IAB Online Advertising Expenditure Report: Mobile + video advertising continues to surge

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Online advertising has continued its steady growth according to the latest Interactive Advertising Bureau (IAB) Online Advertising Expenditure Report for the quarter ending 31 December, 2014. 

The report, which is compiled by PricewaterhouseCoopers on behalf of the IAB, shows that overall expenditure for the calendar year across all categories reached $4.6 billion, a 16 percent year-on-year increase. Total advertising expenditure for the December 2014 quarter was $1.2 billion, up 7.1 percent from the 2013 December quarter.
All categories delivered strong year-on-year performance, with mobile achieving a 118 percent increase on last calendar year to reach $762 million, while video grew 52 percent year on year to reach $237 million.  FMCG has emerged as the largest spending category for video advertising at 16.5 percent share for the full calendar year, while retail had its strongest ever quarter in Q4, reaching 10.9 percent of the total display sector. 
 
Says Alice Manners, CEO of IAB Australia: "While we are delighted about the sustained and robust growth of online advertising, we are most pleased that the proportion of expenditure in specific categories is aligning to category shares in the advertising market as a whole. This signifies that advertisers are seeing digital categories as being a comparable investment to their traditional counterparts.
 
"That's good news for the online industry and reflects the hard work done by the IAB to help establish a fair and transparent industry and to promote the digital market as an effective and valuable investment."
 
Retail had its strongest ever quarter in Q4 and now accounts for 10.9 percent of general display online advertising. This is comparable to recent market data which indicates Retail accounts for 9.9 percent of the total advertising market. The Finance and Computers & Communications categories also both now closely align with general market advertising spend.
 
General Display advertising was valued at $1.4 billion for the calendar year, Classifieds at $929 million and Search and Directories was again the largest category at $2.3 billion. 

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Image: All segments of online advertising experience growth in Calendar Year 2014
 
Classifieds demonstrated solid growth of 25 percent year on year to reach 20.1 percent share of the total online advertising expenditure, to make Australia one of the strongest classified markets in the world.
 
Industry category expenditure in General Display showed Motor Vehicles at the top with 16.9 percent of the sector, a slight share decrease year on year. Real Estate continued to embrace Display with 11 percent of the market, up from an 8.7 percent market share in December 2013, and Retail recorded its highest ever share of Display with 10.9 percent. 

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Image: Top five industry categories by expenditure share, December quarter 2014

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