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Monday, 07 November 2011 05:14

Online advertising hits quarterly record revenue of $688m


The Australian online advertising market has recorded an increase of 20 percent in the past year to reach $688m for the quarter ending 30 September. It is the ninth consecutive year-on-year increase since the commencement of data collection in 2002.

The data - released by IAB Australia in its Online Advertising Expenditure Report (OAER) compiled by PricewaterhouseCoopers (PwC) - showed that, in the quarter, general display advertising accounted for 23.9 percent of expenditure, classifieds advertising for 23.4 percent and search and directories advertising for the remaining 52.7 percent.

Within general display, email advertising increased 38 percent year-on-year to $10.5m and video advertising grew 43 percent to $12.0m.

All categories achieved growth compared to the prior year quarter. Search and Directories experienced the strongest growth at 30 percent, general display grew eight percent and classifieds 15 percent.

The finance, computers & communications and motor vehicles sectors continue to be the dominant industries using general display advertising. These industries represented 40.7 percent of the advertising market in the third-quarter 2011 compared to 44.3 percent in third quarter 2010. Motor vehicles - manufacturers was the largest subcategory at 12.7 percent of general display spending for the quarter, down slightly from 12.9 percent in the prior quarter.

According to Paul Fisher, CEO of IAB Australia, the results are consistent with previous forecasts for online advertising expenditure to exceed $3.0b in 2012. "The recent CEASA [Commercial Economic Advisory Service of Australia] figures for all media advertising expenditure for the six months to 30 June 2011 also showed the interactive advertising share of total media has grown to 19 percent," Fisher said. "Both the PwC and CEASA data reflect the accelerating confidence in interactive advertising by media agencies and advertisers as they continue to shift their budgets into digital media."

He added: "This shift is expected to increase further as the full impact of the IAB Australia recently-endorsed Nielsen Online Ratings online audience measurement methodology is published to the market."

Earlier this year IAB Australia was predicting that, by 2014, the online advertising market would be worth about $3.9b; more than either television or newspaper advertising.

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