F.Y.I.

SMI expands the product categories of its brand media value dataset

July 28, 2020 4:28

The Standard Media Index (SMI) can now offer the industry more comprehensive data on brand-level ad spend.

The announcement:

Australia’s advertising industry has a new comprehensive source of brand-level ad spend detail with Standard Media Index and the independent advertising monitoring company Big Datr unveiling a significant expansion of their Brand Media Value dataset to now integrate all SMI Product Categories.

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Topics

1 COMMENTS

Have I got this right? 29 Jul 20

So the media agencies give SMI their brand level bookings data for a cut of the profit in providing aggregate media level spend data to the media owners. Now SMI are selling those numbers onto Big Datr, who proportion it back out again and sell it back to the media agencies at brand level. Sounds like the agencies should cut out the middle woman here and just release their own figures, saving everyone a fortune in ADEX charges.

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