Digital Ad Spend Skyrockets

31 Jan 2017
According to IAB Australia's article, last financial year proved to be a record year for the Australian online advertising market, reaching $6.8 billion in spending. Mobile advertising was the key driver behind growth, accounting for $1.96 billion of the total market. This is the fastest year-on-year growth the industry has seen in five years, with Real Estate being the fastest growing industry category.

“It’s brilliant to see Real Estate along with the Automotive, Retail and FMCG categories lead the way. They have built capability across all digital platforms especially in mobile and video. They know how to use content, technology and data to help achieve their marketing goals efficiently,” said Vijay Solanki, CEO of IAB Australia.

“The uptick in the Real Estate category is illustrative of an industry that is leading the way in its use of targeted content, personalisation, optimisation in order to lead digital engagement in today’s disruptive environment,” noted Solanki. 

Real Estate advertising saw the largest share in growth year on year, increasing its category share to 13.2 percent, compared to 10.8 percent in the previous year. Motor Vehicles remained relatively stable and accounts for the largest category share at 17 percent for the year, with Retail the third largest category at 10.4 percent, up from a 9.2 percent in the previous year.