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.
