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.
Welcome to Launch Marketing Council’s new 3-part series focused on unlocking the secrets of launching brands, products and service by exploring real-life examples from Australia’s marketing elite, in conjunction with the independent agency Five by Five Global.
In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.
If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.
The launch of a new brand, or indeed a rebrand, is a transformation to be greeted with fanfare. So why is it that once the brand has launched, the brand execution phase can also be the moment at which you kill its creativity?
It's an interesting direction, and fair play that they've backed what their service differentiator in the market is. It's a bit clunky bi...
Jeff
Versa launches bot-activated website
Algorithms that can make sense of unstructured data is the future. It's great to see experts in the field getting together to discuss AI.
Sumit Takim
In pictures: Harnessing AI for customer engagement - CMO roundtable Melbourne
Real digital transformation requires reshaping the way the business create value for customers. Achieving this requires that organization...
ravi H
10 lessons Telstra has learnt through its T22 transformation
thanks
Lillian Juliet
How Winedirect has lifted customer recency, frequency and value with a digital overhaul
Having an effective Point of Sale system implemented in your retail store can streamline the transactions and data management activities....
Sheetal Kamble
Jurlique’s move to mobile POS set to enhance customer experience