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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 in Australia for the second-quarter 2008 totalled $412.5 million, the largest second-quarter recorded. General Display advertising and Classifieds advertising accounted for 27.8% and 26.9% of the total advertising expenditure for the second-quarter 2008, respectively, while Search & Directories advertising comprised the remaining 45.3%.

Online advertising expenditure in Australia for the first-quarter 2008 totalled $384.5 million, the largest first-quarter recorded. This is an increase of $5.75 million (or 1.5%) from the fourth-quarter 2007, and is an increase of $90.5 million (or 30.8%) from the first-quarter 2007.

Online advertising expenditure in Australia for the fourth-quarter 2007 totalled $378.75 million, the largest fourth-quarter recorded. General Display advertising and Classifieds advertising accounted for 28% and 26% of the total advertising expenditure for the second-quarter 2007, respectively, while Search & Directories advertising comprised the remaining 46%.

Online advertising expenditure in Australia for the third-quarter 2007 (3 months ended 30 September 2007) totalled $347.75 million, the largest quarter recorded.

Online advertising expenditure in Australia for the second-quarter 2007 (3 months ended 30 June 2007) totalled $325.5 million. General Display advertising and Classifieds advertising accounted for 28% and 27% of the total advertising expenditure for the second-quarter 2007, respectively, while Search & Directories advertising comprised the remaining 45%.

Online advertising expenditure in Australia for the first-quarter 2007 totalled $294 million. General Display advertising and Classifieds advertising accounted for 26% and 27% of the total advertising expenditure for the first-quarter 2007, respectively, while Search and Directories advertising comprised the remaining 47%.

Online advertising expenditure in Australia for the 6 months ended June 30, 2005 totalled $263 million. Search and Directories was the fastest growing category increasing by 23% for the six months ending June 30, 2005.

Online advertising expenditure in Australia for the 6 months ended December 31, 2004 totalled $225 million. General Advertising and Classifieds Advertising revenue accounted for 33% and 34% of the total ad expenditure respectively while the Search and Directories advertising category comprised the remaining 33%.

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