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Executive Summary
3 months ended 30 September 2008
Online advertising expenditure in Australia for the third-quarter 2008 (3 months ended 30 September 2008) totalled 451.25 million. This is an increase of $38.75 million (or 9.4%) from the second-quarter 2008 (3 months ended 30 June), and is an increase of $103.5 million (or 29.8%) from the third-quarter 2007.
Search and Directories advertising expenditure experienced the largest growth from the prior quarter, growing at $25.0m or 13.4%. General Display advertising also performed well, growing $11m or 9.6% from the previous quarter. In contrast, Classifieds advertising experienced minimal growth in, with an increase of $2.75m or 2.5% from the previous quarter.
General Display advertising and Classifieds advertising accounted for 27.8% and 25.2% of the total advertising expenditure for the third-quarter 2008, respectively, while Search & Directories advertising comprised the remaining 47.0%.
In terms of the relative proportion of online advertising expenditure in each sector, the General Display advertising sector remained consistent to the prior quarter and the Classifieds sector declined slightly. Search and Directories experienced an increase.
Finance, Computers & Communications and Motor Vehicles sectors continue to be the dominant industries using General Display advertising, comprising 52.2% of the General Display spending.
Motor Vehicles – Manufacturers was the largest subcategory which comprised 14.3% of the General Display spending.
Recruitment continues to be the leading category for Classified Advertising expenditure, followed by Real Estate, then Automotive.
Within the Search and Directories market, Search is growing at a faster rate than Directories.
Despite recent weakness in the economy, online advertising expenditure has remained robust with healthy growth rates.
With the exception of Search & Directories, the September 2008 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 when comparing 2007 to 2006 figures for quarterly analysis.
