Mobile ad spend is set to outpace TV advertising expenditure in Australia for the first time in 2016. That’s according to the latest predictions from eMarketer.
Mobile advertising spending this year will reach a total of $2.71bn or 25.3% of total media spend in the country.
By comparison, TV ad expenditure is set to reach $2.58bn or 24.2% of total ad spend in Australia.
Mobile ad spend to overtake TV in Australia this year
That’s a decrease in growth projection for TV from eMarketer and an increase for digital ad spend. Much of TV’s decline is being driven by lower budgets across commercial TV networks due to the growing popularity of subscription video-on-demand services.
Shelleen Shum, Analyst, eMarketer, explains:
“Digital and mobile ad spending saw stronger-than-expected growth in 2015, driven by a significant increase in digital video advertising. boasts one of the highest smartphone and tablet penetration rates in the Asia-Pacific region and ad dollars have followed consumers’ eyes to mobile.”
She adds that traditional TV is facing strong competition from streaming services like Netflix which are appealing to consumers due to being available on demand.
According to eMarketer estimates, digital will reach half of all ad spending in Australia in 2017 to almost $7bn. By 2020, the share of digital will have reached 57%.
Digital versus mobile ad spend