Digital advertising continues to boom, up 42.1% for Q3 year-on-year

The IAB Australia’s digital advertising figures for the September quarter of 2021, show that the market continues “growth at pace”, at $3.23 billion, up 42.1% on the same quarter in 2020.

The figures are prepared by PwC and provided in the IAB Online Advertising Expenditure Report (OAER).

Retail remains the leading category for advertisers in the first quarter of FY2021, representing 14.4% of display investment, with all categories seeing double digit digital growth on 2020, with video “continuing to be the overall star”.

CEO of IAB Australia, Gai Le Roy said: “The September quarter had a mix of highs and lows with Olympics activity encouraging investment but the travel market pulling back again with local lockdowns. Overall though investment in digital advertising market continued to impress, with the September quarter increasing 42% on the COVID impacted September 2020, but also increasing 36% compared to the 2019 September quarter.”

Against 2020 figures, search and directories were up 41%, general display up 45.6% and classifieds 37.3%. Despite strong numbers compared to 2020, the overall market was down 1.3% on the the second quarter of this year, partly owed to COVID lockdowns.

The technology sector’s advertising totals 7.8%, while auto advertising’s total share declined again “reflecting supply challenges”, with travel also declining due to lockdowns reversing the increases seen in the most recent figures.

Video advertising increased 72% year-on-year to reach $784.1, which represents a 62% share of general display advertising. Infeed / native advertising grew 30%, while standard display advertising dropped 21% year on year.

According to the IAB, programmatic continued to be the preferred buying method for content publishers’ video inventory. Programmatic trading of content publishers inventory was 45% of total expenditure, against 40% bought  through agency insertion orders.

Yesterday, new figures from Standard Media Index reported an ad spend increase of 2.7% in October, despite a significant decline in TV bookings due to the move of the AFL and NRL finals and ongoing COVID restrictions.


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