Tuesday, 10 February 2009

Internet advertising grows by 27% in 2008

The new figures for Internet advertising in Australia have been posted by the Internet Advertising Bureau, using data compiled by PricewaterhouseCoopers from a sample of over 1,000 website properties in the country.

This latest data shows that overall growth in this advertising sector for the past year was up by 27% to the forecasted figure of $1.7 billion - a growth of $364m on the 2007 figure of $1.34 billion. The market is now expected to break the $2 billion barrier by the end of this year, although growth rates are slowing and the current economic situation may hinder this growth (or potentially increase it as more spend in channelled online and away from other media).

The Search and Directories category remains the main growth area, although since Google refuses to reveal their numbers, the figures remain a significant estimate. However, year on year this category grew by 30% to $807m. In the fourth quarter of 2008, the sector grew by 27% compared to the same period in 2007, to $224m. It also grew by 6% over the third quarter in 2008, which is the critical figure as the 'credit crunch' began to bite during this period.

Of the other 2 monitored categories, Display Advertising grew by 27% in 2008 to $465m and by 24% year-on-year in the fourth quarter, to $130m. Compared to the third quarter in 2008, this marked a 4% growth in advertising spend. Finally, the Classifieds sector grew by 23% for the year, up to $439m, and by 10% year-on-year for the quarter, to $108m. However, compared to the third quarter, this sector shows a drop of 5% - the first ever and possible signs of the slowdown affecting online advertising.

The detailed summary of these figures can be downloaded as a PDF report from the IAB website.

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Blogger Unknown said...

It is obvious these numbers show not only how people are turning to shopping on the internet, but also the fact that consumers are gaining more confidence in buying online. I also think this trend is going to continue, even in this economic downturn, as more and more brick and mortar businesses close their doors.

14 February 2009 at 4:51 pm  

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