Tablet advertising exceeds smartphone spend in March quarter: IAB

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.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

Great piece Katja. It will be fascinating to see how the shift in people's perception of value will affect design, products and services ...

Paul Scott

How to design for a speculative future - Customer Design - CMO Australia

Read more

Google collects as much data as it can about you. It would be foolish to believe Google cares about your privacy. I did cut off Google fr...

Phil Davis

ACCC launches fresh legal challenge against Google's consumer data practices for advertising

Read more

“This new logo has been noticed and it replaces a logo no one really knew existed so I’d say it’s abided by the ‘rule’ of brand equity - ...

Lawrence

Brand Australia misses the mark

Read more

IMHO a logo that needs to be explained really doesn't achieve it's purpose.I admit coming to the debate a little late, but has anyone els...

JV_at_lAttitude_in_Cairns

Brand Australia misses the mark

Read more

Hi everyone! Hope you are doing well. I just came across your website and I have to say that your work is really appreciative. Your conte...

Rochie Grey

Will 3D printing be good for retail?

Read more

Blog Posts

How to design for a speculative future

For a while now, I have been following a fabulous design strategy and research colleague, Tatiana Toutikian, a speculative designer. This is someone specialising in calling out near future phenomena, what the various aspects of our future will be, and how the design we create will support it.

Katja Forbes

Managing director of Designit, Australia and New Zealand

The obvious reason Covidsafe failed to get majority takeup

Online identity is a hot topic as more consumers are waking up to how their data is being used. So what does the marketing industry need to do to avoid a complete loss of public trust, in instances such as the COVID-19 tracing app?

Dan Richardson

Head of data, Verizon Media

Brand or product placement?

CMOs are looking to ensure investment decisions in marketing initiatives are good value for money. Yet they are frustrated in understanding the value of product placements within this mix for a very simple reason: Product placements are broadly defined and as a result, mean very different things to different people.

Michael Neale and Dr David Corkindale

University of Adelaide Business School and University of South Australia

Sign in