Australia lags world on mobile spend

By Wenlei Ma | 29 August 2013

Mobile ad spend may be commanding 14.2% of all digital revenues globally, but in Australia, despite local smartphone penetration, that figure is still in the single digits.

According to an eMarketer report, by the end of the year, mobile ad revenues will account for 14.2% of all digital spend, and in Asia Pacific, it will be 12.3%.

But in Australia, mobile ad spend is tracking more in the region of five to 10%, said GroupM chief investment and intelligence officer Danny Bass, who also predicted we won't see those APAC or global numbers here this year.

This is despite Australia's 65% smartphone penetration rate, according to Google figures. Digital experts have long bemoaned the lack of investment in mobile by marketers compared to consumer usage. Last month, Google's head of agency, creative agencies, Bob Forster, said clients often put mobile in the “too hard” basket, and consumer behaviour is now outpacing brands.

The latest PricewaterhouseCooper's Entertainment and Media Outlook predicted mobile advertising will command $114 million of $3.5 billion digital ad revenues this year, which equated to 3.25%.

A second eMarketer report released overnight found globally, Google accounted for 53.17% of mobile ad revenues. Bass said in Australia, that number isn't far off but was closer to 40%. He added Google was the most dominant mobile ad player in the market.

The eMarketer report also found Facebook's share of global mobile ad revenues had tripled to 15.8% from last year's 5.35%. Facebook, which launched a mobile offering in early 2012, reported mobile made up 41% of the company's total ad revenues in Q2.

For Australia, Bass said: “You won't be seeing [that 15%] here. Facebook's mobile offering isn't as established in Australia. But they've staffed up heavily here in the past year and there will certainly be a recharged sell effort from Facebook around mobile in the next 12 months.”

Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.

Have something to say? Send us your comments using the form below or contact the writer at

Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at

Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.

comments powered by Disqus