2010 outlook of digital adspend in Australia

Mass audience migration from traditional media to digital began years ago. Marketing dollars albeit not at the same speed, but have been following suit steadily. This was accelerated recently by the GFC as marketers have become focussed on ROI more than ever.

In fact, in most markets, amid the recession, digital even achieved double digit growth. While in some others single digit, but still growth.

So the optimism and expectation are understandably high. So much so, that according to Paul Fisher, CEO at the IAB (Internet Advertising Bureau), digital’s share of the total ad dollars will equal of the traditional outlets such as TV and print within less than 3 years.

’I expect that by 2013, we will see online, television and newspaper all having about a 23% share of the market.’

Fisher maintains that Search will continue to dominate over Display and will have a double digit growth in 2010 and surpassing the billion dollar mark.
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