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Online display advertising jumps 28.4pc in 2013

Beef Central, 24/02/2014

 

Online display advertising across Australia grew 28.4 percent last year while the advertiser spend on mobile ad platforms has quadrupled, according to a report released today by PriceWaterhouseCoopers for the Interactive Advertising Bureau.

It says online display advertising in 2013 was worth $1.125 billion, an increase of 28.4 percent on last year’s figure of $876m. Other online growth areas included classifieds, where advertising expenditure in 2013 reached $743m, and search and directories functions, where $2.12 billion was spent.

IAB Australia’s director of research, Gai Le Roy, told media website Mumbrella that total online advertising expenditure grew 19.3pc year-on-year to reach a total of $3.98 billion.

“The industry should be very proud of these strong results, particularly given the 19.3pc growth rate is actually an increase on last year’s percentage,” said Ms Le Roy.

The 2012 year’s growth in online advertising was 18pc.

Mumbrella said the report also showed a dramatic uptick in mobile advertising expenditure. According to PWC, mobile ad spend quadrupled in 2013, from $86m to $349m in the twelve months ending December 31.

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