Online advertising tipped to reach 20%

Online advertising sales topped $2.2 billion in calendar 2010 and is on track to hit $3 billion by 2013, a report says.

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The Interactive Advertising Bureau (IAB) Australia Online Advertising Expenditure Report said online advertising sales totalled $2.265 billion in calendar 2010, up 21 per cent or $393.25 million from the prior year.

Search and directories advertising was about half the total expenditure, while classifieds made up 23 per cent and general display advertising was 27 per cent.

The bulk of the growth in general display advertising was in the motor vehicles, finance, retail, government, health and beauty, and entertainment and leisure sectors, the report said.

Advertising sales online for the three months to December 31, 2010, came in at $627.75 million, the largest ever quarterly result and up 22 per cent from the prior corresponding period.

IAB Australia chief executive, Paul Fisher, described online as a core medium for advertisers.

"Consumers voracious appetite for content, services, social connection, search and video online is growing dramatically every year, with Australians watching almost 1 billion videos online each month," Fisher said in a statement.

"As a result, we are experiencing a structural shift in Australia and globally in the advertising and marketing industry as advertisers and agencies restructure their organisations and their budgets to better equip themselves to reach, engage and influence their customers online."

Fisher said the strong year-on-year growth had Australia on track to reach $3 billion in online advertising by the end of next year.

The report found video-based advertising grew 83 per cent in the December quarter to $9.7 million.

Online ranks third in terms of advertising dollars, behind television and print media.

The IAB report was compiled by PricewaterhouseCoopers and covers more than 1000 websites.

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