Search Drives Digital Ad Spend in Australia

Paul Fisher, IAB

SEARCH continues to drive Australia's online marketing industry, the latest IAB Australia report reveals.

Australiaralia’s online advertising market has again beaten advertising market trends, recording continued strong, double digit growth year on year of 18.5 percent for the full financial year according to figures released today by IAB Australia.

The report, compiled by PricewaterhouseCoopers (PwC), showed that online advertising expenditure in Australia for the financial year ending June 30 2009 exceeded $1.8 billion and totalled $453 million for second-quarter 2009 (three months ended 30 June 2009).

For the full financial year, Search and Directories accounted for 49% of the total advertising expenditure, while General Display accounted for 27% and Classifieds 24%. Search and directories grew 25% for the full financial year; general display grew 19.6% and classifieds 6%.

Overall Q2 activity showed an increase of 9.8% from Q2 2008, with Search and Directories increasing 19% quarter on quarter, while General Display increased 10% and Classifieds decreased 5.9%.

“Search continues to drive the growth in the industry, with display advertising also well supported," said Paul Fisher, CEO of IAB Australia.

Search Engine Room: August 10, 2009