The Australian online advertising market jumped 19.2% to $3.449 billion in the March quarter, according to the IAB Australia Online Advertising Expenditure Report (OAER) prepared by PwC.
Government was the number one advertiser spend category, representing 13.5% of the general display market for the quarter, up from 3.9% on the same three months in 2021.
Retail's share dropped to 13.5% from 16.4% of general display advertising.
All general display categories recorded growth, with video advertising increasing 24% to $715.1 million, infeed/native by 5% to $349.80 million, standard display by 11% to $167.7 million and other advertising by 69% to $21.5 million.
Spending on classifieds was up 4.3% and search & directories 3.6%, General display advertising seasonally contracted by 15.1%.
Search & directory spend in the quarter seized share from general display advertising as the recovery of travel accelerated.
Gai Le Roy, CEO of IAB Australia, said: “The digital ad market saw solid investment growth for the March quarter compared to the previous year with the standard slight seasonal decline from the December quarter.
“The make-up of the top advertiser categories was greatly disrupted by significant ad spend from the political parties and independents early into the campaign for the federal election.”
The share of content publishers inventory bought programmatically grew by 1% on the immediate prior quarter bringing it to 42% of spend, equal to the percentage of agencies buying by IO, while direct bookings remained relatively stable at 16%.
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