Online ad spend in first half of 2015 reaches $365m
Search and directories get a boost.
Online advertising continues to surge, according to data from the Interactive Advertising Bureau, with second quarter spend reaching $184.7 million, a 30% increase on the previous corresponding period.
Search and directories, which remain dominant with a 57% share, increased 46% to $105 million.
Meanwhile, display advertising, which has a 20% share, increased 21% to $37.5 million.
The IAB says display's increase was underpinned by increases in video (20%) and programmatic buying (124%). Programmatic buying replaces human input methods with automatic purchases and placement.
Mobile advertising continues to have meteoric percentage growth (132%) but this is off a small base of $6.15 million.
“Mobile advertising now makes up 3.3% of total online advertising expenditure and presents marketers with a fantastic opportunity to extend their brands’ reach in a largely uncluttered environment,” the report says.
The IAB says the overall growth has been driven by smartphones, with phone advertising revenue increasing 189% while tablet revenue increased 6%.
For the 2015 half year, online advertising increased 44% on the previous period to $365 million.
The report is compiled with information from 35 advertising agencies and publishers.
Note: The share total equals 104%. IAB chief executive Adrian Pickstock says video is a sub-set of sisplay and so to get to 100% you’d only add display, mobile, search and classifieds. The small remaining variance is due to rounding.
The 2014 Advertising Standards Authority Turnover Report says television has the biggest market share, with 25.7% or $614 million. Online advertising is hot on its heels with 24.7% or $589 million. In third place is newspapers, with 20.3% or $484 million.
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Campbell Gibson
Fri, 11 Sep 2015
Fri, 11 Sep 2015
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Online ad spend in first half of 2015 reaches $365m
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