage decline of 10.3 per cent. Ad spending onto social websites was flat for the month but programmatic spend jumped 35 per cent year-on-year.
The softer demand for digital ad spend coincided with SMI’s launch of a new digital-only database to provide even more detail on the updated Digital data at the end of each month.
Schulze said SMI subscribers were now able to see the updated data across all SMI data points, such as digital sector, digital ad format, digital buy type and website genre. All digital product category data – for more than 110 categories – is now also available fully updated in this database, with full history also included back to 2009.
As a result, it is clear the categories driving the softer demand in digital in February were the domestic banks (digital ad spend back 20 per cent), the other financial services category (back 15.4 per cent) and the toiletries/cosmetic category (digital ad spend back 21.4 per cent in February).
Also, as a result of late digital bookings, the initial 13 per cent decline in total market ad spend for February has been revised to a lesser decline of 6.9 per cent.
Social Soup has announced the appointment of Jess Hope to the newly created role of head of growth and Innovation, effective immediately. Lead image: L-R – Sharyn Smith and Jess Hope With over 15 years of social, creative and content marketing experience, Jess has spent her career immersed in entertainment, music, publishing and advertising. Having […]
The Canberra Raiders just snuck into the top eight last year, appearing in the finals for the first time since 2014. But while the Raider’s relationship with finals footy is rocky at best, their sponsorship is anything but. Welcome back to B&T’s Spotlight on Sponsors series, where we unpack all the major sponsorship news from each NRL and AFL team in […]
Businesses are integrating customer data platforms with AI and analytics to personalise customer experiences and drive business success, according to a new report from Twilio Segment. Lead image: Kathryn Murphy, SVP of product and design, Twilio. The fifth annual Customer Data Platform Report, which reflects the findings of anonymised usage data from Twilio Segment’s more […]
The Western Bulldogs remained in contention to take the top prize right through the 2023 season despite inconsistent results but ultimately missed out on the finals series for the first time since 2018. Welcome back to B&T’s Spotlight on Sponsors series, where we unpack all the major sponsorship news from each NRL and AFL team in the lead-up to the […]
Guardian Australia has recruited a new partnerships manager, Charlotte Byrne, following a push for strategic content collaborations with major advertisers. Byrnes will join Guardian Australia as partnerships manager from Schwartz Media team, where she was previously responsible for leading and developing the sales team across direct, agency and media partnerships. Guardian Australia is a free […]
Word of Mouth Digital, a Sydney-based full-service digital marketing agency, has announced the addition of six diverse brands to its expanding client portfolio. Lead image: Alex and Tash Williams These new partnerships span various sectors, including pet care, cognitive health, home construction, wellness, and retail, showcasing the agency’s commitment to fostering growth through strategic collaboration […]
Carat Perth client partner Michelle Testa (pictured) has been named as the new chair of the Oasis Committee with a remit to deliver continued financial support to The Salvation Army on behalf of the WA Advertising and Communications industry. Testa, who takes on the chair has been a member of the Oasis Committee for several […]
In this guest post, Sarah Tilleke, Adobe ANZ Solutions Consultant (pictured below), says now’s a great time to take control of your marketing processes thanks to the rise of generative AI. Small business owners would agree that while a standout marketing campaign is essential if you want to grow your business, far too often the […]
Canto has announced that it has chosen Sydney to establish its APAC hub, to service its growing client base and to scale up growth in the ANZ market. The growing software business already works with 3,000 customers globally and notable Australian companies – such as Ramsay Pharmacy, Journey Beyond, Charles Darwin University and Cotton On […]