According to the latest report from the Commercial Economic Advisory Service of Australia (CEASA), digital ad spend in Australia grew to 48.6% of all ad spend during 2016, up from 42.5% in 2015.
Traditional TV ad expenditure decreased 2.4% from 24% in 2015, whilst digital TV formats such as video on demand have been boosted with spend increasing 48%, according to ThinkTV.
Mobile advertising jumped to 15% of the entire paid media market, up from 11% in 2015. At the same time, digital video increased to 5% of total ad expenditure in 2016, up from 3% the year before.
Gai Le Roy, Research Director at IAB Australia explains that CEASA provides independent data to help plan media decisions.
“To understand the whole media market we must have data on direct advertiser spend and not just selected agency data. Without this we are missing almost all SME advertising spend as well as that of the larger advertisers that are taking more of their buying and planning in-house.”
Indeed, the CEASA report pulls advertising revenue insights from across a variety of paid media channels. It only uses authorised data sources from industry bodies such as ThinkTV, Outdoor Media Association, IAB Australia and Commercial Radio Australia.
Vijay Solanki, CEO of IAB, adds:
“The latest consumer data shows that over 20million Aussies are online and 15million are on their mobiles. As consumer penetration increases and immersion deepens, it’s inevitable that smart marketers would want to follow. All the data suggests that deepening consumer immersion into mobile and video will continue to drive revenue.”