Australian online ad market now worth $2.0b per year

Stuart Corner
Monday, 16 August 2010 08:16

IT Industry - Market

The Australian online advertising market has broken through the $2B barrier according to IAB Australia's latest Online Advertising Expenditure Report (OAER) compiled by PricewaterhouseCoopers.

loadposition stuart}The report puts total expenditure in online advertising for the 12 months to 30 June 2010 at $2.043b, a 13 percent increase on 2009. Paul Fisher, CEO of IAB Australia, said: "With double digit growth forecast, Australian online advertising expenditure is on track to exceed $3b [annually] in the next four years."

The report says that all three sectors of the market experienced growth in the year: general display advertising was up 11 percent, classifieds nine percent; and search and directories 16 percent. For the full year general display advertising accounted for 26.8 percent of total expenditure, classifieds 23.0 percent and search and directories 50.2 percent.

Finance, motor vehicles, computers and communications sectors continue to be the dominant users of general display advertising, accounting for 44 percent of the category – down from 48 percent in the previous year. Motor vehicle manufacturers have remained the single largest spender for the year, responsible for 10.7 percent of general display advertising expenditure.

Fast moving consumer goods, retail, health and beauty and insurance were the fastest growing industry sectors.