Early days for online video revenue, suggests IAB report

Tim Burrowes

February 15, 2010 2:52

The impact of video on Australia’s online advertising economy is yet to have a major effect on revenue, according to new data from the Interactive Advertising Bureau.

The latest Online Advertising Expenditure Report, compiled on a quarterly basis by PricewaterhouseCooper, includes estimated revenue from video advertising and email for only the second time.

According to the report, spend in video for the fourth quarter of last year was $5.3m, while for email it was $9.3m.

However, this was against the backdrop of online ad expenditure for 2009 of an estimated $1.87bn, up 9.4% on the previous year.

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Tim Burrowes

Tim Burrowes is the publisher of Mumbrella and Unmade. He co-founded Mumbrella in 2008 and sister title Unmade in 2021. He's worked in the UK, Middle East, Asia & Australia and has specialised in writing about the communications world for the last 25 years. He wrote the book Media Unmade, published in 2021, and became the presenter of MediaLand on ABC Radio National in 2025.

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2 COMMENTS

LIAM 15 Feb 10

How did FMCG and retail growth get missed in the coverage of this?

Waited a long time.

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anon1 16 Feb 10

I don’t watch the ads in online videos, they take too long and are never relevant.

Instead I mute it, and go and surf some more in a different tab or application. Then I return to the video, and watch just the content from the start.

The most advertising there should ever be in an online video is a three second sting at the start.

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