Digital advertising is rapidly on the rise, with figures released by the Commercial Economic Advisory Service of Australia last week showing digital advertising accounted for 37 per cent of all advertising in the first half of 2014.
Digital advertising made up 34 per cent of the $6.2 billion advertising total in the 2014 financial year, up from 30 per cent in 2013. Interactive Advertising Bureau CEO Alice Manners told AdNews that she believes digital can finish the year at 40 per cent.
As the market changes and agencies and marketers continue to tweak their budgets to get the best return on their investment and follow people’s media consumption habits, I wouldn’t be surprised to see digital representing $4 out of every $10 spent in the market for this calendar year," says IAB chief executive Alice Manners.
On top of the success of digital advertising, mobile has been seen to outperform both the magazine and outdoor advertising segments. TV advertising is stable with a 27 per cent share.
