Digital increased in July despite SMI figures: Paul Fisher

After Standard Media Index (SMI) figures showed a 5% drop in agency bookings for digital in July, Interactive Advertising Bureau (IAB) chief Paul Fisher has argued his organisation's figures show growth.

Fisher told AdNews that IAB figures for July, which are not usually released to the public, indicated 12.2% growth across display advertising for “five of the major publishers”.

Fisher conceded his figures only look at display advertising across five of the major publishers in Australia, while SMI numbers look at digital media booked through most, though not all, agencies.

“The two sets of numbers do not measure exactly the same thing,” Fisher said. “We will not see the full figures until we get the quarterly report from PricewaterhouseCoopers.

“But at least this shows some positive results. SMI has been very public in saying what its data set is made up of, and we are saying this is only one part of the market. You can look at other figures and see positive results.

“We were very alarmed by the SMI figures, but it does seem like this is an anomaly.”

Fisher would not reveal which five publishers were measured in the IAB's tracking numbers, but he said it was five of the “major players”.

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