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News 25 Mar 2021 - 1 min read

Mediabrands returns from Siberia on SMI media spend data

By Josh McDonnell - Senior Writer

After former global CEO Henry Tajer pulled the plug on his group contributing media spend data to SMI, Mediabrands has now rejoined the fold. All major holding company media agency brands are now in the SMI Australian dataset. The move follows Mediabrands' decision in other markets like the US and Canada to align with the ad spend data group.

What you need to know:

  • After a five year absence, IPG Mediabrands is once again sharing its ad spend figures to the SMI Australia database.
  • The process will be fully complete with the release of next week’s end of month February data.

Advertising spend and insights business Standard Media Index has added more scale to its market coverage after IPG Mediabrand landed back in SMI's Australian database.

The media agency holding group is returning to the service following a five-year absence - it ceased its relationship with SMI  in 2016 when Mediabrands was headed globally by CEO Henry Tajer and the Australian company was expanding into the US and Europe. 

SMI ANZ Managing Director Janes Ractliffe said media stakeholders now had a database representing virtually all national marketer ad spend. The integration process will be fully complete with the release of next week’s end of month February data.

The move by Mediabrands Australia follows the group’s decision to join the launch of SMI’s Canadian database last year and it was recently announced that Mediabrands would also soon be joining SMI’s US data pool.

"Advertisers will be able to allocate their media investment with even more confidence as they have clear benchmarks for tracking their share of voice within their product category across all major media – including all digital media," Ractliffe said.

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