IAB: Digital Ad Spends Soar 19.2% YOY To Almost $3.5 Billion On The Back Of Government Spends

IAB: Digital Ad Spends Soar 19.2% YOY To Almost $3.5 Billion On The Back Of Government Spends

The local Australian online advertising market has continued to grow, reaching $3.449 billion for the quarter ending 31st March 2022, an increase of 19.2 per cent on the same period in 2021 according to data from the IAB Australia Online Advertising Expenditure Report (OAER) prepared by PwC. You can read the report in full HERE.

Within the quarter, the most significant shift in spending was unsurprisingly around the Federal Election, resulting in Government being elevated to the number one advertiser category, representing 13.5 per cent share of the general display market for the quarter, up from 3.9 per cent in Q1 2021.  By contrast, retail experienced the largest decrease in share, dropping from 16.4 per cent to 13.5 per cent  share of general display advertising.

All general display categories recorded growth on the previous year, with video advertising increasing 24 per cent to reach $715.1 million for the quarter, infeed/native by five per cent to reach $349.80 million, standard display by 11 per cent to reach $167.7 million  and other advertising by 69 per cent to reach $21.5 million.

Spending on classifieds and search and directories grew quarter on quarter, increasing 4.3 per cent and 3.6 per cent respectively while general display advertising seasonally contracted by 15.1 per cent as it does each year. Interestingly, search and directory spend in the quarter seized share from general display advertising as the recovery of travel accelerates.

Gai Le Roy, CEO of IAB Australia commented: “The digital ad market saw solid investment growth for the March quarter compared to the previous year with the standard slight seasonal decline from the December quarter. The make-up of the top advertiser categories was greatly disrupted by significant ad spend from the political parties and independents early into the campaign for the Federal Election.”

The share of content publishers inventory bought programmatically grew by one per cent on the immediate prior quarter bringing it to 42 per cent of spend, equal to the percentage of agencies buying by IO, while direct bookings remained relatively stable at 16 per cent.




Please login with linkedin to comment

IAB

Latest News

SBS Audio Campaign Tells The Stories Of New Australians, With Multilingual Content Offerings To Assist Migrants
  • Advertising
  • Campaigns

SBS Audio Campaign Tells The Stories Of New Australians, With Multilingual Content Offerings To Assist Migrants

SBS Audio has launched a new marketing campaign for its ‘Australia Explained’ service which supports new migrants to successfully navigate life in Australia and achieve a greater sense of belonging and social cohesion. SBS’s flagship service for new migrants, Australia explained, has launched a multi-platform marketing campaign that reaches into the heart of the migrant […]

Tracker App Launches, Promising Consumers A Read On Brand’s & Products Sustainability Chops
  • Advertising

Tracker App Launches, Promising Consumers A Read On Brand’s & Products Sustainability Chops

Shoppers can now get access to sustainability information at their fingertips through Tracker, a first-of-its-kind mobile app. The Tracker app centralises sustainability data into a single, easy-to-understand format, helping shoppers make informed choices about the brands and products they support. Shoppers can simply scan the barcode of their favourite supermarket, chemist or department store item […]