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Executive Summary
The December 2012 OAER continues to provide estimates for Google display, video, and mobile advertising as well as Facebook display and mobile advertising. Figures have been restated from the September quarter 2010 for comparative purposes. Refer to the Appendix for further detail and the impact on growth trends.
12months ended 31 December 2012
Online advertising expenditure in Australia for the 12 months ended 31 December 2012 was $3,342.6m, an increase of $516.0m (or 18.0%) on the 12 months ended 31 December 2011. The increase has been due to growth experienced in all categories, with a 27.0% increase in Search and Directories advertising, a 9.0% increase in Classifieds advertising and a 10.0% increase in General Display advertising from the prior year ended 31 December 2011.
General Display advertising accounted for 26.0%, Classifieds advertising accounted for 20% and Search & Directories advertising accounted for 54.0% based on expenditure for the past 12 months.
Within General Display, based on submissions received, email based advertising comprised $26.1m of advertising expenditure, a decrease of 30.0%, and video based advertising comprised $90.3m of advertising expenditure, an increase of 30.0%.
Within General Display, CPM based pricing continues to be the dominant expenditure type.
The highest spending Advertiser Industry category in General Display was Motor Vehicles, followed by Finance. Together these accounted for 31.2% of total General Advertising expenditure. Motor Vehicles – Manufacturers was the largest subcategory comprising 14.0% of the General Display spending for the year.
Real Estate was the leading Category for Classifieds advertising expenditure in the 12 months ended 31 December 2012, followed by Recruitment then Automotive. This is the same as the prior year.
Reminiscent of the early days of online advertising, Mobile Advertising grew over the twelve months by 220% and 55% on the previous quarter. This represents expenditure for the 12 months ended 31 December 2012 of $86.2m.
