A report by media agency ZenithOptimedia has predicted that the Australian ad market will increase just three per cent in 2016 with a predicted spend of $13.5 billion.
Although any increase is good news the figures do seem underwhelming in a year that will feature both the Rio Olympic Games and a federal election.
According to ZenithOptimedia the big winners in ad spend will be the out of homers and, of course, digital (namely mobile). Outdoor’s transition to digital in recent years continuing to pay handsomely for the sector which is expected to rise almost nine percent from 2015, while digital is expected to snare just under $6 billion of all ad spends this year.
But with any winners there are always a loser. And, you guessed it, the predictions aren’t great for print with both newspapers and magazines to take a hit. Spends on newspapers are predicted to fall 18 per cent to $1.3 billion and magazines a similar amount to $319 million.
Speaking to Fairfax Media this morning, ZenithOptimedia’s trading director Sue-Ellen Osborn said: “We also expect that a recent improvement in consumer sentiment will translate into improved advertising spend coming out of the retailer and the consumer goods categories. Digital and OOH (out of home) mediums continue to be the mediums that benefit the most from this growth.
“Growth in digital has primarily been driven by an increase in mobile advertising, which grew over 50 per cent year on year, and by OLV (online video), which doubled in spend and was responsible for almost all of the growth in digital display.
“Mobile and OLV will continue to drive digital growth into 2016 and ZenithOptimedia is forecasting that before the end of the year, mobile advertising spend will have overtaken newspapers,” Osborn said.
The study found that it looks like being another tough 2016 for the free-to-air TV players with their revenues predicted as flat. Radio spend is predicted to increase 2.9 per cent and cinema advertising up five per cent.
Twitter has just experienced its fastest growth in revenue since 2014, with the social media platform benefiting from increased interest from advertisers. Revenue was up 74 per cent YoY, according to the company’s Q2 results, reaching $US1.19 billion ($1.6 billion) from $US683.4 million ($925 million) 12 months ago. The strong results came in the same […]
Wild Turkey has announced the launch of its new global creative campaign and platform, ‘Trust Your Spirit’, featuring the brand’s creative director and spokesperson, Matthew McConaughey. The global campaign and platform ‘Trust Your Spirit’ is to encourage people to be bold, unapologetically themselves, and stay true to who they are. The global tagline and ethos […]
Telecommunications company Optus has announced it will launch the world’s first TikTok sign-language activated filter. Featuring Optus ambassador Ian Thorpe, Optus will unveil a branded effect that shows TikTok users how to say key phrases in Auslan sign language, including ‘How are you?’ and ‘It starts with Yes’, through the hashtag challenge #SignYes. Optus will […]
Podsights has revealed new insights into the effectiveness of advertising in podcasts, tracking global and Australian podcast advertising trends. This is the first Australian report to be published since ARN partnered with Podsights to set the standard for best-in-class podcast advertising measurement. The report includes additional analysis and follows a series of Measurement Masterclasses held for […]
NGEN’s 2021 charity cup has raised over $175,000 for UnLtd charity partner Gotcha4Life. Gotcha4Life is a not-for-profit foundation raising awareness and funding to provide educational workshops and innovative programs that build mental fitness in individuals and communities. While Sydney and Brisbane completed the Charity Cup in June, before Covid restrictions hit, the final leg in […]
Australian tech incubator Cicada Innovations and Biennale of Sydney are launching the ‘New & Sustainable Materials Challenge,’ in an effort to create a more sustainable future. The works of chosen material-makers will be showcased to millions of Biennale audiences, exhibition partners, and exhibition makers globally. The Challenge is open to any Australian and UK startups, […]