According to the latest figures from IAB Australia and PwC Online as part of the Advertising Expenditure Report (OAER), online advertising in Australia has risen 33% year-on-year for the September quarter 2015. Ad spend online reached $1.6bn for the period.
Mobile ad spend rose to $418.9m, with 55% of mobile ad expenditure attributed to mobile display and 45% going to mobile search. Smartphones held 67% of the device category share and tablets 33%.
Mobile ad expenditure rises to $418.9m
Video ads also maintained strong performance at an increase of 107% to $128.9m. Fast moving consumer goods (FMCG) presented most strongly among video ads at a 17% share, compared to only 6.3% for general display ads. The top performing industry categories were motor vehicles, real estate, entertainment and leisure, retail as well as finance.
Top performing categories for digital ad spend
Alice Manners, CEO, IAB Australia, says:
“In a time when other advertising mediums are challenged, there is no doubt that consumers adoption of interactive screens is driving advertiser optimism and thus interactive ad budget growth. These OAER figures definitively cement interactive advertising’s position as the largest ad segment in the Australian marketplace and confirm marketers’ confidence in using digital to reach consumers.”