Even as various parts of the globe contiue to reel under the impact of the pandemic, the third quarter has been the harbinger of good news for Australian digital advertising market.
It witnessed an 11.3% growth from Q2 to reach $2,263m in Q3 ending 30th September 2020. As per data from IAB Australia online advertising expenditure report (OAER), all advertising categories have achieved growth after the pandemic induced declines of the previous quarter. According to the report, search and directories made up for 45% of all expenditure, general display 38% and classifieds 17%.
Good days for video and display
- Video advertising, in particular, roared back, with CTV inventory experiencing the highest growth across digital screens.
- The general display formats of video, standard display, and infeed/native advertising all experienced double-digit quarter on quarter recovery, growing at 11%, 10% and 19% respectively.
- While the search and directories and classifieds sectors were still down on the previous year (-6.9% and -11.5% respectively), the display revenue showed an upward trend with a 0.9% increase assisted by the strong growth in video revenue.
- Retailers remained the number one investment industry and FMCG advertising has broken into the top five industries for general display expenditure for the first time since June 2017.
Buying preferences remained stable
- As per the report, advertisers’ buying preferences for content publishers’ inventory remained stable this quarter despite the uncertainty of the times, with 40% opting to buy via an agency, 16% direct, 11% via programmatic guaranteed and 33% via programmatic RTB/PMP.
- Investment continues to trend towards Connected TV, shifting share from both desktop and mobile devices.
The strongest quarter ahead
- As per Gai Le Roy, CEO of IAB Australia, “It’s been a challenging year but the growth this quarter in terms of digital formats signals the industry is bouncing back. We are now entering what is traditionally considered the industry’s’ strongest quarter and we anticipate a continuation of the growth through to the end of the year.”
- Interactive Advertising Bureau (IAB) is an independent industry association with more than 150 members in Australia and nearly 9,000 globally spanning media owners, publishers, technology companies, agencies and advertisers. IAB works to align industry stakeholders to develop solutions for the issues faced by the market and develop standards that are integral to the operation of digital advertising.