Australian online advertising spending climbed to $5.9 billion in 2015, a 24 per cent increase from calendar year 2014, according to the latest Interactive Advertising Bureau/Pricewaterhouse Coopers Online Advertising Expenditure Report.
The quarter four report is a significant result for the online advertising industry which has achieved double-digit growth of at least 21 per cent since 2010.
The report examines advertising expenditure across five advertising categories, each of which experience significant year on year growth:
- Mobile grew 81 per cent this year to $1.5 billion
- Video grew 75 per cent to $500 million
- General display grew 46 per cent to $2.1 billion
- Classifieds grew 22 per cent to $1.1 billion
- Search and directories grew 14 per cent to $2.8 billion.
Outgoing chief executive of the IAB Alice Manners said the report was an outstanding result for the industry,
“When the IAB first started recording online ad expenditure in 2003 ago it was at $1.3 billion and today we are poised to break the $6 billion barrier,” she said.
“This is representative of all the hard work that has been done by both the IAB and the entire industry over nine years to establish a fair and transparent online market. We have come a long way, but there is still much room for improvement.”
Mobile advertising now accounts for 40 per cent of all general display advertising, up from 25.5 per cent in 2014 and video accounts for 23 per cent.
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