Online adspend grows, but feels the pain in recruitment
Even online’s growth has been slowed by the media recession, new figures from across the industry suggest, with classified ads under particular pressure.
According to the Interactive Advertising Bureau report, which covers to the end of June:
- The total online advertising market grew by 19% year-on-year from $1.5bn to $1.8bn
- But the online market grew by only 9% compared to the same quarter a year before
- Online classified ads only saw annual growth of 6% to $431m
- Online classified ads fell be 6% compared to the same quarter a year before
- Search & directories were down 1% compared to the previous quarter
- For the last 12 months, online display ads were worth $491m; classifieds $431m; search & directories $884m
Financial advertising is the single biggest sector, making up 20.5% of online ads in the last quarter, up from 19.1%.
Computers and communications had the biggest jump, up from 12.4% to 16.6% of online adspend.
The drop in spending on recruitment was among the most dramatic – down from $3.8m in the second quarter of 2008 to $1.7m in the second quarter of 2009.
Recruitment made up just under 1.4% of online adspend in the last quarter compared to more than 5% three years ago.
The figures are compiled by PricewaterhouseCoopers for the IAB. Although most of Australia’s major online players take part in providing the tracking survey with data, Google does not.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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I blame the media – they’re creative enough when they’re running out of money, but when they’re doing fine they don’t really bend over backwards.
Take it from someone who knows.
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From the perspective of an organisation that spends a LOT of money on job board advertising it has become increasingly clear that, apart from branding for our agency, the traditional boards have become increasingly less useful as a way to find talent. We have found that the boutique boards, targeted to specific industries or disciplines, combined with old fashioned research / search techniques are much more efficient at solving the problem for clients (i.e. finding the right person to fill their job).
In the last 12 months we have more than doubled our online spend for employment advertising, but the proportion allocated to the major boards has dropped by over 75% in the same time.
I wonder if this survey on employment advertising captures all the boards, or just the majors?
I wonder if the
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I find noteworthy the high share of search and directories (roughly 50%, vs display ads only 25%!) and of financial advertising (about 20%).
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