Online Ads Hit $1.15 Billion for March Says IAB

Online Ads Hit $1.15 Billion for March Says IAB
SHARE
THIS



The latest IAB/PwC Online Advertising Expenditure Report (OAER) has reported that mobile advertising reached $1.15 billion during the March quarter, a five percent increase year on year. The video advertising market was the star performer for the March quarter, growing 79 per cent year on year to reach $77 million.

The OAER comes on the heels of the Commercial Economic Advisory Service of Australia (CEASA) Advertising Expenditure in Main Media report, which shows digital advertising snared 36 per cent of the total $12.8 billion advertising market spend in Australia for calendar year 2014, up from 31 percent in 2013.  By contrast, FTA achieved 27 percent of the total market.

“The increase in video advertising expenditure is a reflection of the overall growing market understanding of the consumer’s desire to access content across a range of screens, all the time and at any time,” said Alice Manners, CEO of IAB Australia. “The recent IAB NewFronts in New York saw a record number of major players unveil their new content offerings to an industry audience of unprecedented scale.  It’s clear the industry is heavily investing in video content and we expect to see this continue to translate into ongoing growth in video here and in every other major market worldwide.”

Mobile advertising has continued its steady climb, with one in three general display dollars being spent on mobile display advertising – an increase of 13.5 percent year over year for the quarter to reach $230 million.  The OAER shows this growth has been driven by smartphones, with phone based advertising revenue increasing 20 per cent year over year, while tablet revenue grew six percent in the same period.  Overall mobile advertising expenditure now makes up 20 per cent of total online advertising expenditure.

The general display sector experienced a renaissance to reach its highest share since IAB Australia record keeping began in 2003, representing 34 percent of the total online advertising spend ($388 million) for the March quarter.  Search and directories was again the top category of the quarter with its $504 million representing 44 per cent of the total online market; and Classifieds captured 22 per cent, an increase of 18 per cent year on year to $255 million for the March quarter.

Of the general display advertiser categories, auto advertisers remain the largest spending category with a 17.5 per cent share. Real estate and FMCG advertisers continue to increase their share, now representing 11.2 per cent and 8.6 per cent respectively.  Within the Classifieds category, real estate remains the largest, followed by the recruitment and automotive categories.

 

 

Please login with linkedin to comment

Latest News

Study: 52% Of Gen Xers & Baby Boomers Have A ‘Nemesis’ Brand
  • Marketing

Study: 52% Of Gen Xers & Baby Boomers Have A ‘Nemesis’ Brand

Older consumers are more likely to be loyal to a brand for a long period of time, but they are also more likely to boycott a brand for the poor customer service they received, new research has revealed. Cloud mobile and online business messaging solutions provider LivePerson has released the results of its consumer research […]

Craig McLachlan Says He Will Sue Fairfax & The ABC Over Harassment Claims
  • Media

Craig McLachlan Says He Will Sue Fairfax & The ABC Over Harassment Claims

Embattled actor Craig McLachlan, currently the centre of some unsavoury sexual assault allegations, has said he will sue both Fairfax Media and the ABC. The two media bodies combined in a joint investigation to expose allegations that McLachlan sexually harassed three women – actresses Christie Whelan Browne, Angela Scundi and Erika Heynatz – during a 2014 production of The Rocky […]

by B&T Magazine

B&T Magazine
Former Adland Duo’s New Start-Up Attempts To Redefine The Future Of Freelancing
  • Marketing
  • Technology

Former Adland Duo’s New Start-Up Attempts To Redefine The Future Of Freelancing

The former MD of digital agency MullenLowe Profero, Dave Bentley, has partnered with ex-Razorfish’s Senior Tech Manager, Nick Stevens, to launch a new company designed to revolutionise freelancing in the creative and digital industries by streamlining the way organisations and freelancers find each other and work together. Cavalry Freelancing is an online marketplace that intelligently matches projects with industry freelancers in minutes based on expertise, skills, availability, rates and reputation.

Channel Nine’s Today Busted Nicking A BBC Promo “Word For Word”
  • Media

Channel Nine’s Today Busted Nicking A BBC Promo “Word For Word”

It’s been a rather ignominious debut for Nine’s Today show for 2018 amid accusations a promotion for its hosting line-up, featuring the newly-installed Georgie Gardner, is a direct rip-off of an ad that aired for a UK breakfast show back in 2016. B&T has contacted Nine for comment on the allegations, however, it declined our offer to do […]

by B&T Magazine

B&T Magazine
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 […]