BRW: Agency star Alice Manners setting the digital advertising agenda at IAB

By Caitlin Fitzsimmons, 7 October, Published in BRW

As the new chief executive of the Interactive Advertising Bureau, Alice Manners has some impressive numbers to celebrate.

Overall, Australian brands spent $3.6 billion advertising on digital media in the 2012-2013 financial year, according to the IAB PwC Online Advertising Expenditure Report.

The digital sector is now officially the biggest advertising medium in Australia, overtaking television in the second half of the year. Mobile has rapidly become crucial.

Within that, mobile advertising is the biggest growth story – it accounted for $138.2 million in the year, up 190.1 per cent.

But despite the positive growth story, Manners says there is an important role for a trade body and she has a big task ahead of her.

BRW recently caught up with her to discuss her priorities in the new job, particularly the task of bringing the nascent mobile advertising sector into the mainstream.

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