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Digital Beats the Advertising Doldrums

Figures just released by data firm SMI reveal that despite the Australian advertising market recording a 3.9% decline for August, media owners expect a strong December quarter.

Digital Prospers

While magazines, radio, newspapers and TV were all down, digital media was the only sector to strengthen its position, rising 13.4% to post a year to date increase of 0.8%. These gains were powered by an increase in online advertising from the retail sector.

SMI, which compiles monthly reports from aggregating media agency booking data and not the total ad market, shows overall revenues remain lower than this time a year ago, yet when the figures for government election advertising are removed the outlook is stronger.

Upturn predicted

This translates into optimistic final quarter forecasts across all sectors from media buyers, particularly for digital media. In offering relatively low-cost, highly measurable returns on investment, digital is expected to strengthen its position into 2012.

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Article by: Dan Kuseta: @dankuseta

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