Australian Online Advertising to Surpass TV and Print in 2013

IAB AustraliaThe spend on online advertising is set to surpass both newspaper and TV advertising in Australia in 2013, according to a study carried out by PwC for IAB Australia. Digital advertising in Australia has achieved ten percent year on year growth for the third quarter, recording $813.25m for the three months ending September 2012. The video advertising market remains small but is growing, increasing from $18.5m in Q3 2011 to $20.7m in Q3 2012 (includes Google/YouTube), while email advertising declined to $5.8m in Q3 2012 from $10.5m in 2012.

Paul Fisher, CEO IAB Australia commented “Double digit growth in the media and economic climate of the past 12 months bucks the trend across the broader media industry.  While growth has slowed in digital this past quarter the outlook for the Christmas quarter looks encouraging.

“Our work as an industry to improve online behavioural advertising technology and deliver better audience and campaign measurement tools has resulted in more ‘brand’ focused online advertising display formats and a clear and growing confidence in the medium by marketers,” said Fisher.

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