The Internet has overtaken radio in advertising spend and attracts more advertising revenue than magazines, outdoor and cinema c In response to the question "Since using the Internet, mark how your habits have changed" up to 20% of consumers marked less use Finance & communications dominate online ad spends
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Advertising expenditure by industry

 Finance & communications dominate online ad spends

Top 10 online advertisers

 Westpac leads the top 10 advertisers online, spending $29m per year

Online expenditure breakdown

 Where the $1.2 billion expenditure goes

Combination of radio and online

 Over 80% of radio listeners have sought out a company online as a direct result of hearing a radio commercial

More Australian's get their news online

 Australian's have had one of the highest take-ups of online news in the world

Do you spend less time with these media?

 In response to the question "Since using the Internet, mark how your habits have changed" up to 20% of consumers marked less use of traditional media

Do you spend more time with these media?

 This graph represents the number of consumers spending more time with the respective medium than 12 months ago. FTA was the worst hit with its worst growth in nearly 20 years.

Day after TV recall declines

 Percentage of adult evening viewers who can name a brand advertised on a show they watched last night

Age breakdown of Internet users

 The highest users of the Internet are 45-54 years old

Gender breakdown online

Online outdoes radio in ad expenditure

 The Internet has overtaken radio in advertising spend and attracts more advertising revenue than magazines, outdoor and cinema combined

Internet reaches more than TV

 The Internet has now overtaken TV in terms of total reach, with 15.5 million people now using the Internet and 13.4 million watching TV

Decline in other media consumption

 A recent ACMA report showed that Australian's are using traditional media less, with 16% of people watching less TV in favour of the Internet

Time spent online VS ad spend

 Even though the average Australian spends 16% of their time online, it only attracts 6% of ad spend, making it the least cluttered medium in Australia

Performance drives search revenue

 The growth in spend in search is different to other media as search generally relies on a success-fee (cost-per-click) for its advertising revenue

Growth of online spend

 Online advertising has grown at an average of 58.5% per year since 2003

Time spent with media comparison

 For the first time in history, Australian's spend more time on the Internet than watching TV or with any other media

Time online each week

 The time Australian's spend online has grown every year

94% of Australian's access the Internet

Also in this area

This week on LD Out Loud

Are advertising agencies dying?

Episode 022 (November 19 2008)

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