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Mobile and video are the new digital superstars

This week the Interactive Advertising Bureau released its annual Online Advertising Expenditure Report, confirming mobile and video are the new superstars of digital advertising in Australia.

It's a mobile world

The report, compiled by PriceWaterhouseCoopers, found that online advertising expenditure in Australia reached $3.3 billion in 2012. This exceeded market expectations by 18 per cent.

Mobile advertising grew a staggering 220 per cent for 2012 and accounted for $86.2 million.

In the final quarter for 2012 mobile grew by 55 per cent over the previous quarter. The breakdown was closely split between devices: 58 per cent smartphones compared to 42 per cent tablets.

56 per cent of mobile advertising was general display and 44 per cent was search.

Video vision

Video advertising increased from $20.7 million to $28.5 million in the final two quarters of 2012.

Overall video advertising accounted for $90.3 million, an increase of 30 per cent from the previous year.

Digital displays

General display ads grew 10 per cent in 2012; and while the sector continues to be dominated by motor vehicles, finance and real estate, the biggest increases in expenditure came from retail and FMCG as these sectors switch to online spending.

Elsewhere, search and directories were up 27 per cent and classifieds rose 9 per cent.

To read more visit iabaustralia.com.au.

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