Video drives Q1 Oz online ad market past $1.15BN
DetailsJoseph O'Halloran | 25 May 2015
Australia's online advertising market continues to show bullishness according to the latest Interactive Advertising Bureau/PwC Online Advertising Expenditure Report.
IAB Australia's board includes representatives of Carsales.com, Fairfax Media, Google, Mi9, Network, News Australia, REA Group, Telstra, TressCox Lawyers and Yahoo7. Its OAER revealed that the market generated $1.15 billion during the March quarter, a 5% year-on-year increase, with video as the advertising market star performer growing 79% year-on-year to reach $77 million.
"The increase in [online 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 on-going growth in video here and in every other major market worldwide."
Mobile advertising also grew steadily, with one in three General Display dollars being spent on mobile display advertising – an increase of 13.5% year-over-year for the quarter to reach $230 million. Growth has been driven by smartphones, with phone-based advertising revenue increasing 20% year over year, and tablet revenue moving up 6% in the same period. Overall mobile advertising expenditure now makes up 20% of total online advertising expenditure.