IAB Australia: Quarter ended September 2012

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Executive Summary

The September 2012 OAER continues to provide estimates for Google display, video, and mobile advertising as well as Facebook display and mobile advertising. Figures have been restated from the September quarter 2010 for comparative purposes. Refer to the Appendix for further detail and the impact on growth trends.

3months ended 30 September 2012
Total online advertising expenditure in Australia for the three months ended 30 September 2012 was $813m, a decrease of $26.75m (or 3%) on June-quarter 2012, and an increase of $71.25 (or 10%) on September quarter 2011.

The subsectors of the market remained relatively constant with General Display advertising accounting for 26%, Classifieds 21% and Search and Directories 53%.

All categories experienced a decline in online advertising expenditure for the quarter with the exception of Classified which grew 7%. When compared to the prior year, all categories achieved growth.

Within General Display, for the September quarter 2012, based on submissions received and our estimate for Google video advertising, both email based advertising and video based advertising declined to $5.8m and $20.7m respectively.

Within General Display, for the September quarter 2012, CPM based pricing continued to be the dominant pricing method with 62% of advertising expenditure on a CPM basis, and 38% on a Direct Response basis.

The Motor Vehicles Finance and Real Estate sectors were the dominant industries using, General Display advertising. These industries represented 41.5% of the market in the September quarter 2012 (38.8% in September quarter 2011). Motor Vehicles – Manufacturers continues to represent the largest subcategory which comprised 16.64% of the General Display spending for the quarter (up from 9.89% in the June quarter 2012).

Real Estate was the leading Category for Classifieds advertising expenditure in the September quarter 2012 followed by Recruitment then Automotive. This is the same order as the prior quarter.

During the quarter Display declined at a faster rate than Search.

 

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