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Executive Summary
3 months ended 31 March 2008
Online advertising expenditure in Australia for the first-quarter 2008 (3 months ended 31 March 2008) totalled $384.5 million, the largest first-quarter recorded. This is an increase of $5.75 million (or 1.5%) from the fourth-quarter 2007 (3 months ended 31 December 2007), and is an increase of $90.5 million (or 30.8%) from the first-quarter 2007.
General Display advertising and Classifieds advertising accounted for 24.6% and 27.7% of the total advertising expenditure for the first-quarter 2008, respectively, while Search & Directories advertising comprised the remaining 47.7%.
Finance, Computers & Communications and Motor Vehicles sectors continue to be the dominant industries using General Display advertising, and comprise over 50% of the General Display spending.
Recruitment continues to be the leading category for Classified Advertising expenditure, followed by Real Estate, then Automotive.
With the exception of Search & Directories, the December 2007 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.
Multi Channel Network has contributed for the first time to this report. Prior period figures have not been updated to reflect the introduction of Multi Channel Network. The non-inclusion of Multi Channel Network in prior figures is not material to the percentage changes from prior periods reported in the March 2008 figures.
