Mobile advertising revenue has grown 39% year-on-year, according to a new report by IAB Australia and PwC. The latest report shows that overall digital advertising revenues in Australia were up 11% to $8.5 billion in 2018 from 2017.
The increase in mobile also underlines a shift in ad spend from desktop to mobile. Meanwhile, video grew 45% year-on-year.
“Over the last 12 months we have seen a marked increase in the role for video across our product plans, enabling us to now reach a number of audiences at scale, and on their terms,” explained Toby Dewar, Head of Media, Digital and Social, Westpac. “This ability to leverage brand safe environments, connected to our own Westpac data provides a highly accountable and effective platform to drive consideration and customer growth across our media plans.”
Overall, display ads are now worth $3.1 billion of which $1.3 billion are being attributed to video ads.
“Marketers are open about their thorough and continued assessment of their digital advertising programs to ensure effectiveness and ROI, so it’s very pleasing to see them reinvest their marketing budgets in digital advertising across a broad range of platforms and channels,” said Gai Le Roy, Interim CEO of IAB Australia.
The report also noted that the Australian market was maturing and diversifying as more marketers embrace digital video. The top three industries including FMCG, Finance and automotive now represent 31% of all digital ad spend down from 45% in 2017.