Online Ad Expenditure Set to Break The $6 Billion Mark In Australia: IAB

Online Ad Expenditure Set to Break The $6 Billion Mark In Australia: IAB
SHARE
THIS



Australian online advertising experienced a significant surge in the final quarter of 2015, to reach $5.9 billion for the twelve months ending December 31, a 24 per cent increase over CY2014.

The growth, which was reported in the latest IAB/PWC Online Advertising Expenditure Report, is another major milestone for the industry, which has now achieved double digital year on year growth of at least 21 percent since 2010.

Each of the advertising categories measured in the Report experienced significant growth over CY2014, led by General Display which grew 46 percent to reach $2.1 billion for CY15. Classified advertising increased 22 per cent to top $1.1 billion; while search and directories recorded 14 per cent growth to reach $2.8 billion.

“This is an outstanding result for the industry,” said 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. This is representative of all the hard work that has been done by both the IAB and the entire industry over nine years to establish a fair and transparent online market. 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.”

Mobile advertising expenditure continued its meteoric rise in 2015 growing $695 million (81 per cent) from CY2014 to reach $1.55 billion, with 65 per cent of spend 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 CY 2014.

Video advertising also delivered growth of over 75 per cent for the year, reaching $484 million in CY2015, up from $276.5 million in CY2014. It now accounts for 23 per cent of general display advertising.

Retail, real estate and motor vehicles continue to dominate the general display share of advertising. Real estate posted the largest gain of share, growing from 10 per cent in CY2014 to 12.2 per cent in CY2015. Motor vehicles advertising slipped back just under one percent of its category share to hold 17.2 percent of general display dollars, while retail maintained its share at 10.1 per cent, just ahead of finance which decreased to an 8.7 per cent share of display advertising.

Online advertising expenditure in Q4 2015 reached $1.7 billion, an increase of 28 per cent on the same quarter in 2014, and a 9.2 per cent increase over Q3 2015. This growth was driven largely by general display which increased 47 per cent in the quarter, with search and directories growing 18 per cent and classifieds posting a 22 per cent increase.

Please login with linkedin to comment

Latest News

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.
  • Opinion

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.

In this guest post, CEO of content marketing agency Edge, Fergus Stoddart (pictured below), says brands would do well to play on their customer’s loyal tribalism… Normally over Christmas, any downtime is spent asleep on the sofa, mildly lubricated with a belly full. This year, with the Ashes in the background, I managed to stay awake […]

Opinion

by B&T Magazine

B&T Magazine
Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour
  • Marketing

Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour

Red Bull Holden Racing team took the covers off its 2018 Holden Commodore Supercar today. Floating on a barge in Farm Cove, the harbour provided a stunning backdrop for the reveal. Teammates Jamie Whincup and Shane van Gisbergen have won the past two championships for the squad. Whincup, now the greatest of all time with seven Supercar’s titles, […]

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency
  • Advertising
  • Campaigns
  • Technology

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency

As part of its summer fire campaign, the Victorian government has launched a virtual reality (VR) bushfire experience and content series via The Fuel Agency. The VR experience places the user in the midst of a large bushfire, and is designed to encourage people to leave early on high-risk days before it’s too late. The […]

Local Ad Tech Company VeNA Partners With RugbyPass
  • Advertising
  • Media
  • Technology

Local Ad Tech Company VeNA Partners With RugbyPass

ad tech company VeNA has signed an exclusive reseller partnership covering Australia and New Zealand with digital rugby network RugbyPass. Across Asia and parts of Europe, RugbyPass is the exclusive digital rights holder and over-the-top broadcaster for live rugby, including the Super Rugby, the Rugby Championship and autumn internationals, the Six Nations, the Aviva Premiership, […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]