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Online advertising stays strong in Australia Friday, November 7th, 2008

Online advertising growth in Australia continued to power along in the third quarter, although things are expected to slow down this quarter, according to the IAB’s latest Online Advertising Expenditure Report, released today.

The B&T newsletter reports that online advertising has experienced a 30% growth year-on-year, with advertisers spending a record $450 million in Q3, $100 million ahead of the same period last year.

While growth is expected to soften in Q4 in response to the global economic crisis, the IAB is still anticipating a 20% year-on-year growth.

While all three categories - general display, classifieds, and search and directories - reported strong growth, search and directories dominated, accounting for $212 million of total spend for the quarter, 33% ahead of the same period last year.

The finance, computer and communications, and motor vehicle sectors represented 52% of display ads. Recruitment dominated spend in classifieds, followed by real estate and automotive.


Australian online ad measurement study underway Friday, October 24th, 2008

From today’s B&T newsletter: “Interactive Advertising Bureau (IAB) Australia has partnered with the major five online publishers to launch a major study into the effectiveness of internet advertising.

“The publishers - Fairfax Digital, News Digital Media, Ninemsn, MediaSmart and Yahoo!7 – have each provided equal online inventory in a standard IAB ad format to create an ‘average’ online brand building
campaign.

“The ads, for an FMCG client, have been provided free of charge and will provide an insight into the impact of online advertising.

“The IAB refused to name the brand involved or the media agency handling the placements, citing the need for unaffected results. Nielsen Online is managing the project and will compile the final analysis of the study.

“Results of the five-week project, which is described as ‘unheralded’ by the IAB, will be released on 26 November.”

Read the whole story here.