Digital poised to grab 50% of all ad spend

The digital market has narrowly missed grabbing half of all advertising dollars, accounting for 48.6% of all ad spend in 2016, according to new figures.

Gai Le Roy says the CEASA figures are an important benchmark

Figures released by the Commercial Economic Advisory Service of Australia for advertising spending in 2016 revealed that spending on digital platforms had jumped from 42.5% the previous year.

The research revealed that mobile now represents 15% of the whole paid media market, up from 11% a year ago.

Gai Le Roy, research director at the Interactive Advertising Bureau, said that the release of the independent figures was important for the industry.

“As the stakes increase it is important that cool heads prevail and we rely on independent data from organisations such as the CEASA for media planning decisions rather than from incomplete sources,” Le Roy said.

“To understand the whole media market we must have data on direct advertiser spend and not just selected agency data. Without this we are missing almost all SME advertising spend as well as that of the larger advertisers that are taking more of their buying and planning in-house.”

The release of the CEASA data comes as the digital sector continues to wrestle with the issue of audience viewability and third-party measurement.

At the same time the commercial TV networks have quietly stopped releasing adspend data as they develop new metrics through Think TV.

CEASA reported newspaper advertising was down to a share of 10.3% while magazines were just 2.9%


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.