According to an article by Mumbrella, digital advertising in Australia is demonstrating signs of a positive post pandemic recovery. In fact, latest figures from IAB Australia show an 11.3% growth in Q3, compared to the previous quarter.
As reported in the IAB Australia Online Advertising Expenditure Report, investment in Australian digital advertising reached $2.263b in the quarter ending September 30, 2020. The report also found that all advertising categories delivered growth in Q3, following the COVID-19 driven declines of Q2.
Search and directories made up 45% of all expenditure in Q3, with total investment increasing to $1.006b. This was followed by general display advertising, which was up 38% to $871m. General display formats video (+11%), standard display (+10%), and infeed/native advertising (+19%) all achieved double-digit quarter on quarter recovery.
Thanks to positive growth in video revenue, general display revenue was also up 0.9% year-on-year, despite search (-6.9%), and directories and classifieds (-11.5%) categories being down on the previous year.
IAB Australia CEO, Gai Le Roy, said the company expects to see continued recovery in Q4.
“It’s been a challenging year, but the growth this quarter in terms of digital formats signals the industry is bouncing back,” she said. “We are now entering what is traditionally considered the industry’s strongest quarter and we anticipate a continuation of the growth through to the end of the year.
