Monday, 10 August 2009

IAB figures show growing search advertising share

The latest Internet advertising figures published by IAB Australia show continued growth in the online advertising market which is bucking the general advertising market trends. The latest figures for the April-June quarter and the past financial year show an 18.5% year-on-year growth for the 12 months to the end of June and a 9.8% increase for the quarter.

The Online Advertising Expenditure Report (OAER) is published by IAB Australia using data compiled by PricewaterhouseCoopers. The new figures show that online advertising expenditure in Australia for the year ending June 30 2009 exceeded $1.8 billion and totalled $453 million for second-quarter 2009. This means that Internet advertising is still expected to hit the $2 billion spend level for this year.

In the past financial year, Search and Directories accounted for 49% of the total advertising expenditure and saw a growth of 25% year-on-year. General Display Advertising accounted for a 27% share of the market and grew by 19.6% and Classifieds held a 24% share and grew by just 6% over the previous year.

For the second quarter of 2009, the Search and Directories category increased by 19% on the same period last year, with General Display increasing by 10% and Classifieds saw a decrease of 5.9%. The IAB commented on the report that these latest figures demonstrated the continued confidence in the market for online advertising at a time when the economic situation is challenging.

Not surprisingly, search advertising continues to do well and is driving the growth in the industry due to its targeted and measurable nature, although the bulk of the figures in this sector remain estimated since Google does not reveal these to the IAB researchers. Display advertising is also showing continued support as a growing medium as Internet usage continues to develop. Not surprisingly, however, is the decline in online classified spend which has been impacted by the declines in the employment, real estate and automotive markets.

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