Online advertising has hit the $4 billion mark, up 19.3% year on year and surpassing Free to Air (FTA) television advertising revenue for the first time, according to a PricewaterhouseCoopers study for the IAB.
Released today, the IAB Australia’s Online Advertising Expenditure Report saw an increase in revenue to $3.986bn year on year, where FTA television reached $3.877bn in the same period.
“The industry should be very proud of these strong results, particularly given the 19.3 per cent growth rate is actually an increase on last year’s,” Gai Le Roy, IAB Australia’s director of research, said.
“Digital advertising continues to evolve in terms of offerings and its ability to demonstrate strong ROI (return on investment) for marketers so we expect to see the growth rates sustained for some time to come.”
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