Online display advertising stalling
The Australian online advertising continues to grow strongly according to the latest Online Advertising Expenditure Report (OAER) released by IAB Australia today.
The Report, compiled by PricewaterhouseCoopers (PwC), showed that overall online advertising expenditure in Australia for the quarter ending 30 September 2009 reached $466 million, the highest quarterly figure yet recorded.
However the expenditure in the general display advertising market fell by 5% quarter on quarter and year on year. With separate Eyeblaster research showing Australians are among the least likely to click on general display advertising in the world, it appears that marketers may be looking to search, which grew by 12%, for more effective campaigns.
“In the context of the recorded double digit decline of the Australian advertising market in recent quarters, the continued growth of the online advertising industry shows remarkable resilience,” said Paul Fisher, CEO of IAB Australia “This result should also be considered in light of the online advertising expenditure recorded for the 2008 Olympics in the corresponding quarter last year, particularly in the general display category.”
The report also captured expenditure for video and email advertising and the split between CPM, performance and a hybrid pricing models.
Email advertising made up 6.5 percent of General Display category with video representing 4 percent of display advertising which is on par with the US and UK.
CPM advertising made up 75 percent of the general display category, with only 22 percent reported for response and 3 percent for hybrid.
An executive summary of the report is available here, however the full report is only available to IAB members.
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