Online advertising expenditure has run past newspapers for the first time and is hot on the heels of free-to-air TV, according to CEASA.
Figures for the six months to June 2012 from the Commercial Economic Advisory Service Australia (CEASA) showed online ad spend amounted to $1.63 billion and carved a 24.2% share of the market. In comparison, newspaper advertising reported spend of $1.5 billion and had 21.6% market share.
Online is also catching up to FTA TV ad spend which sat at $1.65 billion and took 24.4% of market share. CEASA put total ad spend in the six month period at $6.74 billion, down 0.4% on the previous corresponding period. In contrast, online ad spend saw a 30% lift.
Interactive Advertising Bureau Australia chief executive Paul Fisher said: “The speed of growth in online advertising has been stronger than even our own forecasts. The advertising market is tough right now, and in this climate of scrutiny and demand for results, measurement and accountability, advertisers and media agencies are accelerating their shift to online to achieve their marketing goals.
“The explosive growth in media consumption online across a myriad of devices is the key driver of this investment, reflecting the old advertising adage of 'the dollars follow the eyeballs'.
“IAB and the broader industry are working hard to improve online audience and campaign measurement, develop and implement the infrastructure of standards, guidelines and best practice, offering more compelling ad formats online for brands.
“These factors will see online advertising continue to outpace the market and eventually TV advertising expenditure in 2013. This will make online the leading advertising medium in Australia, a status currently only achieved in the UK, Denmark and the Netherlands.”
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