New Internet Advertising Bureau research finds tablet- based advertising exceeds smartphone advertising for the first time, while total online advertising spend hit $910.8m in the March quarter 2013
Tablet-based advertising is the rising star of mobile advertising and exceeded smartphone revenue in the March quarter 2013, new research from the Internet Advertising Bureau (IAB) claims.
According to the trade association’s latest Online Advertising Expenditure Report (OAER), Australian spend across smartphones and tablets nearly tripled over the past year to $36.6 million in the March quarter, up from $13m 12 months ago.
Tablet-based advertising proved hugely popular and leapfrogged smartphone advertising share for the first time since mobile advertising data was recorded, representing 58 per cent of all mobile spend. This was up from 41 per cent the previous quarter.
Video advertising also recorded strong growth, IAB said, hitting $27.6m for the quarter, an increase of 46.8 per cent year-on-year.
In total, online advertising expenditure was valued at $910.8m for the March quarter, a 15 per cent increase year-on-year. The retail sector experienced 42.7 per cent year-on-year growth, making it one of the largest and fastest growing advertiser industry categories this year across display advertising. Motor vehicles and real estate also gained share during the quarter, which the association attributed to greater consumer activity in those industries.
In addition, IAB found general display and search and directories were both up 17 per cent in a year-by-year comparison, while classified advertising rose by eight per cent over the same period. Search and directories accounted for 55 per cent of all expenditure in the March quarter, or $497.15m, followed by general display advertising (26 per cent), and classifieds (19 per cent).
“The dual factors of continued growth in consumer devices and expansion of creative opportunities for marketers has underpinned significant growth in both mobile and video advertising,” IAB’s director of research, Gai Le Roy, said. “We expect to see this growth continue with publishers, agencies and advertisers currently investing heavily in resources to manage these growing sections.”
The research was compiled by PricewaterhouseCoopers and is the fourth in the series to use data from industry participants as well as estimates for Google display, video and mobile advertising plus Facebook display and mobile advertising.
More on digital marketing strategy
Follow CMO on Twitter: @CMOAustralia or take part in the CMO Australia conversation on LinkedIn: CMO Australia.
The second episode of CMO’s 3-part video series on how CMO50 luminaries are achieving greater marketing agility has landed!
The humble unboxing video is a powerful tool. Correctly executed, it harnesses consumer fandom, viral authenticity and brand design magic to deliver a high-impact message to a tightly targeted cohort of consumers.
Purpose is the ultimate statement of intent for many organisations. Why are we here? What are we trying to achieve?
Warren Buffet is an unlikely ally for marketers. But his belief businesses need strategic moats that increase their value in the market while acting as barriers to competitors can offer marketers a new playbook for brand building and driving growth.
who wants to date me I am 9 years old and i am a boy
Jeremy Hawkins
Sink a sub gaming experience signals Subway's renewed brand push
Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...
Caroline Scott
7 ways CMOs can improve their customer engagement game
Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...
Quent Sinder
Why empowering others can help make you a great leader
CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...
Anna Janicka
Sensis rebrands to Thryv and brings business software to Australian SMBs
AI Leasing Assistants have finally arrived for the multifamily industry. With so many to choose from it can be hard to figure out which i...
Alice Labs Pte. Ltd.
CMO's top 8 martech stories for the week - 6 May 2021