B&T: Online gobbles 1/3 of ad dollars despite softer quarter

One in three ad dollars are now going straight to digital with the online advertising market growing 17.1% year on year to $1.067 billion, the latest IAB/PWC Online Advertising Expenditure report shows.

However, as expected, overall online advertising dollars fell by 1.9% compared to the previous December quarter with search and directories the only area of online advertising that saw an increase this March quarter.

"The March quarter is always slightly softer than the strong December quarter, however, it was pleasing to see strong year on year results," Gai Le Roy, IAB's director of research, said.

Search and directories still makes up the biggest portion of online advertising (54.4%), with an expenditure of $580.4 million.

General display followed next with an expenditure of 28.2% with classifieds after at 17.3% however these areas fell this quarter by 8% and 2.3% respectively.

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