IAB Australia yesterday revealed the latest data from PwC showing an overall digital advertising revenues increase of 11% year on year. Video has increased 45% year on year.
Total online advertising expenditure was $8.5 billion in the twelve months ended 30 June 2018, representing.
Total digital advertising for the financial year ending June 2018 reached $8.5bn, according to the latest IAB / PwC Online Advertising Expenditure Report.
General Display advertising showed the strongest growth, increasing 15.2% in the twelve months ended 30 June 2018, whilst growth for Classifieds and Search and Directories slowed compared to prior year with 12.1% and 7.2% annual growth respectively.
Growth in General Display and Classified advertising took share from Search and Directories, resulting in General Display making up 37.1% of total advertising, while Classifieds made up 18.7% and Search 44.2%.
Marketers including Westpac have supported the research.
The report highlighted a continued shift in advertising spend from the desktop to mobile devices, with mobile revenue growing 39% year on year. This shift is in line with recent data from Nielsen that reported that in July 2018 more than 1 million more Australians consumed content online via their smartphone compared with one year earlier.
The Report also notes that while Classifieds has continued its steady and stable growth to reach $1.6bn, the general display advertising category is now worth $3.1bn, of which $1.3bn was attributed to video advertising. This strong growth in video expenditure from 33% to 41% of all display advertising has been attributed to marketers investing more brand dollars into rich media as they pursue consumers who have increased the total time they spend watching video on digital devices by 14% from 2017 to 2018.
Gai Le Roy, Interim CEO of IAB Australia noted that marketer’s use of digital advertising tightly reflects the consumer migration to digital across smart phones, CTV, desktop and tablets.
“Marketers are open about their thorough and continued assessment of their digital advertising programs to ensure effectiveness and ROI, so it’s very pleasing to see them reinvest their marketing budgets in digital advertising across a broad range of platforms and channels,” said Le Roy.