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Video, mobile up as online ad spend rise 18% in 2012
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Total web ads spend in 2012 was $3,3bn, up $516.m or 18% in 12 months to 31 December 2012, according to the latest IAB figures.
There was growth experienced in all categories including 27% increase in Search and Directory ads, accounting for over half the total ad spend.
There was a 10% increase in general display ads, and although email ads fell 30%, video ads rose one third to $90.3 million value.
Mobile Advertising grew a whopping 220% year on year hitting $86.2 m.
“The inexorable rise of mobile, video and search is showing little sign of abating and we are delighted that the online industry is continuing to beat all reported market predictions about lower growth rates,” said IAB director of research Gai Le Roy.
“While mobile is currently experiencing a surge, we expect it will settle onto strong and sustained growth rates, just as general online advertising expenditure did in 2000 after an extraordinary period of growth.”
Classifieds like Telstra Sensis were also up 9% on 2011 figures.
The highest spending advertiser in General Display was Motor Vehicles, followed by Finance.
Real Estate was the leading advertiser for Classifieds ads, followed by Recruitment.
The figures include estimates for Google display, video, and mobile advertising as well as Facebook and mobile advertising.
Online ads in fourth quarter to December 31 were also up 11% on Q3.
