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Executive Summary
Online advertising expenditure in Australia for the 6 months ended December 31, 2004 totalled $225 million.
This was characterised by growth in all expenditure types and in particular Classifieds ad expenditure.
General Advertising and Classifieds Advertising revenue accounted for 33% and 34% of the total ad expenditure respectively while the Search and Directories advertising category comprised the remaining 33%. Classifieds was the fastest growing category increasing by 40% for the six months ending December 31, 2004.
The highest spending Advertiser Industry category in General advertising was Finance while Recruitment attracted the highest Classifieds advertising expenditure.
Overall online advertising expenditure was up 64% on the same half-year period in 2003 and up 38% on the first half of 2004.
Online advertising revenue in Australia totalled $388 million for the 2004 calendar year an increase of 64% on 2003.
This was characterised by strong performances from all categories. General and Classifieds revenue accounted for 33% and 34% of the total ad spend respectively, and while the Search and Directories category comprised the remaining 33%.
Search and Directories Advertising was the fastest growing category increasing by 85% on 2003.
The highest spending Advertiser Industry category in General advertising over the 2004 calendar year was Finance.
Recruitment attracted the highest Classifieds advertising expenditure for the same period.
