Report: Government $6m digital ad spend during Covid crisis analysed

Pathmatics digital ad spend analysis finds of the $6 million spent over the last 15 months, $3 million went to Covid digital advertising but only $32,000 reflects vaccine messaging

Half of the Federal Government’s $6 million digital advertising spend over the past 15 months has been related to Covid, but just $32,000 of it reflects vaccine-related messaging.

That’s the top-line finding of a new report produced by digital marketing intelligence vendor, Pathmatics, which analysed the Australian government’s digital advertising spend between April 2020 and June 2021 to understand the split across campaigns, channels and the focus of creative.

The reporting showed the Federal Government to have spent $6 million over the 15-month period on digital advertising, $5.6 million of which went into Facebook advertising. Of this, $3 million related to Covid messaging, and $32,000 specifically to communications related to vaccines.

“Despite vaccine hesitancy being at an all-time high, along with confusion around who is eligible for what, the Australian government has publicly stated it sees no reason to increase investment on an education campaign,” Pathmatics stated.  

Breaking this down by campaigns, Pathmatics found the ‘How to stay informed and safe during Covid’ received the most spend at $2.6 million overall, followed by ‘Smartraveller overseas restrictions info’ ($145,000) and ‘Smartraveller advice for New Zealand’ ($38,000).

Pathmatics also looked at the split of digital advertising spend on Covid campaigns across Australia’s various states. NSW led the tally, spending $4.7 million between April 2020 and June 2021, followed by Queensland at $3.5 million. Victoria was third ($900,000), South Australia fourth ($700,000) and the ACT rounded out the top five ($200,000).

Also reported was how Covid campaign spend changed by quarter at a government level. In Q2, 2010, the first quarter of reporting, spend reached $2.6 million, then dropped to $145,000 in Q2, 2020. By Q1, 2021, this was down to $32,000, but increased slightly to $38,000 in Q2 2021.

Vaccine campaign spend has also changed each quarter. In Q2, 2021, Pathmatics said vaccine campaign spend totalled $4000, while in Q2, 2021, spend totalled $22,000.

In addition, Pathmatics recorded impressions achieved off the back of this spend to indicate impact. During Q2, 2020, the $2.6m in digital ad spend results in more than 475 million impressions. By contrast, the $38,000 spent in Q2, 2021 equated to just over 11.4 million impressions.

Credit: Pathmatics

Don’t miss out on the wealth of insight and content provided by CMO A/NZ and sign up to our weekly CMO Digest newsletters and information services here. 

You can also follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page



Join the newsletter!


Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

who wants to date me I am 9 years old and i am a boy

Jeremy Hawkins

Sink a sub gaming experience signals Subway's renewed brand push

Read more

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

Read more

AI Leasing Assistants have finally arrived for the multifamily industry. With so many to choose from it can be hard to figure out which i...

Alice Labs Pte. Ltd.

CMO's top 8 martech stories for the week - 6 May 2021

Read more

Blog Posts

Unboxing 101 - How savvy influencer engagement can build a brand

The humble unboxing video is a powerful tool. Correctly executed, it harnesses consumer fandom, viral authenticity and brand design magic to deliver a high-impact message to a tightly targeted cohort of consumers.

Gali Arnon

Chief marketing officer, Fiverr

​Power to the people

Purpose is the ultimate statement of intent for many organisations. Why are we here? What are we trying to achieve?

Rich Curtis

CEO, FutureBrand A/NZ

The playbook to develop strategic brand moats

Warren Buffet is an unlikely ally for marketers. But his belief businesses need strategic moats that increase their value in the market while acting as barriers to competitors can offer marketers a new playbook for brand building and driving growth.

Fabian Di Marco

Founder and managing director, Tzu & Co

Sign in