Australia’s online advertising hits $4bn outpacing traditional media channels
With the growing popularity of mobile devices and tablets especially amongst the younger consumers that online video channels are becoming the obvious substitute for traditional TV. This has boosted the growth of Australia’s online marketing results in today’s scenario.
According to PricewaterhouseCoopers study for the IAB, online advertising has hit the $4 billion mark which is an increase of 19.3% from the previous year and surpassing Free to Air (FTA) television advertising revenue for the first time.
Megan Brownlow, executive director at PricewaterCoopers Australia, said.“As a committed shopper – online and offline – I’m thrilled to see Australian retailers more actively marketing through digital channels, as the growth in their share of online advertising shows”.
“The bar has been raised perhaps by the big international brand retailers who are seeing Australian consumers as attractive targets.”
Across all kinds of marketing channels, digital advertising has been the most powerful which has outpaced traditional media such as TV, radio, print and others. Search advertising was the leading advertising mode in the online advertising segment, which increased 23% in 2013, followed by online general advertising which rose by 12%.
Big boost in mobile advertising
It’s not surprising to know that Australia is growing at a fast pace in online advertising in mobile and video. Both these segments are expected to outgrow the market extensively over the next five years.
Mobile advertising quadrupled in 2013, an increase of 305% and to reach AUD $349.2 million in the twelve months ending December 31, 2013.Video advertising reached 15% of display revenue in the December quarter, a 72% growth in 2012.The general display sector saw the biggest growth (up 28.4% to $1.125bn) with motor vehicles, finance and retail being the top three most dominant in the General Display industry categories.
The IAB Australia’s Online Advertising Expenditure Report saw an increase in revenue to $3.986bn from the previous year, where FTA television reached $3.877bn in the same period.
“The industry should be very proud of these strong results, particularly given the 19.3% growth rate is actually an increase on last year’s,” Gai Le Roy, IAB Australia’s director of research, said.
So if you think it is time to get online results, then contact us now to find out how we can help.
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