A “universally challenging” advertising landscape has slowed online advertising growth in Australia.
The Interactive Advertising Bureau (IAB) has released its Online Advertising Expenditure Report, prepared by PwC, for the 2019 financial year.
The report found total spend for the year reached $9.0bn, representing a 7.1 per cent year-on-year increase.
This was down from 11 per cent growth the previous financial year.
According to IAB CEO Gai Le Roy, the Australian downturn is indicative of global challenges for online advertising, but could still present opportunities.
“We are seeing steady digital growth within a universally challenging advertising environment,” she said.
“It is proven that a slower advertising market offers the brave marketer an opportunity to invest in order to take market share so it will be interesting to see how vertical category investment unfolds over the medium term.”
PwC Australia chief economist Jeremy Thorpe added: “Australian businesses are operating in a challenging low growth environment. Investment in marketing is an essential tool for businesses to grow their available market to achieve growth.”
Video and Mobile draw investment
The report also shows shifting consumer behaviours have influenced where advertisers are spending.
The total mobile advertising market increased by $1bn to reach $4.6bn in total, marking a 28.4 per cent year-on-year increase.
IAB tipped the introduction of 5G to further increase investment in this space.
Video remains the fastest growing format of the $3.4 bn display market and accounts for 44 per cent of total display (see graphic below).
Total video advertising now stands at $1.5 bn (up from $1.3 bn in 2018) assisted by the growth of connected TV inventory and revenue.
Search and Directories also showed strong growth, increasing 8.0 per cent in the twelve months ended 30 June 2019, whilst growth for General Display and Classifieds stood at 7.4 per cent and 4.2 per cent annual growth respectively.
Pinterest has introduced a new suite of creator and Pinner products and experiences globally, as the platform continues to evolve to become home for the next generation of creators. At its second annual Pinterest Creators Festival, featuring Megan Thee Stallion and Storm Reid. Pinterest creators Kerin Rose Gold, Wendy’s World, Henri Purnell, Carolina Gelen and […]
Agency Digitas ANZ has developed its own unique brew of beer, galvanizing the team to channel its expertise in data, technology, digital media and creative. The brainchild of senior creative at Digitas, Nick Duron – Digitas’ ‘Unicorn Punch’ comes in alcoholic and non-alcoholic varieties and was created as a means of making Australian and New […]
As Australia prepares to hit its 70 per cent nationwide double vaccination milestone, a new study from Afterpay reveals how Gen Z and Millennials are ready to Press Play on their lives, after 9 in 10 (88 per cent) missed key life events through lockdowns. From hitting restaurants, cafés and pubs and jetting off overseas, […]
New data from Hootsuite and We Are Social reveals that as of June, social media user numbers have jumped by 13 per cent since the same time last year, with the latest data showing an increase of more than half a billion users in just 12 months. The Digital 2021: July Global Statshot report revealed key findings […]
Producers Rodney Rigby and Junkyard Dog Productions have announced that the worldwide smash hit, Tony and Olivier award-winning musical COME FROM AWAY, has reopened at the Capitol Theatre in Sydney. The pandemic led to all theatre shows closing curtains in Sydney, however, with vaccinations rates soaring and restrictions easing, the theatre is back and Sydney […]
Former PMs, high-ranking politicians and climate experts blow the whistle on how Australia became an international climate change pariah in the new Guardian Australia podcast series, Australia v the climate. Guardian Australia will release a special investigative podcast series ahead of the Cop26 global climate summit, scrutinising Australia’s role in the climate crisis over more […]
TBWA\Sydney Group has announced two new key promotions of Nitsa Lotus to chief growth officer and Tanya Vragalis to managing director. In her new role, Lotus will be focused on leading growth initiatives and innovation across each of the agencies within the TBWA\Sydney Group – TBWA, Eleven, Fleishman Hillard, Fabric and Bolt – as well […]
The beauty industry needs to reflect greater diversity both in front and behind the camera, as consumers increasingly align with brands that share their values, according to a panel of leading experts speaking at Are Media’s latest insight series TRENDtalks: Beauty. Hosted by leading Australian beauty expert and presenter Michael Brown, TRENDtalks: Beauty also highlighted […]
Findings from the latest Podsights Benchmark Australian Report shows ARN’s iHeartPodcast Network is a market leader in advertising effectiveness and continues to perform well above global benchmarks. Through its partnership with Podsights, ARN is setting the standard for podcast advertising measurement, providing commercial partners with data-led insights to ensure maximum engagement and conversion with iHeartPodcast […]
Advertising revenue for metropolitan commercial radio stations reached $53.149 million in September, reflecting a year on year rise of 12.7 per cent, according to data compiled by Milton Data and released by industry body Commercial Radio Australia (CRA). September quarter ad revenue totalled $151.373 million, up 16.1 per cent from the corresponding period a year […]
GAMURS Group, the esports and entertainment media network that reaches more than 100 million passionate gamers globally per month, has announced the appointment of Alex Walker as its vice president of content for the Asia Pacific region. Walker joins GAMURS after more than six years at Allure Media and Nine’s Pedestrian Group, where he was […]