Online advertising growth boosted by strong video trading

By Paige Murphy | 28 November 2019

Digital advertising grew 3% in Australia to $2.381 billion in the September quarter, according the latest IAB Online Advertising Expenditure Report prepared by PwC. 

The three advertising categories, general display, classifieds and search and directories all recorded year on year growth, broadly maintaining their respective share of market spend.

IAB

Within general display, the travel sector is now within the top three industries, almost doubling its share of spend to 8.2% of the total general display market for the quarter.

Automotive remains the top spending advertising category representing 22% of display revenue for content sites.

Video was the main driver within general display advertising, growing steadily through the September quarter to reach $413 million and 48% of the total display spend, fueled by the retail, FMCG and Technology sectors.

Connected TV is now the dominant device for video inventory expenditure, increasing to 38% from 31% for the September quarter, while desktop, 34%, and mobile, 28%, expenditure both slightly decreased.

Programmatic trading continued to increase, with content publishers reporting that 36% of all general display advertising inventory was sold programmatically in the September quarter.

By contrast, agency direct buys, via insertion order, which is the dominant buying method for general display advertising, reduced to 47% of inventory.

Within video inventory, some 49% was bought programmatically versus 46% via agency buys.

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