Australia - Digital Economy - Advertising, Statistics and Revenues

Synopsis

Spending on online advertising expenditure in Australia continues to reach new highs. The amount spent in the online advertisements segment in Australia is continuing to grow as does the expenditure by the businesses and consumers in this marketplace. Driving the spending is often mobile devices where purchases can be made on a whim or as the need arises and by comparison shopping using the mobile device

By end-2011 online advertising had increased overall by around 17% year-on-year in 2011. The increase in online advertising may be in anticipation of an increased economic environment coming into 2012 as Australian businesses continue to increase the amount of online sales.

The increased use of video advertising and also video viewing continues to grow as the increase in broadband availability has seen advertisers continue to experiment with new formats. Into 2012 we will continue to see an increased use of targeted advertising delivered over the internet, as millions of users watch millions of online videos monthly. Overall it is estimated that video advertising is still less than 2% of overall online advertising spending.

In this report we provide an overview of the Australian digital economy based on the online advertising market, with statistics, trends, forecasts, estimates and analysis in tabular, text and easy-to-read chart formats covering a wide cross-section of the sector.

Companies mentioned

Companies included in this report include – iPhone, Nokia, Google, Android, Telstra, Sensis, eBay, Yahoo, Facebook.

Hot topics mentioned

Hot topics included in this report include – online advertising, video-based advertising, IPTV, mobile advertising, digital media, social networking, NBN.

Table of Contents

• 1. Synopsis
• 2. Digital economy – business internet income
• 3. The online advertising market
  • 3.1 Interactive Advertising Bureau (IAB) survey of online advertising expenditure – 2011
    • 3.1.1 Online ads set to increase into 2012
  • 3.2 Revenue trends from 2011 into 2014
• 4. Mobile internet advertising
  • 4.1 Background
  • 4.2 Insights into mobile advertising trends
  • 4.3 Mobile advertising to mature
• 5. Generation Y is driving the online media push
• 6. Revenue statistics
  • 6.1 Online advertising revenue forecasts
  • 6.2 Online advertising revenue statistics
• 7. Online classified advertising
  • 7.1 Overview of market spending – 2010
• 8. Online video advertising market
  • 8.1 Market overview
  • 8.2 Video gaming industry downsizes
• 9. Website usage statistics
  • 9.1 Top 10 Australian websites – 2009 - 2011
• 10. Market surveys
  • 10.1 Online shopper survey but still buying offline
  • 10.2 Children and the usage of social networks
  • 10.3 Ericsson/IDC – rapid growth for TV/video sector
  • 10.4 Online general advertising survey
  • 10.5 PricewaterhouseCoopers (PwC) Entertainment & Media Outlook report to 2012
    • 10.5.1 Market sector overview
  • 10.6 Search advertising revenues
• 11. Related reports

• Table 1 – Business internet income and annual change – 2007 - 2012
• Table 2 – Estimated mobile device advertising in Australia – 2008 - 2011; 2015
• Table 3 – Market shares of key online advertising markets – 2008 - 2012
• Table 4 – Online advertising expenditure and forecasts – 2000 - 2015
• Table 5 – Expenditure in the email and video advertising sector online – 2009 - 2011
• Table 6 – Nielsen Online top Australian websites by unique audience – 2009 - 2010
• Table 7 – Top ten Australian websites by unique audience – 2009 - 2011
• Table 8 – Social networking in the workplace – 2009 - 2010
• Table 9 – Australian entertainment and media market – revenue by industry – 2007 - 2012
• Table 10 – Australian entertainment and media market – annual growth by industry – 2008 - 2012
• Table 11 – Australian consumer/end-user spending – 2007 - 2012
• Table 12 – Australian consumer/end-user spending – annual growth by industry – 2008 - 2012
• Table 13 – Australian advertising spending – 2007 - 2012
• Table 14 – Australian advertising spending – annual growth by industry – 2008 - 2012
• Table 15 – Australian entertainment and media market – revenue by industry – 2006 - 2008; 2011
• Table 16 – Australian entertainment and media market – annual growth by industry – 2007 - 2008; 2011
• Table 17 – Australian entertainment and media market – consumer/end user spending by industry – 2006 - 2008; 2011
• Table 18 – Australian entertainment and media market – consumer/end user annual growth by industry – 2007 - 2008; 2011
• Table 19 – Australian entertainment and media market – advertising spending by industry – 2006 -2008; 2011
• Table 20 – Australian entertainment and media market – advertising annual growth by industry – 2007 - 2008; 2011
• Table 21 – Share of consumer spending by industry sector – 2006; 2011
• Table 22 – Share of advertising revenue by industry sector – 2006; 2011

• Chart 1 – Overview of business internet income and annual change – 2007 - 2012
• Chart 2 – Overview of mobile online advertising revenue – 2008 - 2011; 2015
• Chart 3 – Overview of online advertising expenditure and forecasts – 2001 - 2015
• Chart 4 – Online advertising expenditure in the email and video sector – 2009 - 2011
• Chart 5 – Use of price comparison sites – 2010
• Chart 6 – Use of social networking sites by demographic – 2008 - 2010
• Chart 7 – Social networking trends among children – 2008 - 2010
• Chart 8 – Paid search advertising revenue – 2005 - 2006; 2010