CHART - Google and Facebook's share of digital ad spend just got bigger in Australia

Chris Pash
By Chris Pash | 27 October 2020

Competition watchdog, the ACCC, has released an interim report of its Digital Platform Services Inquiry.

Within it, the ACCC makes estimates of the share of digital ad spend in Australia, finding that Google and Facebook now have a more than 80% between them, up from 73% a year before.

Of $100 spent by advertisers in 2018, $49 went to Google (including ad tech services), $24 to Facebook and $27 to all other websites and ad tech.

But in the 2019 calendar year, $53 to Google, $28 to Facebook and $19 to all other websites and ad tech:

accc ad spend digital

The estimates are based on information provided to the ACCC.

"The ACCC recognises that the advertising industry has been impacted by COVID-19, as spending throughout the economy slowed and expenditure in search and display advertising decreased in the first quarter of 2020," says the ACC.

"Facebook advertising expenditure may also be impacted by a number of multinational advertisers which reportedly boycotted advertising on Facebook, but it remains to be seen how these and other events will affect the longer term advertising revenue of Google and Facebook owned and operated platforms, and also online advertising services in Australia more broadly." 

Online advertising expenditure in Australia continues to grow. 

Across the various types of online advertising, video display advertising is reported as the fastest growing, experiencing 26.2% growth in 2018 and increasing as a proportion of general display advertising, from 46%nt to 53% from the first quarter of 2019 to the first quarter of 2020. 

Google is dominant in search advertising and Facebook in display. 

accc online ad spend

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