Latest Online Advertising Expenditure Report finds spending grew 25 per cent year on year
Online advertising expenditure exceeded $1bn in the September 2013 quarter for the first time, according to new figures from the Interactive Advertising Bureau (IAB). The category also recorded 25 per cent year on year growth since September 2012.
The Online Advertising Expenditure Report (OAER), produced for IAB by PricewaterhouseCoopers, found that display advertising recorded the largest increase with 41 per cent year on year growth reaching $295.6m in the September quarter.
Search and display had figures of $527.4m, while classifieds recorded $193.7m. According to the report, search and display now represents 52 per cent of the total Australian online advertising market, followed by general display (29 per cent) and classifieds (19 per cent).
Mobile advertising makes up 11 per cent of the market, with spending of $110.7m. Fifty-eight per cent of this was search and 41.6 per cent general display. Device category shares were almost equal with smartphones making up 51.4 per cent and tablets, 48.6 per cent.
Video advertising now represents 15 per cent of the total display advertising market with expenditure of $43.1m.
Email display advertising continues to trend downwards. Email advertising expenditure fell to a record quarterly low of $2.1m during the quarter, a drop of 52 per cent compared to the previous June quarter and 63 per cent year-on-year.
In August 2013, the IAB released figures that showed online advertising expenditure in the past year to 30 June rose 14.6 per cent to $3.6bn.
“This report and the recent CEASA data confirm that the overall health of the online advertising market is very robust,” said IAB Australia CEO, Alice Manners.
“We expect that by the end of this calendar year the online advertising sector will exceed 30 per cent of the total advertising market.”
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
If the FANG (Facebook, Amazon, Netflix, Google) sector and their measured worth are the final argument for the successful 21st Century model, then they are beyond reproach. Fine-tuning masses of algorithms to reduce human touchpoints and deliver wild returns to investors—all with workforces infinitesimally small compared to the giants of the 20th Century—has been proven out.
Marketers have made strides this year in sustainability with the number of brands rallying behind the Not Business As Usual alliance for action against climate change being a sign of the times. While sustainability efforts have gained momentum this year, 2020 is shaping up to be the year brands are really held accountable for their work in this area.
As a Marketer, the ‘Scotty from Marketing’ meme troubles me.
In this bonus last episode of this new podcast series, BrandHook MD, Pip Stocks, talks with former ANZ group general manager of marketing, Louise Eyres, talks about the importance of thinking like a customer and using intuition to solve customer painpoints.
It's a pretty interesting article to read. I will learn more about this company later.
Dan Bullock
40 staff and 1000 contracts affected as foodora closes its Australian operations
If you think it can benefit both consumer and seller then it would be great
Simon Bird
Why Ford is counting on the Internet of Things to drive customer engagement
It's a good idea. Customers really should control their data. Now I understand why it's important.
Elvin Huntsberry
Salesforce CMO: Modern marketers have an obligation to give customers control of their data
Instagram changes algorithms every time you get used to them. It really pisses me off. What else pisses me off? The fact that Instagram d...
Nickwood
Instagram loses the like in Australia; industry reacts positively
I tried www.analisa.io to see my Instagram Insight
Dina Rahmawati
7 marketing technology predictions for 2016