Oct. 7, 2012
/PRNewswire/ -- The online general advertising market in
grew 21% from
, and is expected to grow at a CAGR of 14% till 2017. Online video was the fastest growing type of online general advertising inventory, growing 58% during that period.
Based on Frost & Sullivan's report
Australian Online General and Mobile Advertising Market 2012
, published in
which includes a survey conducted with online advertisers in
, half of all respondents indicate that their online general advertising budget increased in 2012, with 39% indicating an increase of more than 25%.
The online video advertising market, at
in 2012, is predicted to grow at a CAGR of 39% from 2012 to 2017. Its share of the online general advertising market will increase from 11% in 2012 to 30% in 2017, outperforming all other major online general advertising segments - online display, advertorials, integrated site content and sponsorships and EDM / e-newsletters.
, Senior Research Manager,
& New Zealand ICT Practice, Frost & Sullivan said online general advertising expenditure funded from diversion of funds from traditional media advertising (such as newspapers, print directories, direct mail, TV, and radio) is still high. "This indicates that the migration from offline to online channels is a significant factor in the growth of the online advertising market. 59% of organisations indicated they had achieved measurable ROI from their online general advertising in 2012," he added.
"Social media is quickly becoming a popular advertising medium. Facebook has seen strong growth in advertising revenues and the proportion of Australian companies choosing to advertise on Facebook is growing strongly," Harpur shared.