Internet advertising to reach 51 per cent of Australian ad market by 2019 – PwC

June 15, 2015 12:01

Internet advertising will exceed half of the total Australian paid advertising market within five years, PricewaterhouseCoopers predicts.

The annual PwC Australian Entertainment and Media Outlook projects that by 2019 the local ad spend on media will be $16bn and that internet advertising, in its various forms such as display, search, video and classified, will represent $8.2bn – or 51 per cent of paid marketing spend.

The report’s authors urged the media, marketers and their agencies to push innovation in the face of this major looming disruption.

“Frankly in Australia we have not been as innovative as we need to be,” said Megan Brownlow, editor of the Outlook. “This is born out by the data.”

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Nic Christensen

Nic Christensen worked for Mumbrella from 2013 to 2016, in roles including deputy editor and media & technology editor. He is former media writer for The Australian and has also worked as a reporter for The Daily Telegraph and senior producer for Radio 2GB.

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1 COMMENTS

Interactive Advertising 15 Jun 15

Interactive advertising is on demand and in turn provides brands a significant potential to go viral on the digital space and create massive buzz about their products. Integrating into the lives of their customers is what advertisers have always been waiting for to capitalize upon.

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