Digital nears half of total Aus ad spend

Australia’s most substantial media spend report displays that digital is almost at 50 per cent of all advertising spend.

The Commercial Economic Advisory Service of Australia (CEASA) report uses data from peak industry bodies and advertising agencies to get a full picture. This includes the Outdoor Media Association, ThinkTV, IAB Australia and Commercial Radio Australia.

Print ad revenues, including magazines, newspapers and a proportion of outdoor, come to roughly 15 per cent of total spend, according to CEASA data. Traditional FTA TV spend dropped from 24 per cent to 21.6 per cent of total ad spend in 2016.

Gai Le Roy, research director, IAB Australia says, “As the stakes increase it is important that cools head prevail and we rely on independent data from organisations such as the CEASA for media planning decisions rather than from incomplete sources. To understand the whole media market we must have data on direct advertiser spend and not just selected agency data. Without this we are missing almost all SME advertising spend as well as that of the larger advertisers that are taking more of their buying and planning in-house.”

The digital jump can be attributed mostly to increase mobile advertising spend, alongside digital video. Mobile advertising increased to 15 per cent of the whole paid media market in 2016 up from 11 per cent in 2015. Digital video grows to five per cent of the total ad spend in 2016 up from three per cent in 2015.

Vijay Solanki, CEO, IAB says, “The latest consumer data shows that over 20 million Aussies are online and 15 million are on their mobiles.  As consumer penetration increases and immersion deepens, it’s inevitable that smart marketers would want to follow.  All the data suggests that deepening consumer immersion into mobile and video will continue to drive revenue.”

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