Digital Marketing Intelligence Platform Pathmatics recently launched in Australia and New ZealandHas released a report on digital advertising spending on the COVID-19 vaccine campaign from the Australian Government.

Pathmatics spent $ 3 million on COVID-related campaigns out of the $ 6 million that the Australian government spent on digital advertising between April 2020 and June 2021, but spent on vaccine-specific campaigns. I found that only $ 32,000 was killed.

Advertising

A state-by-state breakdown reveals that New South Wales leads COVID advertising spending, for a total of $ 4.7 million, followed by Queensland at $ 3.5 million. Victoria experienced the widest and most stringent restrictions during the reported period, but spent only $ 900,000.

In addition, South Australia spending was $ 700,000. The Australian Capital Territory spent $ 200,000. Tasmania $ 53,000; Western Australia spent only $ 1,700 and the Northern Territory spent $ 0.

The report looked at campaign spending on digital platforms and found that of the $ 6 million spent, $ 5.6 million was spent on Facebook advertising, which, to some extent, is considered a preferred channel.

Vaccine deployment has been the subject of criticism because of its speed of implementation, but it receives minimal funding at the national level.

last week, Simon Reynolds, Australia’s Most Powerful Public Health Campaign, Allegedly Created an Advertisement for “Grim Reaper” in 1987, Prompted a “hardcore” message to overcome the hesitation of the COVID-19 vaccine.

Reynolds told Mumbrella: In the last 10 days, it has become clear that people do not have the vaccine. But back three weeks ago, many people, in fact 30% of Australia, didn’t intend to get the vaccine, so they didn’t have to worry anymore. “

How COVID campaign spending changed during the quarter at the government level

• Second quarter of 2020 – $ 2,600,000
• Q3 2020 – $ 145,000
• Q4 2020 – $ 9,000
• Q1 2021 – $ 32,000
• Q2 2021 – $ 38,000

The top government COVID campaigns from April 2020 to June 2021 by advertising cost are:

• How to keep information and security during COVID – $ 2,600,000
• Smartraveller Overseas Regulatory Information – $ 145,000
• New Zealand Smartraveller Travel Advice – $ 38,000

In May, it was reported that the Federal Ministry of Health launched a new campaign in July to encourage people under the age of 40 to vaccinate. The contract filed on the Australian Government Bidding website indicates that BMF was awarded $ 1 million for “Creative Services for the COVID-19 Vaccine Campaign” on April 20, 2021.

May, ABC Producer and Broadcaster, Dr. Norman Swan compared the federal government’s broader $ 24 million COVID-19 vaccine immunization campaign with that created by the “Communist Government Commission.”, Said it failed to produce the desired results and was “not enough.”