Expenditure on online advertising in Australia is predicted to increase from A$1.1 million in 2014 to A$2.4 million in 2018, at a CAGR of 16 per cent. The annual growth rate is predicted to gradually decline over the five year period to around 10 per cent during 2019.
Frost & Sullivan research finds that online video continues to be the fastest growing type of online general advertising inventory, with a growth rate of 60 per cent during 2013/14, and now accounts for 17 per cent of overall online general advertising expenditure.
“Sponsorships, integrated site content and in particular native advertising grew as online publishers increased their range of offerings. Also the affiliate online advertising market continues to grow strongly, especially in the online retail, finance and travel segments,” said Phil Harpur, Senior Research Manager, Frost & Sullivan Australia & New Zealand.
The ROI that advertisers are receiving from social media advertising is increasing. 72 per cent of Australian organisations that have advertised on social media channels in the previous year report a positive ROI, compared to 63 per cent in 2013.
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