Latest Interactive Advertising Bureau (IAB) and PricewaterhouseCoopers report shows video saw the largest leap in the first quarter of the year and represented 14.3 per cent of digital display dollars
Online advertising is continuing on its rapid growth trajectory, recording a 17.1 per cent year-on-year expenditure increase in the first quarter of the year, the Interactive Advertising Bureau (IAB) reports.
The association’s latest Online Advertising Expenditure Report with PricewaterhouseCoopers valued total online advertising at $1.067bn for the three months to 31 March 2014, with general display advertising chalking up the strongest growth over the quarter at 27.5 per cent. This was followed by search and directories, with a 16.8 per cent increase.
Mobile advertising put in a strong performance, representing 21.5 per cent of digital display revenue during Q1, and up from 19.5 per recent in the last quarter of 2013. Mobile also accounted for 17.1 per cent of search revenues, a rise of 1 per cent on the previous quarter. In total, mobile advertising made up 15.3 per cent of total online advertising expenditure, compared to 14.3 per cent in the last quarter.
But it was video advertising that saw the largest leap, rising 55.7 per cent year-on-year to represent 14.3 per cent of the digital display dollars during over the quarter.
On the flip side, email display advertising fell to a record low of 1 per cent during the quarter and was valued at $2.9 million.
Overall, the search and directories segment represented the biggest portion of the online advertising market at 54.4 per cent of total revenues, with $580.4 million in advertising expenditure over the quarter.
IAB CEO, Alice Manners, wasn’t surprised by the mobile and video figures, and anticipates continued growth for both platforms.
The association also pointed out the PwC data supports the recently released CEASA report, which attributes 30 per cent of all advertising spend in 2013 to digital channels.
In the IAB’s yearly report on online advertising released in February, it reported that online ad spend hit nearly $4 billion last year, compared with $3.9 billion on free-to-air TV.
Read more: SurveyMonkey looks to provide the 'why' in analytics
“The March quarter is always slightly softer than the strong December quarter, however, it was pleasing to see strong year-on-year results,” added IAB director of research, Gai LeRoy. “Early indications are positive for the current quarter, particularly with a lot of activity in the video ad space.”
Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia
In the third and final episode of our 3-part CMO50 video series exploring modern marketing and why it’s become a matter of trust, we’re delighted to be joined by Telstra’s former CMO and now digital services and sales executive, Jeremy Nicholas, and Adobe VP Marketing Asia-Pacific and Japan, Duncan Egan.
Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.
Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?
As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.
