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Digital Advertising Records Strong ROI

13 Mar 2014

All online advertising segments experienced double digital growth in the 12 months ended 31st December 2013, the General Display advertising sector had the strongest growth at 28.4 percent year on year to break the $1bn barrier for the first time. By comparison, Search and Directories grew 18.1 percent and Classifieds grew 10.5 percent year on year. The data comes from IAB Australia's Online Advertising Expenditure Report which is prepared by PricewaterhouseCoopers. The full report is available to IAB members on

General display advertising expenditure for 2013 was $1.125m, while Classifieds advertising was $743m and Search and Directories reached $2.118m.

Mobile advertising quadrupled in 2013, increasing 305 percent year on year to reach $349.2m in the twelve months ending 31st December 2013. In the December quarter it represented 14.3 percent of total online expenditure, up from 11 percent in the previous quarter. Video advertising reached 15 percent of display revenues in the December quarter, a 72 percent growth on 2012. Display advertising also experienced particularly strong growth in the December quarter, reaching 35 percent year on year growth.

Gai Le Roy, IAB Australia's Director of Research commented: "The industry should be very proud of these strong results, particularly given the 19.3 per cent growth rate is actually an increase on last year's. Digital advertising continues to evolve in terms of offerings and its ability to demonstrate strong ROI for marketers so we expect to see the growth rates sustained for some time to come."

Read more and see charts, at IAB Australia, click here

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