Online advertising nearly cracks $6 billion in 2015

Latest IAB/PwC figures show digital advertising grew by 24 per cent between 2014 and 2015

Australia’s online advertising reached nearly $6 billion last year and grew by nearly a quarter over the previous year, the latest Interactive Advertising Bureau/PricewaterhouseCoopers report has revealed.

Online advertising including general display, classified advertising and search and directories, climbed to $5.9 billion for the 12 months to 31 December 2015, a rise of 24 per cent on 2014 and the fifth consecutive year of double-digit growth for the industry.

Growth was led by general display spend, which rose by 46 per cent in 2015 to $2.1bn. Classified advertising also grew 22 per cent to $1.1bn, while search and directories recorded 14 per cent growth to $2.8bn.

Mobile advertising was clearly a fast-growth area, with expenditure increasing by 81 per cent year-on-year to reach $595m in 2015. Out of this, 65 per cent of spend was on smartphones and 35 per cent on tablets. Mobile advertising now accounts for 40 per cent of all general display advertising, up from 25.5 per cent in 2014.

Video was the other stellar performer, growing by 75 per cent year-on-year to reach spend of $484m in 2015 and representing 23 per cent of general display advertising.

“This is an outstanding result for the industry,” said outgoing IAB CEO, Alice Manners. “When the IAB first started recording online ad expenditure just nine years ago, it was at $1.3 billion and today we are poised to break the $6 billion barrier.

“We have come a long way, but there is still much room for improvement and we are already looking forward to the next major milestone being achieved.”

Across industries, retail, real estate and motor vehicles led the pack for general display spend, with real estate posting the largest gain of share, growing from 10 per cent in 2014 to 12.2 per cent in 2015.

For Q4, online advertising expenditure reached $1.7bn, an increase of 28 per cent year-on-year and a 9.2 per cent on Q3 results.

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

Latest Videos

Conversations over a cuppa with CMO: ABC's Leisa Bacon

In this episode of Conversations over a Cuppa with CMO, ABC's director of audiences, Leisa Bacon, shares how she's navigated the COVID-19 crisis, the milestones and adaptability it's ushered in, and what sustained lessons there are for marketers as we start to recover.

More Videos

Very insightful. Executive leaders can let middle managers decide on the best course of action for the business and once these plans are ...

Abi TCA

CMOs: Let middle managers lead radical innovation

Read more

One failing brand tying up with another failing brand!

Realist

Binge and The Iconic launch Inactivewear clothing line

Read more

I am 56 years old and was diagnosed with Parkinson's disease after four years of decreasing mobility to the point of having family dress ...

Nancy Tunick

The personal digital approach that's helping Vision RT ride out the crisis

Read more

I am 57 and diagnosed in June 2009. I had a very long list of symptoms, some of which were. Keeping right arm close to my side while walk...

Nancy Tunick

Gartner survey: CMO spending hit by COVID-19

Read more

Audible did such a great job on their marketing and at the same time, there are no false promises. The support, quality, variety all good...

Vitaliy Lano

Audible's brand plan to build the value of audiobooks

Read more

Blog Posts

MYOD Dataset: Building a DAM

In my first article in this MYOD [Make Your Organisation Data-Driven] series, I articulated a one-line approach to successfully injecting data into your organisation’s DNA: Using a Dataset -> Skillset -> Mindset framework. This will take your people and processes on a journey to data actualisation.

Kshira Saagar

Group director of data science, Global Fashion Group

Business quiet? Now is the time to review your owned assets

For businesses and advertiser categories currently experiencing a slowdown in consumer activity, now is the optimal time to get started on projects that have been of high importance, but low urgency.

Olia Krivtchoun

CX discipline leader, Spark Foundry

Bottoms up: Lockdown lessons for an inverted marketing world

The effects of the coronavirus slammed the brakes on retail sales in pubs, clubs and restaurants. Fever-Tree’s Australia GM Andy Gaunt explains what they have learnt from some tricky months of trading

Andy Gaunt

General manager, Fever-Tree Australia and New Zealand

Sign in