Digital ad investment lifts with retail advertising surging in 2021
The Interactive Advertising Bureau (IAB) released the Australia Online Advertising Expenditure Report (OAER) for the first quarter of 2021.
The data shows that retail advertising is surging and that classified advertising is rebounding, reflecting the overall health of the Australian economy and increasing consumer confidence. The overall digital advertising market in Australia is still growing, reaching $2.8 billion for the March 2021 quarter. This is a 25.8 percent increase since last year.
Gai Le Roy, CEO of IAB Australia commented: “Digital advertising continues apace and we’re seeing a diversification of that spend into a broader range of opportunities across different digital offerings. There’s no doubt the Australian market is bouncing back but there’s still plenty of room for further growth, with expectations that as borders reopen and supply chains improve, both the travel and automotive categories will increase the investment in digital advertising.”
All categories reported double digital growth compared with the March quarter 2020, with search and directories increasing 26.5 percent, general display increasing by 28.9 percent and classifieds up 18.5 percent.
Retail advertising continues to grow, representing 16.4 percent of display investment and leading video advertising investment. Finance advertising share also increased, and real estate reached the top five industry sectors. Travel advertising is recovering thanks to the boom in domestic tourism. Automotive advertising is slightly up from preceding quarters.
Total video advertising expenditure fell slightly to $572 million in the March quarter following a record spend of $645 million. Meanwhile programmatic trading of content publishers’ video inventory increased in the March quarter, peaking at 61 percent of the total expenditure, versus 34 percent bought through agencies.