Australian Digital Ad Investment Bounces Back In Q4 2020

Data from the Interactive Advertising Bureau Australia, released in the Online Advertising Expenditure Report (OAER) had some good news for the Australian digital ad industry, noting that the market reached $2.94bn, a 29.7% growth in Q4 2020 compared to Q3 of the same year. This is a 20.3% increase from Q4 2019.

The data showed how all ad categories in Australia went up for the second quarter in a row, with the industry finally recovering following the decline in early 2020 due to the coronavirus pandemic.

IAM Australia CEO Gai Le Roy noted how digital ad saw a comeback in the second half of 2020, particularly in December, with marketer demand doing well across all categories, attributing it to delayed marketing expenditure, increased online activity, and news of a vaccine combined with the traditional upsurge the holiday season brings.

Highlights of Q4 2020 for digital marketing include:

  • General display went up by 26.8%, while search went up by 21.1%
  • Display saw its share of all Australian digital ad expenditure go up to 41% from 39%, with all display formats seeing increase
  • Video advertising went up 41% in Q4 2020 compared to Q4 2019
  • Retailer ads accounted for 18.5% of the display market, compared to 11.7%
  • Auto advisers didn’t do so hot, going down to 10.8% in 2020 from 14.7% in 2019
  • CY 2020 saw digital ad investment total to $9.5bn, a 2% increase from CY 2019
  • Search advertising went up by 2.8%, supported by digital video investment going up by 17.2%

The rebound that the digital marketing industry is seeing is good for people invested in things like a king kong advertising review, showing that there is a silver lining to the pandemic cloud.