Digital Ad Spending in Australia Continues to Rise Steadily - eMarketer
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Digital Ad Spending in Australia Continues to Rise Steadily

Mobile’s growth is largely responsible

March 23, 2017 | Media Buying

Digital ad spending in Australia is on rise, continuing the trend of steady and significant growth from 2008 to 2016. Much of that is due to mobile spending.

Digital Ad Spending in Australia, 2008-2016 (billions of Australian dollars and % change)

According to a March 2017 report from the Interactive Advertising Bureau Australia (IAB Australia), digital ad spending climbed from AUD6.01 billion ($4.47 billion) in 2015 to AUD7.40 billion ($5.50 billion) in 2016.

That’s a growth rate of 23%, keeping largely in line with figures from 2010 onward, which have ranged from 25.3% to 18.3%. Those figures point to a reliable and steady market in Australia.

eMarketer predicts that digital ad spending will make up more than half of paid media ad spending in Australia for the first time in 2017, reaching 51.4% of the total—up from a 48.7% share in 2016.

Growth is largely due to the rise of mobile, which accounted for 25.3% of all total media ad spending in 2016, eMarketer estimates. In 2017, mobile will make up 31.8% of all spending.

—Ben Clague

New Report in eMarketer PRO This Week


US Ad Spending: The eMarketer Forecast for 2017


US paid media ad spending will grow steadily in 2017, on the heels of a strong 2016 boosted by the Rio Olympics and the presidential election. A focus on mobile will fuel growth, pushing total media spend to more than $206 billion this year—a moderate increase of 6.1%. Preview Report


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