Online advertising rose by 10.7% in the second quarter of 2007 to $325.5m on the previous three months of the year, making it the largest second quarter ever recorded.
Figures from PricewaterhouseCoopers show that search and directory advertising account for 45% of the total, while general display and classified advertising made up 28% and 27% respectively.
Finance, computers and communications and motor vehicles are the heaviest users of general display advertising, making up 54% of spend. Recruitment is still the leading category in classified advertising, followed by real estate and then automotive.
In the 12 months ending 30 June 2007 online ad spending hit nearly $1.2bn, an increase of 54.2% on the previous 12 months.
PwC compile the figures based on information provided t o it from online sales companies that represent more than 1000 websites.
PwC lead partner for technology, entertainment and media, Paul McNab, said: “The report shows that solid growth across all categories has continued, with especially strong growth continuing in Search and Directories. It is clear that advertisers continue to increase their online advertising budgets as they become more accustomed to online media.”
IAB Australia general manager Patty Keegan said: “The quality of data being captured by PwC is high and we’re confident that this report provides the most comprehensive and accurate measurement of online advertising expenditure in Australia.”
