Australian Digital Ad Grows 11.3% In Q3 2020
The COVID-19 pandemic has hit industries across the world hard, though the Australian digital advertising market looks like it’s getting better, to the relief of people handling King Kong marketing review and others in the industry.
In Q3 2020, ending 30th September saw an increase of 11.3% growth from Q2, according to data from the Interactive Advertising Bureau Australia Online Advertising Expenditure Report (OAER), showing that all advertising categories in the industry saw growth following the rough Q2. The report also notes that search and directories accounted for 45% of all digital ad expenditure, with the general display, and classifieds accounting for 38%, and 17%, respectively.
Key details from the report include:
- General display formats saw consistent growth across the board. Video grew by 11%, standard display by 10%, and infeed/native advertising all went up by 19%.
- Video advertising saw big growth, bouncing back from Q2 2020 with CTV inventory growing the most across digital screen categories.
- Search and directories dropped by 6.9%, while classifieds dropped by 11.5%. However, display revenue went up by 0.9% due to video revenue’s good growth.
- Advertisers’ preferences remain stable in spite of 2020’s geopolitical climate, with 40% buying via the agency, 16% directly, 11% via programmatic guaranteed, and the remaining 33% opting for programmatic RTB/PMP.
CEO of IAB Australia Gai Le Roy says that everyone in the industry, like people who deal with many Australian digital advertising market, knows how hard 2020 has been, but the growth in Q3 is a good sign for the industry. They note that it’s just in time for Q4 2020, which is traditionally seen as the industry’s best quarter.
