Online Advertising continues strong double digit growth through 2009

Posted: April 9, 2010 in Digital Marketing, Digital Search, Online Marketing
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Australia’s online advertising market has continued to defy the broader advertising market decline, recording strong double digit growth to reach $1.87billion for the full calendar year 2009.

The results, which were released today by IAB Australia in its Online Advertising Expenditure Report (OAER) compiled by PricewaterhouseCoopers (PwC), also showed that online advertising reached $978.75 million for the last six months of 2009, suggesting that the industry is on track to exceed $2billion in the current financial year.

Online advertising expenditure in Australia for the three months ended 31 December 2009 totalled $513 million, the largest fourth-quarter recorded. This is an increase of $50.5 million, or 10.9 percent from the fourth-quarter 2008.

The continued growth of online advertising expenditure comes at a time when the industry is expecting a decline of upto $900 million in the Australian advertising marketplace for 2009.

According to Paul Fisher, CEO of IAB Australia, in the face of the global financial crisis, reduced advertising and marketing budgets, more marketers and agencies across the spectrum of industry sectors continued and increased their investment in online advertising throughout 2009.

“Consumers are spending more of their time online interacting with content and advertising and it is this engagement that advertisers are increasingly aligning their brands with,” said Mr Fisher.

“With the proliferation of quality content online, the explosion of online video consumption and the development of new search and social networking tools and technology, the online advertising industry is fast becoming the medium of choice for marketers to influence consumers,” said Mr Fisher.

“In 2010, advanced standards and guidelines for online advertising, local research, and standardized online audience measurement will further accelerate investment in online advertising to surpass $2 billion this financial year and calendar year, increasing its share of the advertising market,” said Mr Fisher.



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