The Australian online advertising continues to grow strongly according to the latest Online Advertising Expenditure Report (OAER) released by IAB Australia today.
The
Report, compiled by PricewaterhouseCoopers (PwC),
showed that overall online advertising expenditure in Australia for the
quarter ending 30 September 2009 reached $466 million, the highest
quarterly figure yet recorded.
However
the expenditure in the general display advertising market fell by 5%
quarter on quarter and year on year. With separate Eyeblaster research
showing Australians are among the least likely to click on general
display advertising in the world, it appears that marketers may be
looking to search, which grew by 12%, for more effective campaigns.
“In the context of the recorded double digit decline of the Australian
advertising market in recent quarters, the continued growth of the online
advertising industry shows remarkable resilience,” said Paul Fisher, CEO of IAB
Australia “This result should also be considered in light of the online
advertising expenditure recorded for the 2008 Olympics in the corresponding
quarter last year, particularly in the general display category."
The report also captured expenditure for video and email advertising and the split between CPM, performance and a hybrid pricing models.
Email advertising made up 6.5 percent of
General Display category with video representing 4 percent of display advertising which is on par with the US and UK.
CPM advertising made up 75 percent of the general display
category, with only 22 percent reported for response and 3 percent for hybrid.
An executive summary of the report is
available here, however the full report is only available to IAB members.
