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IAB Australia release Q3 adspend figures
9 percent cumulative year-on-year growth and 2.9 percent year-on-year for Q3 2009
Australia’s online advertising market has recorded continued growth in the most challenging economic period to impact the Australian media industry in decades, according to figures released today by IAB Australia in its Online Advertising Expenditure Report (OAER). The Report, which is compiled by PricewaterhouseCoopers (PwC), showed that online advertising expenditure in Australia for the quarter ending 30 September 2009 was the highest ever recorded, totalling $466 million.
Overall Q3 activity showed an increase of three percent from Q3 2008. Search and Directories accounted for 51 percent of the total advertising expenditure in the third quarter of 2009, while General Display accounted for 26 percent and Classifieds 23 percent. Search and Directories grew 12 percent for Q3 year on year; while General Display declined 3.8 percent and Classifieds declined 5 percent.
For the first time, the PWC Report also captured the online advertising expenditure within the General Display category for video, email and also so-called CPM (cost per thousand, often referred to as ‘brand’) and direct response (often referred to as ‘performance’) advertising, and a hybrid model combining both pricing models
A summary of the report is available here
