Digital advertising in Australia will become an $11 billion industry over the next five years, growing at about 11 per cent a year, according to a report from global analytics firm Socintel360.
At that point, more than 50c in every advertising dollar will go online. But the Digital Advertising Spend in Australia report also forecasts that by 2019, almost 80 per cent of those digital ad dollars will go on mobile advertising.
It has been coming for some time. Look at Facebook — perhaps the most mobile of all the world’s media companies. Around three-quarters of its advertising revenues now come from mobile, reflecting people’s desire to check in on Facebook and other media sites on their smartphones.
But Australian businesses are still largely unprepared for the sea change, according to PricewaterhouseCoopers, which publishes Australia’s other major five-year advertising forecast report, the Entertainment and Media Outlook. This year’s Outlook is a little more conservative with its internet advertising projections, forecasting it to top $8bn in Australia by 2019, up from $5bn this year. Continue reading