Digital ad spending in Australia is set to grow by 13.0% this year to reach $6.20 billion, according to eMarketer’s latest forecast.
Mobile now makes up more than half (55.4%) of all digital ad spend, and continued growth is predicted for the next few years. By 2021, mobile is expected to rise to $5.70 billion, representing a 71.1% share of digital ad spend.
Total media ad spending in Australia will reach $11.47 billion in 2017, a growth of 5.2% over last year.
“Traditional media in Australia continues its inexorable decline in total advertising share as attention continues to shift toward digital screens,” eMarketer senior forecasting analyst Shelleen Shum says.
“Digital advertising in recent years has been driven largely by the rise of video ads, especially on social platforms. Increased video offerings and better audience targeting have boosted the uptake of this ad format among advertisers.”
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