Digital advertising expenditure reaches $13.9bn for FY22, showing signs of softening growth
The local Australian online advertising market recorded a 22% increase year-on-year to reach $13.9 billion for the financial year ending 30th June 2022, according to the IAB Australia Online Advertising Expenditure Report (OAER) prepared by PwC.
Fuelled by the Federal Election as well as both the summer and winter Olympics, all categories recorded double digit growth year-on-year, with video advertising peaking at 58% share of general display advertising. However, the data from OAER highlights more modest growth of 10.6% in the June quarter, reflecting market changes and a recalibration of activity.
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Mobile advertising regained ground for the financial year as mobility increased post-pandemic, while CTV video advertising’s share of spend softened slightly though it still represents the largest share of video device revenue. Programmatic buying of general display advertising for content publishers’ inventory remained steady at 70%, with a shift towards guaranteed deals.
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For the quarter ending 30th June 2022, the total online advertising market represented $3.631 billion, with all categories recording year on year growth for the quarter, and general display, driven by video advertising, increasing its share of the advertising spend by 3%.
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