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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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Online Advertising Expenditure has seen an increase of 17% reaching $2.66bn for the 2011 calendar year. The overall market growth was powered by search and directories with 53%, followed by general display advertising at 23.8%.

Online Advertising Expenditure has seen an increase of 20% year on year reaching $688 million in Q3 2011, with Search and Directories experiencing the strongest growth. The executive summary of the report is available to all and members can access the full report.

Online advertising reached $2.455b for FY1011, a 20% year on year growth powered by search & directories and classifieds which both recorded a 23% growth year on year while general display grew 12%.

The Online Advertising Revenue Report reflects Digital Ad Spend at S$60.31m for the period January to June 2011.

This was the largest Q1 ever reported, with search and directories recording 23% growth year-on-year, while classifieds increased 19%year-on-year. The general display market grew more modestly year-on-year, recording a 3% growth.

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