Australia’s Online Advertising Spend Exceeds $1.8 Billion
IAB Australia recently released the full financial year online advertising figures for FY 08/09, which pegs it over $1.8 billion. The second quarter online ad spending closed at $453 million. These numbers defied the advertising market trends with strong double digit year-on-year growth at 18.5 percent.
According to research from PricewaterhouseCoopers (PwC), for the full financial year, Search and Directories accounted to 49 percent of total online ad spending, growing 25 percent from the previous year. General Display’s expenditure share is at 27 percent, which resulted from a growth of 19.6 percent. Classified’s share is at 24 percent, growing 6 percent over the pervious year.
Overall, the second quarter registered a 9.8 percent increase from the same period last year. Search and Directories increasing 19 percent quarter-on-quarter. General Display showed a 10 percent quarter-on-quarter growth, while classifieds is at 5.9 percent quarter-on-quarter growth.
“Given the challenges of the past eight months since the GFC impacted on the Australian media economy, any growth is welcome,” says IAB Australia CEO Paul Fisher. “The latest revenue figures demonstrate the continued confidence marketers and agencies have in online as an advertising medium both when times are good and when times are tough.”
The most dominant industries for online advertising include finance, computers and communication and the motor vehicles sectors. Government online ad spending has also started showing significant increase from 2.7 percent growth from January to June 2008 to 4.5 percent in the same six-month period for 2009.
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