Australia - Digital Economy - Advertising and Marketing Industry


While many advertisers are cottoning on to digital advertising, take up until now has been hampered by a lack of industry standardization and sophistication in targeting ads and personalising them.

However, advances in technology, trends and performance of mobile and online advertising offer great potential in areas such as display advertisements, electronic direct mail, integrated content, streaming video and email. Digital platforms will in future enable digital advertisers to employ targeted advertising based on a user’s specific profile.

Despite a first quarter slowdown due to the global financial crisis, revenues from online advertising in Australia grew by 19% in 2008/09 to reach a total market value of $510 million. Although site display revenues may pick up again as economic conditions improve, the swing toward performance-based solutions is expected to grow steadily over the next five years. The medium promises strong growth in areas such as mobile advertising which was valued at $7.5 million in the Australian market for 2008/09. Email direct marketing was a strong performer, recording a growth rate of 20% during the year, with online video’s market share increased significantly to 25%. This trend is expected to continue over the next few years especially as advertisers look for alternatives to the mainstream and established online display market.

Key Australian companies in this market are The Belong Group, BlueFreeway and Hyro. Advertisers are migrating from traditional media to new media as the web audience grows, potentially at the expense of the traditional media audience.

Table of Contents

  • 1. Synopsis
  • 2. Digital marketing and advertising companies
    • 2.1 Introduction
    • 2.2 belong
    • 2.3 BlueFreeway
    • 2.4 Hyro
    • 2.5 BeamMe.Info
    • 2.6 Affiliate networks (the tail)
  • 3. New advertising models
  • 4. Industry analysis
    • 4.1 Digital advertising agencies
    • 4.2 The rise of targeted advertising
    • 4.3 Broadcasters are too broad
    • 4.4 The changing role of ad agencies in a world of rising digital media
    • 4.5 Advertising industry needs to go digital
    • 4.6 Traditional media were missing in action
  • 5. Mobile advertising
    • 5.1 Overview
    • 5.2 Market trends
    • 5.3 Market statistics
    • 5.4 AIMIA mobile advertising charter
    • 5.5 Vodafone takes the lead
    • 5.6 Hutchison is testing
    • 5.7 Telstra launching services in 2008
    • 5.8 Optus
    • 5.9 Industry analysis
  • 6. Dubious ‘advertising’ tactics
    • 6.1 Mouse-trapping
    • 6.2 Spawning
    • 6.3 Spam
  • 7. Related reports
  • Exhibit 1 – belong at a glance

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Digital Media
Mobile & Wireless Broadband and Media
Strategies & Analyses (Industry & Markets)

Number of pages 12

Status Archived

Last updated 29 Jan 2010
Update History

Analyst: Paul Budde

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