ITWire: Online ads now worth more than TV
12 August 2013 By Graeme Philipson
Online advertising expenditure in Australia reached $3.6 billion last financial year, up 14.6%. For the first time online advertising exceeds that on free to air TV.
The figures are contained in a report from IAB (Interactive Advertising Bureau), the peak trade association for online advertising in Australia. The Online Advertising Expenditure Report was compiled by PricewaterhouseCoopers. It shows double digital growth in all the categories it measured:
- Mobile outpaced all other formats, achieving 190% growth year-on-year
- Search and Directories grew 18% year-on-year
- General Display grew 12%
- Classifieds grew 10%.
Total online advertising expenditure for the six months ended 30 June 2013 was $1,883 million. This is the first time since the start of data collection in 2002 that online advertising revenue has exceeded advertising revenue for free to air television, which was $1,805 million for the six months ended 30 June 2013.