Mobile and video star as digital ads climb yet again
Digital ad spends topped $3.3bn last year climbing above predictions at 17%, with mobile the star performer growing 220%.
Today the Interactive Advertising Bureau has launched its annual report which shows mobile pulled in $86m of ad spend, while online video also rocketed 30% taking $90.3m over that time.
General display ads grew 10%, search and directories were up 27% and classifieds also enjoyed a healthy 9% boost, with the sector aiming its sites on overtaking TV’s revenues this year.
Gai Le Roy, director of research for IAB Australia said: “The inexorable rise of mobile, video and search is showing little sign of abating and we are delighted that the online industry is continuing to beat all reported market predictions about lower growth rates.
“While mobile is currently experiencing a surge, we expect it will settle into strong and sustained growth rates, just as general online advertising expenditure did in 2000 after an extraordinary period of growth.”
Interestingly FMCG showed the biggest increase in expenditure in general display terms, despite being widely acknowledged to have declined spending in other main media, although the sector is still dominated by real estate and motors.
In the last quarter of 2012 mobile increased by 55% over the previous period, with 58% on smart phones and 42% on tablets, with 56% as general display and 44% as search.
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