SMI Triples Product Categories Across All Media, Offers Cross-channel Data

SMI Triples Product Categories Across All Media, Offers Cross-channel Data
SHARE
THIS



Marketers now have unprecedented visibility into actual advertising expenditure in their specific markets for the first time ever, with Standard Media Index (SMI) tripling the number of product categories for which it provides data to 126.

In another first, SMI data will also show cross-channel expenditure for each media type (TV, radio, out-of-home, newspapers, magazines, digital and cinema).

These enhancements mean marketers need no longer rely on estimates within broad market sectors and key markets, such as electrical retailers, discount stores, credit cards, auto insurers and airlines, will know the size of their market’s actual ad spend for the first time.

Historical data back to 2007 is now available.

For example, an airline advertiser will know, to the dollar, actual ad spend within their specific segment, rather than have to estimate based on overall travel category figures.

SMI data - top 10 ad spend increases and declines (Q1 2017)

Jane Shulze (pictured above, centre), SMI’s managing director for Australia and New Zealand, said the days of relying on rubbery estimates are gone.

“In 2017, in an industry as sophisticated as media and marketing, it’s crazy that large advertisers still plan and develop strategies based on estimates which everyone knows are inaccurate and practically unusable for digital,” she said.

“The industry has only operated on this basis because ‘if estimates are wrong for everyone, and they’re all we have, then that’s okay’. SMI is determined to change that thinking, because marketers need and deserve something better.

“Through proactive collaboration with our media agency partners, SMI is delivering accurate, granular data in a safe environment where individual campaign rates remain masked.

“That means advertisers have real, competitive market detail across all major media, every month, and they can stop using flaky estimates in campaign planning and analysis.”

Schulze added that SMI already provides never before seen detailed data on each of the 126 product categories for digital media, encompassing digital sector (programmatic, search, social, content sites, etc), digital ad format (video, display, mobile, etc), digital buy type (third-party, direct) and website genre (news/weather sites, sport sites, business sites, etc).

Commenting on the new data, Jodi Fraser (pictured above, right), commercial director at Publicis Media Exchange, said the changes will give clients a greater understanding of category media trends.

“Competitive reporting in the past has either been limited by the accuracy of the reported data or the ability to see more defined categories,” she said.

“Now clients will be able to understand their actual share of voice within their category which will allow for greater planning insights.”

Please login with linkedin to comment

duchess of cambridge Jane Shulze Scammers

Latest News

Stratosphere And AJF Team Up For NED Australian Whisky Campaign
  • Campaigns

Stratosphere And AJF Team Up For NED Australian Whisky Campaign

Stratosphere and AJF have collaborated with Top Shelf International’s NED Australian Whisky brand for a campaign featuring a combination of TV sponsorship and out of home placement. The campaign features a range of 15 second TV commercials live in key AFL and NRL games on Thursday and Friday nights across regional markets. The sponsorships will […]

Tiger Beer Celebrates Kick-Off For Football Season With New Campaign, The Golden Son
  • Campaigns

Tiger Beer Celebrates Kick-Off For Football Season With New Campaign, The Golden Son

To celebrate the start of this year’s football season, which kicked off last weekend, Tiger Beer has unveiled its latest global campaign – ‘The Golden Son’ – starring official Tiger brand ambassador Son Heung-Min. ‘The Golden Son’ celebrates Son’s most recent triumph: in May, he became the first Asian player to win the Premier League’s […]

The One Centre Launches Real Estate Agency Pello
  • Marketing

The One Centre Launches Real Estate Agency Pello

The One Centre, an ideas and innovation agency, has been engaged by real estate entrepreneur Stefon Bertram and a team of leading agents to create and launch Pello – Sydney s newest real estate agency. The One Centre is responsible for the formation of the brand and the creation of the full Pello brand experience. […]

Fiverr And Selina Join Forces To Help Young Workers Always On The Move
  • Marketing
  • Technology

Fiverr And Selina Join Forces To Help Young Workers Always On The Move

Online marketplace for freelance work, Fiverr International Ltd. (NYSE: FVRR), today announced a new partnership with Selina, one of the world’s largest experiential hospitality brands built to address the needs of millennial and Gen Z travellers. The purpose of the partnership is to provide Anywhere Workers (i.e. people who work remotely while travelling from at […]

Broadsheet And Glen Grant Whisky Join Forces For Melbourne Photography Exhibit
  • Campaigns
  • Media

Broadsheet And Glen Grant Whisky Join Forces For Melbourne Photography Exhibit

Broadsheet Media has partnered with Campari Group’s The Glen Grant Single Malt Whisky to bring a photography exhibition, Unhurried By Nature, to Melbournians this week. Unhurried by Nature is a collaboration between Broadsheet and The Glen Grant Single Malt Whisky, where four Australian photographers will present images that document nature in their unique styles. The […]

Shopper Impact Launches Bringing Synchronised Campaigns To OOH
  • Advertising

Shopper Impact Launches Bringing Synchronised Campaigns To OOH

Australian out-of-home business Shopper has launched Shopper Impact to deliver synchronised campaign creative across multiple screens in prominent shopping centre locations. Advertisers can now capitalise on side-by-side screens at shopping centre entry points and near escalators, where distraction from other signage and product offerings is at a minimum. With Shopper Impact, campaign creative can be […]

Modern payment technologies helping the retail industry unlock revenue
  • Opinion
  • Technology

Modern payment technologies helping the retail industry unlock revenue

In this opinion piece, Hayley Fisher (pictured), AUNZ country manager, Adyen describes some of the key ways the retail sector is driving sales despite global financial issues, including new payment technologies and methods. The rising cost of living might have Australians carefully tracking their spending and rethinking their lifestyle habits, but it’s yet to rear […]

Opinion

by B&T Magazine

B&T Magazine