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IAB Australia
Total online advertising growth continued to slow in the second quarter of 2020, declining by 12% year on year according to the IAB Australia Online Advertising Expenditure Report (OAER). Although not as heavily impacted as other advertising channels, the Report compiled by PwC reflects the impact of the nationwide COVID-19 lockdown on the total online advertising market for the April to June quarter.
IAB Australia today announced the launch of its new MeasureUp Research Awards to showcase quality Australian media research. Media owners, platforms and technology companies are invited to enter, with the winners to be announced in October at IAB 2020 MeasureUp, Australia’s only conference focused on media measurement and ad effectiveness.
Following on from the launch of the Australian Digital Advertising Practices (ADAPs) last month, IAB Australia has issued a call to action for the digital industry to adopt the IAB Tech Lab’s transparency standards across the programmatic supply chain and commit to other related recommendations.
The Australian Association of National Advertisers (AANA), Interactive Advertising Bureau (IAB) and Media Federation of Australia (MFA) today released the 2020 Australian Digital Advertising Practices, outlining an agreed set of digital working practices to support advertisers to make informed decisions and build confidence and trust in the digital advertising supply chain.
Total online advertising growth slowed in the first quarter of 2020 to deliver overall year-on-year growth of 3.8% according to the IAB Australia Online Advertising Expenditure Report (OAER). The Report compiled by PwC, found that the drop in expenditure traditionally experienced after the December holiday quarter was more pronounced this year, with the total advertising in Q1 reaching $2,286m in expenditure.
Timeliness, connection and trust are the most significant context attributes for trusted news environments according to research testing COVID related content released today by IAB Australia and leading neuroscience research firm Neuro-Insight. The study of over 900 Australians, assessed three different types of news content – hard breaking news, COVID related updates and lifestyle content that is linked to our current COVID lockdown lives – and explored how the attributes of these could help advertising messages take on additional meaning.
IAB Australia is expanding its Board to provide greater industry representation, announcing today that the chair of its Executive Tech Council (ETC) will now be represented on the Board. Rohan Creasey, Country Manager ANZ for Rubicon Project who has been the Chair of ETC since June 2019, will be the first representative, taking up the position from April 2020.
With Australian brands actively reviewing how to adapt their businesses models to address the rapidly changing market conditions, new research conducted by Pollinate for IAB Australia has recommended reviewing the strategies of direct brands, particularly around ecommerce, finding that the direct brand economy is achieving mainstream status and has much to offer traditional brands.
Industry association IAB Australia has issued an urgent call to action for brands, agencies, ad verification firms, and other companies in the digital advertising supply chain to stop blocking the news. The call comes as many brand and agency teams have mistakenly updated their programmatic and all other media buying to prevent any advertising surrounded by topics including “crisis,” “COVID-19,” and “coronavirus”.
The Australian online advertising market growth has slowed, but still achieved 5.6% year-on-year to reach $9.3bn expenditure for the full calendar year 2019 according to the IAB Australia Online Advertising Expenditure Report (OAER) compiled by PwC. All online advertising categories showed growth through the year, while video advertising was again the growth driver in the general display category with 19.9% growth year-on-year.
Advertising across digital audio platforms is maturing, with 90% of media buyers placing ads in streaming services and 75% now embracing podcasts (up from 63% in 2018) according to the IAB’s Audio Advertising State of the Nation Report released at the IAB Australia Audio Summit today.
Although growth is slower than in previous years, digital has bucked the overall advertising slowdown, with the latest IAB Online Advertising Expenditure Report prepared by PwC revealing the market grew 3% quarter on quarter and 6.5% year on year to reach $2.381b for the September quarter. The report, which is recognised as the industry standard for independent market level industry intelligence in Australia, has been revamped to enable members to review market data at a glance.
Digital channels are effective at delivering brand impact and more cost efficient than most offline channels according to an Australian first report released today by Kantar at IAB Australia’s MeasureUp conference.
Australian brands and agencies continue to grow their investment in digital advertising with total spend for the 2019 financial year increasing by 7.1% year-on-year to reach $9.0bn (2018: $8.5bn). Of the total spend, 45% was attributed to Search and Directories, 37% to General Display and the remaining 18% to Classifieds.
IAB Australia’s Executive Technology Council has launched an industry mentorship program to support and enable the next generation of digital advertising and technology industry talent. With a particular focus on supporting gender diversity and identifying the unsung heroes of the industry, the program will provide support for up to 40 mentees via 20 mentors every six months. The IAB will be accepting nominations on the IAB website from 20th June for mentees from member organisations with five years or less industry experience.
IAB Australia has announced the appointment of Guardian Australia to the IAB Board, effective immediately. The company will be represented by Guardian Australia’s Director of Commercial Operations, Tereza Alexandratos and Managing Director, Dan Stinton.
Online advertising has continued to climb in Australia with revenues increasing 4.9% year on year to reach $2.2billion for the first quarter of 2019. The data which was drawn from the IAB Australia Online Advertising Expenditure Report (OAER) published today by PwC, also showed that video, mobile and classified advertising were the stand out performers, increasing year on year by 15%, 26% and 7% respectively.
IAB Australia today that apps-ads.txt, its authorised inventory product for advertising within in-app environments on mobile and OTT (over-the-top) and any other app inventory, is now ready for adoption.
The Australian online advertising market hit $8.8bn expenditure in calendar year 2018, an increase of 11.6% on 2017 according to the IAB Australia Online Advertising Expenditure Report (OAER) published today by PwC. The independent report, which has been detailing key online market trends since 2007, includes for the first time data points about the rate of programmatic buying, as well as CTV video advertising revenue data.
IAB Australia today released the 3rd wave of its Audio Advertising State of the Nation Report. The Report, which covers broadcast radio, streaming digital audio, DAB+ and podcasts, is a truly collaborative industry project with support from 13 different media and technology companies as well as industry body Commercial Radio Australia.
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