IAB: Aussie Online Advertising Hits $13.9B In FY22, But Shows Signs Of Slowing

IAB: Aussie Online Advertising Hits $13.9B In FY22, But Shows Signs Of Slowing
Karen Terranova
By Karen Terranova



The local Australian online advertising market recorded a 22 per cent increase year-on-year to reach $13.9 billion for the financial year ending 30th June 2022 according the IAB Australia Online Advertising Expenditure Report (OAER) prepared by PwC.

Fuelled by the Federal Election as well as both the summer and winter Olympics, all categories recorded double digit growth year-on-year, with video advertising peaking at 58 per cent share of general display advertising.  However, the data from OAER highlights more modest growth of 10.6 per cent in the June quarter, reflecting market changes and a recalibration of activity.

For the financial year, classifieds investment was up 30.1 per cent and increased its share of online advertising one point to 17 per cent ($2,414m) with growth across all categories but particularly driven by a surge in recruitment advertisements.  Search and directories share decreased slightly from 45 per cent to 44 per cent of the market ($6,068m), though the category recorded double digit growth for the second consecutive year.  General display advertising remained consistent at 39 per cent share of spend ($5,432m).

Mobile advertising regained ground for the financial year as mobility increased post-pandemic, while CTV video advertising’s share of spend softened slightly though it still represents the largest share of video device revenue. Programmatic buying of general display advertising for content publishers’ inventory remained steady at 70 per cent, with a shift towards guaranteed deals.

Gai Le Roy (lead image), CEO of IAB Australia commented: “Although revenue for the Australian digital advertising market in the June quarter was softer than the previous three quarters, growth was still robust at 10.6 per cent. There were strong results across the market for the financial year, with growth of 22 per cent versus 2021, buoyed by investment for the Olympics, Federal Election, and an incredibly strong bounce back for classified listings.”

For the quarter ending 30th June 2022, the total online advertising market represented $3.631m, with all categories recording year on year growth for the quarter, and general display, driven by video advertising, increasing its share of the advertising spend by three per cent.

Within the quarter, retail strengthened its leading position, with automotive, finance and FMCG advertising remaining consistent and entertainment entering the top five industry categories.

 




Please login with linkedin to comment

Gai Le Roy IAB pwc

Latest News

Real Home Care Clients & Staff Star In New HammondCare Campaign
  • Campaigns

Real Home Care Clients & Staff Star In New HammondCare Campaign

Real home care clients and the staff who care for them have starred in a new campaign for home care provider HammondCare, in an effort to show what quality care looks like. HammondCare at Home clients Olga Citroni, 81, of Cabramatta West, and Robyn Vickers, 74, of Hammondville, star in the video and digital campaign […]

Mutinex’s Henry Inniss: “I’m Imperfect As A Leader”
  • Technology

Mutinex’s Henry Inniss: “I’m Imperfect As A Leader”

Mutinex is one of the hottest startups in the marketing world at the moment with its GrowthOS and DataOS platforms offering brands, agencies and marketers a chance at true dollar-in, dollar-out marketing spend assessment. While its GrowthOS product has been around for a little while, its DataOS product is entirely new. Launched at the end […]

Recommended

by B&T Magazine

B&T Magazine
Slew Of Senior Hires At Sparro by Brainlabs & Jack Nimble
  • Advertising

Slew Of Senior Hires At Sparro by Brainlabs & Jack Nimble

Independent digital marketing agency, Sparro by Brainlabs, and creative production agency, Jack Nimble, have announced four new senior hires across the agency group. The appointments follow several significant recent new business wins and product launches. Lead image: Kiki Jones, Morgen Mathews, Lauren Nixon-Smith, Michael Sparkes Kiki Jones joins Jack Nimble as group account director following […]

SBS Audio Campaign Tells The Stories Of New Australians, With Multilingual Content Offerings To Assist Migrants
  • Advertising
  • Campaigns

SBS Audio Campaign Tells The Stories Of New Australians, With Multilingual Content Offerings To Assist Migrants

SBS Audio has launched a new marketing campaign for its ‘Australia Explained’ service which supports new migrants to successfully navigate life in Australia and achieve a greater sense of belonging and social cohesion. SBS’s flagship service for new migrants, Australia explained, has launched a multi-platform marketing campaign that reaches into the heart of the migrant […]

Tracker App Launches, Promising Consumers A Read On Brand’s & Products Sustainability Chops
  • Advertising

Tracker App Launches, Promising Consumers A Read On Brand’s & Products Sustainability Chops

Shoppers can now get access to sustainability information at their fingertips through Tracker, a first-of-its-kind mobile app. The Tracker app centralises sustainability data into a single, easy-to-understand format, helping shoppers make informed choices about the brands and products they support. Shoppers can simply scan the barcode of their favourite supermarket, chemist or department store item […]