Australia’s digital advertising market grew 3 per cent quarter-on-quarter and 6.5 per cent year-on-year to reach $2.381 billion for the September quarter.

The figures are contained in the latest IAB Online Advertising Expenditure Report prepared by PwC. 

The three advertising categories, general display, classifieds and search & directories all recorded year-on-year growth, broadly maintaining their respective share of market spend. 

IAB Online Advertising Expenditure Report. September 2019

Within general display, the travel sector is now within the top three industries, almost doubling its share of spend to 8.2 per cent of the total general display market for the quarter. Automotive remains the top spending advertising category representing 22 per cent of display revenue for content sites.

Video was the main driver within general display advertising, growing steadily through the September quarter to reach $413 million and 48 per cent of the total display spend, fueled by the retail, FMCG and technology sectors.

According to the report, Connected TV is now the dominant device for video inventory expenditure, increasing to 38 per cent from 31 per cent for the September quarter, while desktop (34 per cent) and mobile (28 per cent) expenditure both slightly decreased. 

Programmatic trading continued to increase, with content publishers reporting that 36 per cent of all general display advertising inventory was sold programmatically in the September quarter. 

By contrast, agency direct buys, via insertion order, which is the dominant buying method for general display advertising, reduced to 47 per cent of inventory.  Within video inventory, some 49 per cent was bought programmatically versus 46 per cent via agency buys.

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