SMI product categories triple across all media

SMI data will also show cross-channel expenditure for each media type

• Marketers see cross-channel ad spend and share of voice data for first time
• 126 product categories to become available

SMI has announced that marketers now have unprecedented visibility into actual advertising expenditure in their specific markets for the first time, 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.

SMI AU/NZ managing director Jane Schulze 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,” Schulze 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 ok.’ 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 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).

Photo: SMI chairman David Kirk, SMI MD Jane Schulze and Publicis Media Exchange commercial director Jodi Fraser

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