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The Australian Online Advertising Expenditre Report, prepared by PwC provides an opportunity for stakeholders interested in the size of the online advertising market to access independently collated data about the state of online advertising expenditure in Australia. The online advertising markets reported in the OAER comprise expenditure on General Display advertising, Classifieds advertising, Search and Directories advertising and Mobile advertising.

These reports are available to IAB Australia members only and you are required to sign in first. The Executive Summary is available to the public. 

About the Report

The Interactive Advertising Bureau (IAB) has engaged PricewaterhouseCoopers (PwC) to compile a report, solely for the use of the IAB, which presents an unaudited aggregation of data provided by members of the IAB as well as estimates developed from publicly available information and other sources.

The report has been prepared on the following basis:

  • Obtaining data directly from companies earning online advertising expenditures
  • Making the OAER as inclusive as possible, encompassing all forms of Internet/online advertising, including web sites, mobile and video advertising including those sold programmatically
  • Ensuring and maintaining a confidential process, only releasing aggregate data
  • Performing discretionary “spot checks” of data submitted by participants to assess the overall integrity of the data.

The online advertising expenditure measured by the OAER is based on amounts charged to the advertiser before any reductions for agency rebates. Therefore, the amount reported is the gross commissionable advertising revenue.

The engagement is not an audit or a review in accordance with Australian Auditing Standards and no such assurance is provided in the report.

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Australian brands and agencies continue to grow their investment in digital advertising with total spend for the 2019 financial year increasing by 7.1% year-on-year to reach $9 billion, up from $8.5 billion in 2018. Of the total spend, 45% was attributed to Search and Directories, 37% to General Display and the remaining 18% to Classifieds.

All categories of digital advertising experienced growth in Q1 2019 when compared to the same quarter in 2018, with overall digital advertising increasing 4.9 percent YOY.

The Australian online advertising market hit $8.8bn expenditure in calendar year 2018, an increase of 11.6% on 2017 according to the IAB Australia Online Advertising Expenditure Report (OAER) published by PwC.

Fueled by strong growth in both video and native/in-feed, digital advertising revenue hit $2.2 billion for the September quarter 2018, representing a 13.2% increase year-on-year.

The latest data from PwC shows that overall digital advertising revenues have increased 11% year on year, while video has increased 45% year on year, indicating that a growing support for digital advertising by Australian marketers.

For the quarter ended March 2018, the total market spend was $2.1 billion – a 13.2 percent year-on-year increase for the quarter – with much of that growth driven by the rapidly expanding video market. Video was up 36 percent in Q1 2018 versus Q1 2017 to reach $320 million, representing 42 percent of the entire Display Advertising segment for the quarter. 

Australian online advertising expenditure continues to grow, recording a seven percent year-over-year increase with total revenue edging to $7.9 billion for the full year according to the IAB/PwC Online Advertising Expenditure Report. 

Total online advertising achieves 4.9% growth year on year in the September quarter 2017.

Online advertising expenditure was $7.6 billion in the twelve months ended 30 June 2017, representing growth of 11.7% on 2016.

Total online advertising spend continues to grow, with first quarter expenditure at $1.86 billion, up 7.2 per cent year on year.

 

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