The Australian online advertising market has once again delivered double-digit growth figures increasing by A$799 million (€536m) to reach A$7.6 billion for the full financial year ending June 30th 2017, a 11.7 per cent increase over the prior financial year.
“Online advertising continues to deliver robust double digit growth and now accounts for close to 50 per cent of advertising spend in Australia,” noted Megan Brownlow, Editor, Australian Entertainment and Media Outlook at PwC. “Digital is now a grown up and established advertising medium and the continued evolution of video and mobile advertising. Video in its own right is approaching a billion dollar business as more brands are realising the benefits of combining the persuasive brand building capabilities of video with the precision targeting that digital affords.”
Mobile advertising highlights
Mobile advertising expenditure now exceeds A$2.6 billion, an increase of $641 million (or 32.7 per cent) compared to 2016. Of this A$2.6 billion expenditure, 46 percent was attributed to mobile search and 54 per cent to mobile display. 70 per cent was attributed to smartphones and 30 per cent to tablets.
Video advertising highlights
Video advertising now accounts for A$894.4 million of expenditure, up A$294.4 million (or 50 per cent) compared to the previous year. It now makes up 32.9 per cent of General Display advertising expenditure, compared to 24.3 per cent in 2016.
“As mobile and video advertising continues to drive the growth in online advertising, IAB Australia is committed to helping brands, agencies and publishers improve their understanding of the mediums,” added Vijay Solanki, CEO of IAB Australia. “During the last quarter alone, the IAB Video Council has published its inaugural Connected TV White Paper and the Video, Audio and Mobile Councils have published new Glossary of Terms to equip marketers with a common understanding of metrics and terms – with much more to come before the end of 2017.”