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Mobile Advertising is Firing on All Cylinders

Mobile Advertising is Firing on All Cylinders

This week on BRW, IAB CEO Alice Manners shares her views on Mobile Advertising, and how Australia stacks up against the US & UK. 

There was good news for the Australian mobile advertising industry this week, with Australia securing eight awards including a Gold Mobile Lion and singled out for praise as one of two stand-out markets (the other being Brazil) for creativity in mobile advertising at the Cannes Lions 2014, the worlds biggest annual awards show for the creative professionals industry.

This is in stark contrast to previous years when there have been no awards and limited nominations and corroborates a trend that the Interactive Advertising Bureau [IAB] has noted: mobile advertising here got off to a slow start but it is currently firing on all cylinders.

The most recent IAB/PWC Online Advertising Expenditure Report for the March quarter showed total online advertising expenditure of $1,067 million – a 17.1 per cent year-on-year increase. We've seen continuous growth has been a hallmark of the digital advertising space for several years now, and these numbers support the fact that interactive has become essential in the marketing mix.

But when lined up against the IABs in the US and UK, although total market growth figures are comparable to calendar year 2012 (19, 17 and 15 per cent respectively) there were some major differences in the markets. Specifically that Australia has some way to go to catch up with UK and US trends in most areas aside from mobile. Australia was indeed a little slow off the mark but has now almost caught up with the UK and US mobile share of digital revenue.

A key reason for this has been the huge investment by Australian agencies and publishers in their mobile offerings, infrastructure and talent and this has been recognised on a global stage by our success at Cannes this year. But how are we doing across other digital mediums and what can we learn from other markets in order to improve?

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