Australia’s Digital Advertising Market Lifts 25.8% In March Quarter
Australia’s digital advertising market is continuing its emergence from the pandemic, recording a 25.8 per cent year-on-year increase for the March quarter 2021.
The market reached $2.883 billion for the quarter, with search and directories increasing 26.5 per cent general display increasing by 28.9 per cent and classifieds up 18.5 per cent.
“Digital advertising continues apace and we’re seeing a diversification of that spend into a broader range of opportunities across different digital offerings. There’s no doubt the Australian market is bouncing back but there’s still plenty of room for further growth, with expectations that as borders re open and supply chains improve, both the travel and automotive categories will increase the investment in digital advertising,” said IAB Australia CEO Gai Le Roy.
With domestic and some international travel returning this year, travel advertising has begun its recovery and is up on the previous quarter.
Elsewhere, finance and real estate also showed an uptick.
Total video advertising expenditure fell slightly to $572m in the March quarter following a record spend of $645m in the immediately preceding December 2020 quarter.
Programmatic trading of content publishers video inventory increased in the March quarter, peaking at 61 per cent of the total expenditure, versus 34 per cent bought through agencies.
Image: iStock/phototechno
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