Business Spectator: A banner year for digital giants

When the local Interactive Advertising Bureau (the body tasked with representing the interests of the wider digital advertising industry) released its most recent advertising spend numbers earlier this week, one figure in particular stood out: the growth of the humble banner.

Display advertising was up 28.4 per cent year on year for the three months ending December 31, outpacing growth in the traditionally more buoyant search and classifieds categories. This marked the first time that in a calendar year that digital display advertising revenue had surpassed $1 billion.

Where is the growth coming from? From the IAB's figures, it would appear to be mobile and video. Mobile display advertising had increased 305 per cent on the year to total $349.2m and account for over 30 per cent of the total display advertising pie. Video is experiencing similar hyperspeed growth rates, up 72 per cent year on year and eclipsing $150m for the 12 months.

Who is benefitting from this positive momentum? It's hard to tell.

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