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Latest numbers show smaller rise in digital advertising spend

September 3, 2019 | 164 views

Australian brands and agencies spent $9 billion on digital advertising in the 2019 financial year, a jump of 7.1 per cent from the previous year, according to the latest Interactive Advertising Bureau (IAB) Online Advertising Expenditure Report. CEO, IAB Australia, Gai Le Roy, said in a statement it’s steady digital growth within a challenging advertising environment. “It’s clear small and medium business investment in digital is growing at a higher rate than traditionally larger advertisers. There are also some key category shifts," she said. "Automotive is again the largest advertiser category for display. But for the first time it is also the largest video advertising category - taking over from FMCG as their spend softens.” The report, now in its 12th year and prepared by PwC, found the growth in 2019 of 7.1 per cent was smaller than in 2018, when it increased by 11 per cent. According to the IAB, this reflected the downturn in Australia’s overall advertising market. Search and directories showed the strongest growth, with a rise of 8 per cent in the 12 months to 30 June 2019, while general display and classifieds grew by 7.4 per cent and 4.2 per cent respectively.

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