SYDNEY: Mobile advertising and video are leading growth as digital media investment in Australia continues to soar, according to new data.
Total digital advertising for the financial year ending June 2018 reached A$8.5bn in Australia, an increase of 11% year on year according to the latest IAB / PwC Online Advertising Expenditure Report.
Recent data from Nielsen that indicated that one million more Australians browsed content online from their smartphone than a year ago, and marketers are reacting in response by shifting spend away from the desktop toward mobile devices. Mobile ad spend revenue increased 39% in the year to 2018.
The general display advertising category is now worth $3.1bn, with video advertising experiencing strong growth in the last 12 months: $1.3bn of the category total was attributed to video advertising, where spending soared 45% in the last year.
Video expenditure jumped from 33% to 41% of all display advertising as marketers invested into rich media, with brands in the FMCG, finance and automotive brands most likely to invest in video.
“Marketers are open about their thorough and continued assessment of their digital advertising programs to ensure effectiveness and ROI, so it’s very pleasing to see them reinvest their marketing budgets in digital advertising across a broad range of platforms and channels,” said Gai Le Roy, Interim CEO of IAB Australia, noting that marketer’s increased investment in digital advertising reflects the consumer migration to digital across smart phones, CTV, desktop and tablets.
General Display advertising overall showed the strongest growth, increasing 15.2% in the twelve months ended 30 June 2018, while growth for Classifieds and Search and Directories slowed compared to prior year with 12.1% and 7.2% annual growth respectively.
Sourced from IAB Australia; additional content by WARC staff