Online advertising has biggest quarter to date
Latest figures from the Interactive Advertising Bureau show internet advertising has had its biggest quarter to date, with 31% year on year growth.
A total spend of $120.56 million for the second quarter of this year means the category is well on track to exceed last year’s total ad spend of $366 million.
Last year interactive advertising made up 16.9% of total advertising turnover, according to the Ad Standards Authority.
The IAB has already conservatively estimated online advertising will overtake newspapers ads by 2016.
Globally, Zenith Optimedia has forecast internet advertising to overtake newspapers for the first time in 2013, and exceed the combined total of newspaper and magazine advertising in 2015.
The Australian IAB has recorded spending on online advertising now exceeds spending on free to air TV.
Spending on search and directories makes up the biggest portion of internet advertising. This is now at $52.42 million, up 28% from the first quarter. Display ads are up 14% (see graph for breakdown of this category). Classified ads such as TradeMe and SEEK listings were up 13% year on year this quarter.
Social media advertising grew 17% from quarter one. This measure only includes social media ads run through agencies. In this category Pinterest grew by 253%
Mobile advertising is up 73% year on year although it still only makes up a about 1% of the total spend: $1.12 million was spend on the category this quarter.
To read more about the digital indies riding the online boom, check out this Friday’s NBR Print edition.