The latest Online Advertising Expenditure Report (OAER) from IAB and PwC shows that ad spend online is going up, with the report citing that the medium generated $1.15 billion during the March quarter, a 5% increase year-on-year.
The IAB/PwC OAER report comes off the back of the Commercial Economic Advisory Service of Australia (CEASA) Advertising Expenditure in Main Media report, which shows digital advertising grabbed 36% of the total $12.8 billion advertising market spend in Australia for calendar year 2014, this is up from 31% in 2013. According to the report free-to-air achieved 27% of the total market.
“The increase in video advertising expenditure is a reflection of the overall growing market understanding of the consumer’s desire to access content across a range of screens, all the time and at any time,” said Alice Manners, CEO of IAB Australia.
“The recent IAB NewFronts in New York saw a record number of major players unveil their new content offerings to an industry audience of unprecedented scale. It’s clear the industry is heavily investing in video content and we expect to see this continue to translate into ongoing growth in video here and in every other major market worldwide.”
Mobile advertising has continued its steady climb, with one in three general display dollars being spent on mobile display advertising – an increase of 13.5% year-on-year for the quarter to reach $230 million.
The report shows this growth has been driven by smartphones, with phone based advertising revenue increasing 20% year-on-year, while tablet revenue grew 6% in the same period.
The latest report findings reiterate the IAB's previous findings about mobile, with the IAB's third Annual Mobile Landscape Study telling the same story that In terms of the total ad revenue pie, total mobile ad spend is now bigger than outdoor total ad spend. It's now bigger than magazine total ad spend and it's now bigger than total metro radio ad spend.
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