IAB Australia: Quarter ended December and full Calendar Year 2010
Non-IAB Members can access the Executive Summary and IAB Members can access the full report in the "Downloads" section below
12 months ended 31 December 2010
Online advertising expenditure in Australia for the 12 months ended 31 December 2010 was $2,265.5m, an increase of 393.25m (or 21%) on the 12 months ended 31 December 2009. The increase has been due to growth experienced in all categories, with a 24% increase in Classifieds advertising, a 22% increase in General Display advertising and a 19% increase in Search and Directories advertising from the prior year ended 31 December 2009.
General Display advertising accounted for 26.7%, Classifieds advertising accounted for 23.4% and Search & Directories advertising accounted for 49.8% based on expenditure for the past 12 months.
Within General Display, based on submissions received, email based advertising comprised $32.2m of advertising expenditure and video based advertising comprised $33.4m of advertising expenditure.
Within General Display, CPM based pricing was the dominant expenditure type with 75% of advertising expenditure on a CPM basis, and 25% was on a Direct Response basis.
The highest spending Advertiser Industry category in General Display advertising was Finance which was followed by Computers and Communications and Motor Vehicles. Together these accounted for 44.2% of the total General Advertising expenditure. Motor Vehicles – Manufacturers was the largest subcategory which comprised 11.2% of the General Display spending for the year.
Real Estate was the leading Category for Classifieds advertising expenditure in the 12 months ended 31 December 2010 followed by Recruitment then Automotive. This is the same as the prior year.
During the year Search grew at a faster rate than Directories.