Warc, 13 August 2013
SYDNEY: Mobile advertising expenditure in Australia increased 190% in the year to June 2013, as online advertising revenues continued to grow and for the first time exceeded those from free-to-air television, according to new figures from trade body IAB Australia.
The organisation's latest Online Advertising Expenditure Report showed that mobile advertising revenues reached $45.9m in the second quarter of 2013, of which 58% was tablet-based.
"As expected, mobile advertising was the star performer as advertisers move their budgets to start matching consumer behaviour," said Gai Le Roy, Director of Research for IAB Australia.
While mobile produced the outstanding result, video display advertising also grew strongly, up 56% year-on-year in the second quarter of 2013, to a total of $35.7m.
"Video advertising growth continues to impress as marketers target the 13m Australians streaming video content each month," noted Le Roy.
Overall online adspend was up 14.6% to $3.6bn for the 12 months to the end of June 2013. Within this, Search and Directories grew 18% year-on-year and amounted to $1,935m, while General Display was up 12% to $954m and Classifieds 10% to $707m.
Le Roy described the $3.6bn figure as "a great result for the industry" and added that the double digital growth seen in each of the three digital advertising sectors was "exceptional".
Online spending also eclipsed commercial television during the first half of the year, reaching $1,883m compared to the latter's $1,805m during the same period.
The report highlighted the automotive sector as one that was rapidly embracing digital display. Motor vehicles were the highest spending advertiser industry category in the second quarter of 2013, taking a 19% share, up sharply from the 14.7% recorded in the previous quarter.
Data sourced from IAB Australia; Asian Media Journal; additional content by Warc staff