Australian online advertising expenditure continues to grow, recording a seven per cent year-on-year increase, with total revenue edging to $7.9 billion for 2017, according to new research.
The IAB/PwC Online Advertising Expenditure Report found that all categories experienced growth, with classified advertising leading the way at 15 per cent year-on-year growth to reach $1.5 billion in 2017, thanks to strong local companies including REA Group, Carsales.com and Seek.
Real estate remains the leading segment in classifieds, followed by recruitment and automotive.
While classifieds now represents nearly one in five digital ad dollars in Australia, in the US it’s only four per cent of ad spend.
Search and directories continues to be the dominant sector, recording five per cent growth in 2017 to reach $3.6 billion, representing 45 per cent of all advertising dollars spent in Australia.
General display grew six per cent to top $2.8 billion and 36 per cent of the market, with the video component of display growing 43 per cent to reach $1.1 billion in total.
Video advertising grew $329 million (or 43 per cent) to $1.1 billion in 2017. Mobile advertising expenditure also surged, increasing by $793 million to reach $3.1 billion for 2017 – a 35 per cent increase.
Of this, 73 per cent was attributed to smartphones and 27 per cent to tablets, while the spend was split evenly between mobile search and mobile display
The report also detailed the advertising spend for the last quarter of 2017, noting that it reached $2.12 billion – up 10.5 per cent on the previous corresponding quarter.
Total general display advertising increased by 21.1 per cent in the final quarter of 2017 compared to the same quarter in 2016.
In Q4 of 2017, general display advertising bounced back from its relatively soft performance in the first three quarters of the year, recording a 14.2 per cent increase on Q4 2016 and 21.1 per cent increase from Q3 2017.
Video was a key driver for the growth in general display, increasing 41 per cent on Q4 2016 representing $344 million of the quarter’s ad spend. FMCG (representing a 9.9 per cent share) and automotive (with a 9.6 per cent share) were the top two segments in video expenditure.
Looking to entice a more progressive audience into the Coopers family, Australia’s largest independent brewery has released a limited edition Hazy IPA. The product has launched via a national OOH and digital campaign in collaboration with Melbourne creative agency, TABOO. TABOO is behind the exciting new illustrative can design, inspired by the Australian landscape. The […]
Ben & Jerry’s has unveiled their latest limited-edition flavour: Unfudge our Future, to urge Australia’s leaders to tackle climate change by making fossil fuels history. The launch aligns with the Federal Government’s preparation of a history-making economic reboot in the upcoming October Budget, with Ben & Jerry’s joining forces with 350.org Australia and the Climate […]
BRITA Australia is today proud to reveal its latest national campaign, ‘Get Your Jugs Out’, starring Australian comedian, Celeste Barber. The quirky campaign encourages Australians to make the switch from bottled water to great tasting filtered tap water, using a BRITA filter jug at home, with the creative brought to life with Celeste’s cheeky, yet relatable sense of humour.
Twitter is saying ‘bye to the reply guys’, allowing users to control who can reply to their Tweets. ‘Reply guys’ have long been an issue on the social media app, where users (often anonymous) frequently comment on posts in an annoying, condescending or otherwise unsolicited manner. Twitter first put these users on notice in May […]
The Virtual Conference Network, an Australian-founded disruptive alternative to video conferencing, has today launched to provide risk mitigation, improved flexibility, new post-event revenue streams, and optimal cost-effectiveness to conference organisers, business leaders and peak bodies. With over 20 years of first-hand experience with the high-risk and costly ways of delivering traditional conferences, co-founders Alex Paine […]
Medallia has appointed Heather Paterson as its new ANZ country manager to drive further growth across Australia and New Zealand. With a strong sales performance and leadership background, Paterson joins Medallia as ANZ country manager following more than seven years with leading SaaS financial technology provider, Intralinks, where she was most recently director for Asia […]
Integral Ad Science (IAS) today announced the launch of “Channel Science”, an industry-leading partnership between Channel Factory and IAS. The Channel Science solution helps advertisers to leverage both companies’ technologies through a single product to ensure their YouTube campaigns are brand-safe, brand-suitable, and performance-optimized. More than ever before, advertisers are searching for ways to streamline their media buying and improve […]