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.