Trending this month



June 2, 2011

Australia: 2010 Online Ad Spend Up 21%




Online advertising expenditure in Australia for the three months ended 31 December 2010 totalled $627.75 million, the largest quarter ever recorded. This is an increase of $115.25 million, or 22 percent from the fourth-quarter 2009.

Online advertising  in Australia is on track to achieve its $3 billion milestone by 2012 according to IAB Australia, who today reported that total online advertising expenditure for 2010 was $2.265 billion. The IAB Australia Online Advertising Expenditure Report (OAER), which is compiled by PricewaterhouseCoopers, noted year-on-year growth of $393.25 million representing 21 percent overall growth from the 2009 calendar year.

Display advertising  in Australia growing 22 percent and accounting for $605.25 million or 27 percent of the total expenditure for the 12 months. Search and directories advertising accounted for $1,128.25 million or 50 percent of total expenditure growing 19 percent year on year. Classified advertising accounted for 23 percent of total expenditure for the year or $531 million; and experienced a 24 percent growth year on year.Video based advertising continued to strongly increase, with total advertising spend of $9.7million for the fourth quarter, representing 83 percent year-on-year growth.  The total ad-spend for video advertising in 2010 was $33.4 million.

Six key industry sectors drove the growth in general display during the last quarter of 2010. Together these six sectors were responsible for an increase in their online advertising spend of over $86 million for the full year.Motor Vehicle industry - up $21.5m (35 percent growth)Finance - up $19.2m (20 percent growth)
  • Retail - up $11.9m (66 percent growth)
    Health / Beauty / Pharmaceuticals - up $8.4m (37 percent growth)
    Government - up $8.2m (40 percent growth)
    Entertainment and Leisure - up $8.1m (21 percent growth)
    Video based advertising continued to strongly increase, with total advertising spend of $9.7million for the fourth quarter, representing 83 percent year-on-year growth. The total ad-spend for video advertising in 2010 was $33.4 million.

  • The 2010 IAB Online Advertising Expenditure Report covers more than 1,000 websites.

Source : IAB/Australia, 14 Feb 2011
Posted Date : 14 Feb 2011



Motor vehicles, retail, government and health & beauty the big growth sectors

“Continued strong year-on-year growth, as well as record quarters, places the industry on a clear trajectory to surpass the $3 billion milestone by the end of 2012. PwC forecasts continued growth of 15.5 percent through 2011 and 14.3 percent in 2012,” said Mr Fisher.