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Executive Summary
3 months ended 31 March 2011
Total online advertising expenditure in Australia for the first-quarter 2011 (3 months ended 31 March 2011) totalled 601.0 million, a decrease of 4% (or $26.75 million) on the quarter ended 31 December 2010. The 31 March 2011 quarter recorded an increase of $88.5m (or 17%) from the comparable prior first-quarter in 2010.
General Display advertising and Classifieds advertising accounted for 21.59% and 24.17%, respectively, of the total advertising expenditure for the first-quarter 2011, while Search & Directories advertising comprised the remaining 54.24%.
Both Classifieds and Search and Directories advertising achieved growth compared to the prior quarter, and General Display declined from the prior quarter. All categories achieved growth compared to the prior year quarter.
Within General Display, based on submissions received, email based advertising comprised $8.44m of advertising expenditure and video based advertising comprised $8.52m of advertising expenditure.
Within General Display, CPM based pricing was the dominant expenditure type with 75% of advertising expenditure on a CPM basis, and 25% on a Direct Response basis.
The Finance, Motor Vehicles and Computers & Communications sectors continue to be the dominant industries using General Display advertising, and comprise 38.91% of the General Display spending. Motor Vehicles – Manufacturers was the largest subcategory which comprised 11.53% of the General Display spending for the quarter (marginally up from 11.30% in second-quarter 2010).
Real Estate was the leading category for Classifieds advertising expenditure in first-quarter 2011, followed by Recruitment, and then Automotive.
During the quarter, Search grew at a faster rate than Directories.
With the exception of Search & Directories, the March 2011 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 September 2007 and subsequent quarters (when compared to the figures reported for any period prior to the September 2007 quarters) can be considered to be understated. This applies to the quarterly and annual analyses.
