According to a new report by PricewaterhouseCoopers online advertising spend for the September 2007 quarter in Australia increased 6.8% to $347.8 million – a result that pushes the total online advertising spend for 2007 to $1.4 billion, a 40% increase over 2006 figures.
This surge in spending on online advertising in the three months to September will see it leap ahead of radio and magazines to become the third biggest advertising platform in the Australian market behind newspapers and free-to-air television respectively. Radio is set to book $990 million in advertising for 2007, and magazines $1.35 billion. Newspapers continue to attract the biggest ad spend, with the 2007 total estimated to exceed $3.5 billion, just ahead of free-to-air television on $3.4 billion.
The break up of online advertising spend was skewed towards search and directory advertising, followed by banner and pop-up ads and classifieds, the report found.