Online Advertising Growing Fast in Australia

• Posted: Wednesday, September 06, 2006
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• Author: pradhana

Australian advertisers spent 21% of their budgets online in FY 2006-2007.

By Ben Macklin - Senior Analyst

A new report from pollster Roy Morgan indicates that major Australian advertisers will invest a whopping 21% of their advertising budgets online in FY 2006-2007. This is 11 percentage points higher than the 10% level that was widely reported in January 2006.

General online advertising (predominantly banners ads) will make up 53% of online advertising dollars, according to the new results, down from previous surveys. Conversely, online search and online classified advertising are expected to make up a larger proportion of the online advertising pie.

Over one-third of online advertising dollars goes to search, according to Roy Morgan, and with Google by far the most popular search engine in Australia, this means the bulk of online search spending is going to the search engine giant.

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