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Executive Summary
3 months ended 31 March 2010
Online advertising expenditure in Australia for the first-quarter 2010 (3 months ended 31 March 2010) totalled $513 million, which is equal to the results recorded for the fourth-quarter ended 31 December 2009 (0% growth recorded). The 31 March 2010 quarter recorded an increase of $73.0m (or 17%) from the comparable prior first-quarter in 2009.
General Display advertising and Classifieds advertising accounted for 24.6% and 23.8%, respectively, of the total advertising expenditure for the first-quarter 2010, while Search & Directories advertising comprised the remaining 51.7%.
Both Classifieds and Search and Directories advertising achieved growth, 9.4% and 2.0% respectively, compared to the prior quarter, and General Display declined by 11.1% from theprior quarter.
Within General Display, based on submissions received, email based advertising comprised $7.9m of advertising expenditure and video based advertising comprised $5.7m of advertising expenditure.
Within General Display, CPM based pricing was the dominant expenditure type with 75% of advertising expenditure (76% in prior quarter) on a CPM basis, and 25% on a Direct Response basis (24% in prior quarter).
The Finance, Motor Vehicles and Computers & Communications sectors continue to be the dominant industries using General Display advertising, and comprise 45.6% of the General Display spending. Motor Vehicles – Manufacturers was the largest subcategory which comprised 12.4% of the General Display spending for the quarter (up from 9.6% in the fourth-quarter 2009).
Real Estate was the leading category for Classifieds advertising expenditure in the first-quarter 2010, followed by Recruitment, and then Automotive. This is the same order as the prior quarter.
Within the Search and Directories market Search is growing at a faster rate than Directories.
With the exception of Search & Directories, the March 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, 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 analyses.
