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Digital accounts for almost 50% of all Australian advertising spend

Digital represented 48.6% of all Australian ad spend in 2016

Digital advertising spend accounted for almost half of all Australian ad spend in 2016, according to new figures from the Commercial Economic Advisory Service of Australia (CEASA).

The CEASA report revealed 48.6% of all ad spend in 2016 was invested in digital channels and formats, up from 42.5% in 2015.

Mobile advertising spend increased to account for 15% of the entire paid media market in 2016 up from 11% in 2015, while digital video increased from 3% in 2015 to represent 5% of the total ad spend in 2016.

Traditional FTA TV spend dropped from 24.0% to 21.6% of total ad spend in 2016 according to CEASA.

The CEASA report captures ad revenue from Australia’s major paid media channels and data from all agency groups. The report uses authorised data sources from industry bodies including ThinkTV, Outdoor Media Association, IAB Australia and Commercial Radio Australia.