Digital Advertising Storms Ahead in Australian Market

Digital Advertising Storms Ahead in Australian Market
SHARE
THIS



Digital advertising has continued its growth trajectory in Australia according to the Commercial Economic Advisory Service of Australia (CEASA).

The CEASA report, which was issued this week, shows digital advertising snared 37 percent of the total $6.2 billion advertising market spend in Australia for the first six months of 2014. By comparison free-to-air (FTA) TV remained static at 27 percent share and the remaining third of the ad spend was split between all the other advertising segments combined.

The CEASA Report also noted that digital advertising accounted for 34 percent of all advertising expenditure for the 2014 financial year, up from 30 percent in the 2013 financial year; and FTA TV held a 27 percent share of spend.

According to Alice Manners, CEO of IAB, the CEASA report provides a useful perspective on the total advertising market when viewed in conjunction with the IAB/PwC Online Advertising Expenditure Report.

“Mobile advertising is now outperforming both the magazine and outdoor advertising sectors, while video advertising is already more than double the total cinema ad market. Indeed current growth projections suggest that video advertising spend will reach almost half the pay TV ad market for this calendar year.”

“As the market changes and agencies and marketers continue to tweak their budgets to get the best return on their investment and follow people’s media consumption habits, I wouldn’t be surprised to see digital representing $4 out of every $10 spent in the market for this calendar year,” said Manners.

“IAB Australia has been tracking the digital ad revenue since 2003 when the total digital market was at $236 million to today’s incredible $4.4 billion. I have no doubt that the industry’s keen interest in digital audience measurement will result in marketers continuing to review their budgets and shift their advertising dollars to follow consumer behaviour and changing media consumption,” said Gai Le Roy, IAB Australia’s Director of Research.”

Please login with linkedin to comment

#notanotherchild creative directors Diana Palmer Toyota

Latest News

Does TikTok Really Make Sense For Microsoft?
  • Opinion

Does TikTok Really Make Sense For Microsoft?

In this guest post, Alex Watts (pictured), DDB Sydney Head of Social, discusses his thoughts on the potential Microsoft/Tik Tok acquisition and whether the deal actually makes any sense for Microsoft… Trump is calling for a ban, China’s calling it a “smash and grab,” but the real question is – does buying TikTok really make sense for Microsoft? TikTok is […]

Opinion

by B&T Magazine

B&T Magazine
QMS Sport Rebrands As Media Tech
  • Media

QMS Sport Rebrands As Media Tech

Following QMS’ acquisition of TLA Worldwide (Aust) last year, QMS Sport has today announced it will transition to the TLA brand and formally become a business unit of TLA. ‘Media Tech’ is officially the new name for what was formally known as QMS Sport, and will operate alongside TLA’s existing business units that span the […]

Design Studio Nightjar Launches Publisher Platform For Sneaker Freaker
  • Uncategorised

Design Studio Nightjar Launches Publisher Platform For Sneaker Freaker

Sydney-based design and technology studio Nightjar have launched a new website for Sneaker Freaker. Founded in 2002, the street culture magazine is the first and only international footwear magazine. From its roots as a DIY-style fanzine to today’s global coverage, its print pages and online platforms document every colab, custom, limited edition, retro reissue, Quickstrike, Hyperstrike […]

Former Haystac Head Of Strategy Launches PR Toolkit For Small Businesses
  • Advertising

Former Haystac Head Of Strategy Launches PR Toolkit For Small Businesses

Haystac’s former National Head of Strategy, Haylie Marchant (pictured) has launched The PR Toolkit – an online resource and DIY PR platform educating and empowering small and medium sized businesses to do their own PR. Offering a mix of free resources and easy-to-use how to guides, the one-stop-shop for DIY PR covers media relations, media […]

Malcolm Turnbull & Janine Allis Elevate BIPOC Voices In Australia With New Series
  • Media

Malcolm Turnbull & Janine Allis Elevate BIPOC Voices In Australia With New Series

One Love Australia has launched a new social change initiative that will see a raft of high profile individuals, including former Australian Prime Minister Malcolm Turnbull and Boost Juice’s founder, Janine Allis, take part in a video interview series set to turn racism on its head. The initiative – titled #ShareThePlatform – will see these […]

Omnicom’s Resolution Digital Named As Google Honours Agency Of The Quarter
  • Advertising

Omnicom’s Resolution Digital Named As Google Honours Agency Of The Quarter

Resolution Digital has been awarded the Australia’s Agency of the Quarter award in the prestigious Google Honours program. The Honours program for 2020 recognises the achievements of the very best performance marketing agencies and providers across Australia and New Zealand. The program consists of 3 quarters, 43 agencies and over 500 individuals; measured on account […]

Perth Agency Firefly Adds Six New Accounts & Launches New Media Arm
  • Advertising

Perth Agency Firefly Adds Six New Accounts & Launches New Media Arm

Firefly has brought on six major new clients as it continues to expand, adding new media planning and buying arm to its business. Managing Director Andrew Mathwin (pictured) said the independent agency, known for clients such as Air New Zealand, Buy West Eat Best, West Coast Eagles and Mrs Mac’s Pies, had a strong year […]