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Based on eMarketer’s latest forecast of ad spending in countries around the world, advertisers in Australia will spend $1.36 billion this year on mobile internet ads, including search and display formats. That’s up 60.0% over 2014 spending levels and amounts to 29.0% of digital ad spending and 12.6% of all paid media ad spending in the country.
According to the Interactive Advertising Bureau Australia (IAB Australia), most of that spending goes toward ads on smartphones. In Q1 2015, when IAB Australia estimated advertisers in the country spent AUD230.2 million ($207.5 million), 59% of spending was on smartphone-based ads, with the remainder going to tablets.
According to InMobi, this is closely in line with the share of ad impressions served on the two devices. On InMobi’s network, 67.3% of mobile ad impressions served in Australia in 2014 were served on smartphones, vs. 32.3% served to tablets.
IAB Australia also reported that 57% of mobile ad spending during the quarter was on display formats, with the remainder going to search.
August 2014 polling by Econsultancy and the Mobile Marketing Association found that around two-fifths of web traffic to marketer sites in Australia came from mobile. Agency marketers put the figure at 42%, while client-side respondents said it was 36%. That’s a higher share than the percentage of digital ad spending going toward mobile, according to eMarketer’s estimates.
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