Classified Ads Booming According To IAB Report

Classified Ads Booming According To IAB Report
SHARE
THIS



Product development and a focus on yield growth have seen Classified Advertising emerge as the highest growth category according to the latest Interactive Advertising Bureau (IAB) Online Advertising Expenditure Report for the quarter ending 30 September, 2014.

Total online advertising expenditure for the quarter was $1.2 billion, a 16% year-on-year growth.

Classified advertising expenditure during the quarter was $238 million, an increase of 4.4% on the prior quarter and 22.8% year on year. In comparison to other markets, 20% of the total Australian digital expenditure went toward classifieds during the quarter, as opposed to 14% in the U.K. and 6% in the U.S.

“The growth of classified advertising is a great story for Australia, with our share of digital expenditure for classifieds far exceeding other markets,” said Alice Manners, IAB Australia CEO. “Australia is certainly reaping the benefits from industry innovations in this sector and strong market players including REA and Carsales are delivering world leading results in their verticals. It’s clear that marketers continue to have great confidence in the online advertising market.”

The report, which is compiled by PricewaterhouseCoopers (PwC) and is based on submissions from publishers and estimates of Google and Facebook, indicates strong growth was recorded across all segments compared to the same quarter in 2013, with Search up 10% and General Display recording a 22% increase.

Search and Directories expenditure was $580m during the quarter, representing 49% of online advertising expenditure, while General Display generated $362 million in the quarter and now represents 31% of the digital advertising market, its highest market share since 2006. Retail advertisers made up 10% of the General Display spend, signalling a willingness to continue their investment in digital.

Mobile advertising yet again saw dramatic growth, reaching $205 million for the quarter, up 85% year-on-year to reach 17.4% of the total online advertising market and 26% of general display – up from 22.5% from last quarter. 55% of total mobile advertising expenditure was attributed to search, with 45% spent on general display. Device category shares for general display were 56% for smartphones and 44% for tablets, representing an increase in smartphones’ share of mobile advertising over time.

Video advertising for September Quarter 2014 reached $62.3 million, an increase of 1.4% on the prior quarter and a year-on-year increase of 41.8%. It now accounts for over 17% of general display advertising expenditure during the quarter. FMCG advertisers were again the single biggest investors in online video advertising with 15% of total video revenue coming from this sector. Auto advertisers also increased their video spend to 12.7% making them the second largest advertiser category for video.

Latest News

Pooled Energy Appoints Magnum & Co And The Wired Agency
  • Advertising
  • Marketing

Pooled Energy Appoints Magnum & Co And The Wired Agency

Swimming pool electricity retailer Pooled Energy has appointed Magnum & Co and sister agency The Wired Agency to its roster, following a competitive pitch. Magnum & Co will handle Pooled Energy’s social media and PR, while The Wired Agency has been appointed to manage the company’s search and display advertising. Both agencies will collaborate with […]

Masculinity Roasted In Clever New Ad
  • Advertising
  • Campaigns

Masculinity Roasted In Clever New Ad

Think masculinity means drinking a case without chundering? Well, rediscover it (& possibly yourself) with this top ad.

by B&T Magazine

B&T Magazine
WPP AUNZ Partners With Career Trackers Indigenous Internship Program
  • Advertising

WPP AUNZ Partners With Career Trackers Indigenous Internship Program

Advertising and marketing network WPP AUNZ has joined the Career Trackers Indigenous Internship Program as part of its commitment to a diverse workforce, and the creation of opportunities that inspire excellence. As part of the program, WPP AUNZ has welcomed its first three interns: Abi-Leigh Dillon (WPP AUNZ), Amy Mccutcheon (MediaCom) and Jacinta Evans (Ogilvy), […]

Taboo Goes On A Hiring Spree
  • Advertising

Taboo Goes On A Hiring Spree

Taboo has gone a hiring spree. And when it comes to sprees, that's far better than a shooting one or a farting one.

M&C Saatchi Group’s 1440 Shuts Up Shop
  • Marketing

M&C Saatchi Group’s 1440 Shuts Up Shop

Sadly, M&C Saatchi's 1440 is no more. And chances of it being reborn as 1550 not looking much chop either.

by B&T Magazine

B&T Magazine
Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine
APN Outdoor Takes Off With Queenstown Airport Contract
  • Advertising
  • Media

APN Outdoor Takes Off With Queenstown Airport Contract

Out-of-home media business APN Outdoor has won the tender for New Zealand’s Queenstown Airport. As part of the new agreement, APN Outdoor has flagged extensive development plans for Queenstown Airport’s advertising assets. The new contract adds Queenstown Airport to APN Outdoor’s existing portfolio of Auckland and Christchurch Airports. The media company will hire a South […]