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Executive Summary
3 months ended 31 December 2009
Online advertising expenditure in Australia for the fourth-quarter 2009 (3 months ended 31 December 2009) totalled $513 million, the largest fourth-quarter recorded. This is an increase of $46.25 million (or 9.9%) from the third-quarter 2009 (3 months ended 30 September), and is an increase of $50.5 million (or 10.9%) from the fourth-quarter 2008.
General Display advertising and Classifieds advertising accounted for 27.7% and 21.7% of the total advertising expenditure for the fourth-quarter 2009, respectively, while Search & Directories advertising comprised the remaining 50.6%.
General Display, Classifieds and Search and Directories advertising all achieved growth compared to the prior quarter.
Within General Display, based on submissions received, email based advertising comprised $9.3m of advertising expenditure and video based advertising comprised $5.3m of advertising expenditure.
Within General Display, CPM based pricing was the dominant expenditure type with 76% of advertising expenditure on a CPM basis, and 24% was on a Direct Response basis.
Finance, Computers & Communications and Motor Vehicles sectors continue to be the dominant industries using General Display advertising, and comprise 43.8% of the General Display spending.
Motor Vehicles – Manufacturers was the largest subcategory which comprised 9.6% of the General Display spending for the quarter (down from 10.2% in the third-quarter 2009).
Real Estate was the leading category for Classifieds advertising expenditure in the fourth-quarter 2009 followed by Recruitment then Automotive.
Within the Search and Directories market Search is growing at a faster rate than Directories.
With the exception of Search & Directories, the December 2009 OAER does not include any estimates for non-contributors.
The Search & Directories category includes an estimate of advertising expenditure received by Google, the largest company in the Search market.
Due to estimates not being included for non-survey contributors for the General Display and Classified categories, these markets can be considered to be larger than as reported in the OAER.
As estimates were included in figures reported for periods prior to, and including, December 2006, growth rates in this Report for March 2007 and subsequent quarters (when compared to the figures reported for any period prior to the March 2007 quarters) can be considered to be understated. This applies to the quarterly, 6 monthly and annual analysis.
