Product development and a focus on yield growth have seen Classified Advertising emerge as the highest growth category according to the latest Interactive Advertising Bureau (IAB) Online Advertising Expenditure Report for the quarter ending 30 September, 2014.
Total online advertising expenditure for the quarter was $1.2 billion, a 16% year-on-year growth.
Classified advertising expenditure during the quarter was $238 million, an increase of 4.4% on the prior quarter and 22.8% year on year. In comparison to other markets, 20% of the total Australian digital expenditure went toward classifieds during the quarter, as opposed to 14% in the U.K. and 6% in the U.S.
“The growth of classified advertising is a great story for Australia, with our share of digital expenditure for classifieds far exceeding other markets,” said Alice Manners, IAB Australia CEO. “Australia is certainly reaping the benefits from industry innovations in this sector and strong market players including REA and Carsales are delivering world leading results in their verticals. It’s clear that marketers continue to have great confidence in the online advertising market.”
The report, which is compiled by PricewaterhouseCoopers (PwC) and is based on submissions from publishers and estimates of Google and Facebook, indicates strong growth was recorded across all segments compared to the same quarter in 2013, with Search up 10% and General Display recording a 22% increase.
Search and Directories expenditure was $580m during the quarter, representing 49% of online advertising expenditure, while General Display generated $362 million in the quarter and now represents 31% of the digital advertising market, its highest market share since 2006. Retail advertisers made up 10% of the General Display spend, signalling a willingness to continue their investment in digital.
Mobile advertising yet again saw dramatic growth, reaching $205 million for the quarter, up 85% year-on-year to reach 17.4% of the total online advertising market and 26% of general display – up from 22.5% from last quarter. 55% of total mobile advertising expenditure was attributed to search, with 45% spent on general display. Device category shares for general display were 56% for smartphones and 44% for tablets, representing an increase in smartphones’ share of mobile advertising over time.
Video advertising for September Quarter 2014 reached $62.3 million, an increase of 1.4% on the prior quarter and a year-on-year increase of 41.8%. It now accounts for over 17% of general display advertising expenditure during the quarter. FMCG advertisers were again the single biggest investors in online video advertising with 15% of total video revenue coming from this sector. Auto advertisers also increased their video spend to 12.7% making them the second largest advertiser category for video.
me&u, Australia’s first and leading mobile ordering and payment platform, has appointed Clementine Churchill as Head of Marketing as they continue to drive rapid growth and expansion in Australia and new international markets. A highly experienced marketing leader and recognised industry thought leader, Churchill joins me&u from My Muscle Chef, one of Australia’s top rated […]
MILO is on the search for Australia’s best made MILO, calling on fans to share their creations for the chance to win #TheMILOCup, via Ogilvy Sydney. This integrated campaign follows on from the success of last year’s ‘Hot v Cold’ campaign, which encouraged Aussies to settle the debate on whether MILO is best enjoyed hot […]
New research from Getty Images, a world leader in visual communications, has found that LGBTQ+ representation in ANZ remains low and stereotypical. It’s 2021 – this needs to change – especially in marketing and advertising. In partnership with GLAAD, the LGBTQ+ media advocacy organisation, Getty Images has launched a full-spectrum Guidebook in direct response to […]
Natural historian Sir David Attenborough is one of the most commanding and respected storytellers in the world and now the iconic series, David Attenborough Life Stories, is available on LiSTNR as part of SCA’s recently announced partnership with the BBC. David Attenborough Life Stories is a series of talks on the natural histories of creatures and […]
Menulog has doubled down on its marketing support for restaurant partners, with the promotion of Senior Marketing Manager, Rami Tamer, to a newly created role of ‘Head of Partner Marketing’, as well as the promotion of former-Blue 449 Performance Manager, Jaryd Buggins. In the new Head of Partner Marketing role, Rami will lead a team […]
ARN has announced Barry Drinkwater will be handing over his content director reins at 97.3FM and 4KQ to respected radio executive, Alisson Longhurst. Drinkwater has had a stellar career in radio spanning more than four decades, and was acknowledged as one of Australia’s Top 20 Content Directors by Radio Today in 2020. He began his radio career […]
Australia’s largest social enterprise is turning 25. On the anniversary of Australia’s first Big Issue magazine being sold on the steps of Melbourne’s Flinders Street Station in June 1996, Town Square has created a campaign to mark the occasion. 25 Years Big is a celebratory statement of pride, rendered in the iconic Big Issue logo […]
The Australian commercial radio industry has joined a global working group of broadcasters, carmakers and tech experts collaborating on the innovation of radio in Android Automotive. Android Automotive is Google’s infotainment operating system which is being built into new connected cars. Industry body Commercial Radio Australia is part of the working group, led by the […]
For the third consecutive year, Triple M’s No Talk Day will return on Thursday July 1 to raise awareness around men’s mental health and encourage courageous conversations on Triple M’s 45 stations across the country with support from partner Beyond Blue. From 6:00am – 6:00pm on July 1, Triple M is encouraging listeners to clear […]
Consumer shifts in how and where people buy products evolved significantly during the COVID-19 pandemic, creating new opportunities for retailers to use new channels, fulfilment strategies and payment options, according to the results of a new survey out today from BigCommerce and PayPal. While a majority of the 3,000 consumers surveyed from the United States, United Kingdom […]
Here is EVERYTHING you need to know about contextual advertising bar the curling wand and the hot pink leg warmers.
The brainchild of co-founders Gina Williams-Folau (main photo) and Greer Bland, the talent agency Liquorice was born out of a desire to make things easier for brand managers. Liquorice offers social talent for brands wanting to hit the sweet spot with Kiwi audiences. Launching with a roster of big names on board including Millie Elder-Holmes, Athena […]