IAB: Online ad revenue flat for Q1, but sees year-on-year growth
The Australian online ad market remained flat in the first quarter of the year compared to the last three months of 2009, with display advertising seeing its customary dip in expenditure during the quieter post-Christmas period.
Year on year however, overall online ad spend was up 17 per cent.
Online spend for the March quarter totalled $512.5m, according to Interactive Advertising Bureau’s latest Online Advertising Expenditure Report compiled by PricewaterhouseCooper.
General display advertising was $126m, down 11 per cent on the prior quarter, but up 15 per cent on the first quarter of last year.
Also measured within display is email advertiisng which fell from $9.3m in the prior quarter, to $7.9m in the latest reported quarter; while video advertising saw a slight rise from $5.3m in Q4 to $5.7m.
Classifieds advertising expenditure saw a 9 per cent increase on Q4, to $121m, and was also up 16 per cent on Q1 of last year. The result was the largest quarterly expenditure recorded for classifieds advertising.
Meanwhile, search and directories ad expenditure rose 2 per cent to $264.75m compared to Q4 of last year. It was also up by 18 per cent compared to the first quarter of 2009.
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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Is the long tail included in this report?
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Interesting headline and body of the story when online advertising is up 17% year on year. Due to the seasonality of buying online advertising, it is just not apples with apples to compare Q1 to Q4, or any Qtr to a previous qtr other than the same qtr the previous year.
In a 12 month period when the total Australian advertsing market fell $1.1billion, the real story here is that marketers and their agencies continued to invest in online and in fact grew their investment in online, and continue to do so.
Display is up 15% on the same period last year. There’s nothing ‘flat’ or in ‘decline’ about these rates of growth.
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Hi Paul – some fair points. The story has now been updated to reflect that.
Cheers,
Camille – Mumbrella
Thanks Camille.
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