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Online ad spend steamrolls past Free to Air for first time

Online advertising has surpassed Free to Air advertising for the first time in Australia.

Digital dux

According to data from PricewaterhouseCoopers for IAB Australia, online advertising expenditure grew 19.3 percent year in 2013 to reach a total of $3.98 billion.  

Free to Air advertising accounted for $3.87 billion over the same period.

Mobile monolith

PwC figures reveal mobile advertising spend quadrupled in 2013, from $86.2 million to $349.2 million.

Online growth

Elsewhere digital advertising was up across the board. Search and Directories remain the largest sector, accounting for $2.118 billion.

Classified advertising clocked up $743 million, while video advertising reached 15 per cent of display revenues and was up 72 percent year-on-year on 2012.

Gai Le Roy from IAB Australia said the results were encouraging for Australian marketers.

“The industry should be very proud of these strong results, particularly given the 19.3 per cent growth rate is actually an increase on last year’s.”

The full report is available to IAB members at iabaustralia.com.au. 

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