Online advertising spend has experienced its largest ever quarter results with an increase of 32.2% on last year, reaching $347.75m in the three months to September
The Interactive Advertising Bureau Online Advertising Expenditure Report, which is prepared by PricewaterhouseCoopers also recorded a 6.8% increase from this year’s second quarter – ending June 30, up by $22.5m.
Patty Keegan IAB Australia general manager said: “The market is growing steadily and we anticipate that Q4 will again experience a seasonal growth surge, which should ensure the reported market reaches the predicted $1.4 billion for the full calendar year.”
The breakdown of ad spend remains unaffected in this year’s third quarter, with general display and classifieds accounting for 28% and 26% of the total expenditure, respectively. Search and directories advertising makes up the remaining 46%.
The finance, computers and communications and motor vehicles categories continue to dominate general display advertising - making up 52% of its total spend. Recruitment continues to be the leading category for classified expenditure, followed by real estate, and automotive.
PwC lead partner for technology, entertainment and media, Paul McNab said: “The increased penetration of broadband internet access enables content providers to offer a richer media experience, thereby enhancing the online offerings to consumers.”
