Optus halts all marketing ad spend amidst ongoing cyber attack
As the fallout from the Optus cyber attack continues, new data from digital marketing intelligence platform, Pathmatics, showed that the mobile giant dropped its digital advertising spend from almost $55,000 on 21 September to under $5,000 on 22 September – the day that the crisis was announced.
Pathmatics data also revealed that the company has yet to reignite its advertising efforts, ten days after the hack, as an independent forensic review still takes place.
The platform also tracked competitor activity following the data breach, revealing that Telstra’s advertising spend rose from $140,000 on the day of the cyber attack to $180,000 three days later. In light of the Telstra staff data breach yesterday, Pathmatics said it will be keeping an eye on the company’s digital ad spend over the coming days too.
Vodafone proactively increased its advertising efforts with a particular focus on Facebook where its spend rose from just under $15,000 per day to almost $35,000 per day.
“Optus halts all marketing ad spend” ok so does anything not digital not count as ad spend anymore? Good to know. Sick of seeing their “we’re sorry” street furniture anyway.
Ad spend increases most likely due to AFL Grand Final which only 2 days after? And NRL GF after that? pretty big events with a competitive ad market I imagine….