The Australian online advertising market has again delivered robust double-digit growth increasing $1.6 billion to reach $6.8 billion for the full financial year ending June 30 2016, a 29.7 per cent increase over the prior financial year. This represents the fastest year-on-year growth in online advertising over the last five years.
The data from the latest IAB/PWC Online Advertising Expenditure Report reveals that double digit growth was achieved by all online advertising segments during the financial year.
General Display posted the largest increase at 43.3 per cent – the highest year-on-year growth since the inception of the report – comprising $2.5 billion of the $6.8 billion market. Classifieds experienced a 21 per cent year-on-year growth to reach $1.2 billion, and Search and Directories grew 24 per cent to make up $3.1 billion of the market.
“Another year of double-digit growth, driven by the continued rise of the mobile and video category, means that online advertising heads closer to half of all advertising spend,” said Vijay Solanki, CEO of IAB Australia.
“It’s brilliant to see Real Estate along with the Automotive, Retail and FMCG categories lead the way. They have built capability across all digital platforms especially in mobile and video. They know how to use content, technology and data to help achieve their marketing goals efficiently.”
Mobile grew to $1.96 billion of the total market, continuing an impressive upward trajectory to grow 72 per cent on the previous year. Mobile expenditure was split between Search and Display at 43 per cent and 57 per cent respectively, with 67 per cent of the spend going to smartphones and 33 per cent to tablets.
Video advertising (mobile video advertising is included in the mobile display category) grew 55 per cent from the prior year’s $388 million to reach $600 million for financial year 2016. It now makes up 24.3 per cent of all General Display advertising expenditure, up from 22.5 per cent in financial year 2015.
Real Estate advertising saw the largest share in growth year on year, increasing its category share to 13.2 per cent, compared to 10.8 per cent in the previous year. Motor Vehicles remained relatively stable and accounts for the largest category share at 17 per cent for the year, with Retail the third largest category at 10.4 per cent, up from a 9.2 per cent in the previous year.
“The uptick in the Real Estate category is illustrative of an industry that is leading the way in its use of targeted content, personalisation, optimisation in order to lead digital engagement in today’s disruptive environment,” noted Solanki.
In this guest post, CTO of Wiise, Hamish Browne (pictured below), says tech’s new focus on privacy will lead to new rules and new ways of doing business for marketers… With the delicate balance between customer data and privacy in the spotlight like never before, the potential emergence of new standards and business models, is […]
Businesswoman, reality TV star, and social media personality Kim Kardashian has posted an ad for mysterious cryptocurrency Ethereum MAX [EMAX]. In a post on her Instagram story – where she has 228 million followers – Kardashian wrote: “Are you guys into crypto????” “This is not financial advice but sharing what my friends just told me […]
Great Southern Bank has launched a brand campaign this week, ‘Happily Clever After’, coinciding with its name change from Credit Union Australia, bringing to life its purpose of helping all Australians own their own home. The journey to changing from Credit Union to Great Southern Bank began back in 2020. When Australia’s largest customer-owned bank, […]
Nine has promoted Jo Clasby to the role of commercial director – publishing, where she will report to Nick Young. She was previously director of client partnerships – publishing. Her new role establishes her at the same level of seniority as Anthony Smyth, commercial director – radio. Smyth was promoted at the start of this […]
Hospitality giant Accor is shining a light on the joy of cities through its newest campaign, ‘Go ALL Out’, which launches in Australia and New Zealand today. The gateway to the ‘Go ALL Out’ campaign is ALL – Accor Live Limitless, a lifestyle loyalty program that integrates rewards, services and experiences throughout the Accor portfolio […]
Global affiliate and partner marketing firm Silverbean has secured new contracts with 13 major Australian brands and is now working to double the size of its Asia-Pacific team. Silverbean launched in Australia in 2019 and has seen steady growth through its work with retailers. Now, with 15 new brands joining the Silverbean portfolio, the agency […]
Tourism PR and marketing agency GTI has announced the appointment of longtime media executive Jenny Pham as its new general manager of marketing and strategy. Pham (pictured above) will lead the agency’s marketing division with responsibility for strategy, media and consumer marketing, while GTI founder and managing director Sarah Anderson remains as the day-to-day lead […]
Clipboard, a free professional networking platform for the hospitality industry, has announced it will seek to raise its next round of funding via equity crowdfunding platform Birchal. This will power its vision to transform the way the fragmented hospitality industry connects, shares experiences, markets and recruits. With a growing member database of over 24,000 hospitality […]