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Media Intelligence : Media Trends+Strategy 2012
digital 26 MEDIA Trends + Strategy MEDIA Trends + Strategy 27 The online advertising market in Australia recorded an increase of 20% YoY, the ninth consecutive year-on-year increase. iAB Australia reported that general display advertising accounted for 23.9% of expenditure whilst classifieds accounted for 23.4 % and search and directories for the remaining 52.7%. These categories grew from the last year – search and directories being the strongest at 30%. Recent CeASA (to June 2011) figures reveal interactive advertising share of total media has grown to 19% and is expected to further increase following the introduction of the iAB’s endorsed nielsen online Ratings online audience measurement methodology. Rapid and increasing smartphone take-up in Australia translates to new opportunities for advertisers as well as publishers. earlier this year Google research revealed that Australia has the second highest smartphone penetration in the world – ahead of the US, UK, and Japan – and that two in five of Australian smartphone owners use mobile search daily – more than the UK or Germany, and almost as high as the number who use desktop search daily. Australians averaged 25 apps (averaging 8 paid ones) per smartphone versus 23intheUSandUK. estimates of tablet devices by third quarter of 2011 was around 600,000 and growing enormously: this device is fast developing as a drawcard and platform for advertisers looking for cut-through. TableT Tops digiTal diversiTy Source: Asia Digital Marketing Association p26-29,31_digital.indd 26 28/11/11 2:43:12 PM
MT Resource Guide 2011
MT Resource Guide 2012