Mobile And Online Ad Expenditure Surges: IAB

Mobile And Online Ad Expenditure Surges: IAB

Mobile and online advertising are smashing it, according to the latest figures from the Interactive Advertising Bureau (IAB).

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The report, compiled by PricewaterhouseCoopers on behalf of the IAB, showed total advertising expenditure increased 16% year on year as total monetary amount reached $4.6 billion during the past calendar year.

Total advertising expenditure for the December 2014 quarter was $1.2 billion, up 7.1% from the 2013 December quarter.

IAB tipped their hats off to all categories, with mobile reaching a 118% increase on last calendar year to reach total expenditure $762 million. Video grew 52% year on year to reach $237 million.

FMCG has emerged as the largest spending category for video advertising at 16.5% share for the full calendar year, while retail had its strongest ever quarter in Q4, reaching 10.9% of the total display sector.

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“While we are delighted about the sustained and robust growth of online advertising, we are most pleased that the proportion of expenditure in specific categories is aligning to category shares in the advertising market as a whole,” said Alice Manners, CEO of IAB Australia.

“This signifies that advertisers are seeing digital categories as being a comparable investment to their traditional counterparts. That’s good news for the online industry and reflects the hard work done by the IAB to help establish a fair and transparent industry and to promote the digital market as an effective and valuable investment.”

Retail had its strongest ever quarter in Q4 and now accounts for 10.9% of general display online advertising. General display advertising was valued at $1.4 billion for the calendar year, classifieds at $929 million and search and directories was again the largest category at $2.3 billion.

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