Digital advertising dominates in first half of 2014: report

Worth $2.3 billion or 37 per cent of the total $6.2 billion advertising spend in the first half 2014

A new report from the Commercial Economic Advisory Service of Australia (CEASA) revealed the Australian digital advertising market was worth $2.3 billion or 37 per cent of the total $6.2 billion advertising spend in the first half 2014.

The report also found free-to-air (FTA) TV spend was at 27 per cent, which remained the same from the prevoius six months.

For the full 2014 financial year, digital took 34 per cent of the advertising market share, rising from 30 per cent in FY2013.

The Interactive Advertising Bureau (IAB) also offered some insight into the market, and is seeing continued growth in digital marketing.

“Mobile advertising is now outperforming both the magazine and outdoor advertising sectors, while video advertising is already more than double the total cinema ad market,” Interactive Advertising Bureau CEO, Alice Manners, said in a statement.

"Indeed current growth projections suggest that video advertising spend will reach almost half the pay TV ad market for this calendar year.

"As the market changes and agencies and marketers continue to tweak their budgets to get the best return on their investment and follow people’s media consumption habits, I wouldn’t be surprised to see digital representing $4 out of every $10 spent in the market for this calendar year."

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

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, or check us out on Google+: google.com/+CmoAu

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

Blog Posts

Does your brand need a personality review?

There are five tell-tale signs your brand needs to take a long hard look at itself.

Charlie Rose

Senior Strategy Consultant, Principals

How to create profitable pricing

How do we price goods and services? As business leaders, we have asked ourselves this question since the history of trading.

Lee Naylor

Managing partner, The Leading Edge

Sport and sponsorship: The value of event sponsorship

Australia’s cricketers captured the nation’s attention during their recent run to the semi-final of the ICC Men’s World Cup. While the tournament ultimately ended in defeat, for over a month it provoked a sense of belonging, hope and empowerment for millions of people across Australia. Cricket, and sport in general, has a near-unique ability to empower individuals, irrelevant of their background, demographic or nationality.

Nikhil Arora

Vice-president and managing director, GoDaddy India

I should check these guidelines. I think it's important for me. Thanks for the info!

Juana Morales

IAB releases social media comment moderation guidelines

Read more

I didn't know about that. Thanks!

Jamison Herrmann

Twitter 'recap' helps you catch up with missed tweets

Read more

😂😂😂😂😂😂😂😂

Max Polding

What it takes to turnaround an iconic Australian brand

Read more

I spend a lot of time in my professional life as a provider of marketing solutions trying to persuade customers that CX, UX, UI and Custo...

sketharaman

Gartner VP: Why CMOs and CIOs must band together to make CX a discipline

Read more

I live the best deals at LA Police Gear.

Tyrus Rechs

6 Ways to ramp up Social Media to Your Web Design

Read more

Latest Podcast

More podcasts

Sign in