Insurance sector second most wasteful in digital ad spend

A survey reveals APAC companies waste around 41% of media spend.

The insurance sector is the second most wasteful in digital ad spending in January to March 2022, according to the latest Next&Co Digital Media Wastage Report.

Next & Co audited 81 companies with digital ad budgets of between SG$500k to SG$39m across a mix of publicly listed, multinational, national and SME companies.

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All units in SGD. Chart by Next & Co.

The insurance sector wasted $20.59m in digital ads, making them the second most wasteful in Asia Pacific. Topping them is the retail sector at $23.53m. Meanwhile the finance sector ranked third ($19.49m) followed by real estate ($14.56m), education ($11.77m) and health ($10.81m).