Report: Surge in mobile, video and online ad spend

Australian online ad spend has surged again in the September quarter according to a recent report by IAB and PWC

Australian online advertising spend has surged again for the quarter ending September 2015, with mobile and video ad spend on the rise.

The latest IAB/PWC Online Advertising Expenditure Report (OAER) showed online advertising delivered 33 per cent year-on-year growth for the quarter ending September 2015, reaching $1.565bn. General display advertising was the leading sector for the quarter, achieving 53 per cent year-on-year growth, while classifieds grew 28 per cent and search and directories grew 21 per cent.

According to the latest CEASA analysis for the six months ending June 2015, online advertising now accounts for 41.3 per cent of total advertising revenue, up from 36 per cent last report.

Mobile advertising expenditure increased to $418.9 billion in the September quarter, with smartphones now holding 67 per cent of the device category share and tablets at 33 per cent. Video advertising also maintained its strong performance, recording an increase of 107 per cent year on year to reach $128.9m of the total ad expenditure.

“In a time when other advertising mediums are challenged, there is no doubt that consumers adoption of interactive screens is driving advertiser optimism and thus interactive ad budget growth,” IAB Australia CEO, Alice Manners, said. “These OAER figures definitively cement interactive advertising’s position as the largest ad segment in the Australian marketplace and confirm marketers’ confidence in using digital to reach consumers.”

Across the industry sectors motor vehicles and real estate maintained their dominance of the general display market in the September quarter 2015, with the same two industry categories making up 27.3 per cent of general display in the equivalent prior year quarter.

According to the report, FMCG now dominates video advertising, with a 17 per cent with the health, beauty, pharmaceuticals and motor vehicles categories the other leading industry categories in video display advertising.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, 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

Taking performance cues from east Asian markets

As the ‘Asian century’ becomes ever more prevalent and the Fourth Industrial Revolution gathers speed, marketers are having to surf a tidal wave of creative destruction. The choice is stark: Embrace change, or resign yourself to a Darwinian fate.

Dr Chris Baumann

Associate professor, Macquarie University

Searching for social and marketing data

Many marketers, agencies - and everyone in between - get caught up on bubble references and data points. They’ll use Facebook best practice as the only best practice for Facebook executions and only consider metrics and responses of the one channel they’re expected to deliver on.

Isaac Lai

Connections strategy lead, VMLY&R Sydney

Why Australia needs more leaders

A few weeks ago, our Prime Minister, Scott Morrison took it upon himself to tell companies and their CEOs where to go when it came to societal issues. It wasn’t an organisation’s place to get involved. Instead, he said it should be left to governments to solve societies challenges.

Dan Banyard

Managing director, Edentify

Congratulations! So good to see a business turnaround with a good omni channel email lead strategy.Antanthonyidle.com

Anthony Idle

How Total Tools overhauled its omnichannel marketing

Read more

Well, you can always improve your service. Your customers will appreciate your efforts.

Mike Thompson

Report: Australian customer experience good but not great

Read more

Thanks for sharing! Terracotta Jewellery Online Shopping Ethnic Jewellery Online Shopping

Cotton Sarees Online

How data is driving the customers of a lifetime for BaubleBar

Read more

Informative blog. Xero is a well-known revolutionized accounting software, specifically developed to provide best User Experience and mak...

NavkarConsultancyServices

Xero evolves to fit a changing marketplace

Read more

>Writes article about how to show diversity in an authentic way>All featured opinions are from white women

Jennifer Metcalfe

Food for Thought: How can brands show diversity in an authentic way?

Read more

Latest Podcast

More podcasts

Sign in