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Executive Summary
3 months ended 30 June 2010
Total online advertising expenditure in Australia for the three months ended 30 June 2010 was $552.5m, an increase of 40.0m (or 8%) on first-quarter 2010, and an increase of $99.5m (or 22%) on second-quarter 2009.
General Display advertising accounted for 28.7%, Classifieds advertising accounted for 23.3% and Search and Directories advertising accounted for the remaining 48.0% for the three months ended June 2010.
All categories achieved growth compared to the prior quarter and the prior year quarter. General Advertising experienced the strongest growth, compared with first-quarter 2010, at 26%.
Within General Display, for the second-quarter 2010, based on submissions received, email based advertising comprised 8.7m of advertising expenditure and video based advertising comprised $9.6m of advertising expenditure.
Within General Display, for the second-quarter 2010, 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 were the dominant industries using General Display advertising. These industries represented 42.9% of the advertising market in the second-quarter 2010 (45.6% in first-quarter 2010 and 45.5% in second-quarter 2009). Motor Vehicles – Manufacturers was the largest subcategory which comprised 10.7% of the General Display spending for the quarter (down from 12.4% in the first-quarter 2010).
Real Estate was the leading Category for Classifieds advertising expenditure in the second-quarter 2010 followed by Recruitment then Automotive. This is the same order as the prior quarter.
With the exception of Search & Directories, the June 2010 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, June 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 analyses.
