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Key Trends in the Australian Online General and Mobile Advertising Market

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Frost & Sullivan analyst briefing on the Key Trends in the Australian Online General and Mobile Advertising Market

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Key Trends in the Australian Online General and Mobile Advertising Market

  1. 1. Key Trends in the Australian Online General and Mobile Advertising Market Phil Harpur, Senior Research Manager Digital Media, Australia October 2011
  2. 2. Online General Advertising Market Forecast <ul><li>The online general advertising market in Australia grew 11.9% during the 12 months to June 2011 with expenditure totaling $635 million </li></ul><ul><li>Growth rates from the mature inventory segments - online display, advertorials, integrated site content, sponsorships and EDM/e-newsletters will decline in later years. </li></ul><ul><li>Very strong growth rates are predicted from online video. </li></ul>
  3. 3. Advertiser Buying Behaviour <ul><li>Just over half of advertisers increased their online general advertising budget during 2010-11. </li></ul><ul><li>Change in online general advertising budgets is highly correlated with the size of organisation, with larger organisations more likely to increase expenditure during the prior 12 months. </li></ul>
  4. 4. Trends by Major Publisher Type <ul><li>The major multi-sector publishers still occupy the largest slice of the online general advertising revenue pie. </li></ul><ul><li>Social media publishers (mainly Facebook) displayed strong growth and now account for 7% of the overall market. </li></ul>
  5. 5. Mobile Advertising Market Trends <ul><li>Australian mobile advertising expenditure rose steadily to reach $13.9 million, but market has not gained high level of traction anticipated a few years ago. </li></ul><ul><li>Major restraints include: </li></ul><ul><ul><li>a lack of locally available mobile sites </li></ul></ul><ul><ul><li>under-utilisation of consumer targeting </li></ul></ul><ul><ul><li>lack of rich media ad serving functionality </li></ul></ul><ul><li>But many of these issues now outweighed by positive drivers such has: </li></ul><ul><ul><li>rising smartphone penetration, </li></ul></ul><ul><ul><li>increased data caps on standard mobile plans, </li></ul></ul><ul><ul><li>increasing amounts of mobile content </li></ul></ul><ul><li>The market is expected to grow at a compound annual rate of 43 % over the next five years, leading to a total market value of $82 million by 2016. </li></ul>
  6. 6. Frost & Sullivan 2011 Australian Digital Media Program <ul><ul><li>1) The Australian Online Classifieds Market </li></ul></ul><ul><ul><li>2) The Australian & New Zealand Online Shopping Market </li></ul></ul><ul><ul><li>3) The Australian Online Video Market </li></ul></ul><ul><ul><li>4) The Australian Online General and Mobile Advertising Market </li></ul></ul><ul><ul><li>5) The Australian Online Search and Directories Market </li></ul></ul><ul><ul><li>6) Australian Online Advertising Market – Year End Overview and Outlook </li></ul></ul>
  7. 7. http://twitter.com/frost_sullivan Follow Frost & Sullivan on Social Media http://www.facebook.com/pages/Frost-Sullivan/249995031751?ref=ts http://www.linkedin.com/companies/4506 http://www.slideshare.net/FrostandSullivan
  8. 8. For Additional Information Donna Jeremiah Corporate Communications Asia Pacific +603 6204 5832 [email_address] Carrie Low Corporate Communications Asia Pacific +603 6204 5910 [email_address] Phil Harpur Senior Research Manager Digital Media, ICT [email_address] Jessie Loh Corporate Communications Asia Pacific +65 6890 0942 [email_address]

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