Online advertising has biggest quarter to date
Across the ditch IAB Australia reported spending on online advertising now exceeds spending on free to air TV.
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.
Earlier this week IAB Australia reported spending on online advertising exceeds spending on free to air TV.
New Zealand is not quite there yet, but the NZ 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.
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 such as banners are up 14% (see graph for full breakdown of this category), while classified ads such as listings on SEEK and TradeMe 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 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.
Victoria Young
Wed, 14 Aug 2013
Wed, 14 Aug 2013
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Online advertising has biggest quarter to date
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