Ad spend by universities soars as borders reopen – AdNews

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Higher education brands have been spending big on advertising to attract students as borders reopen, according to data from digital marketing intelligence platform Pathmatics. 
Analysis by Pathmatics of February digital ad spend in Australia shows James Cook University in Queensland  topping advertisng spend with more than $400,000 for the month.
Overall universities and jobs platforms outlayed $3.7 million in the month on digital advertising.
Eugene Du Plessis, Pathmatics Regional Director Australia and New Zealand: “This investment comes as no surprise given education and training is an estimated  $135 billion industry and is particularly true for Australian universities with digital advertising becoming an increasing priority in February – a key month for international student intake.
“Interestingly, there was heavy representation from Victorian universities in the top spenders but no schools primarily based in NSW, WA, SA or ACT.
“None of Australia’s top universities such as ANU and UNSW feature either – likely because students are already well versed with these institutions’ offerings and therefore less need to lean on advertising to attract talent.
“The boom in workplace flexibility and freelance careers is also evident with freelance platform, UpWork, spending big on a single creative, highlighting the benefits and ease of self-employment.
“Professional networking and careers platforms LinkedIn and SEEK were also top spenders in February, alluding to ongoing discussions around The Great Resignation and an increased number of Aussies looking for new career paths.”
pathmatics feb 2022

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