Mobile continues to drive growth in Australian digital ad spend

Mobile is key driver behind growth in digital ad spend in Australia

Australia's digital ad spend is forecast to grow 13% to reach $6.20bn this year off the back of increased investment in mobile advertising, according to eMarketer.

Mobile accounts for more than half (55.4%) of all digital advertising spend and is expected to reach $5.70bn by 2021, representing a 71.1% share of all digital advertising spend.

Australia’s total media advertising spend is forecast to reach $11.47bn this year, a 5.2% increase year-on-year. over last year.

Shelleen Shum, senior forecasting analyst at eMarketer, said, “Traditional media in Australia continues its inexorable decline in total advertising share as attention continues to shift toward digital screens.

“Digital advertising in recent years has been driven largely by the rise of video ads, especially on social platforms. Increased video offerings and better audience targeting have boosted the uptake of this ad format among advertisers.”

The forecast is in keeping with the double-digit growth that is expected across Asia Pacific region in 2017. eMarketer has also predicted India, and Southeast Asia countries including, Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam - will all experience increases in digital ad spend.

Danielle Long

Danielle Long is APAC Correspondent for The Drum with a remit to cover news from China, Australia and New Zealand. Danielle has 15 years experience as a marketing journalist and has worked on publications in the UK and Australia. She has interviewed some of the world’s leading marketing, advertising and creative brains and has written about almost every standout brand and marketing campaign from the last 15 years.

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