Content Marketing Blog

Online advertising spend continues to climb

Online marketing may not be a new trend, but the latest figures show that companies are still keen to invest what they can in getting their message across in this way.

IAB Australia's Online Advertising Expenditure Report, compiled by PricewaterhouseCoopers, found that during the March quarter alone, spending in this area reached $910.8 million.

Let's put this figure into context. It marks a rise of 15 per cent compared to the same time last year, suggesting that firms must be reaping strong rewards from their online marketing efforts.

One area that has experienced a boom over recent months is online advertising on smartphones and tablets – this alone has seen 182 per cent year-on-year growth in the March quarter.

For the first time since the survey began, tablet-based advertising has exceeded smartphone marketing, suggesting that this is an area businesses need to consider as part of their content marketing strategy.

Director of research for IAB Australia Gai Le Roy said: "The dual factors continued growth in consumer devices and expansion of creative opportunities for marketers has underpinned significant growth in both mobile and video advertising."

He believes this growth will continue for some time yet, as firms reassess their marketing efforts and decide where is best to make investments.

With tablets and other mobile devices becoming more popular, experts believe that this will be a major focus for anyone addressing their advertising spend over the coming months.

After all, mobile devices often require quite a different content strategy to other forms of technology, not least because people typically digest information while they are on the move.

Keeping content short and to the point is essential, while websites need to be optimised for viewing on mobile devices.

The marketing landscape has undoubtedly changed over the past 12 months – let's see what the next year has in store!

Posted by Emma Furze