Digital advertising is continuing to dominate Australian advertising expenditure, at the expense of static TV budgets.

Digital upswing

The revelation comes courtesy of a report from the Commercial Economic Advisory Service of Australia (CEASA).

The report shows digital advertising accounted for over one third (37%) of the total 6.2 billion advertising market spend in Australia for the first half of 2014.

By contrast. free-to-air advertising remained static at 27%. 

The remaining spend was split between other advertising segments.

Online ownership

Digital continues to grow across the board. In the 2013 financial year the sector snared 30% of the total advertising spend in Australia. By the 2014 financial year that had risen to 34%.

To break these figures down further, mobile advertising is now bigger than both magazine and outdoor advertising sectors, while video advertising has doubled the total cinema ad market. 

CEASA predicts video advertising spend will reach half the pay TV ad market by the end of the year.

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